Vietnamese tourism firms expand Italian market presence at Rimini trade show

Vietnamese travel and tourism companies are set to make a continued push into the Italian market by participating in next year's TTG Travel Experience Rimini, one of Southern Europe's largest tourism trade fairs. The decision to return follows a successful showing at the 2025 edition of the event, according to the Vietnam National Administration of Tourism.

The repeated participation underscores Vietnam's strategic focus on strengthening tourism ties with Italy, a key European market with significant outbound travel potential. Direct engagement at international trade shows such as TTG Rimini allows Vietnamese tourism operators to establish relationships with Italian travel agencies, tour operators, and other distribution partners who shape consumer travel decisions.

Italy represents a growing opportunity for Vietnamese tourism, with the country's affluent consumer base showing sustained interest in Southeast Asian destinations. The TTG Rimini platform enables Vietnamese businesses to showcase their offerings while gathering market intelligence on European travel trends and preferences.

The trade show participation reflects broader efforts by Vietnam to deepen commercial and tourism cooperation with Italy. Beyond the travel sector, Vietnam and Italy have been exploring expanded collaboration in technology, green energy, and sustainable development initiatives.