VI
EN
A magnificent and experiential booth.
On the morning of September 4th, at the Saigon Exhibition and Convention Center (SECC), Malaysia's 250 m² exhibition space quickly became one of the most prominent highlights of ITE HCMC 2025. The ribbon-cutting ceremony was attended by the Malaysian Consul General in Ho Chi Minh City, Firdauz Othman, along with other high-ranking officials, demonstrating the country's determination and serious investment in attracting regional tourists.
Malaysian delegates cut the ribbon to inaugurate their booth at ITE HCMC 2025 on the morning of September 4th.
Visitors not only admired the modern, open-plan booth but also immersed themselves in a variety of cultural experiences: from henna art and traditional tin crafts to spectacular artistic performances. The vibrant atmosphere was further enhanced by mini-games, a meet-and-greet with the adorable mascots Wira & Manja of the Visit Malaysia 2026 campaign, and interaction with Malaysian dancers. All of this created a "miniature Malaysia" right in the heart of Ho Chi Minh City.
Malaysia showcased some of its unique cultural features at its booth.
Notably, the participation of 15 partner organizations from both countries, including travel companies, hotels, and airlines, affirmed Malaysia's deep connection with the Vietnamese market. This was not only a place to promote its image, but also a forum to expand cooperation and create new product packages that suit the increasingly diverse needs of tourists traveling back and forth.
Vietnam - a key market for Malaysia.
In a statement to the press, the Malaysian Consul General in Ho Chi Minh City, Firdauz Othman, emphasized that Vietnam has always been identified by Malaysia as one of its key tourism markets in Southeast Asia. The figures demonstrating this strong link are truly impressive: in 2024, Malaysia welcomed over 366,525 visitors from Vietnam, and in the first half of 2025 alone, the number of Vietnamese visitors reached 168,677. Conversely, over 266,869 Malaysian tourists chose Vietnam as their destination during the same period, making the exchange of tourists between the two countries one of the most vibrant in the ASEAN region.
Malaysian Consul General in Ho Chi Minh City, Firdauz Othman, delivered a speech.
He stated that this connection is further strengthened by a dense air network with 164 direct flights per week, connecting major cities of both countries. This flight network not only serves leisure tourism but also opens up opportunities for the development of MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism. With its infrastructure advantages and flexible connectivity, Malaysia is confidently positioning Kuala Lumpur and Penang as world-class conference centers, ready to welcome business delegations from Vietnam.
“The geographical proximity, cultural similarities, and shared tourism demand have made Vietnam a ‘golden gateway’ for Malaysia in its plan to expand into the Southeast Asian market,” the Consul General shared. This also explains why, at ITE HCMC – Vietnam’s most prestigious tourism trade event – Malaysia invested in an elaborate booth as an important annual event.
Malaysia's booth at ITE HCMC 2025 was elaborately designed and larger in scale than most other booths.
Malaysia's presence at ITE HCMC 2025 marks the beginning of Visit Malaysia 2026, a campaign in which the Malaysian government hopes to attract 43 million international visitors, generating over RM283.8 billion in revenue. To achieve this goal, Malaysia is boosting its digital communication efforts, collaborating with Vietnamese KOLs and bloggers, and working with airlines and travel companies to introduce special promotional packages and products exclusively for Vietnamese tourists.
In addition, a series of roadshows and tourism fairs will be organized in Hanoi, Ho Chi Minh City, and Da Nang, accompanied by field trips for Vietnamese travel agents and journalists. Malaysia will also introduce long-term programs such as Malaysia My Second Home (MM2H), providing advice on study opportunities and scholarships at universities, as well as promoting the MICE tourism segment. Through MyCEB, support packages such as MyTripleE 2.0 are specifically designed to encourage Vietnamese businesses to choose Malaysia for international events and conferences.
Malaysia offers a variety of products and bilateral cooperation opportunities aimed at achieving the Visit Malaysia 2026 goal.
A strong bond connecting the two countries.
ITE HCMC 2025 further affirms the bilateral ties in the tourism sector between Vietnam and Malaysia. With the participation of 15 partners and unique cultural activities, Malaysia sends a strong message: Vietnam is not only a potential market but also a long-term partner in the strategy of sustainable tourism development.
This connection is even more evident as Vietnamese tourists increasingly favor exploring Kuala Lumpur, Penang, or Langkawi, while Malaysian tourists are attracted by the beauty of Vietnam's islands, heritage, and cuisine. This vibrant two-way exchange of tourists has contributed to promoting economic, trade, and cultural cooperation between the two neighboring countries. Through ITE HCMC 2025, Malaysia has affirmed its stature, not only as an attractive destination but also as a potential strategic partner in the region.
