Spectacular and rich in experience
On the morning of September 4, 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, and senior officials, demonstrating the country's determination and serious investment in conquering regional tourists.
Malaysian delegates cut the ribbon to open the booth at ITE HCMC 2025 on the morning of September 4.
Visitors not only admired the modern booth with open design but also immersed in many cultural experiences: from Henna painting art, traditional tin crafts to unique art performances. The lively atmosphere was also multiplied by mini games, meeting the cute mascots Wira & Manja of the Visit Malaysia 2026 campaign and interacting with Malaysian dancers. All of this created a “miniature corner of Malaysia” right in the heart of Ho Chi Minh City.
Malaysia brings some unique cultural features to the booth
Notably, the presence of 15 partners from both countries, including travel agencies, hotels and airlines, has affirmed Malaysia’s deep connection with the Vietnamese market. This is not only a place to promote its image, but also a forum to expand cooperation and create new product packages, suitable for the increasingly diverse needs of two-way tourists.
Vietnam - Malaysia's key market
In a statement to the press, Malaysian Consul General in Ho Chi Minh City Firdauz Othman emphasized that Vietnam has always been identified by Malaysia as one of the key tourism markets in Southeast Asia. The numbers demonstrating this strong connection are truly impressive: in 2024, Malaysia welcomed more than 366,525 visitors from Vietnam, and in the first half of 2025 alone, the number of Vietnamese visitors reached 168,677. In the opposite direction, more than 266,869 Malaysian tourists chose Vietnam as their destination in the same period, making the flow of visitors between the two countries one of the most vibrant in the ASEAN region.
Malaysian Consul General in Ho Chi Minh City Firdauz Othman speaks
He said that this connection is also reinforced by a dense aviation network with 164 direct flights per week, connecting major cities of the two countries. The flight system not only serves leisure tourism but also opens up opportunities to develop MICE (meetings, conferences, incentives, exhibitions) tourism. With the advantage of infrastructure and flexibility in connectivity, Malaysia is confidently positioning Kuala Lumpur and Penang as world-class convention centers, ready to welcome business delegations from Vietnam.
“It is the proximity in terms of geography, culture and tourism demand that has made Vietnam the ‘golden gateway’ for Malaysia in its plan to expand the Southeast Asian market,” the Consul General shared. This also explains why at ITE HCMC – the most prestigious tourism trade event in Vietnam, Malaysia invested in an elaborate booth as an important annual meeting point.
The booth at ITE HCMC 2025 was invested in by Malaysia with a larger scale than most other booths.
The presence at ITE HCMC 2025 is the kick-off for Visit Malaysia 2026, a campaign in which the Malaysian Government expects to welcome 43 million international visitors, bringing in more than RM283.8 billion. To achieve this goal, Malaysia is promoting digital communications, collaborating with Vietnamese KOLs and bloggers, and coordinating with airlines and travel agencies to introduce special promotions and products exclusively for Vietnamese tourists.
In addition, a series of roadshows and tourism fairs will be held in Hanoi, Ho Chi Minh City, and Da Nang, along with field trips for Vietnamese travel agents and press. Malaysia will also introduce long-term programs such as Malaysia My Second Home (MM2H), consulting 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 wide range of products and bilateral cooperation opportunities towards the goal of Visit Malaysia 2026
The strong bond between the two countries
ITE HCMC 2025 continues to affirm the bilateral connection 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 companion in the strategy of sustainable tourism development.
This connection is even more evident as Vietnamese tourists increasingly prefer to explore Kuala Lumpur, Penang or Langkawi, while Malaysian tourists are attracted by the beauty of Vietnam's sea, islands, heritage and cuisine. The vibrant two-way exchange of visitors 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.
