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From April 9th to 12th, 2026, Tourism Malaysia in Vietnam will participate in the Vietnam International Tourism Fair (VITM Hanoi 2026) at the Vietnam-Soviet Friendship Cultural Palace, Hanoi.
This year's event marks the 15th edition of VITM and the 10th time the Malaysia Tourism Promotion Board in Vietnam has participated, further affirming Malaysia's commitment to promoting tourism cooperation and strengthening connections with the Vietnamese market.
A panoramic view of the Visit Malaysia 2026 conference in Hanoi, which brought together more than 50 representatives from leading travel companies and media organizations.
Throughout a decade of partnership with VITM, the Malaysia Tourism Promotion Board has consistently recognized it as one of the most prestigious and influential tourism events in the region. Through its annual participation, Malaysia has established and strengthened sustainable partnerships with travel agencies, airlines, and media outlets in Vietnam, thereby contributing to the promotion of tourism exchange and enhancing bilateral relations between the two countries.
At VITM Hanoi 2026, the Malaysia Tourism Promotion Board will be present at booth 121-143, with a space designed to inspire the majestic natural beauty and distinctive cultural identity of Borneo, offering a vivid experience of a diverse and inspiring Malaysia. Famous for its pristine rainforests, diverse ecosystems, and rich indigenous communities, Borneo clearly demonstrates Malaysia's unique appeal. In line with the theme of the Malaysia Tourism Year 2026 (Visit Malaysia 2026), the booth portrays Malaysia as a fascinating destination – where nature, culture, and dream experiences converge.
Within the framework of VITM Hanoi 2026, the Malaysia Tourism Promotion Board successfully organized the Visit Malaysia 2026 (VM2026) workshop on April 8, 2026, at the REY Hotel in Hanoi, with the participation of 50 representatives from tourism companies and media agencies in Hanoi. During the workshop, the Board shared Malaysia's tourism promotion direction for the key year of 2026, while also creating a platform for travel businesses, airlines, and stakeholders in the tourism industry of both countries to meet, exchange ideas, and seek future cooperation opportunities. In addition, the program updated information on support policies from the Malaysian government for incentive and conference tourism (MICE), thereby opening up more opportunities for cooperation and promoting this tourism segment between the two countries.
Ms. Amirah Nadiah Mazlan, Director of the Malaysia Tourism Promotion Agency's office in Vietnam, stated: “The participation of the Malaysia Tourism Promotion Agency at VITM Hanoi 2026 is particularly significant as we are actively promoting our Visit Malaysia 2026 campaign with the message “Surreal Experiences – Dreamlike Experiences,” showcasing Malaysia's diverse experiences from nature, culture, cuisine to shopping. Through this campaign, we expect to attract more international tourists, especially from Vietnam, while further strengthening tourism cooperation between the two countries. We also highly appreciate the role of VITM Hanoi and the Vietnam Tourism Association in promoting trade and tourism connectivity between Vietnam and Malaysia.”
This is an opportunity for Malaysia to promote its cultural identity to Vietnamese tourists.
Currently, there are approximately 180 flights connecting Vietnam and Malaysia, providing around 32,574 seats per week. This is considered a significant driver of tourist traffic from both sides. Amidst the volatile global tourism landscape and the continued growth in travel demand within ASEAN, Malaysia and Vietnam are emerging as bright spots in the region thanks to their safe destinations, rich cultural experiences, and diverse tourism products. This opens up many opportunities for the two countries to strengthen cooperation, promote bilateral tourist exchanges, and jointly attract international tourists to the region.
As part of the campaign, Malaysia also introduced the Calendar of Events 2026, featuring numerous cultural, sporting, and entertainment events throughout the year. Highlights include large-scale festivals such as the Malaysia Mega Sales, the Citrawarna (Malaysian Colors Festival), the Rainforest World Music Festival, the Malaysia National Day Celebration VM2026, the Petronas Grand Prix of Malaysia 2026, and iconic cultural festivals of the states such as Tadau Ka'amatan in Sabah and Gawai in Sarawak.
At the workshop, representatives from Vietnamese and Malaysian travel companies discussed opportunities for cooperation and development of MICE tourism products in the key year of 2026.
Vietnam continues to be one of Malaysia's key tourism markets in Southeast Asia, while Malaysia maintains its position as a familiar destination for Vietnamese tourists thanks to its close geographical proximity, convenient air connections, and cultural and culinary similarities. In addition, Malaysia is actively developing specialized tourism segments such as MICE tourism, long-term stay programs like Malaysia My Second Home (MM2H), and ecotourism experiences in nature reserves, islands, and popular coastal destinations.
