Vietnam made an enchanting debut at BIT Milan 2025, showcasing its sustainable tourism efforts and rich cultural heritage to captivate European travellers. The event, a prominent international tourism exchange held from February 9 to 11, provided a crucial platform for Vietnam to promote its diverse tourism offerings, aiming to strengthen connections with Italy and the larger European market.
The vibrant display featured two stunning booths facilitated by the Vietnam Cultural and Tourism Association, supported by nine Vietnamese companies and Vietnam Airlines. Visitors experienced immersive displays of culture through traditional performances, culinary delights, and interactive exhibits, giving them a taste of what Vietnam has to offer.
Highlighting the significance of the event, dignitaries, including Vietnamese Ambassador Duong Hai Hung and ENIT President Alessandra Priante, acknowledged the importance of increased collaboration. The announcement of a new direct flight route set to launch in July 2025 generated excitement, promising easier travel between the two nations and fostering greater cultural exchange.
The booths also introduced Italian visitors to new strategic tourism policies, including a 45-day visa exemption for Italians and promotional programmes that encourage early bookings. Such initiatives aim to enhance the accessibility of Vietnam’s remarkable tourist experiences, particularly its focus on sustainable and eco-friendly tourism products.
With offerings that include cultural tours in traditional villages and community-focused experiences in areas like Sa Pa and Ha Giang, Vietnam showcased its commitment to preserving rich traditions. Attendees were treated to delectable dishes, such as pho and banh chung, providing a veritable feast for the senses.
Live traditional performances, including vibrant lion dances in ao tu than, infused the atmosphere with festivity, offering visitors an authentic glimpse into the country’s cultural richness. BIT Milan served as both a networking opportunity and a learning platform, allowing Vietnamese tourism businesses to gather insights from Italy’s established tourism sector.
Vietnam’s focus on sustainable tourism was prominent, with discussions centred around initiatives aimed at environmental conservation and community support. Highlighting its beautiful destinations, the country demonstrated how it caters to socially conscious travellers looking for genuine experiences amidst nature’s bountiful offerings.
As Vietnam presents its unique tourism facets, the nation’s appeal as a travel destination grows. This evolution reflects the nation’s diverse landscape and welcoming hospitality, appealing to varying traveller preferences, from the limestone caves in Phong Nha-Ke Bang to the vibrant streets of Hanoi.
With ongoing efforts to streamline travel processes and promote distinctive tourism experiences, Vietnam is poised for increased interest from Italian and European travellers. The debut at BIT Milan signifies Vietnam’s ambitions to carve a prominent niche in the global tourism landscape through sustained international engagements and strategic partnerships.
Vietnam showcased its sustainable tourism and cultural heritage at BIT Milan 2025, engaging European travellers through immersive booths. With the introduction of a direct flight to Italy in July 2025, Vietnam aims to enhance tourism ties and attract more visitors. Its focus on eco-friendly initiatives and unique cultural experiences promises a growing appeal for international travellers.
Vietnam’s participation at BIT Milan 2025 marks a pivotal step in its journey to becoming a premier global tourism destination. By merging its unique cultural richness and sustainable tourism initiatives, alongside the announcement of direct air connections with Italy, Vietnam sets the stage for enhanced tourist exchange and collaboration. Through continuous international engagement and eco-friendly practices, Vietnam is well-positioned for growth within the vibrant European travel market.
Original Source: www.travelandtourworld.com
