Ho Chi Minh City enterprises promote tourism in the US. (Photo: Ho Chi Minh City Department of Tourism)

Aiming to welcome 8.5 million international visitors, Ho Chi Minh City has identified the US as a key market to attract high-quality tourists, particularly those in the Meetings, Incentives, Conferences, and Exhibitions (MICE) and luxury travel segments.

By participating in IMEX America 2025, the Viet Nam–Ho Chi Minh City Tourism Promotion Programme seeks to enhance the city’s global tourism profile through international promotion, networking, investment attraction, and the exchange of global management and business experiences.

The programme featured two main events, including the Viet Nam–Ho Chi Minh City Tourism Booth at IMEX America 2025; and a seminar introducing Viet Nam and Ho Chi Minh City tourism held in Los Angeles.

At the IMEX America 2025 trade fair, which took place in Las Vegas from October 7 to 9, the participating Vietnamese and Ho Chi Minh City tourism units carried out B2B trade connection activities, introduced new products, and engaged leading travel businesses and strategic partners in the city’s tourism industry.

Visitors showing great interest in Vietnamese folk art. (Photo: Ho Chi Minh City Department of Tourism)

Cultural and tourism promotion activities for Ho Chi Minh City were showcased through video clips, new publications, and themed promotional items such as tote bags and passport covers designed specifically for the US market. In addition, a traditional “to he” (toy figurine) artist participated by creating interactive experiences to attract international visitors.

The Ho Chi Minh City delegation also held meetings with US representatives of major airlines, including EVA Air, China Airlines, and Starlux, as well as with buyer groups from leading corporations, such as IHG, Wynn Resorts, Global DMC Partners, Caesars Entertainment, and HelmsBriscoe US. These meetings provided valuable opportunities to promote the city, expand strategic cooperation, and attract both visitors and investors to Ho Chi Minh City.

Meanwhile, on October 10, the Department of Tourism held a Viet Nam–Ho Chi Minh City Tourism Introduction Seminar in Los Angeles. The event served as a key forum for networking and B2B engagement with leading travel corporations in California, such as Goway Travel, AMA Waterways, Ritz Tours, WJ Global Inc, and Uniworld River Cruise.

The seminar aimed to better understand the preferences of US travellers, propose collaborative initiatives for developing new tourism products, and invite potential partners. It also offered an opportunity to identify strategic partners and invite high-quality buyers from the US market to participate in ITE HCMC 2026, thereby contributing to the expansion of Ho Chi Minh City’s international customer network.