An Ao dai fashion performance at the event. (Photo: Viet Nam National Authority of Tourism)

On the evening of May 6 (local time), the Viet Nam National Authority of Tourism held a promotional event for Vietnamese tourism in Milan, Italy.

At the programme, Nguyen Trung Khanh, Chairman of the Viet Nam National Authority of Tourism, affirmed that the event was a testament to the positive cooperation and ongoing efforts of both sides to deepen the comprehensive partnership between the two countries. Specifically, tourism is considered a sector of great potential which is rich in humanity and serves as a direct bridge connecting the peoples of both nations, fostering mutual understanding, empathy and close bonds.

Since 2015, Viet Nam has implemented a visa exemption policy for Italian citizens, and from August 2023, the permitted length of stay has been extended to 45 days. These are strong moves aimed at encouraging tourism exchange between the two countries.

The Viet Nam National Authority of Tourism holds the Italian market in high regard, not only for its potential in visitor numbers but also for the quality of its tourists. Italian visitors are globally recognised for their refined aesthetic sense, deep appreciation of culture, art and history, their passion for discovering authenticity, and their preference for emotionally rich, personalised experiences. This is a high-spending segment that values sustainable development, respects local identity, and seeks meaningful journeys.

Promotional event for Viet Nam’s tourism in Milan. (Photo: Viet Nam National Authority of Tourism)

At the event, Viet Nam showcased a selection of signature tourism products, specially designed to suit the needs and tastes of Italian travellers. These included:

Heritage and cultural tourism: Immersive historical experiences in Ha Noi, Hue, Hoi An, and Ninh Binh; exploring traditional craft villages, folk festivals, and the essence of Vietnamese artistic heritage.

Community-based and ecological tourism: Interactions with ethnic minority communities in Sa Pa and Ha Giang; exploring the waterway culture of Can Tho and the Mekong Delta; and sustainable rural tourism in central Viet Nam.

Culinary and lifestyle tourism: cooking classes and vibrant street food tours in Ha Noi and Ho Chi Minh City; and coffee culture experiences and sampling traditional dishes such as pho, banh mi, and bun cha.

Beach, golf and cruise holidays: luxury relaxation at pristine beaches in Phu Quoc, Nha Trang, Da Nang, and Quy Nhon, combined with golf and high-end cruise activities.

Indochina-linked tourism: cross-border journeys connecting Viet Nam, Laos, and Cambodia, offering deeper insights into regional cultural heritage.

During the programme, delegates, guests, businesses and Italian partners enjoyed vibrant performances of traditional Vietnamese music and dance, an ao dai fashion show titled “Pearl of the Orient” by designer Vu Viet Ha, a tourism promotion video about Viet Nam, and an introduction to the 2025 National Tourism Year – Hue.

According to the Viet Nam National Authority of Tourism, in recent years, the country has actively enhanced promotional efforts in the Italian market through targeted and practical initiatives. As a result, the number of Italian visitors to Viet Nam has grown impressively. In 2024, nearly 89,000 Italians visited Viet Nam, up 56% compared to 2023. In the first three months of 2025 alone, Viet Nam welcomed nearly 32,000 Italian travellers, marking a year-on-year increase of 29%.

Starting July 1, 2025, Viet Nam Airlines will officially launch a direct flight route between Ha Noi and Milan. This marks a significant step forward, creating favourable conditions for direct connection between two rich cultures and two promising tourism markets. The new route not only shortens travel time and distance but also facilitates opportunities for businesses to strengthen cooperation and promote two-way tourism exchange.