CaliToday (03/11/2025): The Vietnamese delegation is launching a major charm offensive at one of the world's largest travel expos, aiming to secure the lucrative peak season bookings for late 2025 and early 2026.
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Vietnam's tourism industry is making a significant international push this week, participating in the prestigious World Travel Market (WTM) London 2025, one of the largest and most influential travel trade shows in the world.
The high-profile presence signals a strategic pivot for the Southeast Asian nation, moving beyond its traditional "sun and sea" offerings to heavily promote new, high-value products. The delegation's primary goal is to capture the attention of the lucrative European market ahead of the critical peak travel season, which spans the end of 2025 and the beginning of 2026.
Industry leaders and travel providers from across Vietnam are in London to showcase a fresh portfolio of travel options, with a clear emphasis on two key growth areas:
Green & Sustainable Tourism: This includes promoting eco-lodges, nature-based excursions in national parks, and community-based tourism models that directly benefit local populations while preserving the environment.
Cultural & Experiential Travel: Moving beyond quick sightseeing, the new focus is on immersive experiences. This includes authentic culinary tours, wellness retreats, and deep-dive heritage explorations in destinations like Hue, Hoi An, and the northern highlands.
This strategy is specifically designed to appeal to post-pandemic European travelers, who are increasingly seeking longer-stay, high-quality, and more "authentic" travel experiences over mass tourism.
The timing of the WTM London event is crucial. As a key B2B (business-to-business) event, it is where major European tour operators and travel agencies finalize their catalogs and packages for the coming year.
By securing partnerships and deals in London this week, Vietnam aims to ensure its new, sustainable offerings are front-and-center for European tourists planning their winter-sun escapes and 2026 holidays.