Vietnam Showcases Spectacular Sustainable Tourism And Rich Cultural Heritage At BIT Milan 2025

Vietnam captivates BIT Milan 2025 with its breathtaking sustainable tourism initiatives and vibrant cultural heritage, fostering deeper ties with European travelers.

For the first time, Vietnam participated in the International Tourism Exchange (BIT) Milan, Italy's most prominent and respected travel fair. The event, held from February 9 to 11, 2025, provided a significant platform for Vietnam to promote its tourism image, advertise its diverse tourism products, and strengthen tourism ties with Italy and the broader European market.

BIT Milan, launched in 1980, has become an annual hub for connecting travel agencies, tourism professionals, and businesses worldwide. This year, the fair hosted over 1,100 exhibitors and attracted nearly 40,000 visitors, presenting a valuable opportunity for Vietnam to spotlight its rich cultural heritage, breathtaking natural landscapes, and diverse tourism experiences.

The event welcomed several dignitaries, including Vietnamese Ambassador to Italy Duong Hai Hung and President of the Italian Government Tourist Board (ENIT) Alessandra Priante. Their presence underscored the importance of Vietnam's debut at this international platform and highlighted the growing collaboration between Vietnam and Italy in the field of tourism.

Alessandra Priante of ENIT expressed her enthusiasm for the upcoming direct flights, describing the development as a milestone that would not only increase Vietnamese tourist arrivals in Italy but also encourage Italian visitors to explore Vietnam. She highlighted the shared cultural and historical ties between the two nations, noting that the new connection would bring their peoples closer together and unlock new tourism opportunities.

During the fair, the Vietnamese booths introduced Italian travel professionals and visitors to new policies designed to attract more European tourists. One of the key highlights was the simplified visa process, which now includes a 45-day visa exemption for Italian travelers. Additionally, promotional programs were presented to encourage early tour bookings.

Vietnamese travel businesses showcased a wide range of tourism products tailored to international visitors, with a strong focus on sustainable and eco-friendly tourism. Among the offerings were cultural experience tours in traditional Vietnamese villages, heritage tours to iconic destinations like Phong Nha-Ke Bang National Park and Ba Be Lake, and community-based tourism in ethnic minority areas such as Sa Pa and Ha Giang. These destinations, known for their unspoiled beauty and rich cultural traditions, have gained popularity among global travelers seeking authentic experiences.

Destinations like Ha Giang and Sa Pa were highlighted as examples of sustainable tourism success stories. These areas offer unique experiences such as trekking through terraced rice fields, interacting with ethnic minority communities, and participating in traditional festivals. By promoting such initiatives, Vietnam hopes to attract socially conscious travelers who prioritize sustainability in their travel choices.