The highlight of the two Vietnamese booths, organised by the Vietnam Cultural and Tourism Association in Europe in collaboration with nine businesses and national flag carrier Vietnam Airlines, was an event showcasing the country's tourism, culture, and cuisine.

Traditional Vietnamese art performances attract visitors at the International Tourism Exchange (BIT) Milan 2025.

The activity welcomed the participation of businesses, distinguished guests and, notably, Vietnamese Ambassador to Italy Duong Hai Hung and President of the Italian Government Tourist Board (ENIT) Alessandra Priante.

Speaking at the event, which ran from February 9 to 11, Hung highly valued the participation of Vietnam Airlines and Vietnamese travel agencies in this fair for the first time, which also aimed to connect with Italian partners in preparation for the launch of a direct air route in July.

The ambassador expressed confidence that direct flights will significantly boost tourism between the two countries, and reinforce Vietnam’s position as Italy’s top trading partner in the Association of Southeast Asian Nations (ASEAN). He pledged continued support for Vietnam Airlines and tourism businesses.

He also highlighted Italy as a key tourism market for Vietnam in Europe, noting that Vietnam's 45-day visa exemption for Italian tourists has made the Southeast Asian country an increasingly attractive destination for Italian travellers.

Meanwhile, Priante expressed excitement about Vietnam Airlines opening a direct air route to Italy, describing it as a significant event for not only Vietnam but also Italy as it will attract more Vietnamese tourists to Italy.

The official highlighted the many similarities between the two countries and stated that the direct air route will generate new opportunities and bring the peoples of both nations closer together.

She also pledged to work closely with the Vietnamese Embassy to promote tourism and facilitate travel between the two sides.

During the fair, the Vietnamese booths updated Italian travel professionals on new policies designed to attract more European tourists, such as simplified visa procedures with a 45-day visa exemption, and special promotional programmes for tour bookings, aiming to encourage more Italian travellers to visit Vietnam.

Vietnamese travel businesses also introduced sustainable and eco-friendly tourism products, cultural experience tours in Vietnamese villages, heritage tours to destinations like Phong Nha-Ke Bang National Park and Ba Be Lake, and community-based tourism in ethnic minority areas like Sa Pa and Ha Giang—trending destinations among international travellers.

In addition to enjoying lion dances and traditional performances by artists dressed in ao tu than (four-panel traditional dress), visitors had the opportunity to savour traditional Vietnamese cuisine.

Authentic dishes such as pho (noodle soup), banh chung (square sticky rice cake), gio (Vietnamese sausage) and Vietnamese coffee were also served, offering guests a taste of the country’s rich culinary culture - an essential element of its tourism appeal.

Held annualy since 1980, BIT Milan brings together travel agencies and tourism businesses to connect with Italy’s tourism supply chain and international destinations. This year’s fair featured approximately 1,100 exhibitors and 40,000 visitors.

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