ITB Asia 2026, one of the leading B2B travel trade events in the Asia-Pacific region was held from October 21 to 23, 2026, at Sands Expo & Convention Centre in Singapore. This travel exhibition brings together businesses, buyers and partners across leisure travel, corporate travel, travel technology and MICE (meetings, incentives, conferences and exhibitions).
At the event, Visit Vietnam introduced an AI-powered travel solution designed to help travelers from across the globe discover destinations, plan itineraries and book travel services. The platform is developed and operated by Sun Group as part of Vietnam's national digital tourism ecosystem, with government support and the involvement of the Ministry of Culture, Sports and Tourism and the National Data Association (NDA).
Visit Vietnam's participation in ITB Asia 2026 marks an early step in introducing Vietnam's smart tourism solutions to the international market, opening up opportunities to promote destinations and connect the country's tourism ecosystem with global partners.
Visit Vietnam introduces AI-powered travel solutions at ITB Asia 2026
At ITB Asia 2026, Visit Vietnam showcased a travel platform integrating AI-powered features designed to personalize the travel experience, from destination discovery and itinerary planning to selecting and booking services.
Among these features, Travel Feed recommends destinations, dining options and experiences based on users' in-app behavior, helping travelers discover options that better match their interests.
Meanwhile, AI Trip Planner serves as an intelligent travel assistant, allowing users to interact through natural conversation to search for information, receive recommendations and create personalized itineraries in just a few minutes. Within the same conversation, travelers can continue exploring and booking services, seamlessly connecting the journey from initial inspiration to trip preparation.
Artificial intelligence is gradually transforming how travelers search for information, choose destinations and prepare for their journeys. Through natural language interaction, users can receive recommendations and build itineraries based on their preferences, budgets, available time and travel purposes.
For a destination as diverse as Vietnam, AI offers opportunities to help travelers discover a wider range of attractions and experiences, from famous landmarks and local cuisine to activities reflecting the country's distinctive cultural heritage.
Beyond providing information, connecting destination discovery, itinerary planning and service booking within a single platform can contribute to a more convenient and personalized travel experience.
ITB Asia 2026: Connecting Vietnam's tourism ecosystem with international markets
At ITB Asia 2026, Visit Vietnam joined Sun Group's tourism ecosystem in showcasing Vietnam's diverse tourism products and services, spanning aviation, accommodation, resorts, entertainment and leisure activities.
The event provided an opportunity to connect Vietnam's tourism offerings with international travel businesses, buyers and partners, supporting business cooperation and the expansion of distribution channels in key markets.
Promoting Phu Quoc's tourism potential ahead of APEC 2027
Among the destinations featured at ITB Singapore 2026, Phu Quoc stood out with its diverse tourism ecosystem, offering resorts, entertainment facilities and services to the MICE tourism market.
As Phu Quoc continues the preparations for APEC 2027, promotional and networking activities at ITB Asia provide an opportunity to showcase the destination’s capabilities, expand international partnerships, and reach more potential source markets.
From ITB Asia 2026 to visit Vietnam's official launch
Following the first international introduction at ITB Asia 2026, Visit Vietnam is expected to hold its official launch event in Phu Quoc toward the end of 2026.
This will represent the next phase in the platform's product development and market expansion roadmap, with South Korea identified as a priority international market during the initial stage.
Alongside Visit Vietnam’s participation in ITB Asia 2026, Sun Group is advancing its digital tourism initiatives through a comprehensive strategic partnership with Visa, signed in September 2026. The collaboration aims to promote Vietnam as a travel destination, strengthen connections with international markets, and enhance the traveler experience.
With its global payment network and digital technology capabilities, Visa can support Sun Group in accessing a broader ecosystem of partners, data, and international payment solutions, creating a stronger foundation for delivering a more convenient experience to international travelers during their journeys in Vietnam.
Discover more about the platform and its smart travel features at Visit Vietnam.
