Vietnam showcased its tourism assets at the HOLIDAY & SPA EXPO 2026, a prominent annual travel exhibition in Bulgaria and the Balkans, in an effort to increase its influence in Southeast Europe.
The exhibition took place at the IEC Inter Expo Center in Sofia from February 12-14, attracting a diverse array of over 250 exhibitors from various continents such as Europe, Asia, and Africa.
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Among the countries represented were Bulgaria, Vietnam, Romania, Serbia, Greece, Turkey, Austria, Italy, and China. Attendees ranged from tourism associations and travel agencies to hospitality establishments including hotels, resorts, and spas, as well as transportation and technology companies.
The Vietnamese Embassy in Bulgaria, in collaboration with the Viet Nam Cultural & Tourism Association in Europe (VNCT), hosted a national booth showcasing the diverse offerings of the country, including its landmarks, populace, and distinctive goods.
This gathering served as a platform for Vietnamese businesses to showcase their services, establish partnerships, and access not only the Bulgarian market but also the surrounding Balkan nations.
During the inauguration event, the Bulgarian Minister of Tourism, Miroslav Borshosh, characterized the year 2025 as a highly prosperous period for the tourism industry in Bulgaria. He highlighted the significant increase in the volume of visitors and the successful collaboration between governmental bodies and private enterprises.
Additionally, he emphasized the significance of tourism in promoting collaboration and mutual comprehension amidst worldwide uncertainties.
The Vietnamese Ambassador to Bulgaria, Nguyen Thi Minh Nguyet, engaged in discussions with Minister Borshosh on the sidelines, emphasizing the importance of the successful execution of the tourism cooperation plan set for 2024–2026. This plan is believed to play a significant role in advancing the strategic partnership framework that was put in place during Party General Secretary To Lam's official trip to Bulgaria in October 2025.
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Both parties reached a consensus on increasing the frequency of delegation visits, fostering stronger ties between businesses, providing training opportunities for the workforce, and intensifying efforts in promoting the market.
In light of the increasing interest in wellness and premium leisure travel in the Balkans, the exhibition booth of Vietnam highlighted offerings in wellness and spa services, MICE and event tourism, as well as heritage and sustainable tourism, all encapsulated in the theme of "Viet Nam – Timeless Heritage, Trendy Experiences."
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VNCT also coordinated business-to-business meetings and implemented familiarization trip programs for Balkan tour operators to have a firsthand experience of Vietnam's attractions.