For years, the global events industry has chased the same familiar destinations.

Singapore. Hong Kong. Bangkok.

The formula rarely changed. World-class venues, strong airline connectivity, quality accommodation and the ability to host everything from global conventions to blockbuster concerts made them the industry’s safe bets.

But every so often, a challenger emerges.

And right now, Vietnam is making a compelling case that it intends to become far more than a rising tourism star.

It wants a seat at the top table of Asia’s lucrative meetings, incentives, conferences, exhibitions and live entertainment industry.

More importantly, it appears willing to spend billions of dollars to get there.

That ambition was on full display during the 2026 Exhibition, Event and Advertising Summit at Hanoi’s Vietnam Exhibition and Convention Centre (VEC), where government leaders, investors and industry executives outlined a vision that extends well beyond tourism brochures and marketing slogans. It is a vision built on infrastructure, policy reform and a growing confidence that Vietnam’s moment has arrived.

The timing is hardly accidental.

Across the Asia-Pacific region, event organisers are facing increasing pressure from rising venue costs, accommodation expenses and operational challenges. Industry research presented at the summit indicated that almost three-quarters of organisers are being forced to tighten budgets. Meanwhile, political uncertainty in some markets has prompted investors to seek alternative destinations offering long-term stability.

Vietnam sees opportunity where others see disruption.

It is a country that has spent four decades steadily building one of Asia’s most remarkable economic success stories. Average annual growth of around 6.4 per cent since the Doi Moi reforms has transformed the nation from an emerging economy into one of the region’s most dynamic markets. Per capita income has now surpassed US$5,000 and is expected to reach US$8,500 by the end of the decade.

That growth matters.

Not simply because it creates wealth, but because wealth creates demand.

Demand for entertainment.

Demand for sport.

Demand for exhibitions.

Demand for experiences.

In short, demand for precisely the industries Vietnam now wants to attract.

Speaking at the summit, BIDV Chief Economist Dr Cấn Văn Lực described the current environment as “a golden opportunity” for the nation’s cultural industries.

It is difficult to argue with that assessment.

Vietnam’s MICE sector is already valued at approximately US$6 billion. The advertising industry contributes another US$3.5 billion, while live entertainment continues to gain momentum through more than 700 large-scale events annually. International visitors attending those events generate economic spillovers exceeding US$1 billion each year.

Those figures would attract attention in any market.

What makes Vietnam particularly interesting is that the numbers are being supported by deliberate policy and infrastructure investment rather than hopeful rhetoric.

Around the world, governments often speak enthusiastically about culture, creativity and tourism.

Vietnam appears determined to legislate for them.

Earlier this year, the Politburo introduced Resolution No. 80, setting ambitious targets for cultural industries to contribute seven per cent of GDP by 2030 and nine per cent by 2045. The National Assembly followed with reforms designed to reduce barriers for cultural, exhibition and performance-related businesses through tax incentives, investment support and streamlined administrative processes.

For event organisers, these are not abstract policy discussions.

They are practical signals.

Signals that the government understands the economic value of the experience economy.

Signals that investors are welcome.

And signals that Vietnam intends to compete aggressively for a larger share of the global events marketplace.

Yet policy alone does not fill exhibition halls.

Nor does it attract international delegates, major sporting events or global entertainment tours.

Infrastructure does.

And this is where Vietnam’s ambitions become impossible to ignore.

Among the most significant developments is the Vietnam Exposition Centre, a 900,000-square-metre complex developed by Vingroup and positioned as one of Southeast Asia’s largest integrated exhibition and events precincts.

As impressive as the scale may be, the bigger story is what it represents.

A statement of intent.

A declaration that Vietnam no longer sees itself as an emerging participant in the events industry.

It sees itself as a future leader.

Building More Than Venues

The events industry has a simple rule.

You can build the biggest exhibition hall in the world, but if delegates, exhibitors and visitors cannot reach it easily, stay comfortably or move efficiently once they arrive, it becomes little more than an expensive monument.

Vietnam appears to understand that reality.

What is emerging is not simply a collection of venues but an integrated ecosystem designed to support major international events from arrival to departure.

Industry veteran Geoff Dickinson, Chief Executive Officer of global organiser dmg events, captured the challenge succinctly.

“You cannot attract ministers, government representatives, or the world’s 5,000 largest corporations by chance. They come because of deliberate planning and infrastructure development.”

It is a statement that cuts to the heart of Vietnam’s strategy.

Success in the global events industry is rarely accidental.

The world’s most successful destinations did not become industry leaders through wishful thinking. They invested. They planned. They built. Then they marketed relentlessly.

Vietnam appears to be following the same playbook.

Much of that effort is being driven by Vingroup, whose growing portfolio extends well beyond exhibition space. The company has spent recent years developing what many in the industry would regard as the essential ingredients for sustained event growth.

Accommodation is one of them.

Through Vinpearl, the group now offers more than 16,100 hotel rooms and villas across key tourism and economic centres, alongside golf courses, entertainment attractions and integrated resort facilities.

Transport is another.

Green SM, the company’s electric mobility operation, has expanded to more than 186,000 electric taxis and motorbikes operating across dozens of provinces and international markets. While delegates may not choose a destination based on transport providers, seamless mobility often determines whether an event experience is remembered fondly or forgotten quickly.

Then there is entertainment.

Perhaps the most visible example of Vingroup’s growing confidence came through the successful hosting of global superstar G-Dragon’s “Übermensch” World Tour event under the 8Wonder brand. For the travel industry, that achievement carried significance beyond ticket sales.

It demonstrated that Vietnam could attract, organise and deliver major international productions at a scale previously associated with more established entertainment markets.

That confidence is now flowing into even more ambitious projects.

Thinking Bigger

In tourism, there is often a fine line between confidence and overconfidence.

Yet some of Vietnam’s proposed developments suggest the country has little interest in thinking small.

Among the headline projects is the proposed Blue Wave Theatre in Ho Chi Minh City, expected to accommodate up to 60,000 spectators and become the largest venue of its kind in Southeast Asia.

Even more ambitious is the planned Hùng Vương Stadium, projected to open in 2028 with a capacity for 135,000 spectators and designed to meet international sporting and entertainment standards.

If completed as planned, it would immediately place Vietnam among a select group of nations capable of hosting some of the world’s largest events.

A separate 60,000-seat PVF Stadium will feature a retractable PTFE roof capable of opening and closing in as little as 12 to 20 minutes, helping organisers manage one of Asia’s most persistent event challenges: unpredictable weather.

The scale is impressive.

The ambition is unmistakable.

Yet seasoned observers know infrastructure alone does not guarantee success.

Asia’s landscape includes its fair share of impressive facilities that struggled to attract the international demand their developers anticipated.

Vietnam’s challenge now is ensuring that growth in visitors, organisers and investment keeps pace with the infrastructure being delivered.

The early signs, however, appear encouraging.

Jason Yan, Partner at M Square Capital, whose investment interests include the globally recognised Ultra Worldwide electronic music festival franchise, believes Vietnam’s infrastructure is increasingly capable of supporting world-class productions.

“We are no longer only looking at festival organization. Success in this industry also depends on artist management and venue operations. Vingroup has clearly invested in building those capabilities,” he said.

Those capabilities may ultimately prove just as important as bricks and mortar.

Vietnam’s Moment of Opportunity

Every generation of travel executives witnesses the emergence of new destinations.

Some arrive with great fanfare and disappear just as quickly.

Others steadily build momentum until one day the industry realises the landscape has changed.

Vietnam may be approaching that moment.

Its combination of political stability, economic growth, policy reform, cultural investment and large-scale infrastructure development presents a compelling proposition at a time when organisers are actively seeking alternatives across the region.

Will Vietnam replace the established giants of Asia’s events industry overnight?

Of course not.

Markets such as Singapore, Hong Kong and Bangkok have spent decades building reputations that cannot be replicated in a few years.

But the objective may not be replacement.

It may be relevant.

And on that measure, Vietnam is making remarkable progress.

The country’s tourism story has already captured global attention.

Its events story may be next.

For travel professionals, event organisers, investors and tourism leaders, the message is becoming increasingly difficult to ignore: Vietnam is no longer preparing for the future of the experience economy.

It is building it.

Call To Action

For event organisers seeking new opportunities in Asia, investors exploring high-growth tourism sectors and travel professionals monitoring emerging MICE destinations, Vietnam deserves a place on the watchlist.

To learn more about the Vietnam Exposition Centre and the projects helping to reshape the country’s event ambitions, visit the official website of the Vietnam Exposition Centre (VEC).

As the cranes continue to rise above Hanoi and beyond, one question remains.

Will the rest of Asia notice what Vietnam is building before it is finished?

 

by Christine Nguyen – (c) 2026.

Read Time: 9 Minutes.

 

About the Author.

Christine’s story is one of quiet courage, told without fuss and lived with remarkable grace. She arrived in Australia as a young refugee from Vietnam, carrying little more than hope, family, and a curiosity that refused to be extinguished. Sydney became home, built patiently, brick by careful brick.

She studied Tourism at TAFE and soon found her place in inbound travel, working with one of the city’s leading destination companies. Christine loved showing visitors the Australia that lives beyond postcards, warmer, truer, and far more interesting.

When the sea began to whisper, and life asked for a gentler rhythm, she listened. Designing brochures, writing blogs, she discovered storytelling waiting quietly inside her.

Today, at Global Travel Media, Christine writes with warmth and wisdom, reminding us, softly and persuasively, why travel still matters.

 

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