The roadshow was attended by VNAT’s Vice Chairman Ha Van Sieu; Counsellor at the Embassy of Vietnam in Australia Le Thuy Trang; along with representatives from tourism authorities, tourism associations, airlines, travel businesses, and media agencies from both Vietnam and Australia.

Australia - One of Vietnam’s Most Important Source Markets

VNAT’s Vice Chairman Ha Van Sieu speaking at the Roadshow

In his opening remarks, VNAT’s Vice Chairman Ha Van Sieu expressed his honour to return to Melbourne for this tourism and business networking event. He emphasised that Vietnam-Australia tourism cooperation is entering a period of robust growth, especially since the two countries elevated their relations to a Comprehensive Strategic Partnership in March 2024.

He highlighted notable tourism cooperation activities over the past year, including the Vietnam-Australia Tourism Cooperation Conferences in Melbourne and Perth in June 2024, and a tourism roadshow held in Melbourne in September 2024. These activities have significantly strengthened business linkages and enhanced the image of Vietnam as an attractive destination for Australian travellers.

According to VNAT’s Vice Chairman Ha Van Sieu, Australia remains one of Vietnam’s key visitor markets. Vietnam welcomed 490,880 Australian visitor arrivals in 2024, up 26% year-on-year. In the first ten months of 2025, arrivals from Australia reached 447,470, marking a growth of over 13%. These figures underscore Vietnam’s rising appeal and the strong potential for tourism collaboration between the two countries.

Art performances at the Roadshow

A Showcase of Vietnamese Culture and Tourism

Vietnam offers a wealth of tourism assets, from UNESCO World Heritage Sites and pristine tropical beaches to world-class hotels and resorts. The country’s diverse tourism products include luxury retreats, sustainable eco-travel, heritage experiences, wellness tourism, experiential journeys, and slow travel, perfectly aligned with the preferences of Australian travellers.

Vietnamese cuisine, often called “the world’s kitchen”, together with direct flight connections between major cities in both countries, Vietnam’s safety, and the warmth of its people all contribute to a convenient, enriching, and memorable journey for Australian visitors.

VNAT’s Vice Chairman Ha Van Sieu emphasised: “Today’s event is not only an opportunity to promote the image of Vietnam but also a meaningful platform to strengthen business partnerships between tourism enterprises of our two countries. With the support of both governments, the Embassies of Vietnam and Australia, and the dedication of the business community, tourism will continue to be a highlight of the Vietnam-Australia Comprehensive Strategic Partnership in the coming years”.

Expanding Opportunities for Vietnam-Australia Tourism Cooperation

Counsellor at the Embassy of Vietnam in Australia Le Thuy Trang speaking at the Roadshow

Delivering her welcome remarks, Counsellor Le Thuy Trang thanked VNAT for organising the event to promote Vietnam as a leading global destination. She noted that the bilateral relations are currently at their strongest, especially following the establishment of the Comprehensive Strategic Partnership in 2024.

She highlighted three key opportunities to advance tourism cooperation: (1) Strengthened bilateral ties create favourable conditions for expanding tourism linkages. Australia is among Vietnam’s top ten source markets, with arrivals increasing 14%. Conversely, over 178,300 Vietnamese travellers visited Australia in 2024, up 7%. (2) A vibrant community of over 350,000 Vietnamese residents and 30,000 students in Australia is considered as an important bridge fostering bilateral cultural and tourism exchange. (3) Close cooperation between Vietnam and Australia authorities and businesses has resulted in tangible outcomes: more direct flights, diversified tourism offerings, and more convenient e-visa policies.

The Embassy of Vietnam in Australia reaffirmed its commitment to acting as a central connector between Australian businesses and Vietnam’s tourism sector, and to supporting information exchange to further collaboration. Ms. Trang praised the roadshow's theme “Authentic Experiences, Sustainable Green Heritage”, noting that it encapsulates Vietnam’s signature tourism values, from cultural heritage and natural landscapes to cuisine and one-of-a-kind local experiences.

Representative from VNAT introducing Vietnam tourism at the Roadshow

Deputy Director of the Quang Ninh Department of Culture, Sports and Tourism Nguyen Thuy Yen introducing Quang Ninh’s tourism at the Roadshow

Enhancing Business Cooperation between Vietnam - Australia

At the event, VNAT representatives introduced updated tourism policies, products tailored to Australian partners, and presented gifts to lucky guests. Leaders from the Quang Ninh Department of Tourism also showcased Quang Ninh - one of Vietnam’s premier tourism hubs.

The event featured a lively atmosphere, with Australian guests introduced to Vietnam’s iconic landscapes, unique tourism products, hotel and entertainment services, signature dishes, and traditional cultural performances.

More than a promotional occasion, the roadshow served as a platform to highlight Vietnam as a destination that is Safe - Friendly - Captivating, while opening a new path for business partnerships. The energetic B2B networking session further deepened connections between Vietnamese and Australian travel enterprises, helping bring Vietnam closer to Australian travellers.

Australian guests attending the Roadshow receiving valuable gifts at Lucky Draw

VNAT’s Vice Chairman Ha Van Sieu exchanging information with travel business enterprises

B2B meeting

Gala dinner

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