Vietnam Leaves Spain in Awe at FITUR 2026: Experience the Powerhouse of Culture, Cuisine, and Travel Adventures!

Published on
January 25, 2026

Vietnam has captured the attention of the global tourism community at FITUR 2026, the International Tourism Fair held in Madrid, Spain. Running from January 21 to 26, 2026, the event provided Vietnam with a key opportunity to showcase its cultural wealth, stunning landscapes, and delicious cuisine. With its rich history and rapidly developing tourism infrastructure, Vietnam is now positioning itself as an unmissable destination for European travelers, particularly from Spain.

At the heart of Vietnam’s display at the fair was its culture and cuisine, elements that the country hopes will draw more international visitors in the coming years. As one of Asia’s most diverse nations, Vietnam has long been known for its vibrant traditions, natural beauty, and unique culinary offerings. This year, the Vietnam pavilion at FITUR emphasized these features, captivating the attention of attendees with cultural performances, culinary demonstrations, and interactive displays of iconic Vietnamese sites. The pavilion, a collaborative effort by the Vietnam Cultural and Tourism Association and the Vietnam Cultural Centre in France, truly reflected the spirit of Vietnamese hospitality, showcasing the country’s attractions through visually stunning exhibits and informative sessions.

Vietnam’s Culinary Showcase at FITUR 2026

One of the standout features at Vietnam’s pavilion was the culinary showcase. Vietnamese food is renowned worldwide, and FITUR 2026 was the perfect platform to introduce traditional dishes to international audiences. Visitors were treated to a variety of Vietnamese delicacies such as the world-famous Pho, Bánh Mì, and sweet treats like Che. The aroma of fresh ingredients and sizzling dishes wafted through the pavilion, making it impossible for food lovers to resist. These offerings not only highlighted the depth of Vietnamese cuisine but also emphasized its health-consciousness and fresh ingredients, both of which are key selling points for modern travelers interested in experiencing authentic, healthy food.

Alongside the culinary delights, cultural performances took center stage, introducing fairgoers to Vietnam’s traditional music, dance, and art. Such interactions helped immerse visitors in the diverse cultural experiences Vietnam has to offer, from its bustling cities to its tranquil countryside. The experience of Vietnamese hospitality, which many visitors described as warm and welcoming, further enhanced the country’s appeal as a travel destination.

Bilateral Tourism Growth and Future Prospects

Vietnam’s participation at FITUR 2026 was also crucial in fostering stronger ties with Spain and the broader European market. Discussions with Spanish travel agencies and tourism operators centered on promoting mutual tourism flows, with a focus on drawing Spanish and European travelers to Vietnam. According to Luu Van Khang, Vietnam’s Trade Counsellor in Spain, there is growing interest in destinations that offer cultural immersion, adventure tourism, and genuine local experiences—all of which Vietnam provides in abundance.

Khang noted that Spain is a key source market for Vietnamese tourism, as the growing demand for authentic travel experiences in Europe aligns well with the offerings available in Vietnam. The fair provided an important business-to-business (B2B) networking opportunity, allowing Vietnamese travel representatives to engage directly with Spanish partners and discuss future tourism initiatives and travel routes between the two countries. These efforts are expected to result in an increase in the number of Spanish tourists visiting Vietnam in the near future.

In addition to expanding European markets, Vietnam also used the platform to showcase its tourism infrastructure, which continues to improve. From new air routes to upgraded hotel accommodations and modern transportation options, Vietnam is striving to make travel more accessible for international visitors. This includes an easier visa process and better connectivity with major European cities like Madrid and Barcelona.

Vietnam’s Rising Popularity as a Global Tourism Hub

Looking forward, Vietnam’s tourism sector is poised for significant growth. The country’s growing tourism infrastructure, paired with a robust digital tourism strategy, is setting the stage for even more visitors in the coming years. As part of its long-term strategy, Vietnam is focusing on promoting sustainable tourism practices while expanding its cultural tourism offerings. FITUR 2026 helped position the country as a cultural powerhouse in Southeast Asia, offering experiences that go beyond the typical tourist attractions.

The positive response from international visitors at the fair is a clear indication that Vietnam’s reputation as a leading travel destination is growing. The mix of cultural heritage, natural beauty, and world-class cuisine makes Vietnam a standout destination for those seeking authentic travel experiences in Asia. As the world continues to reopen for travel, Vietnam is ready to welcome more visitors from Spain, Europe, and beyond, ensuring that the country remains at the forefront of international tourism discussions.

Conclusion: A Promising Future for Vietnam’s Tourism

Vietnam’s participation at FITUR 2026 was a success in every sense. The fair provided a valuable platform for promoting Vietnam’s rich cultural heritage, gastronomy, and tourism potential to the European market. With its strategic focus on strengthening relationships with Spanish and European travel professionals, Vietnam is well-positioned to see significant growth in international tourist arrivals in the coming years. As global interest in authentic, culturally immersive travel experiences rises, Vietnam is set to capitalize on this demand, offering diverse experiences that appeal to travelers seeking adventure, culture, and delicious food.