Vietnam Stuns Europe at FITUR 2026: Vietnam Airlines, Emirates, and Marriott Brace for a Tourism Boom No One Saw Coming

Vietnam Airlines, Emirates, and Marriott are moving fast—and for good reason. As Vietnam steps confidently into 2026, the country is riding a wave of record-breaking tourism growth that has caught the full attention of global airlines and hospitality giants. Fresh off a standout presence at Europe’s most influential travel trade fair, Vietnam is no longer being marketed as an emerging destination but recognized as a fully scaled long-haul powerhouse. International arrivals reached historic highs in 2025, air passenger volumes surged, and hotel performance across key cities and resort hubs strengthened sharply, creating a rare alignment of demand, access, and readiness. For travelers, this moment translates into better flight connectivity, more competitive fares, and a rapidly expanding portfolio of world-class hotels. For airlines and hotel groups, it signals a market where expansion is no longer speculative but strategic. Vietnam’s tourism story in 2026 is not about discovery—it is about momentum, confidence, and a global industry preparing for sustained growth that shows no sign of slowing down.

Vietnam Stuns Europe at FITUR 2026:

Vietnam arrived in Europe this January with confidence, color, and a clear message. At FITUR 2026 in Madrid, the country didn’t just promote destinations. It signaled a shift. Airlines adjusted forecasts. Hotels reviewed expansion plans. Tour operators took notes. For travelers, the takeaway was simple. Vietnam is easier to reach, richer in experiences, and more prepared than ever to welcome the world.

Held in Madrid, FITUR remains one of the most influential tourism fairs globally, drawing over 150,000 industry professionals and hundreds of thousands of visitors. Vietnam’s pavilion stood out for one reason. It connected culture directly with access. Flights. Hotels. Seamless travel.

For airlines and hospitality groups, this was not branding. It was business.

Vietnam Stuns Europe at FITUR 2026: Why Airlines Are Rushing In

Vietnam’s presence at FITUR came at a decisive moment. The country closed 2025 with more than 21 million international arrivals, the highest figure in its history. Demand surged not only from Asia but increasingly from Europe and North America. FITUR offered a platform to accelerate that momentum.

Airlines paid attention. Long-haul demand to Southeast Asia has rebounded faster than expected, and Vietnam has emerged as one of the most stable growth markets in the region. Its advantage lies in connectivity. Travelers can reach Hanoi, Ho Chi Minh City, Da Nang, and Phu Quoc with one stop from most European capitals.

Vietnam Airlines used FITUR to reinforce its global positioning. The carrier continues to operate wide-body services to Paris, Frankfurt, and London, with connections onward across Europe. Load factors on Europe–Vietnam routes remained high through late 2025, driven by leisure, VFR travel, and rising premium demand.

Middle Eastern carriers are also central to the story. Emirates connects Vietnam to Europe via Dubai with multiple daily flights into Hanoi and Ho Chi Minh City. The airline’s network allows Spanish, French, German, and Latin American travelers to reach Vietnam with a single, efficient transfer.

This matters to travelers. More capacity means more competitive fares, better schedules, and increased availability during peak seasons.

Vietnam Stuns Europe at FITUR 2026: How Hotels Are Preparing for Full Houses

As airlines add seats, hotels are preparing rooms. Vietnam’s hospitality sector entered 2026 with strong fundamentals. Average daily rates increased across major cities in 2025. Occupancy in resort destinations frequently exceeded pre-pandemic benchmarks during high season.

Global brands are betting on sustained growth. Marriott International continues to expand its footprint across Vietnam, with properties ranging from luxury beach resorts to business-focused city hotels. Hanoi and Ho Chi Minh City remain anchors, while Da Nang, Nha Trang, and Phu Quoc attract leisure-focused developments.

The reason is clear. Long-haul travelers stay longer. European and North American visitors typically spend more nights and seek higher-category accommodation. FITUR placed Vietnam directly in front of tour operators who specialize in these markets, translating interest into bookings.

For travelers, this means choice. Boutique hotels in heritage districts. International brands near airports and convention centers. Eco-resorts along Vietnam’s long coastline.

Airlines Expand as Vietnam Becomes a Long-Haul Favorite

Vietnam’s aviation growth is not theoretical. Passenger numbers tell the story. In 2025, international air travel to Vietnam exceeded 46 million passengers, supported by route expansions and frequency increases.

Beyond national and Gulf carriers, Asian airlines play a critical role. South Korean, Japanese, and Taiwanese carriers operate dense networks into Vietnam, feeding traffic from Europe and the Americas through their hubs.

For travelers departing Europe, the most common routings include one-stop connections via Paris, Frankfurt, Istanbul, Doha, Dubai, Seoul, or Tokyo. Flight times typically range from 13 to 16 hours, depending on routing. Modern wide-body aircraft dominate these routes, offering improved comfort and onboard services.

Airlines see Vietnam as a balanced market. It combines leisure demand, diaspora travel, and growing business traffic. FITUR reinforced confidence that Europe will remain a key source market through 2026 and beyond.

Hospitality Industry Rises with Vietnam’s Tourism Surge

Hotels in Vietnam are not just adding rooms. They are upgrading experiences. Wellness facilities, culinary programs, and sustainability initiatives have become central to new openings and renovations.

Urban hotels in Hanoi and Ho Chi Minh City focus on business travelers and city explorers. Properties near the Old Quarter or District 1 provide access to heritage sites, dining, and nightlife. Airport hotels cater to short stays and transit passengers, a growing segment as international connectivity increases.

Resort destinations tell a different story. Phu Quoc has emerged as a flagship island destination with direct international flights and high-end resorts. Da Nang blends beach access with cultural excursions to Hoi An and Hue. Nha Trang appeals to families and divers.

FITUR helped position these destinations not as isolated stops but as parts of integrated itineraries. This benefits hotels across multiple regions, not just traditional gateways.

A Travel Experience Built for Today’s Tourist

Vietnam’s appeal extends beyond numbers. Travelers come for experiences. Street food in Hanoi. River cruises in the Mekong Delta. Lantern-lit evenings in Hoi An. Beach days followed by spa treatments.

The government’s visa policy supports this appeal. Travelers from all countries are eligible for a 90-day e-visa with single or multiple entry. This flexibility allows visitors to combine Vietnam with neighboring destinations or stay longer without administrative stress.

Infrastructure improvements also shape the experience. Airports in Hanoi and Ho Chi Minh City continue to modernize. New expressways reduce travel time between cities and resorts. Domestic flights make multi-city itineraries practical even for short trips.

What FITUR 2026 Means for European Travelers

For European travelers, FITUR’s impact will be felt gradually but clearly. Expect to see more Vietnam-focused tour packages, particularly in Spain, France, Germany, and Italy. These packages often bundle flights, hotels, and guided experiences, making long-haul travel simpler.

Airfare promotions typically follow trade fairs as airlines and tour operators finalize agreements. Shoulder seasons, such as April–May and September–October, may offer particularly strong value.

Hotels will respond with tailored offerings. European breakfast options. Multilingual staff. Wine-focused dining alongside Vietnamese cuisine. These adjustments reflect a market that is listening closely to its guests.

Practical Flight Information for Planning Your Trip

Most travelers from Europe reach Vietnam with one stop. Common entry points are Hanoi and Ho Chi Minh City, both offering extensive domestic connections.

From Western Europe, overnight departures allow arrival in Vietnam the following afternoon or evening. Return flights often depart late at night, maximizing time on the ground.

Travelers should consider open-jaw itineraries. Fly into Hanoi and out of Ho Chi Minh City, or vice versa. This approach reduces backtracking and allows exploration of central Vietnam along the way.

Premium economy and business class demand has grown steadily. Airlines have responded with competitive products, making long-haul travel more comfortable for leisure travelers willing to upgrade.

Hotels That Match Every Travel Style

Vietnam’s hotel landscape caters to diverse preferences. Luxury travelers gravitate toward beachfront resorts with private villas and full-service spas. Couples seek heritage hotels in restored colonial buildings. Families prefer resorts with kids’ clubs and large pools.

Business travelers benefit from international-standard hotels near financial districts and convention centers. Reliable Wi-Fi, meeting facilities, and airport access are standard.

Sustainability is gaining ground. Eco-lodges, community-based stays, and responsible tourism initiatives appeal to travelers seeking lower-impact experiences. This trend aligns with European travel preferences highlighted at FITUR.

Travel Tips for First-Time Visitors

Plan your route. Vietnam stretches over 1,600 kilometers. Focus on two or three regions rather than trying to see everything.

Balance cities and nature. Combine Hanoi with Ha Long Bay. Pair Ho Chi Minh City with the Mekong Delta. Add a beach stay to recover from long flights.

Respect local customs. Dress modestly at temples. Learn a few Vietnamese phrases. Small gestures are appreciated.

Consider travel insurance. Long-haul trips benefit from comprehensive coverage, particularly when including adventure activities or multiple internal flights.

The Bigger Picture: Why This Boom Looks Sustainable

Vietnam’s tourism growth rests on multiple pillars. Competitive pricing. Political stability. Improved infrastructure. A clear national strategy to diversify markets.

FITUR 2026 reinforced Vietnam’s position not just as an emerging destination but as a mature one. Airlines see predictable demand. Hotels see long-term returns. Travelers see value and variety.

The collaboration between carriers, hospitality brands, and tourism authorities creates a virtuous cycle. More flights support more visitors. More visitors justify more hotels. Better hotels attract higher-spending travelers.

Vietnam’s Moment on the Global Travel Stage

The buzz around Vietnam at FITUR was not hype. It reflected data, demand, and readiness. As airlines expand and hotels fill, travelers benefit from better access and richer experiences.

For those planning a long-haul journey in 2026, Vietnam stands out. It offers culture without crowds in many regions. Luxury at accessible prices. A sense of discovery paired with modern comfort.

Vietnam did not just stun Europe at FITUR. It invited the world.