The event was part of a series of tourism promotion activities in the United States, aimed at enhancing connectivity, expanding cooperation, and attracting more American travelers to Vietnam amid the flourishing bilateral relations between the two countries.

Attending the event were Ambassador Do Hung Viet, Permanent Representative of Viet Nam to the United Nations; representatives of U.S tourism authorities, associations, airlines, businesses, and media agencies.

Ambassador Do Hung Viet, Permanent Representative of Viet Nam to the United Nations and VNAT leaders taking souvenir photo

In her opening remarks, VNAT’s Vice Chairwoman Nguyen Thi Hoa Mai highlighted the similarities between New York and Vietnam, from their vibrant lifestyles and rich culinary cultures to their dynamic entrepreneurial spirit and the harmonious blend of tradition and modernity.

“New Yorkers, with their refined taste, aesthetic sensibility, and passion for authentic experiences, will find Vietnam a perfect destination,” said Ms. Hoa Mai.

VNAT’s Vice Chairworman Nguyen Thi Hoa Mai speaking at the Roadshow

She noted that 2025 marks a milestone year in Vietnam-U.S relations as the two nations move forward under the Comprehensive Strategic Partnership, established in September 2023. Over more than three decades since normalization, tourism has served as a vital bridge, not only economically but also culturally and socially fostering mutual understanding and people-to-people connections.

The United States remains one of Vietnam’s top source markets, with nearly 623,000 American arrivals in the first nine months of 2025. Following the post-pandemic recovery, Vietnam has recorded a 21% increase in international visitors, ranking among the world’s fastest-growing destinations in the first half of 2025, according to the UN Tourism (UN Tourism).

VNAT’s Vice Chairwoman Nguyen Thi Hoa Mai outlined three key reasons why Vietnam stands out as a top choice for global travelers and tourism investors.

1. Authentic Experiences

Vietnam is widely recognized as a safe, friendly, and diverse destination, home to nine UNESCO World Heritage Sites (six cultural, two natural, one mixed) and 16 elements of Intangible Cultural Heritage. From the breathtaking Ha Long Bay and the ancient town of Hoi An to the fertile Mekong Delta and the mountain retreats of Sa Pa, Da Lat.., each region tells a unique story.

With a coastline stretching 3,260 km, world-renowned cuisine, and warm hospitality, visitors can enjoy sea, culture, city, and mountain experiences, all within a 7 to 12-day journey, something few destinations can offer.

Vietnam’s luxury tourism segment is also booming, featuring world-class resorts, golf courses, MICE facilities, wellness retreats, and sustainable tourism options that align with American traveler preferences. Boutique resorts in Vietnam are frequently recognized by prestigious publications like Condé Nast Traveler and Travel + Leisure for their exceptional design and service.

Traditional art performances at the Roadshow

2. Culinary Paradise

“In Vietnam, food is not merely sustenance, it is a way of life,” said Ms. Hoa Mai. Vietnamese cuisine is celebrated globally for being healthy, sophisticated, and flavorful, with popular dishes such as pho, banh mi, spring rolls, and fresh seafood becoming familiar to many Americans.

The Vietnamese diaspora of over 2.3 million people in the U.S also serves as tourism ambassadors, spreading awareness of Vietnamese culture and cuisine across communities.

3. Opportunities for Cooperation and Investment

Vietnam continues to facilitate travel for American visitors through e-visa policies allowing up to 90 days of stay, streamlined immigration procedures, and visa exemptions of up to 30 days for visitors to Phu Quoc Island.

The country also welcomes investment in hospitality, travel technology, sustainable tourism, and innovation, offering abundant business opportunities.

Before the main opening event, 25 Vietnamese travel agencies, hotels, and resorts held B2B meetings with U.S partners, opening up promising avenues for collaboration and the development of high-quality tourism products tailored to the American market.

“Vietnam is not only a destination, it is a partner in business, culture, and in creating memorable journeys for American travelers,” affirmed VNAT’s Vice Chairwoman Nguyen Thi Hoa Mai.

VNAT reaffirmed its commitment to supporting U.S businesses through familiarization trips (FAM trips), high-quality promotional materials, and partnership matchmaking with reputable Vietnamese business partners.

Vietnam also welcomes American media outlets to visit, experience, and share authentic stories about its people and culture.

In his address, Ambassador Do Hung Viet, Permanent Representative of Viet Nam to the United Nations, emphasized: “Tourism is a way to tell our own story. The story of a peace-loving nation that cherishes friendship and deeply believes in the power of understanding between people.”

He recalled a recent occasion when he acted as a “special tour guide” for a group of UN Ambassadors visiting Vietnam during the signing of the UN Convention on Countering Cybercrime.

Ambassador Do Hung Viet, Permanent Representative of Viet Nam to the United Nations speaking at the Roadshow

During their stay in Hanoi, the Ambassadors strolled through the Old Quarter, enjoyed egg coffee by the railway tracks, sipped beer by the lake, and sampled local dishes, experiences that gave them a deeper appreciation of a modern, dynamic, and welcoming Vietnam.

“Tourism can profoundly shape perceptions, and the Vietnamese Government has always regarded it as a bridge connecting nations,” Ambassador Do Hung Viet said.

The Vietnam Tourism Roadshow in New York was held in a vibrant and engaging atmosphere, leaving a lasting impression on American partners and guests. The venue was filled with vivid images of Vietnam’s natural beauty and UNESCO heritage sites, accompanied by traditional musical performances.

International guests at the Roadshow

To express gratitude to attendees, the event featured a lucky draw with valuable prizes sponsored by leading Vietnamese tourism enterprises.

The program drew strong interest from U.S media, travel partners, and visitors, who explored Vietnam’s new destinations, products, and services. Guests also enjoyed traditional Vietnamese dishes such as pho, spring rolls, and banh mi, offering a taste of Vietnam’s culinary and cultural richness right in the heart of New York City.

More than just an opportunity to promote Vietnam as a “Safe - Friendly - Attractive” destination, the event also fostered new partnerships between Vietnamese and American businesses, further enhancing Vietnam’s tourism brand and paving the way for sustainable cooperation in the years to come.

B2B negotiations

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