Continuing the success of the Vietnam Tourism Promotion Program - Ho Chi Minh City in Australia in 2023, with the aim of promoting the image, culture, and tourism strengths of Vietnam - Ho Chi Minh City to friends in Australia, it is expected to contribute to promoting investment, trade, and tourism cooperation in the context of economic recovery and exchange activities among countries after the pandemic, while enhancing friendly relations and mutual understanding between the people of Vietnam in general, Ho Chi Minh City in particular, and the people of Australia. The Ho Chi Minh City Department of Tourism, the Embassy of the Socialist Republic of Vietnam in Australia, and the Consulate General of Vietnam in Sydney will continue to organize the Vietnam Tourism Promotion Program - Ho Chi Minh City in 2024. The promotional delegation, led by Mr. Le Truong Hien Hoa - Deputy Director of the Ho Chi Minh City Department of Tourism, includes over 24 representatives from airlines, travel companies, accommodations, cruise ships, and standardized service providers for tourist experiences, as well as professional associations. The first activity in the series of promotional and tourism promotion activities in Australia took place at the Parramatta Town Hall, New South Wales, on May 13-14, 2024, with the following highlights:

(1) The public (B2C) tourism promotion activities for Vietnam - Ho Chi Minh City took place in the outdoor area of Parramatta Town Hall. Over the course of two days, the event attracted more than 2,500 visitors who explored 24 booths showcasing typical tourism products and services, as well as the tourism-oriented OCOP products from businesses in Vietnam - Ho Chi Minh City. Visitors had the opportunity to engage in traditional cultural and artistic experiences of Vietnam, such as clay toy molding, conical hat painting, pole dancing, watching silk painting performances by Master Designer Trung Dinh, and an Ao Dai (traditional Vietnamese dress) showcase featuring the participation of Nguyen Thi Ngoc Chau - Miss Universe Vietnam 2022 and Bui Thi Xuan Hanh - the reigning Miss Universe Vietnam 2023. Additionally, they enjoyed musical instrument performances and traditional dances presented by a group of artists from the Bong Sen Music and Dance Theater. This was a highlight of the Vietnam - Ho Chi Minh City tourism promotion program in Australia this year.

(2) The Business Networking Program between Ho Chi Minh City - Vietnam's tourism businesses and New South Wales - Australia, with the participation of nearly 100 invited guests representing travel companies in New South Wales, was considered the largest-scale event ever held in the Australian market by local businesses. At the event, the new tourism products of Vietnam - Ho Chi Minh City, as well as products specifically designed for the Australian market, were showcased. Opportunities for two-way cooperation and growth between Vietnam - Ho Chi Minh City and Australia were also communicated to partners in New South Wales.

(3) The cultural and artistic exchange program promoting tourism in Vietnam - Ho Chi Minh City with the theme "Vibrant Ho Chi Minh City" featured various performances. These included traditional silk dyeing demonstrations, instructions on making fresh spring rolls (goi cuon), showcasing traditional Ao Dai costumes that symbolize the close friendship between Vietnam and Australia. This segment featured the collection "The Harmony" by Artist- Designer Trung Đinh and the collection "Prosperity" by Designer Tran Phuong Hoa. The program provided Australian friends with the opportunity to directly experience the culture and enjoy performances of traditional musical instruments.

During the program, Mr. Phan Van Mai, Chairman of the People's Committee of Ho Chi Minh City, delivered a heartfelt speech expressing a sincere desire to welcome Australian tourists to Ho Chi Minh City. He highlighted the city as a unique urban center that serves as an economic, cultural, tourism, educational, scientific, and technological hub. Mr. Mai invited visitors to explore a city with over 300 years of history, where the essence of many cultures converges. Ho Chi Minh City is known for its harmonious blend of the diverse ecological resources of the Mekong Delta, the historical value of well-preserved relics and ancient structures, the modernity and richness of man-made structures, and the dynamism, creativity, youthfulness, and hospitality of its people. The program was not only a cultural promotion and the largest tourism promotion activity of Ho Chi Minh City in Australia in 2024 but also reflected the aspirations of the city's government and its people to enter a new phase of cooperation with Australia, including New South Wales, for further development.

The series of activities has received significant interest, participation, and support from the government of New South Wales, Vietnamese representative agencies in Australia, and the business communities of both sides. Vietnamese businesses participating in the program highly appreciate the well-prepared content and, in particular, the successful connection that attracted nearly 100 local businesses across various customer segments. This has created opportunities for businesses to expand into potential markets. The close coordination between the Department of Tourism and Vietnamese diplomatic agencies has proven to be an effective solution for promotional activities. Additionally, many businesses hope that promotional activities will be organized at least twice a year and continuously for three years to build a sustainable market and provide opportunities for businesses to invest in developing quality products.

Following the program in New South Wales, on May 18, 2024, the next program will be held at Crown Promenade Melbourne Hotel, with the participation of over 100 delegates from various organizations, agencies, travel companies, and interested partners from different regions of Australia.