When mentioning Danang, people often immediately think of its stretch of blue coastline, world-class resorts, or the vibrant pace of life of a tourism-driven city. But over nearly the past decade, the city has also increasingly been recognized as a destination for international conferences, economic forums, and events of international scale and stature.
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Alongside its advantages in beach tourism, Danang is steadily building its capabilities in MICE, international events, and innovation, expanding the city’s role in a new phase of development. (Source: Collected)
The presence of HORECFEX VIETNAM 2026 in August this year can also be viewed as part of this broader momentum. The organization of a technology forum dedicated to the Hospitality – Tourism industry in Danang not only adds another event to the city’s conference calendar, but also demonstrates the increasingly visible intersection between two strengths developing in parallel: the tourism – MICE ecosystem and the city’s ability to embrace emerging trends in technology and innovation. The event will take place on 20 – 21 August at Ariyana Convention Centre Danang, part of the Furama – Ariyana Danang International Tourism Complex, bringing together industry professionals, businesses, and solutions that are helping shape the future of the industry.
Events such as HORECFEX VIETNAM do not emerge in isolation, but are built on Danang’s organizational capabilities, conference infrastructure, experience in welcoming international guests, and increasingly close coordination among local authorities, businesses, and the professional community.
The scale of the market is also creating additional pressure for the industry to innovate. In the first seven months of 2026, Vietnam welcomed 13.9 million international visitors, up 13.8% year on year, reaching approximately 56% of the full-year target of 25 million visitors.
The “hospitality” industry faces an unavoidable transformation
Today, a holiday begins long before a guest walks into a hotel lobby. The journey of searching for destinations, reading reviews, comparing prices, making reservations, and paying largely takes place in the digital environment; during their stay, guests continue to expect faster response times, more convenient processes, and services that are increasingly tailored to their individual needs.
Behind this convenience are countless operational challenges that tourism businesses, hotels, and restaurants must address every day. Revenue management, energy control, demand forecasting, workforce planning, inventory management, customer care, and marketing are all increasingly influenced by data and technology. AI can help businesses understand customer behavior more deeply; automate repetitive tasks; virtual reality opens up new ways to explore and showcase spaces; while real-time translation technology helps narrow language barriers in an industry serving guests from multiple markets.
The change is reflected not only in the number of visitors but also in the composition of the market. After seven months, China remained the leading source market with approximately 3.1 million visitors, while South Korea reached 2.4 million; meanwhile, Russia stood out with around 864,000 visitors, up 174%, India reached 553,000, up 42.9%, and the Philippines reached 417,000, up 63.6%. Visitors from Europe also increased strongly, indicating that Vietnam’s international tourism market is expanding both geographically and in terms of demand. For hotels, this means increasingly complex service requirements – from language, cuisine, and payment methods to experience personalization – and creates an ongoing need to update knowledge, technology, and operational capabilities.
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The service robot at Furama Resort Đà Nẵng is one example of technology being put into real-world operation, supporting transportation and service tasks while also contributing to greater operational efficiency.
The gap between an impressive technology showcased on stage and a solution that genuinely delivers operational value, however, remains significant. Businesses need not only to know what new technologies are available, but also to understand which solutions are appropriate for their scale, what resources are required for investment, whether their teams are capable of adopting them, and what value the technology will generate after implementation.
It is precisely this gap between “seeing technology” and “putting technology into operation” that HORECFEX VIETNAM 2026 seeks to address. The program’s announcement also clearly states that its goal is not merely to introduce new solutions, but to enable businesses to access practical technologies and strengthen their competitiveness.
HORECFEX VIETNAM 2026 – “Everything You Need” for an Industry in Transition
Taking place on 20 – 21 August 2026 at Ariyana Convention Centre Danang, HORECFEX VIETNAM 2026 is positioned as the Hospitality & Tourism Forum for Technology, Innovation & Procurement – Technology, Innovation and Procurement Forum for the Hospitality and Tourism Industry. The official website currently projects that the program will bring together more than 4,500 attendees, over 100 exhibitors, more than 90 speakers, and more than 40 in-depth sessions.
This scale is built on clear growth from previous editions. In HORECFEX VIETNAM 2025 alone, the first day attracted 3,500 attendees, more than 120 brands, and over 90 speakers; speakers and guests came from 20 countries, with 40% being international experts. HORECFEX VIETNAM has been identified by the Organizing Committee as one of the largest events, almost unparalleled, in Vietnam’s hotel – restaurant – foodservice industry, while also aiming to become an annual gathering point for the domestic and regional industry community. Therefore, this is not simply an event held in Vietnam, but inherently an international forum, where experiences from multiple markets are placed alongside the very specific challenges of Vietnam’s hospitality – tourism industry.
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HORECFEX VIETNAM is a meeting point for the Hospitality – Tourism services community, where technology, innovation, and emerging industry trends are connected through seminars, demonstrations, and professional knowledge-sharing sessions.
More notable than the numbers is this year’s theme: “EVERYTHING YOU NEED – Knowledge, Technology, Supply and Connection”. These four elements can be viewed as four steps in the same transformation journey. Knowledge helps businesses understand what is changing; Technology turns those insights into tools and solutions; Supply determines the ability to put solutions into operation; while Connection enables knowledge, technology, and resources to find the right partners, the right markets, and continue creating value after the event. This is also how HORECFEX VIETNAM is positioned in this year’s announcement – as a comprehensive connection platform rather than a conventional equipment exhibition.
This spirit is reflected directly in the program’s partner structure. HORECFEX VIETNAM 2026 is supported by MENAS Group and AnhTris Holdings as Co-hosts; together with Diamond Sponsors Phú Long, Hải Trần Media & Airs and TIM Corp. This list also partly demonstrates the openness of the ecosystem the program aims to build: alongside hospitality businesses are companies operating in real estate, lifestyle, HORECA supply solutions, media, and the F&B ecosystem.
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The exhibition space at HORECFEX VIETNAM 2025 brought together businesses and solutions from multiple areas of the Hospitality – Tourism ecosystem, from technology, equipment, and ingredients to operations and F&B, creating a direct connection point between real-world industry needs and relevant solutions.
HORECFEX VIETNAM also chooses to bring technology closer to participants through practical experiences. At the program’s press conference, Rokid smart glasses were applied with real-time subtitle display and multilingual interpretation capabilities; Meta Quest 3 enabled a 360-degree spatial experience; while OrionStar, KEENON and Unitree Robotics robots were integrated into scenarios related to reception, F&B, security, and rescue. What matters is not the novelty of the devices themselves, but the question behind them: how can a technology help hotels serve guests better, resorts operate more efficiently, and employees have more time to focus on customers?
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AI robotic solutions introduced at the HORECFEX Vietnam 2026 press conference, illustrating the potential applications of technology in reception, service, security, and operational support within the hospitality – tourism industry.
Real-world applications at Furama – Ariyana Danang International Tourism Complex have also demonstrated part of this approach. Ms. Ariyana robot is used to support reception, guidance, and information services, while Furama Resort Đà Nẵng has gradually applied AI to content and customer experiences. With this approach, technology does not appear to replace the essence of the “hospitality” industry, but rather to support operational teams so they can allocate more resources to tasks requiring greater observation, sensitivity, and human interaction.
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At Furama Resort Đà Nẵng, technology is increasingly being integrated into operations and customer experiences, while its core role remains to support service teams in understanding guests better, responding more appropriately, and spending more time on interactions that create a distinctive impression throughout each stay.
Opportunities extend beyond those currently managing hotels
HORECFEX VIETNAM is not only aimed at those directly managing hotels or resorts. The four values of Knowledge – Technology – Supply – Connection also open up different points of access for businesses, suppliers, professionals, and the younger generation across the hospitality – tourism ecosystem.
The distinction of HORECFEX VIETNAM lies in bringing multiple links of the industry together within one space: hotel owners, operators, restaurants, suppliers, technology companies, experts, investors, and the future workforce. Rather than each group attending a separate event, HORECFEX VIETNAM creates a shared gathering point where industry participants can access knowledge, seek technology and supply solutions, while directly meeting partners capable of addressing real-world needs. This structure helps the event become an almost unparalleled large-scale gathering for the hospitality and tourism community in Vietnam, where nearly the entire industry value chain has the opportunity to meet over the same two days.
Technology – for businesses and providers of technology solutions.
HORECFEX VIETNAM creates opportunities for organizations developing artificial intelligence, automation, data management, energy management, and customer experience solutions to engage directly with hotels, resorts, restaurants, and tourism businesses. This is not merely a place to showcase products, but also an opportunity for suppliers to listen to real operational challenges, gain a clearer understanding of market needs, and explore opportunities to put their solutions into practice.
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The in-depth discussion sessions at HORECFEX VIETNAM offer practical perspectives on issues shaping the Hospitality – Tourism services industry, while also creating opportunities to connect, exchange experiences, and stay updated on emerging trends from domestic and international experts.
Supply – for suppliers of products and services serving hotels, restaurants, and the food and beverage sector.
For product and service suppliers, HORECFEX VIETNAM provides opportunities to directly reach hotels, resorts, restaurants, and businesses seeking solutions for investment, upgrading, and operations. The scope of supply ranges from food, beverages, and kitchen equipment to housekeeping products, wellness, interior design, and facilities. In this way, “Supply” is not only present in the exhibition area but also becomes a connecting link between real business needs and products and solutions capable of being put into operation.
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“Supply” at HORECFEX VIETNAM is not limited to the exhibition area, but is also expanded through thematic sessions on products, ingredients, and practical challenges facing the hospitality – tourism industry.
Connection – for investors, operators, businesses, and partners seeking collaboration opportunities.
At HORECFEX VIETNAM, the value of connection lies not only in bringing many businesses into the same space, but in the ability to create meetings at the right time and around the right needs. Investors can find solutions suited to operational challenges, suppliers have the opportunity to directly reach decision-makers, while businesses can expand their partner networks beyond familiar relationships.
A conversation at the event may begin with a very specific need – finding a product, a technology, or a partner – but its true value only emerges when that meeting continues to develop after the event. The ability to turn a conversation into a partnership opportunity, a need into a solution, and a contact into a long-term relationship is what gives “Connection” its meaning at HORECFEX VIETNAM.
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Meetings at HORECFEX VIETNAM enable investors, operators, and suppliers to directly exchange needs, seek partners, and expand collaboration opportunities.
Knowledge – for professionals, experts, managers, and the younger generation.
The forum system, in-depth presentations, and discussion sessions at HORECFEX VIETNAM provide perspectives on issues directly shaping the industry, from artificial intelligence, hotel management, revenue optimization, food and beverage, and human resources to sustainable development. For students and young people, this is also an opportunity to better observe changes in the labor market, identify new skills being demanded, and explore career paths emerging at the intersection of technology and tourism.
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HORECFEX expands access to technology and industry knowledge for the younger generation, creating opportunities for students and newcomers to the Hospitality – Tourism field to directly observe, experience, and connect with the real professional environment.
For businesses, an industry-specific forum can significantly shorten the journey of finding solutions and partners. Instead of approaching technology through sales materials, managers can directly observe products, ask suppliers questions, hear the experiences of organizations that have already implemented them, and assess their applicability to their own business models. B2B activities at HORECFEX VIETNAM are also designed to connect investors, operators, experts, and suppliers within the same space.)
Alongside professional activities, HORECFEX VIETNAM also creates direct meetings between businesses and suppliers – where many partnership opportunities can begin with conversations at the event.
For professionals, more than 40 in-depth sessions provide opportunities to explore the issues shaping the industry, from AI, hotel management, revenue management, sales & marketing to F&B, sustainability, and human resources. Knowledge here is not simply content heard and left behind in the conference room; its real value emerges when a new perspective helps a business adjust its strategy or prompts a professional to reconsider the skills they need to develop.
Seen from this perspective, the four elements of Knowledge – Technology – Supply – Connection do not exist separately. Knowledge helps identify the problem, technology provides the tools to solve it, supply enables the solution to become reality, while connection is the link that brings these resources together. This interconnected approach allows HORECFEX VIETNAM to extend its value beyond the boundaries of a conventional forum or exhibition space.
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