Finance · EU WeeklyFollowing two days of activities on 20–21 August 2026 at the Ariyana Convention Centre Danang, HORECFEX VIETNAM 2026 officially concluded with 5,300 attendees, nearly 100 exhibition booths, more than 40 in-depth sessions, and a technology ecosystem valued at approximately VND 52 billion. These figures not only reflect the scale of the industry event but also highlight the growing demand for knowledge, technology, supply solutions, and new connections as Vietnam’s Hospitality, Food Service, and Tourism sectors enter a period of transformation.
Under the theme “ALL YOU NEED - Knowledge, Technology, Supply and Networking,” HORECFEX VIETNAM 2026 was designed as an ecosystem rather than a standalone exhibition or conference.
Nearly 100 Booths Became a Meeting Point Between Needs and Solutions
A hotel does not operate on technology alone.
Behind every guest experience is an entire chain involving equipment, F&B, kitchens, housekeeping, laundry, facilities, wellness, energy, interiors, technology and human resources.
The nearly 100 exhibition booths at HORECFEX VIETNAM 2026 were therefore more than a product showcase. They created a space where investors and operators could see, test, compare and directly discuss solutions with suppliers capable of addressing their real operational needs.
Nearly 100 exhibition booths at HORECFEX VIETNAM 2026 created a direct connection between operators and suppliers, bringing real business needs together with relevant products, equipment and solutions for the Hospitality - Food Service - Tourism industry.
Alongside the exhibition were B2B activities, startup programs and professional networking spaces that helped shorten the distance between those facing a challenge and those offering a solution.
A conversation during HORECFEX could continue as a meeting after the event. A solution experienced at a booth could become a pilot project. A startup could meet a partner, an investor or its first real-world user.
That is also one of the most important impacts an industry forum can create: its value does not end when the event closes.
Over the two days, industry professionals could move from a discussion on AI to hands-on experiences with robots, from conversations about management and workforce challenges to energy-saving solutions, and from meetings with suppliers to B2B exchanges with the potential to develop into partnerships beyond the event.
It was this convergence that made HORECFEX 2026 not only larger in scale, but also broader in the issues it addressed and deeper in the way the industry looked toward its own future.
Two Days to See an Industry in Motion
If technology was once considered a supporting component behind hotel operations, HORECFEX VIETNAM 2026 showed how rapidly that position is changing.
AI, automation, data, smart rooms, facial recognition, service robots, virtual reality and digital platforms appeared throughout the program, yet the central question was no longer simply “What is the latest technology?”
The professional sessions shifted the focus toward more practical issues: Are businesses truly ready for AI? How can technology help address workforce shortages? How can data be used to personalize guest experiences? And how should technology investments be integrated to generate real operational value?
Overview of an in-depth discussion session at HORECFEX VIETNAM 2026, where experts, businesses and industry professionals exchanged perspectives on technology, growth strategies and new directions for strengthening the competitiveness of the Hospitality - Food Service - Tourism industry.
Topics such as “Driving Successful Technology Integration,” “Vietnam Tourism 2027: Making the Right Strategic Choices,” “Beyond Sustainability - Regenerative Tourism Solutions,” as well as discussions on MICE, marketing, workforce, F&B, Spa & Wellness and the next generation of hospitality professionals expanded the conversation beyond technology to the broader issue of business and destination competitiveness.
Technology, in this context, was not positioned in opposition to people. Instead, the emphasis was placed on how technology can reduce repetitive tasks, deepen customer understanding, improve the use of resources and create more space for what the service industry will always require: the human touch and sophistication of the guest experience.
Technology Is Not Only for Operations - It Can Also Create New Experiences
One of the clearest examples of this spirit was the Projection Mapping performance “Touching the Livable City” on the event facade.
Rather than simply showcasing the capabilities of projection equipment, the program used light, imagery and sound to tell the story of Da Nang while also evoking layers of Vietnamese culture, everyday life and identity through an entirely different visual language.
Projection Mapping “Touching the Livable City” brings layers of Vietnamese culture, heritage and identity to life through light, imagery and sound, transforming the event facade into an immersive storytelling space for the destination.
The entire architectural facade became part of the artwork. Behind approximately six minutes of performance were nearly 45 days of preparation, including site surveys, 3D modelling, content development, testing and system calibration.
The high-brightness Epson laser projection system, valued at approximately VND 10 billion, was technically implemented by LOGICO, while the creative content and visual design were developed by Giant Vision.
Yet the greater significance of the experience was not found in the value of the equipment.
Technology only creates real value for tourism when it helps tell the story of a destination better.
An architectural facade can become a medium for telling the story of a city. A heritage site, craft village, museum or public space can likewise use technology to bring history, culture and local identity closer to visitors in more engaging and vivid ways.
This also points to a broader opportunity for tourism: digital transformation is not only about changing how businesses manage or operate. It can also create entirely new tourism products and experiences, giving visitors more reasons to stay longer, explore further and spend more at the destination.
Green Development Moves from Direction to Practice
Alongside technology, sustainability at HORECFEX VIETNAM 2026 was also translated into concrete action.
The launch of the Da Nang Green Stay Criteria, under the message “Green Practices - Elevating the Destination,” demonstrated how green development is gradually moving beyond a strategic concept toward a set of practical criteria that accommodation businesses can apply in their operations.
In this context, technology and green development can no longer be viewed as separate conversations.
A smarter accommodation business must also use resources more efficiently. Automation, energy management, data and intelligent control systems create long-term value only when they can simultaneously enhance the guest experience, reduce waste and improve operational efficiency.
HORECFEX VIETNAM 2026 therefore highlighted a clear direction: digital transformation must generate efficiency, while green development must move into practical implementation.
From an Event in Da Nang to an Annual Meeting Point for the Industry
During the opening ceremony, the Vietnam Hotel Association officially recognized HORECFEX VIETNAM as “Vietnam’s largest annual forum on technology applications in the HORECA industry.”
The Vietnam Hotel Association presented official recognition naming HORECFEX VIETNAM “Vietnam’s largest annual forum on technology applications in the HORECA industry,” marking a new milestone in the event’s journey toward becoming an annual meeting point for the industry community.
This recognition marks an important step in the development of HORECFEX, while also creating greater expectations for the years ahead.
The value of the event is not measured solely by attendance numbers or the number of booths. It also lies in its ability to maintain a space where businesses, experts, suppliers, technology companies, startups, government agencies and industry professionals can continue meeting, exchanging ideas and collectively examining the changes shaping the sector.
Held at Ariyana Convention Centre Danang, within the Furama - Ariyana International Tourism Complex alongside Furama Resort Danang and Furama Villas Danang, HORECFEX continues to demonstrate Da Nang’s potential as a meeting point for MICE, technology, innovation and the tourism industry community.
5,300 Attendees - and What Remains After Two Days
HORECFEX VIETNAM 2026 concluded with 5,300 attendees.
But what remains after two days is far more than a number.
It is the discussions about a tourism industry undergoing change. It is new technologies experienced firsthand by businesses. It is the transition of green development from broad concepts into practical criteria. It is an architectural facade transformed into a storytelling space for a city. It is the meetings between businesses and suppliers that may continue long after the event has ended.
More importantly, it reflects an increasingly clear view of the industry’s next stage of development.
Vietnam tourism already has a strong market, rich resources, an expanding accommodation system and an increasingly visible position on the regional tourism map. Yet the next stage will require more than simply building more hotels and welcoming more visitors.
The industry must create new products, new experiences and new reasons for visitors to stay longer, spend more and return.
Technology, AI, green transformation and Projection Mapping are all tools. What ultimately matters is how we use those tools to create value for guests, businesses and destinations.
The next stage of competition in tourism will therefore no longer be defined only by visitor numbers or the number of hotel rooms.
It will increasingly be a competition in experience, creativity and the value each destination is capable of creating.
And if 5,300 attendees is the figure that closes HORECFEX VIETNAM 2026, what the event truly opens is a question for the years ahead:
With the knowledge, technology, supply solutions and connections now in place, how will we turn them into a better tourism industry?
About HORECFEX Vietnam
HORECFEX Vietnam is the Hospitality & Tourism Forum for Technology, Innovation & Procurement, jointly organized by the HORECFEX Organizing Committee and the Vietnam Hotel Association. The forum connects hotels, resorts, restaurants, F&B businesses and tourism enterprises with technology providers, industry experts, training institutions and international partners through its exhibition, conference programme, live technology demonstrations and business networking activities.
Media Contact:
Vu Phuong Anh
HORECFEX VIETNAM
marketing@furamavietnam.com
