Vietnam sets sights on becoming Southeast Asia’s wedding tourism hub

That ambition took center stage at The Vietnam Grand WeddX 2026, a two-day wedding exhibition held at VinPalace Co Loa in Hanoi on July 4 and 5 by Vinpearl, the hospitality arm of Vietnam’s largest private conglomerate Vingroup.

One of the largest next-generation wedding expos ever held in Vietnam, the event brought together more than 60 leading brands showcasing the latest wedding trends and technologies.

Thousands of visitors, including wedding professionals and engaged couples, attended the exhibition to explore products, services, and trends in an industry increasingly seen as a new growth driver for Vietnam’s service economy.

According to Grand View Research, a U.S.-based market research and consulting firm, the global wedding service market has surpassed US$1 trillion and is projected to exceed $2.6 trillion by 2033.

Vietnam’s premium wedding market has also expanded rapidly over the past three to five years, with demand spreading beyond Hanoi and Ho Chi Minh City to destinations such as Da Nang, Nha Trang, Phu Quoc, and Sa Pa.

Against this backdrop, The Vietnam Grand WeddX reflects the evolution of wedding expos in Vietnam from traditional trade fairs into immersive lifestyle events showcasing fashion, technology, entertainment, and new wedding trends.

A representative of Klasse, a Vietnamese handcrafted men’s shoe brand, said younger consumers increasingly view weddings as highly personal experiences reflecting individual identity rather than traditional ceremonies.

This shift has prompted event organizers, hotels, and wedding service providers to upgrade their offerings.

Brands are paying closer attention to individual customer requests, from crafting oversized shoes for foreign grooms to offering instant photo printing at wedding events as keepsakes for guests, the representative said.

Van Hoan of Van Hung Tailor, a premium bespoke tailor specializing in wedding suits in Hanoi, said the third-generation family business is working more closely with wedding planners to deliver more seamless and professionally coordinated weddings.

He added that such partnerships are helping raise service standards as customer expectations continue to rise.

Ngo Thi Huong, CEO of Vinpearl, said The Vietnam Grand WeddX is part of the company’s long-term strategy to develop a flagship event for the wedding industry.

She said the goal is to build a sustainable platform that connects the wedding community, promotes innovation, raises service standards, and helps shape the future of the industry.

Nguyen Quy Phuong, head of the Tourism Promotion Department under the Vietnam National Authority of Tourism, said wedding tourism is emerging as one of Vietnam’s most promising travel segments.

With growing investment from businesses and tourism stakeholders, he said Vietnam has the potential to become both a leading global MICE destination and a regional hub for international weddings.

He noted that Vietnam already has key advantages, including picturesque beaches comparable to Bali and Phuket, strong hospitality, and expanding tourism infrastructure.

Visitors come not only for wedding services but also to explore the country, generating added value across related service industries.

Phuong also said Vietnamese designers are increasingly blending traditional cultural elements with modern wedding concepts, creating distinctive experiences that could appeal to international couples.

He expressed hope that more exhibitions like The Vietnam Grand WeddX will be held regularly, giving local businesses greater opportunities to reach international clients.

He added that the economic benefits of wedding tourism extend beyond tourism revenue, making a well-connected network of supporting services just as important as infrastructure.

Nguyen Tran Quang, deputy director of the Hanoi Department of Tourism, described The Vietnam Grand WeddX 2026 as a noteworthy initiative.

He said the exhibition helps strengthen Vietnam's wedding industry by bringing together businesses from across the country, encouraging innovation, improving service quality, and fostering new partnerships.

Quang added that such events will support wedding tourism, enhance the competitiveness of Vietnam's wedding industry, and gradually establish Hanoi as a regional hub for wedding events while helping position Vietnam as one of Asia's leading wedding destinations.