Nearly 100 exhibition booths, more than 40 in-depth sessions, and an immersive technology ecosystem ranging from artificial intelligence, robots, smart glasses and virtual reality to Projection Mapping, Laser Mapping and LED Dancing up to VND 52 billion have come together at HORECFEX VIETNAM 2026. Beyond the scale of the event lies a broader ambition: bringing Knowledge, Technology, Supply and Networking together in one place to address the real challenges facing the Hospitality, Food Service and Tourism industries.
Da Nang, August 20, 2026 – HORECFEX VIETNAM 2026 officially opened at Ariyana Convention Centre Danang, with 5,000 registrations received ahead of the event and nearly 100 exhibition booths bringing together technology companies, product suppliers, equipment providers and solution partners serving the Hospitality, Food Service and Tourism industries. The strong interest in this year’s HORECFEX reflects how technology, innovation, operational efficiency and sustainable development are no longer conversations about the distant future, but practical challenges that the HORECA community needs to address today.
Overview of the Opening Ceremony of HORECFEX VIETNAM 2026 at Ariyana Convention Centre Danang on the morning of August 20, 2026.
Taking place over two days, August 20 – 21, 2026, under the theme “ALL YOU NEED – Knowledge, Technology, Supply and Networking,” HORECFEX VIETNAM 2026 is positioned as a Technology, Innovation and Supply Forum for the Hospitality and Tourism industries, examining the transformation of the sector from multiple perspectives: how rapidly technology is advancing, what businesses need to prepare for successful adoption, how supply chains are evolving, what new capabilities people will need, and which connections can turn an idea into a practical solution.
The event is organized in coordination with the Vietnam Hotel Association. HORECFEX VIETNAM has also been recognized by the Vietnam Hotel Association as “Vietnam’s largest annual forum on technology applications in the HORECA industry,” gradually establishing itself as a recurring meeting point for industry professionals, operators, suppliers, experts, technology companies and organizations across the tourism ecosystem.
While the numbers reflect the scale of the event, the deeper question at the heart of HORECFEX VIETNAM 2026 is this: how can the HORECA industry use knowledge and technology to achieve higher productivity, deliver better service and build business models capable of sustainable, long-term growth?
An Opening Ceremony That Opens a Broader Conversation About the Future of the Industry
The opening program of HORECFEX VIETNAM 2026 welcomed representatives of the Da Nang City Government, leaders of the Vietnam National Authority of Tourism, the Vietnam Hotel Association, the Organizing Committee, as well as a broad community of businesses, experts and professionals actively working across the Hospitality, Food Service and Tourism industries.
As Vietnam’s tourism sector continues to expand and competition increasingly shifts toward the quality of the visitor experience, a company’s competitiveness can no longer be determined solely by its physical facilities or location.
Behind every visitor experience lies an increasingly complex system of data, revenue, human resources, energy, supply chains, marketing and technology, along with hundreds of operational decisions made every day.
Today, a holiday begins long before a guest walks into a hotel lobby. Destination searches, reviews, price comparisons, bookings and payments now take place largely in the digital environment. Throughout the stay, expectations for faster responses, greater personalization and increased convenience also continue to rise.
Digital transformation is therefore no longer something that sits outside the tourism experience. Technology has become part of the experience itself.
Dr. Ha Van Sieu, Deputy Director General of the Vietnam National Authority of Tourism, remarked: “We are entering a new stage of development, in which technology, innovation and the human element need to be closely connected within a shared ecosystem, with the visitor experience at its center. Tourism professionals today cannot grow in isolation, but must connect with technology, services and related sectors. I believe HORECFEX will make meaningful contributions and help elevate Vietnam’s tourism industry to a new level of development.”
This perspective points to an increasingly important requirement for the industry: technology can only create real value when it is connected with people, processes and surrounding services to form a visitor-centered ecosystem. Within that ecosystem, hotels do not operate in isolation, technology companies do not develop separately, and the visitor experience is no longer shaped by a single touchpoint.
This is also one of the key questions that HORECFEX VIETNAM 2026 seeks to address: how can technology, operational capabilities and stronger connections across the industry work together to create greater value for visitors, businesses and destinations?
Dr. Ha Van Sieu, Deputy Director General of the Vietnam National Authority of Tourism, shared his perspectives on the role of technology, innovation and ecosystem connectivity in enhancing visitor experiences and strengthening the competitiveness of Vietnam’s tourism industry at HORECFEX VIETNAM 2026.
At the destination level, Da Nang is gradually expanding its role from a leading leisure tourism hub into an increasingly prominent meeting point for MICE, technology, innovation, investment and international events.
From the milestone of APEC 2017 to programs such as Smart City Summit, SURF and DAVAS, the city has progressively created spaces where tourism meets technology, businesses connect with investors, and new ideas have opportunities to move from discussion into the market.
With a well-developed hotel and resort ecosystem, increasingly sophisticated MICE capabilities, and a clear orientation toward the digital economy and innovation, Da Nang is also becoming a practical environment in which solutions involving data, artificial intelligence, automation, energy management and digital experiences can be tested against the real operational needs of the tourism and service industries.
Against this backdrop, Mr. Ho Quang Buu, Vice Chairman of the Da Nang City People’s Committee, emphasized: “HORECFEX Vietnam 2026 is not merely a place to showcase new technological products and solutions. More importantly, it serves as a bridge connecting government authorities, hotel and restaurant businesses, technology companies and startups, investors, and domestic and international organizations.”
Mr. Ho Quang Buu’s remarks also broaden the perspective on the value of specialized industry events such as HORECFEX. The goal is not only to attract visitors to Da Nang during the event itself, but also to create conditions for knowledge, technology, business relationships and investment opportunities to continue developing, being tested and generating value beyond the event.
In this way, MICE can contribute not only visitor numbers and direct economic value, but also serve as a channel through which experts, businesses, investors and new initiatives become more deeply connected with the city’s broader economic ecosystem.
Mr. Ho Quang Buu, Vice Chairman of the Da Nang City People’s Committee, delivered remarks at the Opening Ceremony of HORECFEX VIETNAM 2026, emphasizing the role of technology, innovation and collaboration among government, businesses and investors in strengthening the competitiveness of the tourism and service industries.
Knowledge: Before Investing in Technology, Businesses Need to Understand the Problem They Are Trying to Solve
Across the two-day program, a wide range of presentations, dialogues, workshops and in-depth discussions address nearly every major issue currently affecting business performance in the Hospitality, Food Service and Tourism sectors – from growth strategy, technology and artificial intelligence to human resources, MICE, F&B, sustainable development and wellness.
Among the key topics are “Vietnam Tourism in 2027: Making the Right Strategic Choices,” examining market shifts and destination competitiveness through a strategic lens; “Beyond Sustainability – Regenerative Tourism Solutions,” expanding the discussion from reducing negative impacts to creating additional value for destinations and communities; “Driving Successful Technology Integration,” exploring how technologies move from ideas to actual operations; and “Addressing Labor Shortages and Emerging Solution Models,” confronting one of the industry’s most pressing workforce challenges.
Other notable sessions include “MICE Destination Marketing Strategy,” “The Future of Spa & Wellness,” “Technology Integration Forum II: The Next-Generation Hotelier,” and “The Rise of Premium Vietnamese Products” in the Food & Beverage sector.
Mr. Andre Gentzsch, Vice Chairman of HORECFEX Vietnam, shared HORECFEX’s vision of becoming a forum that advances knowledge, strengthens industry connections and promotes the practical application of technology, while emphasizing the indispensable role of the human element in the future of the Hospitality, Food Service and Tourism industries.
In a broader reflection on the initiative, Mr. Andre Gentzsch, Vice Chairman of HORECFEX Vietnam, noted: “Our mission is to increase knowledge, expertise and connectivity in a fast changing environment to positively influence the development of our industry with quality, efficiency, technology and sustainability. Our forum program covers a wide variety of subjects with a focus on what really matters: the implementation of technology in our work environment, how to solve operational and strategical challenges – and also – very important – how to integrate humanity for a better future.”
Within the technology track specifically, the discussions move into increasingly practical applications through sessions such as “Applying Meta Platforms in the Hospitality & Tourism Industry,” “Unlocking New Growth Drivers for Tourism & Hospitality” with TikTok Vietnam, “Hospitality Marketing in the AI Era,” “How AI Personalizes Experiences and Shapes Pricing,” and “AI Readiness in Hospitality: Simplifying the Path to Implementation.”
On the following day, the conversation continues with “Google AI Solutions: Brand Strategy and Market Growth,” demonstrating that AI at HORECFEX is not approached as a broad or abstract concept, but rather placed within specific touchpoints across sales, marketing, pricing, guest experience and operations.
The diversity of the program reflects an important reality: the challenges facing the HORECA industry today do not exist in isolation. Technology is closely tied to people; revenue is linked to data and market dynamics; sustainability directly affects operating costs and processes; while the growth of a destination depends simultaneously on its products, MICE capabilities, workforce and ability to adapt to changing consumer behaviors.
Technology: The Future Is No Longer Behind a Screen
If the forums help participants ask the right questions, the technology ecosystem at HORECFEX VIETNAM 2026 brings those questions into the realm of real-world experience.
At the 2025 edition, more than VND 42 billion worth of technology equipment was brought to HORECFEX, ranging from 4D Immersive Mapping, Hologram and Laser Mapping to 3D virtual reality simulations of hotel and restaurant spaces, service robots and a wide range of artificial intelligence solutions.
In 2026, the event marks another shift.
Technology is no longer presented solely on display platforms for visitors to observe. Instead, many solutions are integrated directly into how participants see, hear, move, communicate and interact with the event space.
Robots Are No Longer There Simply to Attract Attention
Robots are among the most immediately recognizable elements within the HORECFEX technology ecosystem.
This year, however, they are being placed within more specific operational scenarios.
OrionStar reception robots are designed for welcoming guests, providing information, communicating in multiple languages and offering navigation assistance.
KEENON service robots focus on tasks such as transporting food and goods while supporting employees in hotel and restaurant environments.
Unitree quadruped robots introduce another set of potential applications, including observation, patrol, surveillance, security assistance and access to areas that may be more challenging for humans.
Alongside these are facial recognition solutions for electronic check-in, AI-assisted interaction, smart-room technologies, automation and energy management systems, further expanding the role technology can play in hotel operations.
The point is not to envision a future of “hotels without employees.”
The robot solutions showcased at HORECFEX VIETNAM 2026 are presented through practical application scenarios, ranging from service support and transportation to monitoring and interaction, demonstrating how technology is gradually becoming an integral part of operations across the Hospitality, Food Service and Tourism industries.
This also reflects a principle repeatedly emphasized by the Organizing Committee throughout the preparation of HORECFEX VIETNAM 2026: knowledge determines competitiveness, technology determines productivity, innovation determines the speed of development, but people remain the defining factor in the value of the service industry.
Nearly 100 Exhibition Booths: The Future of HORECA Is About More Than Technology
While AI, robots and virtual reality may be among the most visually compelling elements of the event, the nearly 100 exhibition booths at HORECFEX VIETNAM 2026 reveal a much broader picture.
A hotel does not operate on software alone.
Every guest experience is built upon an extensive chain that includes guestrooms, interiors, laundry, housekeeping, food, beverages, kitchens, wellness, engineering systems, energy, equipment, facilities, technology, logistics and people.
For this reason, Supply forms the third pillar of the event.
Bringing product suppliers, equipment providers and solution companies into the same space allows investors and operators to shorten the sourcing process, compare multiple options, discuss their specific requirements directly and assess implementation potential before making investment decisions.
The nearly 100 exhibition booths at HORECFEX VIETNAM 2026 provide businesses with direct opportunities to explore, experience and engage with suppliers of products, equipment and solutions, helping bridge the gap between operational needs and real-world implementation.
Networking: Where a Conversation Can Become a Business Opportunity
The fourth pillar of HORECFEX VIETNAM 2026 is Networking.
Alongside the exhibition and professional sessions, B2B business networking activities reinforce the idea that the value of a forum does not necessarily end when a discussion session concludes.
A conversation at an exhibition booth can lead to a pilot project. A discussion can help a hotel manager find a solution to an operational challenge that has persisted for months. A supplier can meet the right decision-maker. And a new idea can find its first customer.
During the opening program, Ms. Do Thi Hong Xoan, Chairwoman of the Vietnam Hotel Association, presented an official recognition naming HORECFEX VIETNAM as “Vietnam’s largest annual forum on technology applications in the HORECA industry.” This recognition not only affirms the scale and professional focus of HORECFEX, but also highlights the forum’s increasingly important role in bringing technology, innovation and the practical challenges facing the Hospitality, Food Service and Tourism industries into a shared annual platform for dialogue and exchange.
Speaking at the event, Ms. Do Thi Hong Xoan emphasized: “We expect today’s forum not only to help identify the key challenges facing the industry, but also to open up practical solutions for investors, businesses and industry professionals. With an open spirit of exchange and a commitment to making the right strategic choices, we can create new drivers for growth and contribute to the industry’s sustainable development in the years ahead.”
Ms. Do Thi Hong Xoan, Chairwoman of the Vietnam Hotel Association, presented the official recognition naming HORECFEX VIETNAM as “Vietnam’s largest annual forum on technology applications in the HORECA industry,” acknowledging the event’s increasingly prominent role in connecting technology, innovation and the Hospitality – Food Service – Tourism business community.
Concluding the morning of the first day, HORECFEX VIETNAM 2026 recorded strong interest from the Hospitality, Food Service and Tourism community, with forums, technology experiences, supply exhibitions and business networking activities taking place throughout the day at Ariyana Convention Centre Danang.
The event will continue on August 21, 2026, with further in-depth discussions, technology showcases, B2B networking activities and programs for the HORECA community, continuing the conversation around Knowledge – Technology – Supply – Networking.
DANANG TOURISM PROMOTION CENTER
