March 14, 2026

Founded in 1966, ITB Berlin has grown into one of the most influential travel trade events in the world. Each year the exhibition brings together more than 10,000 tourism businesses, hotels, airlines and travel organizations from over 180 countries and territories.
With more than 100,000 industry professionals in attendance, ITB Berlin serves as an important meeting point for the global travel community. It provides a platform for meaningful connections, the exchange of new trends and the exploration of strategic partnerships across the tourism and hospitality sectors.

SAPA JADE HILL – SHARING THE STORY OF SAPA WITH THE WORLD
During the three days from 3 to 5 March 2026, Sapa Jade Hill Resort & Spa joined ITB Berlin 2026, bringing with it the stories of Northern Vietnam and the timeless beauty of Sa Pa to the international travel community.
Set on a hillside overlooking the Muong Hoa valley, Sapa Jade Hill appears like a quiet village embraced by the mountains. Thatched roofs inspired by local architecture rest gently within the open landscape, creating a peaceful retreat where guests are invited to slow down, listen to nature, connect with local culture and experience the authentic rhythm of life in the highlands.
Its presence at ITB Berlin 2026 offered an opportunity to introduce Sa Pa not only as one of Vietnam’s most beloved destinations, but also as a place where rich indigenous culture and remarkable natural landscapes continue to be carefully preserved.

CONNECTIONS THAT OPEN NEW JOURNEYS
Throughout ITB Berlin 2026, the team of Sapa Jade Hill Resort and Spa had the opportunity to meet and engage with a wide range of international partners, including tour operators, travel agencies, travel bloggers and media representatives from many different countries.
Over the course of the exhibition, more than 100 meetings and discussions took place, opening new opportunities for collaboration while inviting deeper conversations about journeys through Sa Pa. Beyond accommodation, these exchanges focused on the distinctive experiences of Northern Vietnam’s mountain regions, from trekking routes through local villages and the golden rice terraces of harvest season to the enduring cultural traditions preserved in everyday life.
Through these connections, Sa Pa continues to be recognized as a destination rich in potential within Vietnam’s tourism landscape, where majestic nature, local heritage and thoughtful hospitality come together in a truly meaningful travel experience.
Sa Pa has its own quiet way of touching the hearts of travelers.
And Sapa Jade Hill hopes to be the place where you pause to experience that beauty, surrounded by mountains, drifting clouds and the cultural stories of Vietnam’s Northwest highlands.

Partnership inquiries:
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