Comprehensive Strategy Report: Market Development & Marketing Plan to Attract Golf – Diving – Outdoor Exhibitors in Vietnam (2025–2030)

1. Executive summary and strategic rationale

As the global experience economy shifts its center of gravity toward Asia–Pacific, Vietnam is emerging as a strategic destination for investors, manufacturers, and service operators across sports tourism and outdoor leisure. This report is designed as a high-level strategic reference, providing a deep analysis of Vietnam’s Golf, Diving, and Outdoor Activities markets and proposing an integrated marketing roadmap to attract domestic and international exhibitors to a specialized trade-promotion platform in Vietnam for 2025–2030.

The analysis draws on synthesized insights from reputable organizations and industry benchmarks. Vietnam’s growth narrative is compelling: rapid expansion in golf participation and course development, a rising middle class with increasing discretionary spend, and a fast-maturing outdoor lifestyle culture. The core challenge is convincing international brands—accustomed to established trade shows in Thailand and Singapore—to reallocate budget toward Vietnam. The answer lies in positioning Vietnam not only as a consumer market, but also as a sourcing and manufacturing hub within the global value chain.

2. Macro analysis: economic context and growth engines

2.1. Policy and infrastructure as market catalysts

To win international exhibitors, organizers must sell “The Vietnam Story” with macro-level evidence. Vietnam’s tourism and economic development direction emphasizes quality growth, premium experiences, and longer stays. Visa improvements and stronger international connectivity reduce friction for high-spending segments such as golfers and divers—groups that typically favor long-stay travel patterns. For exhibitors, this translates into a rapidly expanding addressable end-user market.

In parallel, transport infrastructure upgrades (airports, highways, destination connectivity) shorten travel time to key tourism hubs, improving the feasibility of hosting international tournaments, dive operations, and adventure itineraries. Improved access increases destination competitiveness and supports exhibitor confidence in market expansion.

2.2. Global supply-chain realignment: Vietnam’s dual advantage

Vietnam holds a distinctive position in Southeast Asia: it is both a growing consumer market and a manufacturing base. Major sports and outdoor brands have established production footprints or OEM partnerships in Vietnam. This enables a unique B2B value proposition: an event in Vietnam can be positioned as a place to “Meet the entire supply chain”—from technical materials and manufacturing technologies to distribution and retail channels. This positioning attracts industrial exhibitors (materials, machinery, solutions) in addition to commercial brands.

3. Deep-dive: the Golf market

3.1. Participation growth and new demographics

Vietnam’s golf market is experiencing a dual boom in both demand (players) and supply (courses). Growth is increasingly driven by a rising middle class and a sizable expat community, not only traditional high-net-worth segments. A key insight for exhibitor sales kits is the strong rise of women in golf participation, creating a high-potential segment for golf fashion, sports beauty/suncare, and women-specific equipment lines.

3.2. Course development and B2B demand

Course expansion and investment projects create significant B2B demand across turf solutions, irrigation, golf carts, course-management software, and maintenance technologies. This supports a broader exhibitor mix, including operators and solution providers—not just retail brands.

3.3. Equipment: consumption and production opportunities

Alongside domestic consumption, Vietnam’s manufacturing and export momentum in sports goods suggests deeper integration into the global golf supply chain. This opens exhibitor opportunities for machining, composites, components, and production technologies to connect with local factories and regional buyers.

4. Deep-dive: the Diving market

4.1. Early-stage growth with strong destination potential

Compared with Thailand and Indonesia, Vietnam’s diving market remains early in its growth curve—making it a first-mover opportunity. With an extensive coastline and emerging hotspots such as Nha Trang, Phu Quoc, and Con Dao, Vietnam is gaining visibility. The presence of internationally aligned dive centers indicates readiness to scale quality offerings.

4.2. Ocean conservation: from challenge to commercial opportunity

Environmental pressures on marine ecosystems pose risks, but they also catalyze demand for regenerative tourism and conservation-linked experiences. Exhibitors can include NGOs, marine technology providers, and eco-resorts offering sustainable models. The exhibition can become a marketplace not only for dive equipment, but also for sustainable business solutions for coastal investors and operators.

5. Deep-dive: Outdoor & Adventure

5.1. Market size and lifestyle-led demand

Vietnam’s outdoor market is being shaped by Gen Z and Millennials, who treat nature as both wellness and identity. Camping and glamping growth drive demand for premium tents, modular structures, outdoor furniture, and portable energy solutions. This presents B2B opportunities for suppliers targeting resorts, destinations, and distribution networks.

5.2. Adventure tourism and official distribution opportunities

Vietnam has world-class adventure products that elevate the country’s reputation. However, distribution for specialized gear is fragmented. A focused trade show can serve as the ideal platform for international brands to appoint official distributors and build structured channel strategies in Vietnam.

6. Competitive landscape and event positioning

6.1. Regional benchmarks

Thailand has proven the 3-in-1 model (golf–dive–outdoor). Singapore emphasizes technology and conservation. Malaysia shows strong on-site retail conversion. These benchmarks benefit from mature domestic markets and long-established trade-show ecosystems.

6.2. Vietnam’s market gap and differentiated positioning

Vietnam lacks a large-scale, specialized event dedicated to “Lifestyle & Adventure Sports.” The event should be positioned as a Lifestyle & Leisure Sports Exhibition—not a generic travel mart—anchored on specialization, ecosystem building, and supply-chain connection. This differentiates it from broad tourism fairs where niche equipment exhibitors struggle for relevance and ROI.

7. Exhibitor acquisition marketing strategy

7.1. Target exhibitor segments

• International anchors (Big Brands): “Capture the fastest-growing market in Asia.”
• Manufacturers/OEM and industrial suppliers: “Vietnam is the new factory of the world.”
• Service providers & destinations: Direct access to high-spending consumers and B2B partners.
• Startups & innovators: Leverage Vietnam’s tech-savvy, young population.

7.2. Product strategy: building a “must-attend” ecosystem

• Hosted Buyer program: Subsidize high-quality buyers to maximize exhibitor ROI.
• Demo zones: Golf simulator/long-drive activations, mobile dive tank, and an in-hall glamping showcase.
• Knowledge hub: Professional conferences with international speakers to attract decision-makers.

7.3. Promotion channels and go-to-market timeline

• Pre-launch (12 months): Association partnerships, international PR, direct sales at competitor shows.
• Launch & early bird (6–9 months): Database marketing, webinar series, LinkedIn ads by job title.
• Push sales (3 months): FOMO messaging, anchor exhibitor announcements, agent networks in priority markets.

8. Pricing and revenue framework

Pricing should include raw space, shell scheme, and startup pods, with early-bird incentives, association member discounts, and group booking offers. Sponsorship packages (title, technology, lanyard/bag) should link directly to high-visibility assets and speaking opportunities.

9. Risk management and execution roadmap

Key risks include global economic downturn, visa processing delays, and calendar conflicts with major regional events. Mitigation includes offering smaller cost-efficient packages, securing visa support letters for exhibitors/buyers, and choosing a “golden window” (September–October). A 15-month roadmap should cover feasibility and venue lock, soft launch and early sales, full marketing and hosted buyer recruitment, final push sales, and operational delivery with online B2B matching.

Conclusion and recommendations

Vietnam’s Golf–Diving–Outdoor markets have moved from theoretical potential to measurable growth. To succeed, organizers must sell market-entry opportunity and ecosystem connection—not just floor space. With the right positioning, a strong hosted buyer program, supply-chain storytelling, and modern B2B matching, Vietnam can establish a new regional benchmark exhibition for 2025–2030.