The Ho Chi Minh City Department of Tourism has launched a destination promotion campaign titled “Vibrant Ho Chi Minh City – Vibrant Everywhere, Everyone”. The initiative aims to broaden the city’s tourism markets, encourage visitor spending and develop new travel experiences.
Building on the city’s tourism growth in 2026, the campaign brings together five strategic initiatives. They cover the city’s culinary, cultural, wellness and business travel offerings, alongside its coastal and natural attractions.
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Five Tourism Themes Highlight Ho Chi Minh City’s Attractions
The campaign focuses on five tourism themes designed to showcase different aspects of Ho Chi Minh City:
- Culinary tourism, highlighting local food and dining experiences.
- Medical and wellness tourism, targeting visitors seeking healthcare and wellness services.
- Cultural and heritage tourism, including traditional craft villages and cultural attractions.
- MICE tourism, covering meetings, incentives, conferences and exhibitions.
- River, coastal, island and ecotourism, promoting experiences connected with the city’s waterways and natural environments.
Together, these themes form the basis of the city’s destination promotion strategy.
Digital Platforms Support Destination Discovery
Digital engagement is another key part of the campaign. The official destination platform, discoverhcmc.com, supports trip planning and promotes local attractions and experiences.
It also features the “Ho Chi Minh City – 360° Vibrant Journey”, which connects visitors with destinations and tourism businesses through digital check-ins and interactive activities.
In addition, the department is developing further digital services and visitor benefits to improve travel convenience and encourage engagement with local businesses.
Citywide Check-In Initiative Encourages Exploration
The “Ho Chi Minh City – 360° Vibrant Journey” also encourages visitors to explore attractions across the city.
Participating locations include historical landmarks, cultural sites, waterfront destinations and local culinary venues. The initiative also connects travelers with tourism businesses taking part in the programme.
Artists and Content Creators to Share Destination Stories
The campaign will involve artists, journalists and digital content creators in promoting Ho Chi Minh City.
They will share travel experiences through videos, photographs and firsthand accounts. The initiative aims to introduce the city’s tourism offerings to wider audiences in Vietnam and overseas.
Ho Chi Minh City Vibrant Award 2026 Recognises Tourism Businesses
The campaign also includes the Ho Chi Minh City Vibrant Award 2026, a tourism recognition programme.
It aims to recognise tourism businesses and organisations for their contributions to the industry. Areas of focus include tourism product innovation, service quality and sustainable development.
Meanwhile, three additional creative initiatives will support the campaign:
- A culinary video contest.
- The Ho Chi Minh City Tourism Innovation Startup Contest.
- A tourism souvenir design competition.
Through these programmes, the Department of Tourism aims to encourage cooperation among tourism businesses, local communities and visitors. The broader objective is to develop new tourism experiences and generate greater economic value for the city.
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