An increasing number of travel and tourism businesses in Ho Chi Minh City are launching new products that combine culinary experiences with Vietnam’s rich ethnic cultural heritage, in response to evolving traveller preferences and efforts to stimulate tourism demand.

VOV.VN - Rather than focusing solely on increasing visitor numbers, Ho Chi Minh City is accelerating the development of experience-based tourism products, night-time economy activities, and premium services in an effort to extend visitors’ stays and boost tourist spending.

Following a strong recovery, Vietnam’s tourism sector is entering a new growth cycle marked by profound changes in market scale, consumer behaviour, and operating and promotional models.

The northern province of Ninh Binh on the evening of May 23 officially launched its signature tourism week under the theme of a journey through heritage across the ages, marking the start of a series of large-scale cultural and tourism activities.

Vietnam is increasingly emerging as a preferred destination for international music production teams, with the country’s landscapes appearing more frequently in global music videos.

VOV.VN - Yulong Snow Mountain and Lijiang Ancient Town in China’s Yunnan province are attracting growing numbers of Vietnamese tourists while creating more opportunities for tourism cooperation between Vietnam and China.

VOV.VN - Sun PhuQuoc Airways (SPA) on May 22 officially launched a direct air route linking Vietnam’s Phu Quoc Island and the Hong Kong Special Administrative Region of China.

VOV.VN - The Da Nang Food Tour 2026 opened at East Sea Park on May 21, marking the first time Da Nang has organised a large-scale culinary tourism festival aimed at turning local cuisine into a strategic tourism product.

VOV.VN - The Korea Tourism Organization (KTO) in Vietnam held the Korea Travel Roadshow 2026 in the central city of Da Nang on the evening of May 20, drawing tourism businesses from Vietnam and the Republic of Korea (RoK).

VOV.VN - The central province of Nghe An opened the Sen Village Festival 2026 on May 18, launching a series of activities commemorating the 136th birth anniversary of President Ho Chi Minh (May 19, 1890 – 2026).