HCM City launches new tourism campaign to promote visitor experiences
VOV.VN - Ho Chi Minh City has launched a new tourism promotion and communications campaign, to build a unified destination brand and link promotional activities more closely with product and service quality, with the aim of attracting more visitors, increasing spending and extending their stays.
The campaign, “Ho Chi Minh City – A Vibrant Journey”, was unveiled by the municipal Department of Tourism on October 14, as the city steps up tourism promotion, stimulates demand and expands its markets while tapping the advantages of its expanded development space following the merger. Rather than focusing solely on destination imagery, the initiative is to connect communications with actual tourism products, services and visitor experiences.
A key priority is to standardise the brand identity guidelines for “Vibrant Ho Chi Minh City”, to ensure consistency in promotional activities across agencies, organisations, businesses and partners. The tourism industry is also focusing on signature products, including culinary and medical tourism, cultural and heritage tourism, craft village experiences, river and island tourism, and ecotourism.
The municipal Department of Tourism is also expanding the use of digital technology through the discoverhcmc.com platform and the “Vibrant Pass” digital experience card. These tools are expected to bring together destination information, exploration activities and business promotions, making it easier for visitors to choose activities and plan their itineraries.
Another initiative, the Ho Chi Minh City check-in journey – a vibrant 360-degree experience, will connect historical sites, museums, architectural landmarks, riverside areas, islands, craft villages, food destinations and ecotourism sites.
The programme also includes experiential activities featuring communications ambassadors and the Ho Chi Minh City Vibrant Award 2026. The awards will recognise outstanding organisations, individuals and products, while encouraging businesses to innovate and invest in improving service quality.
Pham Huy Binh, director of the HCM City Department of Tourism, said the city's tourism industry enters a new phase of development and it also faces higher demands regarding the quality of growth. The convergence of urban, cultural, industrial, ecological, and marine elements opens up opportunities to elevate the position of the local tourism industry in the region.
Binh stressed that communications should be treated as an integral part of tourism development strategy and closely linked to product and market development. He said the actual quality of a destination is the decisive factor in the effectiveness of promotional activities.
“Every promotional message must be grounded in the quality of products and services and in a commitment to attentive service. Every positive visitor experience helps strengthen the reputation of the destination brand,” he noted.
Statistics show Ho Chi Minh City welcomed more than 8.5 million international visitors and nearly 40 million domestic visitors in the first nine months of 2026, generating tourism revenue of more than VND280 trillion. These results provide a foundation for the city to pursue its full-year targets of 11 million international visitors, 50 million domestic visitors and VND330 trillion in tourism revenue, contributing to its goal of achieving double-digit economic growth.
For the remainder of the year, the Department of Tourism will continue to roll out several initiatives, including a video contest on the city’s cuisine; the 4th Ho Chi Minh City Tourism Innovation and Startup Competition (HIST 2026); and a contest to design tourism souvenirs for the city.
Through this series of activities, the tourism industry aims to foster broader participation from businesses and the community and encourage the creation of new products. The goal is to gradually shift from mere image promotion to the creation of experiential value, thereby enhancing the competitiveness of its tourism industry in both domestic and international markets.
HCM City promotes cultural tourism to boost night-time economy
VOV.VN - Ho Chi Minh City will step up the development of tourism products centred on performing arts, cultural heritage and festivals as part of efforts to encourage longer visitor stays, enhance the city's appeal and drive growth of the night-time economy.
