HCM City promotes cultural tourism to boost night-time economy

The idea was highlighted on July 22 as the Ho Chi Minh City Tourism Promotion Centre and the Ho Chi Minh City Arts Centre signed a memorandum of understanding (MoU) for the 2026–2030 period to strengthen cooperation in promoting the city's image through cultural tourism and creative industries.

Under the MoU, the two sides will jointly develop tourism products linked to performing arts, cultural heritage, creative spaces and the city's signature events. The initiative aims to diversify visitor experiences, attract more domestic and international tourists, and enhance the southern metropolis’ competitiveness as a destination.

A key focus will be turning performing arts programmes into tourism products for visitors.

The city also plans to expand art tourism, night-time tourism and festival tourism, with particular emphasis on performances tailored for Meeting, Incentive, Conference, and Exhibition (MICE) visitors and tourism stimulus programmes.

Beyond product development, the two agencies will work together to popularise artistic programmes through domestic and international tourism campaigns. Familiarisation trips for travel companies, media organisations, content creators and international partners are also planned to showcase the city's emerging cultural tourism offerings.

The partnership also seeks to strengthen links among travel companies, accommodation providers, airlines and event organisers to build an integrated tourism, culture and arts service ecosystem. Promotional packages, experience tickets and visitor gifts will also be introduced to encourage longer stays and higher tourist spending.

Speaking at the signing ceremony, Nguyen Cam Tu, director of the Ho Chi Minh City Tourism Promotion Centre, noted that tourism and the arts are both creative industries and can reinforce each other's development when connected strategically.

According to Tu, integrating artistic performances into tourism not only enriches visitors' experiences but also supports the development of the night-time economy while enhancing the city's attractiveness and international visibility.

She added that the new partnership would lay the foundation for creating more distinctive cultural tourism products that reflect Ho Chi Minh City’s unique identity and strengthen its competitiveness in the global tourism market.

As Vietnam continues to position tourism as an important driver of economic growth, Ho Chi Minh City’s strategy reflects a broader shift toward developing higher-value tourism products that combine culture, creativity and entertainment. By turning artistic performances into year-round attractions rather than standalone events, the city aims to diversify its tourism economy while supporting local artists, creative enterprises and cultural institutions.

Ho Chi Minh City seeks to unlock potential of night-time economy

When the sun goes down, Ho Chi Minh City comes alive with glowing streets, crowded eateries and the restless energy that once earned it the name “the city that never sleeps”. Yet despite its vibrant nightlife and strong demand for entertainment, the city’s night-time economy has still not fully realised its potential.