The event continues to be a key tourism promotion activity, contributing to market stimulation, regional connectivity and expanded cooperation across the tourism value chain.

Inspired by the theme “Vibrant Summer”, the festival is designed as a multi-experience summer event, combining cultural, tourism and interactive activities that reflect the city’s dynamic character.

In his opening speech, Minister of Culture, Sports and Tourism Nguyen Van Hung said tourism development should be based on distinctive cultural values, with each locality and product telling its own story. Tourism and cultural industries still hold vast potential and should be further developed amid global economic fluctuations.

He urged Ho Chi Minh City’s tourism sector to develop products at three levels: “to know”, “to experience” and “to feel”, to increase value, extend stays, boost spending and strengthen visitors’ connection with destinations. This direction, he said, should be applied more widely across the country so that each locality develops its own distinctive products.

Following the opening ceremony, the festival space came into operation with more than 120 booths from travel companies, hotels, airlines and tourism promotion agencies from Vietnam and abroad. The space is organised in an open layout, with areas for exhibitions, hands-on experiences and interactive activities.

Alongside product displays and promotional tour sales, booths feature technology, games and on-site performances, allowing visitors to directly explore destinations.

According to Nguyen Cam Tu, Director of the Ho Chi Minh City Tourism Promotion Centre, the festival aims to expand experiences and increase interaction, offering a journey from products, culture and cuisine to people, while conveying the city’s distinctive identity and energy.

A promotional fair connecting more than 30 businesses is among the event’s highlights, showcasing hundreds of tourism products, services and special offers for the summer peak season. Companies are introducing new products, launching promotions and providing direct consultations to customers.

Bui Thanh Tu, Marketing Director of BestPrice Travel, said Ho Chi Minh City is becoming a popular destination for international visitors thanks to its combination of culture, cuisine and urban experiences, with offerings such as food tours, visits to the Cu Chi Tunnels, Can Gio mangrove forest and night tours by motorbike.

Bui Thanh Tu said Ho Chi Minh City is becoming a popular destination for international visitors thanks to its combination of culture, cuisine and urban experiences, with offerings such as food tours, visits to the Cu Chi Tunnels, Can Gio mangrove forest and night tours by motorbike.

Ho Chi Minh City adopts targeted policy to boost MICE tourism

VOV.VN - Ho Chi Minh City has introduced a targeted policy to support meetings, incentives, conferences and exhibitions (MICE) tourism, focusing on large-scale groups of at least 100 delegates that meet strict requirements, including a minimum stay of three nights and at least two days of sightseeing in the city.