Unveiled to the public and industry stakeholders, the newly introduced programme focuses on a series of key initiatives designed to revamp the city’s approach to destination marketing. These core efforts include standardising the city’s brand identity, developing five distinct and key tourism product lines, leveraging advanced digital platforms to support visitors seamlessly throughout their travel journeys, and connecting various urban attractions through the interactive "HCM City Check-in Journey – 360 Degrees of Vibrancy" programme. Additionally, the strategy involves organising hands-on activities featuring dedicated communications ambassadors and presenting the prestigious HCM City Vibrant Award 2026 to outstanding contributors within the sector.
Through these concerted measures, tourism authorities aim to create a consistent, highly distinctive, and fiercely competitive image for the metropolis. The initiatives are deliberately structured to highlight the rich diversity of local districts, individual products, and visitor experiences, thereby significantly enhancing the overall appeal of the destination to travellers from near and far.
Addressing the foundation of effective destination marketing, the Department of Tourism strongly emphasized that the credibility of any tourism promotion campaign must fundamentally begin with the actual, tangible quality of the destinations themselves. Every promotional message disseminated by the city must be robustly backed by high-quality products, reliable services, and genuinely attentive hospitality. Furthermore, municipal leaders noted that each positive individual visitor experience serves to further strengthen and solidify the city’s growing international tourism brand.
Beyond destination prestige, these strategic initiatives are strategically intended to enrich visitor experiences, encourage extended stays, and prompt greater daily spending. By achieving these economic levers, the city hopes to substantially increase total tourism revenue and accelerate the development of tourism into a high-value-added economic sector. In doing so, the industry is expected to make an increasingly significant and measurable contribution to the broader economic growth of the city.
Elaborating on the strategic vision behind the campaign, Phạm Huy Bình, Director of the HCM City Department of Tourism, underscored that innovation in tourism promotion must always go hand in hand with continuous, tangible improvements in overall tourism quality. He stressed that visitor satisfaction and long-term trust must serve as the primary, defining measures of success for all stakeholders involved in the city’s hospitality and travel ecosystem.
In alignment with this vision, the city’s tourism sector expects local businesses, destination management organisations, and industry partners to actively contribute by consistently offering high-quality products, practical and honest promotions, transparent travel information, and attentive, professional services. The involvement of the private sector is viewed as a vital pillar in ensuring that the promises made in promotional campaigns are fully realized on the ground.
At the same time, media organisations, designated communications ambassadors, and digital content creators are strongly encouraged to continue showcasing the city’s distinctive attractions and hidden gems. Authorities noted that this group plays an invaluable role in shaping public perception through accurate information, engaging human stories, and useful, practical guidance for incoming visitors who wish to navigate the bustling urban landscape safely and memorably.
The launch of this vibrant promotional framework arrives at a time of robust recovery and growth for the local tourism economy. In the first nine months of 2026, HCM City demonstrated remarkable momentum by welcoming more than 8.5 million international visitors alongside nearly 40 million domestic tourists. This impressive influx of travelers generated a staggering total tourism revenue exceeding VNĐ280 trillion, reflecting the enduring allure of the southern metropolis as a regional hub for business, leisure, culture, and gastronomy.
Building directly upon these encouraging results, the city’s tourism sector is now working with renewed focus toward achieving its ambitious targets for the entirety of 2026. Municipal authorities have set their sights on welcoming a total of 11 million international visitors and 50 million domestic tourists, while aiming to generate an unprecedented VNĐ330 trillion in total tourism revenue by the end of the year.
Successfully reaching these expansive targets is widely expected to provide a crucial impetus to the city’s broader macroeconomic objectives, directly supporting its ongoing ambition of recording strong, sustainable double-digit economic growth throughout the fiscal year.
