The overarching campaign focuses on several key, interconnected initiatives aimed at overhauling how the city presents itself to the world. Central to the strategy is the standardisation of the city’s brand identity, paired with the active development of five distinct tourism product lines. To modernise the visitor experience, the department is heavily leveraging digital platforms to support travelers throughout their entire journeys, from initial inspiration and planning to on-the-ground exploration and post-trip sharing.
Furthermore, the programme connects a wide web of local attractions through the newly minted "HCM City Check-in Journey – 360 Degrees of Vibrancy" initiative. This is complemented by hands-on activities featuring dedicated communications ambassadors and the high-profile presentation of the HCM City Vibrant Award 2026, which aims to celebrate excellence and innovation within the local hospitality and tourism sector.
Together, these initiatives are structured to revamp the city’s approach to destination branding and promotion, ultimately forging a consistent, distinctive, and highly competitive image on the global tourism map. By deliberately highlighting the rich diversity of its various localities, products, and experiences, the city hopes to significantly enhance its overall appeal to a broader spectrum of visitors, encouraging them to stay longer and explore deeper into the urban fabric and surrounding neighborhoods.
City tourism authorities have strongly stressed that the true credibility of any destination marketing campaign must begin with the actual quality of the experiences on the ground. According to the department, every promotional message broadcasted must be firmly backed by high-quality products, reliable services, and genuinely attentive hospitality. In this reciprocal ecosystem, each positive visitor experience directly serves to strengthen the overarching reputation and brand equity of HCM City as a safe, welcoming, and dynamic destination.
Beyond boosting brand prestige, these coordinated initiatives are designed to deeply enrich visitor experiences, encourage greater discretionary spending, and increase overall tourism revenue. By accelerating these commercial outcomes, the sector aims to develop tourism into a high-value-added economic powerhouse that makes an increasingly significant contribution to the city’s broader economic growth and urban development goals.
Weighing in on the launch, Director of the HCM City Department of Tourism Phạm Huy Bình emphasized that continuous innovation in tourism promotion must always go hand in hand with tangible improvements in tourism quality. He noted that visitor satisfaction and long-term trust must serve as the primary and most reliable key measures of success for all industry stakeholders moving forward.
To turn this vision into reality, the city’s tourism sector is actively calling upon local businesses, destination management organizations, and industry partners to contribute meaningfully by offering consistently high-quality products, practical and transparent promotions, honest information, and deeply attentive services that put the traveler first. At the same time, media organizations, communications ambassadors, and digital content creators are being strongly encouraged to continue showcasing the city’s unique and distinctive attractions through accurate reporting, engaging cultural stories, and useful, practical guidance for visitors navigating the bustling urban landscape.
This renewed promotional push comes on the heels of robust performance figures recorded earlier in the year. In the first nine months of 2026, HCM City welcomed more than 8.5 million international visitors and nearly 40 million domestic tourists. This steady influx of travelers generated a massive economic impact, yielding a total tourism revenue of more than VNĐ280 trillion during the three-quarter period.
Building directly on the momentum of these encouraging results, the city’s tourism sector is now working with a sense of urgency toward its peak targets for the remainder of 2026. Authorities are aiming to welcome a total of 11 million international visitors and 50 million domestic tourists by the end of the year, while driving total tourism revenue up to an unprecedented VNĐ330 trillion.
Achieving these formidable goals is widely viewed as a critical milestone that will directly contribute to the city’s broader strategic ambition of recording robust, double-digit economic growth for the fiscal year.
