Ho Chi Minh City launches tourism campaign focused on new visitor experiences - Get updated on what's happening in tourism!

Ho Chi Minh City has launched a new destination marketing campaign designed to broaden its tourism appeal and encourage visitors to explore experiences beyond the city's established attractions. Under the title “Vibrant Ho Chi Minh City – Vibrant Everywhere, Everyone,” the initiative brings together tourism businesses, cultural organisations and local communities to promote a more diverse range of travel experiences.

Introduced by the Ho Chi Minh City Department of Tourism on 5 November 2026, the campaign builds on the city's tourism development during the year. Its objectives include attracting new visitor segments, increasing tourism spending and strengthening Ho Chi Minh City's international position. Rather than concentrating exclusively on traditional sightseeing, the programme highlights specialised tourism products that can appeal to different interests and travel motivations.

Five areas form the foundation of the campaign: culinary tourism, medical and wellness travel, cultural heritage and traditional crafts, meetings and events, and nature-based experiences involving rivers, coastal areas and islands. The initiative also incorporates digital tourism services intended to help visitors discover attractions and connect with local businesses. For international travel organisers, the approach could provide opportunities to develop more varied city stays and thematic itineraries.

Five tourism segments shape the campaign

Culinary tourism is one of the central elements of the new programme. Ho Chi Minh City's food culture, ranging from traditional markets and street food to contemporary restaurants, offers opportunities for guided culinary experiences and specialised travel products.

Medical and wellness tourism is another priority. By including this segment in its broader destination strategy, the city aims to attract visitors interested in healthcare-related services and wellbeing experiences alongside conventional leisure travel. The campaign announcement does not specify individual medical facilities or new treatment packages.

Cultural tourism receives particular attention through historical landmarks, local traditions and traditional craft villages. The objective is to encourage visitors to engage more closely with the city's cultural identity and explore experiences that extend beyond conventional sightseeing routes.

The MICE sector, covering meetings, incentives, conferences and exhibitions, forms a further component. Ho Chi Minh City intends to strengthen its appeal to business visitors while creating opportunities for leisure activities before, during and after professional events.

River-based, coastal, island and ecotourism experiences complete the five thematic areas. These products are intended to draw attention to natural environments and waterfront attractions, offering alternatives to the urban experiences for which the destination is best known.

Digital platform encourages wider exploration

A major component of the campaign is the development of digital visitor experiences through the discoverhcmc.com platform.

The website supports destination discovery and the “Ho Chi Minh City – 360° Vibrant Journey,” an initiative designed to connect travellers with attractions and local tourism providers through interactive activities and digital check-ins.

The citywide programme encourages visitors to explore historical sites, cultural attractions, waterfront destinations and local food experiences. Participating tourism businesses are intended to benefit from increased visibility and closer connections with potential customers.

Additional digital services and visitor benefits are being developed, although the tourism department has not provided detailed implementation schedules or specifications for these features.

The digital approach also supports the campaign's wider objective of distributing visitor activity across different attractions and experiences. By making a broader range of tourism products easier to discover, the city hopes to encourage travellers to explore beyond the most familiar destinations.

Local businesses and creative industries involved

Alongside its thematic tourism programme, Ho Chi Minh City is placing emphasis on destination storytelling.

Artists, journalists and digital content creators will be invited to present travel experiences through photographs, videos and personal accounts. The intention is to communicate the diversity of the destination to domestic and international audiences through perspectives rooted in actual visitor experiences.

Several competitions will accompany the campaign, including a culinary video contest, the Ho Chi Minh City Tourism Innovation Startup Contest and a tourism souvenir design competition. These initiatives are intended to encourage creative contributions and support the development of new tourism-related products.

The programme also includes the Ho Chi Minh City Vibrant Award 2026, recognising tourism businesses and organisations for contributions to product innovation, service quality and sustainable development.

For the tourism industry, the campaign reflects an effort to connect destination marketing more closely with product development and local business participation. Its emphasis on culinary experiences, cultural activities and nature-based excursions could be particularly relevant to tour operators seeking alternatives to standard urban sightseeing programmes.

The success of the initiative will depend in part on how effectively the promoted themes translate into accessible and bookable experiences. The tourism department has outlined the campaign's strategic priorities but has not yet announced specific visitor targets, investment figures or measurable performance objectives.

By combining digital discovery tools with specialised tourism themes and industry collaboration, Ho Chi Minh City is seeking to position itself as a destination offering a broader range of experiences for both leisure and business travellers.

Image Credit: © Ho Chi Minh City Tourism Promotion Center