The Ho Chi Minh City Department of Tourism launched the “Ho Chi Minh City – Vibrant in Every Experience” tourism communications and promotion programme on October 14. It links destination branding with a range of tourism products, services and real-life visitor experiences.
The programme includes standardising the city’s tourism brand identity, developing five main tourism product lines, using digital platforms to support visitors throughout their journeys, connecting destinations through the “Ho Chi Minh City Check-in Journey – 360 Degrees of Vibrancy” campaign, organising activities with communications ambassadors, and presenting the Ho Chi Minh City Vibrant Award 2026. The initiatives are intended to update the way the city promotes its tourism brand and present a unified image of its destinations, products and visitor experiences.
The department stressed that effective promotion must be based on the actual quality of destinations. Promotional messages should reflect the quality of products and services and the responsibility of service providers. Positive visitor experiences help strengthen the city’s tourism reputation.
The programme is expected to link promotional work more closely with market development and brand building with improvements in destination quality. It also aims to enrich visitor experiences, encourage higher tourist spending and increase tourism revenue, helping the sector contribute more to the city’s development.
Pham Huy Binh, director of the municipal Department of Tourism, said innovation in tourism communications must go together with better service quality. He said visitor satisfaction and trust were the main measures of success.
He called on businesses, destination managers and partners to support the programme by offering quality products, clear promotions, accurate information and attentive service.
Media organisations, communications ambassadors and content creators were encouraged to present the city’s distinctive attractions through accurate information, engaging stories and useful travel guidance.
In the first nine months of 2026, Ho Chi Minh City welcomed more than 8.5 million international visitors and nearly 40 million domestic tourists. Tourism revenue exceeded 280 trillion VND, or 10.8 billion USD.
The city aims to attract 11 million international visitors and 50 million domestic holidaymakers in 2026 and earn 330 trillion VND in tourism revenue.
Sources: VietnamPlus / Vietnam News Agency
