Ho Chi Minh City launches new tourism branding and nightlife initiatives

Ho Chi Minh City has introduced a new tourism communication campaign titled ‘Vibrant Ho Chi Minh City’ to standardize its brand identity and enhance its competitive edge in both domestic and international markets. The initiative aims to unify the city's image and strengthen connections between management agencies, businesses, and partners.

In the first nine months of 2026, the city welcomed over 8.5 million international visitors and nearly 40 million domestic tourists, generating more than 280 trillion VND in revenue. The annual goal is to reach 11 million international visitors and 50 million domestic tourists, with a total revenue target of 330 trillion VND. The city is focusing on five key product lines: culinary, medical, cultural/heritage, river/island/ecological, and urban tourism.

Complementing this branding effort, the Ho Chi Minh City Tourism Association and local partners organized the ‘Bui Vien Nightlife Tour’. This program involved approximately 250 travel businesses and tour guides in a content creation competition designed to develop attractive nighttime tourism products. By exploring entertainment models and local performances in the Bui Vien walking street area, organizers aim to diversify nighttime activities beyond dining, potentially increasing visitor spending from 300,000–400,000 VND to as much as 500,000–800,000 VND per person.