Ho Chi Minh City Launches a New Tourism Campaign

Ho Chi Minh City’s new campaign links destination promotion with visitor experiences, including a digital experience card and a citywide check-in journey.

Ho Chi Minh City launched a new tourism campaign on October 14, 2026, built around the identity “Vibrant Ho Chi Minh City.” The initiative aims to connect destination promotion more closely with the products and visitor experiences the city offers.

A citywide visitor journey

The report also describes the tourism industry’s broader focus on culinary and medical tourism, cultural and heritage sites, craft villages, river and island experiences, and ecotourism.

For more on the medical-tourism service gaps and development goals, see the Ho Chi Minh City medical-tourism report.

Two digital tools are part of the initiative: the discoverhcmc.com platform and the Vibrant Pass digital experience card. The campaign describes them as a way to bring destination information, activities and business promotions together for visitors planning what to see and do.

Promotion and visitor experience

A planned 360-degree check-in journey will connect historical sites, museums, architectural landmarks, riverside areas, islands, craft villages, food destinations and ecotourism locations. The programme also includes the Ho Chi Minh City Vibrant Award 2026, which the report says will recognise organisations, individuals and products.

The city’s Department of Tourism says the campaign is intended to move beyond destination imagery and connect communications with product and service quality. The report presents the digital card and check-in journey as campaign initiatives; it does not specify their full launch dates or operating terms.