Market is ready, tourist behavior shifts
In the context of the tourism market recovering and increasing competition, Ho Chi Minh City is promoting innovation in promotion and advertising methods in a flexible, modern and adaptive direction to tourist behavior in the digital age. 2026 is identified as an important time for the city's tourism industry to improve market access efficiency and increase the attractiveness of destinations.
According to Ms. Nguyen Cam Tu - Director of the Ho Chi Minh City Tourism Promotion Center, through market research, the city's tourism industry identifies 3 important changing trends, as a basis for orienting the innovation of promotion and advertising work in 2026.
First, key international tourist markets of Ho Chi Minh City all have high tourism readiness in the coming time, especially regional markets such as Southeast Asia, Korea and China.
Second, the tourism behavior of tourists in key markets is clearly shifting, from traditional tours to self-sufficient tourism, in small groups or couples. This trend poses a requirement for the Ho Chi Minh City tourism industry to change its form and communication channels.
Third, continue to invest in maintaining the identification index and the level of tourism consideration in markets with good foundations such as Australia, Southeast Asia, Korea, and at the same time, gradually improve in the remaining key markets.
The promotional content will focus on highlighting the familiar and competitive values of Ho Chi Minh City tourism, especially cuisine, urban landscapes and unique experiences.
Diversifying activities to promote and promote digital transformation
On that basis, the Ho Chi Minh City Department of Tourism has developed a domestic and international tourism promotion program in 2026 with 36 programs, focusing on 6 main content groups including organizing domestic festivals and events; participating in fairs and roadshows abroad; market research; organizing FAM/Press trip programs; marketing - communication activities; cooperation in promotion with Vietnamese diplomatic missions abroad and international tourism organizations.
International promotion activities will prioritize key markets with great potential, favorable routes and visa policies such as Japan, South Korea, ASEAN, the Middle East, Australia, the United States, and some new markets such as Turkey.
Participating in leading world and regional tourism fairs, combined with organizing destination introduction programs and business connections, is expected to expand international cooperation and attract more visitors from key markets.
At the same time, domestic tourism promotion programs have also been invested in to improve their level, with 11 special promotional events, organized throughout 2026. Notable are the Ho Chi Minh City Ao Dai Festival, Ho Chi Minh City Tourism Festival, Ho Chi Minh City River Festival, Summer Imprints...
Notably, in 2026, the Ho Chi Minh City Department of Tourism will promote initiatives associated with digital transformation, coordinating with 168 wards, communes and special zones in the city. The program aims to select 168 local representatives to become content creators, introducing cultural values, destinations, typical products and the identity of each region.
With this approach, the image of Ho Chi Minh City is spread from the community itself, through 168 diverse perspectives, contributing to building a vivid, realistic and unique urban tourism picture. At the same time, improving the efficiency of information digitization and online interaction between the government, people and tourists.
