To get tourists to open their wallets at night.

Ho Chi Minh City needs "all-in-one" night tourism products that are designed in a coordinated, professional manner, possess a distinct identity, and are attractive enough to encourage international tourists to spend more, extend their stay, and return.

People flock to the Saigontourist Group 2026 Culinary Culture Festival. Evening events often attract large crowds - Photo: HUU HANH

Most current tours only last until around 10 PM or 11 PM, and haven't yet developed into a true all-night tour package.

Nighttime spending in Ho Chi Minh City has not yet lived up to its potential.

Based on practical experience serving international tourists, Mr. Vo Viet Hoa, Director of the International Tourism Division and Head of International Tourist Product Development at Saigontourist Travel, believes that tourists' nighttime spending behavior does not come naturally.

This shows that a complete night tourism product depends not only on the experiential content but also requires stable, safe, and effectively controlled operating conditions.

Tourists only truly "open their wallets" when they feel secure about the travel environment. This includes safety, clear transportation, convenient pick-up and drop-off points, transparent pricing, and consistent service quality. Furthermore, it's about experiencing a civilized, organized, and cohesive travel environment.

This also explains why, despite Ho Chi Minh City having many nightlife activities, spending levels still don't match its potential.

One reality is that most nighttime services currently exist in isolation: restaurants serving food, attractions open, ticketed shows, shopping malls operating independently… Meanwhile, international visitors, especially business travelers, MICE (Meetings, Incentives, Conferences, and Exhibitions) tourists, or those on short stays, do not have much time to piece together these experiences themselves.

"What they need is an all-inclusive program that can be completed in one evening, including meals, entertainment, sightseeing, shopping, and convenient transportation," Mr. Hoa emphasized.

That's why we need to shift to an "all-in-one" package design mindset, where all services are integrated into a seamless, accessible, and easy-to-consume journey.

What travel businesses need most is standardization of service quality. A product can only be included in tours and sell well when the operating schedule, service capabilities, diverse languages/subtitles, security, hygiene, pick-up and drop-off points, and contingency plans are all clear and consistent.

This is a crucial condition for travel businesses to be able to incorporate the product into tours, MICE programs, or add-on packages for international tourists on a long-term and large scale.

The city needs to play a constructive role.

Ho Chi Minh City is known as the city that never sleeps - Photo: QUANG DINH

The night-time economy is not just a matter for businesses; it requires synchronized support from the city in terms of night-time space planning, transportation infrastructure, lighting systems, landscaping, event organization mechanisms, and destination marketing.

At the same time, development should focus on product clusters for easier connectivity and exploitation, such as river tourism clusters, culinary and cultural clusters, and entertainment and shopping clusters. Within these clusters, in addition to entertainment and dining options, retail systems, shopping malls, and distinctive city shopping destinations can also be integrated to increase shopping choices for international tourists, with careful consideration given to opening hours.

Ho Chi Minh City possesses many distinct advantages for developing a unique night-time economy. These include a system of waterways that can be immediately exploited for river tourism products combining cuisine, cultural performances, and city sightseeing. Furthermore, it boasts a rich culinary scene, ranging from high-end to budget-friendly, with street food offering an attractive experience for international tourists.

In addition, the city already has a foundation with several cultural and entertainment programs. However, according to Mr. Hoa, there is a need to invest more in shows with in-depth content, clear storylines, and enough potential to create a brand identity and make tourists "want to try them".

According to Mr. Hoa, if one had to choose a fundamental element for the night-time economy, it would be transportation. No matter how attractive a product is, if travel time is long, connectivity is poor, or there are no clear pick-up and drop-off points, it will be very difficult to incorporate it into tours.

This is especially important for international groups with limited time. They need concise, on-time programs that are easily integrated into their overall schedules, particularly for MICE groups or business travelers.

Therefore, planning and organizing nighttime traffic is not only an infrastructure issue, but also a prerequisite for businesses to be able to develop their products.

More importantly, the product must be regularly updated and continuously improved. Otherwise, it will be very difficult for the business to promote it long-term or build it into a flagship program.

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HAI KIM

Source: https://tuoitre.vn/de-du-khach-mo-vi-ve-dem-2026033108360944.htm