Ho Chi Minh City: Dynamic destination, multi-dimensional experience

Ho Chi Minh City is among the destinations with high recognition in Southeast Asian, Australian and Korean markets, and is a dynamic, multi-dimensional experience destination in the region.

This is information recorded from the Tourist Data Tracking System - Ho Chi Minh City Global Traveler Barometer (HCMC GTB) by the Ho Chi Minh City Tourism Promotion Center in collaboration with The Outbox Company - a pioneering market research and data analysis company focusing on the tourism and hospitality sector in Asia.

Results from the HCMC GTB show that Ho Chi Minh City holds a prominent position among urban destination choices in the region, just behind major tourist centers such as Singapore, Bangkok or Kuala Lumpur, contributing to strengthening Vietnam's position as a leading international destination.

Some forecasts also indicate that the intention to travel to the City will increase significantly in late 2025 and January 2026, marking an important time for tourism activities in Ho Chi Minh City in particular and Vietnam in general.

In particular, the three main pillars of Ho Chi Minh City tourism products, including: Cuisine, landscape and experience, are all rated quite similarly, fluctuating around 2.9 - 3.0 on a 5-point scale.

This shows that tourists have a clear awareness and positive assessment of the elements that make up the city's identity.

In general, Ho Chi Minh City also appears as an interesting city, rich in cultural nuances, many unique experiences, attractive landscapes and friendly people.

These factors create an important foundation for the City to continue building a distinct destination brand strategy associated with the unique identity of the land, promoting promotional activities in key markets and innovating communication promotion work to continue enhancing the position of Ho Chi Minh City in the region in the coming time.

Ms. Nguyen Cam Tu, Director of the Ho Chi Minh City Tourism Promotion Center, said: HCMC GTB is a project of special significance for destination management, because this is the first time the City has owned a market monitoring and analysis system based on standardized and continuously updated data.

Through cooperation with leading regional experts in the field of tourist behavior research and tourism market analysis, the Center has built a set of market monitoring indicators suitable for the tourism characteristics of Ho Chi Minh City, ensuring the reliability and practical applicability of data for both management agencies and businesses.

“The initial results help the City better understand the differences between markets, thereby supporting more effective and timely strategic orientation in a rapidly changing market context.

In addition, early forecasting of this peak period creates conditions for the City Department of Tourism as well as businesses to have more basis to proactively prepare appropriate exploitation plans, while at the same time effectively improving service quality and capacity," Ms. Tu shared.

This HCMC GTB result is the first research survey conducted by the Ho Chi Minh City Tourism Department in August and September 2025 in 13 key markets in 7 regional groups, with a scale of 3,000 survey samples.

The results also show that the picture of international tourism demand in 2025-2026 has many positive signals, and at the same time provides key data to help orient the strategy to attract international visitors for Ho Chi Minh City in the period 2025-2026./.

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