Ho Chi Minh City is refreshing its tourism identity around five core values, highlighting its natural attractions, cultural diversity, connectivity, wellness experiences and vibrant urban life to strengthen its appeal to international visitors.
An aerial view of central Ho Chi Minh City, a destination known for its dynamic urban landscape. Photo: Nguyen Hue.
Nearly two decades of building Ho Chi Minh City's tourism brand
Some cities are remembered for their iconic landmarks or breathtaking natural scenery. Others inspire visitors to return because of their distinctive rhythm of life and the feelings they evoke.
In Ho Chi Minh City, a morning begins with bustling traffic, a quiet café tucked beside a historic building, lively conversations at a traditional market or a peaceful moment along the river. Together, these experiences capture the character of a city that is constantly moving yet still offers moments of calm.
This spirit laid the foundation for Ho Chi Minh City's tourism branding journey, which began in 2007, before the official launch of the "Vibrant Ho Chi Minh City" marketing slogan on August 16, 2011.
Since then, openness, generosity and dynamism have remained central themes in campaigns promoting the city as a tourism destination.
A representative of the Ho Chi Minh City Department of Tourism emphasized that building a successful destination brand requires a sustained effort rather than a short-term promotional campaign.
"A destination brand cannot be built through a single communications campaign over a short period. It is developed through every appearance, every tourism product and, most importantly, visitors' actual experiences. The real challenge is not attracting immediate attention but ensuring that a destination remains memorable over time," the representative said.
As the city's administrative boundaries and development space expand, its distinctive energy is reflected in a broader range of experiences.
These include family-run eateries that have operated for generations, dedicated artisans preserving traditional crafts and diverse ecological landscapes stretching from the Saigon River and Can Gio mangrove forests to the coastal destinations of Vung Tau and Con Dao.
Against this backdrop, the introduction of new tourism Brand Guidelines represents a strategic step toward establishing a consistent visual and communications framework.
The guidelines are designed to help tourism businesses, destinations and event organizers apply the city's brand identity in a coordinated and recognizable manner.
Five defining values shape Ho Chi Minh City's tourism appeal
Can Gio's Rung Sac Ecotourism Area is among Ho Chi Minh City's prominent green destinations. Photo: Nguyen Hue.
Under its new development strategy, the Ho Chi Minh City Department of Tourism has distilled the destination's identity into five core values: Green, Cultural Fusion, Connectivity, Serenity and Vibrancy.
These five characteristics will guide the development of the city's strategic tourism products and help communicate its diverse attractions to domestic and international visitors.
A department representative explained that the values are intended to complement one another rather than function as separate tourism categories.
"The five values are not five isolated product lines or independent stories. They can coexist flexibly within a single journey or destination, enriching visitors' multisensory experiences," the representative said.
Green: Nature and sustainable exploration
The city's green identity is reflected in its growing ecotourism offerings, from the scenic Saigon River corridor to the Can Gio mangrove forests, Phu An Bamboo Village and the coastal landscapes of Vung Tau and Con Dao.
These destinations provide opportunities for nature-based experiences and highlight the importance of environmental conservation within the city's tourism development.
Cultural Fusion: Where heritage meets modern life
The second defining characteristic celebrates the interaction between history, local traditions and contemporary urban culture.
Visitors can discover this fusion through historic architecture, museums, the traditional lacquerware village of Tuong Binh Hiep and the historical sites of Con Dao.
Together, these attractions tell the story of a destination where cultural heritage continues to shape modern life.
Connectivity: A hub for business and international exchange
The official logo and promotional message of the Ho Chi Minh City Department of Tourism. Photo: Phuong Uyen.
As a major center of commerce, knowledge and international cooperation, Ho Chi Minh City is positioning connectivity as another pillar of its tourism identity.
The city aims to build on its strengths in meetings, incentives, conferences and exhibitions (MICE) tourism, combining professional business events with destination experiences and opportunities for long-term commercial partnerships.
Serenity: Wellness and relaxation
Beyond its bustling streets, the city also offers opportunities for rest and rejuvenation.
Wellness services, riverside retreats and nature-based experiences focused on physical and mental well-being are becoming part of its broader tourism appeal.
These offerings provide a quieter alternative for travelers seeking relaxation and balance.
Vibrancy: A city that comes alive after dark
As evening falls, Ho Chi Minh City reveals the energetic character that has long defined its tourism image.
Its culinary scene stretches from traditional markets and street food stalls to contemporary restaurants, while its creative spirit and the hospitality of local residents contribute to the appeal of a city that rarely sleeps.
The combination of food, culture, entertainment and human connection creates an atmosphere that visitors can experience throughout the day and night.
Consistent branding to strengthen global recognition
To ensure the destination brand remains recognizable and effective over time, the Ho Chi Minh City Department of Tourism has urged organizations and individuals using the official "Vibrant Ho Chi Minh City - Vibrant Every Experience" identity to comply strictly with its technical standards.
The logo's proportions, layout, colors and required clear space must be preserved to ensure consistent visibility across printed materials and digital platforms.
Accompanying images and promotional messages must also respect Vietnamese cultural values and social norms.
The department encourages tourism stakeholders to prioritize content that reflects the city's cultural depth, economic strengths and intellectual vitality, helping communicate the authentic value of Ho Chi Minh City's tourism brand to a wider international audience.
Vietnamnet.vn
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