Ho Chi Minh City partners with Grab to accelerate digital transformation, smart services in tourism

The department said partnering with a major technology platform represents an important step in its tourism digitalization strategy and supports the city's goal of becoming a leading choice for domestic and international travelers.

Bui Thi Ngoc Hieu, deputy director of the department, said the collaboration will help strengthen destination marketing and improve the quality of services available to visitors.

"We expect Grab's digital platform to help promote Ho Chi Minh City more effectively, while enabling local attractions to reach visitors more easily and supporting sustainable tourism growth," she said.

Under the agreement, both sides will roll out several initiatives to advance digital transformation.

Destination promotion will be expanded across their communication channels, tailored to different visitor groups.

Grab will also assist local restaurants and eateries in adopting digital tools, helping more culinary businesses join online platforms and improving overall food service quality for tourists.

A major feature of the partnership will be the integration of Ho Chi Minh City tourism maps and sightseeing packages directly into the Grab app.

The city said this will create a seamless experience from transportation to dining and exploring attractions.

Both sides will also coordinate on major cultural and tourism events to increase outreach and public engagement.

To launch the partnership, Grab and the tourism department will jointly promote the program called 'Every tourism business is a friendly destination,' part of Ho Chi Minh City Tourism Week beginning December 5 this year.

The program aims to honor safe and welcoming destinations and encourage higher service standards across the tourism industry.

Ho Chi Minh City is the latest locality where Grab has signed digital tourism partnerships, following earlier agreements in Hue, Da Nang, and Hai Phong.

In those cities, Grab has supported digital skills training for small businesses and helped promote tourism programs that attract young travelers and independent tourists who rely heavily on digital services.

The new partnership is expected to expand Ho Chi Minh City's digital tourism ecosystem and strengthen digital transformation as a key driver of growth in an increasingly competitive regional tourism landscape.