A billboard promoting five distinctive tourism offerings in Ho Chi Minh City in 2026 is seen along a street in the city. Photo: Ho Chi Minh City Department of Tourism
The initiative aims to bring together the city's urban, cultural, culinary, river-based, mangrove forest and island tourism offerings under a common brand.
The Green value highlights nature-based tourism, with destinations ranging from the Saigon River and Can Gio Mangrove Forest to Phu An Bamboo Village, Vung Tau's beaches and Con Dao Special Zone.
The Interwoven value focuses on cultural and historical experiences at museums, architectural landmarks, Tuong Binh Hiep lacquerware village in Chanh Hiep Ward, and historical sites in Con Dao.
The Connected value is associated with meetings, incentives, conferences and exhibitions (MICE) tourism, encouraging visitors coming to the city for business or international events to combine their trips with explorations of local culture, cuisine and urban life.
Meanwhile, the Serene value covers medical tourism, wellness and leisure, highlighting urban healthcare services and retreats along rivers, in forests and on islands.
The Radiant value celebrates the city's culinary appeal, from traditional markets and long-established eateries to modern restaurants, as well as the generous and creative spirit of its residents.
According to the tourism department, the five values are not separate tourism products but can be combined in a single itinerary.
A promotional graphic presents five defining qualities of Ho Chi Minh City tourism – Green, Interwoven, Connected, Serene and Radiant – illustrated through nature, cultural heritage, MICE facilities, wellness and cuisine. Photo: Supplied
For example, visitors to Can Gio can explore its natural environment while enjoying a relaxing stay, while international conference attendees can also sample local cuisine and discover the city's cultural attractions.
Bringing these tourism offerings together is expected to diversify visitor experiences and give the city's tourism brand a distinctive identity.
The city's tourism brand has a long history, with the name 'Vibrant Ho Chi Minh City' officially selected for tourism marketing on August 16, 2011, reflecting an image of a dynamic, friendly and open city.
Fifteen years later, Ho Chi Minh City is refreshing the brand to reflect its expanded development space and strengthen its competitiveness in attracting international visitors.
Alongside developing the five defining values, the tourism department is standardizing the use of the brand's logo, colors and images across publications, events and digital platforms.
Consistent use of the brand is expected to make the city more recognizable to visitors and strengthen its promotion in investment, trade, cultural exchange and international events.
The rebranding effort comes as the city's tourism sector continues to grow.
The southern metropolis is estimated to have welcomed more than 9.33 million international visitors in the first 10 months of 2026, up nearly 37 percent year on year, while domestic arrivals exceeded 44.1 million.
Tourism revenue during the period was estimated at VND307.216 trillion (US$11.98 billion), up 37.71 percent and equivalent to more than 93 percent of the full-year target.
The city aims to attract 11 million international visitors and generate VND330 trillion ($12.87 billion) in tourism revenue in 2026.
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