The HCM City Department of Tourism unveiled the campaign, titled 'HCM City-Vibrant in Every Experience', on October 14, with a focus on linking destination marketing to tourism products, services and real-life experiences.
The campaign includes a standardised tourism brand identity, five key tourism product categories, digital platforms to support visitors and a citywide check-in initiative called 'HCM City Check-in Journey-360 Degrees of Vibrancy.'
Other activities include promotional events featuring tourism ambassadors and the HCM City Vibrant Tourism Awards 2026.
The department said the initiative aims to create a consistent and distinctive destination image while showcasing the city's diverse attractions and experiences.
It also seeks to connect tourism promotion with service improvements, encourage visitor spending and strengthen tourism's contribution to economic growth.
Pham Huy Binh, director of the HCM City Department of Tourism, said effective promotion must be accompanied by better tourism services, with visitor satisfaction and trust serving as key measures of success.
He called on tourism businesses, destination operators and partners to offer quality products, practical incentives, transparent information and reliable services.
Media organisations, tourism ambassadors and content creators were also encouraged to promote the city's attractions through accurate information and engaging stories.
In the first nine months of 2026, HCM City welcomed more than 8.5 million international visitors and nearly 40 million domestic tourists, generating over VND 280 trillion (approximately USD 10.6 billion) in tourism revenue.
The city is targeting 11 million international arrivals, 50 million domestic visitors and VND 330 trillion (USD 12.5 billion) in tourism revenue for the full year, supporting its broader goal of double-digit economic growth.
