Unlike destinations known for iconic megaprojects or ultra-luxury resorts, the city’s appeal lies in its authentic urban energy and everyday life.
For many international travelers, HCMC’s charm comes from its unique blend of modernity and tradition, combining the dynamism of a 24-hour metropolis with deep-rooted cultural heritage.
Shruti, a visitor from India, said this was her first time to Vietnam, and hopes she’ll be back again here soon. "I think the main reason was the food. I just had the banh mi and I had the Vietnamese coffee, and it's really good. I tried the mushroom banh mi and I really loved it. I have not had such juicy sandwich. In the US or in the west, we call it a hamburger or a sandwich. And it was really juicy and it was very good."
Australian traveler Lily Grace said she was particularly impressed by the city’s rich history, friendly people, and distinctive cultural identity.
“It's one of the most popular cities in the world. We were thinking about Vietnam trip for a long time. When we did the research, we learned a bit of the history about Ho Chi Minh and about the person Ho Chi Minh himself, like who fought for Vietnam and how they named Saigon. Saigon was named as Ho Chi Minh City. So we wanted to come and see and find out a bit more. I think the culture of Vietnamese people is the most impressive till now. The culture and even you can see a lot of French and other cultures included. But you're very good at accepting everything, which is really nice,” Lilly told VOV.
Street food, café culture, traditional markets, nightlife, and tours of the historic Cu Chi Tunnels rank among the most sought-after experiences for foreign visitors. Younger travelers, in particular, view HCMC as an easy-to-navigate destination that offers meaningful cultural engagement.
According to Huynh Phan Phuong Hoang, Deputy Director of Vietravel Tourism Company, international visitors are increasingly choosing the city as a destination in its own right rather than simply a stopover.
Vietravel reported that international bookings to HCMC in early 2026 surged by approximately 100% compared to the same period last year.
"At a time when many destinations around the world are being affected by geopolitical tensions and energy-related challenges, travelers are increasingly seeking safer, more accessible locations that offer greater experiential value,” said Hoang, adding, “This presents a significant opportunity for HCMC. To capitalize on it, the city needs to further expand air connectivity, strengthen destination marketing, and invest in tourism products that encourage longer stays, including night-time tourism, shopping, medical tourism, and stronger regional linkages."
According to Le Truong Hien Hoa, Deputy Director of the municipal Department of Tourism, in addition to traditional source markets in northeast and southeast Asia, the city is seeing growing interest from newer markets like the Middle East, Australia, and North America.
These high-spending travelers often have specialized demands, including services tailored for Muslim visitors and large MICE (Meetings, Incentives, Conferences, and Exhibitions) groups. To attract this new visitor base, the city is focusing on its cultural and historical heritage sites, river-based tourism, and night-time tourism, said Hoa.
"We will prioritize service quality and tourism revenue rather than simply increasing visitor numbers. We are encouraging businesses to continually get innovate and apply technology to improve visitor experiences and boost tourism spending,” Hoa noted.
“But we remain committed to maintaining our presence in traditional markets while expanding outreach to newer markets like the Middle East and Australia. We’ll continue to intensify international promotion efforts to position Ho Chi Minh City as a premier destination for global travelers and the international business community."
HCMC is making use of MICE tourism frameworks, favorable visa policies, incentives, and aviation connectivity to transform itself from a transit gateway into one of Asia’s most compelling destinations.
