Vietnam's largest city, Ho Chi Minh City (formerly Saigon), has set for 2026 a target of attracting11 million international tourists and 50 million domestic travelers. With three pillars of strengthening food culture, urban tourism, and the nighttime economy, it is reinforcing its brand as one of Asia's leading tourism cities.
Appealing Vietnam's character with a festival of food
At the core of Ho Chi Minh City's tourism strategy is attracting visitors through food culture.From April 23 to 26, the 4th Vietnam Banh Mi Festival will be held, and 150 shops from across the country are expected to gather. This event, expected to draw over 200,000 visitors, broadcasts Vietnam's food diversity at home and abroad through "banh mi," a representative Vietnamese street food.
Ho Chi Minh City has unique food cultures rooted not only in banh mi but also in pho, goi cuon (fresh spring rolls), com tam (broken rice), and more. For travelers with street food as their goal, the areas around Bui Vien Street and Ben Thanh Market are especially popular.
Major 2026 tourism news
The main topics for 2026 in Ho Chi Minh City's tourism industry are as follows:
- Successive openings of luxury hotels:Following Hanoi's Fairmont, luxury chains' entry into Ho Chi Minh City also continues
- Expansion of air routes:Vietnam Airlines' direct flight to Phuket launches, making multi-destination travel convenient
- Promotion of digital tourism:Spread of QR-code guides and AI translation services at tourist sites
Reactions of Vietnamese people: citizens talk about Ho Chi Minh City's changes
Looking at local residents' social media, many voices say things like "even if prices rise, Ho Chi Minh City's energy doesn't change" and "I go to the Banh Mi Festival every year; this year I want to explore new shops." There are also voices worried about overtourism from the increase in tourists, but the expectation that "I hope it develops while keeping Vietnam's character" is greater.
Practical information for Japanese travelers
Access to Ho Chi Minh City is well served by direct flights from Narita, Kansai, Chubu, and other airports. As sightseeing spots, the War Remnants Museum, Independence Palace, and Ben Thanh Market are standard, but recently Mekong Delta day trips and local-eatery tours are gaining popularity.
Since travelers concentrate during the Golden Week period, starting preparations now for summer or autumn travel makes it easier to secure lodging.
Source:VietnamPlus: Vietnam tourism growth / The Traveler: Vietnam Tourism 2026
