Ho Chi Minh City (VNA) – An increasing number of travel and tourism businesses in Ho Chi Minh City are launching new products that combine culinary experiences with Vietnam’s rich ethnic cultural heritage, in response to evolving traveller preferences and efforts to stimulate tourism demand.
According to Vu Ngoc Lam, Country Director of Agoda Vietnam, travellers are becoming more selective when choosing accommodation, prioritising properties with strong reviews, quality amenities and distinctive dining options. This trend reflects a growing emphasis on the overall travel experience, alongside peer-based quality assurance.
New tourism offerings in Ho Chi Minh City are helping strengthen the city's destination brand by drawing on a diverse range of local cultural characteristics.
Tran Minh Hoang, a sales director of the local company Dau An Show, said the firm’s Chao Show combines traditional Vietnamese music, regional cuisine and modern lighting technology. At the heart of the performance is a collection of 30 indigenous musical instruments gathered, restored and crafted by artisans from across the country, forming one of Vietnam’s most comprehensive and distinctive collections of traditional instruments.
Alongside the musical performances, Chao Show offers signature dishes representing Vietnam’s three regions, he added. The programme has attracted both international visitors and domestic audiences, creating promising opportunities for preserving and promoting the nation’s cultural heritage.
Beyond introducing new products, tourism operators are also refreshing existing attractions. The Suoi Tien theme park in Tang Nhon Phu ward has announced its 22nd southern fruit festival, which is set to feature several new attractions, including a fruit buffet, a miniature floating market, illuminated night-time performances, traditional Mekong Delta hammocks and countryside cuisine. A culinary highlight will be a series of beef dishes paired with 26 different fruits, which the organisers hope will set a new Vietnamese record.
Meanwhile, a southern flavours food festival, organised by PhuThoTourist at its Dam Sen cultural park in Binh Thoi ward this May, showcases the culinary traditions of the Kinh, Hoa, Khmer and Cham communities through hundreds of regional specialties.
From a management perspective, Nguyen Cam Tu, Director of the Ho Chi Minh City Tourism Promotion Centre, said that while building on previous achievements, the municipal tourism sector is pursuing a more innovative approach, focused on product development, destination enhancement, promotional renewal and stronger tourism branding.
As part of these efforts, the centre is implementing its summer impressions programme during the second quarter of 2026, working with tourism businesses to develop new travel experiences and enrich existing tour offerings.
Particular attention is being placed on the development of the night-time economy through pilot public-private partnership models in the cultural and sports sectors, including museum tours, artistic performances and other evening attractions./.
