Development directions for tourism marketing management in Ho Chi Minh City for the 2026 - 2030 period

Ho Chi Minh City has intensified its tourism promotion efforts through digital platforms, smart tourism initiatives, large-scale cultural and tourism events, and expanded regional cooperation. Despite these achievements, tourism marketing management continues to face several challenges, including the absence of a distinctive destination brand, fragmented promotional activities, a shortage of highly skilled digital marketing professionals, and the incomplete integration of advanced technologies. This study examines the current state of tourism marketing management in Ho Chi Minh City by assessing both its accomplishments and persistent limitations. Based on this analysis, the study proposes strategic directions for enhancing tourism marketing management during the 2026–2030 period, with the aim of strengthening the city’s competitiveness and positioning it as a leading tourism destination in the region.