Ho Chi Minh City orientates tourism development linked to urban economy, night-time economy, culture industry and experience economy, changing from event organizing model to developing event economy model.

On the evening of July 8, at Pho Saigon Restaurant in Vienna, Austria, the Vietnamese Embassy in Austria, in coordination with the We Love Pho Association, the Ninh Binh Culinary Culture Association, and Vietnamese culinary artisans and experts, organized a program titled “Pho and Culinary Culture: Bringing Vietnamese Identity Closer to Europe and the World.”The event was one of the stops on the Journey of Pho and Vietnamese Culinary Culture Across Europe, contributing to the promotion of Vietnam’s image, people, and cultural values to international friends.

In early July, French magazine Biba Magazine published an article stating that Vietnam attracts French travelers not only with its landscapes but also with its diverse and refined cuisine. The magazine introduced a range of dishes and culinary experiences that it considers unmissable when visiting the S-shaped country.

Southeast Asia is considered to be a destination for budget-conscious, mass-market travelers. However, according to Fortune magazine, international experts believe that Vietnam is shifting towards a high-quality tourism development model, targeting higher-spending tourists with longer stays.