The project, titled the HCMC Global Traveler Barometer (HCMC GTB), marks a significant leap forward, establishing Ho Chi Minh City as the first locality in the country to develop a specialized system for tracking and forecasting its target visitor markets.

The project’s strategic goal is to optimize the effectiveness of tourism promotion activities while fostering data-driven, sustainable development for the destination. This resource will provide powerful support for orienting, developing, and promoting the city’s tourism, thereby enhancing its competitiveness and solidifying the industry’s pioneering and innovative position in Ho Chi Minh City’s new phase of development.

HCMC Global Traveler Barometer (HCMC GTB) 2025: a data foundation for the future of HCMC tourism

The HCMC GTB system is designed to become a comprehensive and annual traveler intelligence tool for the city’s tourism industry. In 2025, the system will pilot by tracking data from 13 of HCMC’s top source markets, including South Korea, Japan, Australia, China, Europe, the USA-Canada, and Southeast Asia.

This advanced data system will equip the Department of Tourism, HTPC, and tourism businesses with deeper traveler insights by providing in-depth information on:

• Forecasting demand and travel readiness from various markets to HCMC.
• Tracking shifts in traveler behavior and preferences.
• Measuring and benchmarking the destination’s brand image and communication effectiveness against regional competitors.

These insights will be gathered through surveys of potential visitors during the early pre-trip planning stage, analyzed via advanced data models, and updated every six months. This allows Ho Chi Minh City’s tourism sector to significantly enhance its market forecasting capabilities, enabling more effective and strategic planning and implementation of tourism development activities.

Ms. Nguyen Cam Tu, Director of the Ho Chi Minh City Tourism Promotion Center, shared: “In a constantly evolving market, digital transformation through data application is a strategic move. Pioneering this system not only affirms HCMC tourism’s position in its new development phase but also demonstrates the industry’s vision for continuous innovation and applying technology for growth. We believe our partnership with The Outbox Company will help the city’s tourism develop more comprehensively, from its competitive edge to its destination image in the region.”

Mr. Dang Manh Phuoc, CEO of The Outbox Company and the project’s implementing partner, added: “We are honored to be trusted and chosen by the HCMC Tourism Promotion Center as the strategic partner to implement the HCMC Global Traveler Barometer 2025. With our professional expertise and extensive experience in regional tourism market research, we are committed to successfully implementing this project and contributing to the city’s tourism competitiveness. This project also affirms The Outbox Company’s priority, as a pioneering travel data startup in Asia, to partner with Vietnam’s tourism industry and authorities.”