(Dan Tri Newspaper) - Ho Chi Minh City is launching a series of year-end stimulus programs, connecting shopping with tourism and entertainment, hoping to transform the influx of visitors into actual purchasing power and revenue.
At 7 PM on Saturday (November 14th), while many traditional markets had closed, Binh Tay Market (Binh Tay Ward, Ho Chi Minh City) remained brightly lit. Stalls continued to operate, and vendors busily served visitors and shoppers. The nighttime atmosphere at this long-standing market is gradually becoming more vibrant thanks to tourism- related activities.
International tourists shopping at Binh Tay Market on the evening of November 14 (Photo: Quoc Thai).
Anh Duc, a salesperson selling handbags and handcrafted souvenirs at the Vinh Huong stall (Binh Tay Market), said that stalls usually close around 6-6:30 PM. However, on weekends, during the year-end holidays, or on days with performances for tourists, many stalls extend their business hours until 7-8 PM.
According to Mr. Duc, the number of customers visiting his stall has increased by about 50% compared to before the market boosted its tourism activities. International visitors have increased significantly, while domestic purchasing power has not improved much.
In anticipation of the year-end shopping season and Lunar New Year, the store continuously updates its product range and imports new goods to meet customer demand, while also competing with other stalls and e-commerce platforms.
"We also have a program to give souvenirs to international customers. For example, the store has 1,000 keychains featuring images of Cho Lon culture and the Binh Tay Market historical site to give to customers who make purchases worth over 500,000 VND or buy suitcases and bags," Mr. Duc shared.
According to this vendor, there is a significant number of Southeast Asian tourists, who often look for souvenirs, straw bags, clothing, and ready-made fabrics. Stalls with products that suit the gift-buying needs of tourists therefore have more opportunities to attract new customers.
Ho Chi Minh City launches a series of programs to stimulate demand during the Tet shopping season.
Representatives from the Binh Tay Market management board stated that they are encouraging traders to participate in the city's stimulus programs, combining incentives, voucher giveaways, and discounts. The market is also collaborating with payment providers to support international visitors in making transactions using QR codes, minimizing the inconvenience of having to exchange foreign currency.
Another approach is to enhance the visitor experience to retain them longer. Previously, many tour groups would simply visit, listen to introductions, and quickly leave. Now, the market organizes workshops, experiential activities, and introduces the historical and cultural stories of the area.
"We want visitors not only to come and sightsee but also to stay longer, learn about the market, and have shopping needs. Previously, tourists came to Binh Tay Market but usually did their main shopping at Ben Thanh Market. Therefore, the market has encouraged traders, who mainly do wholesale, to pay more attention to retail activities to serve visitors," a market representative shared.
Currently, Binh Tay Market welcomes an average of 1,000-2,000 visitors and shoppers daily. At the end of November, the market is expected to host the "Binh Tay - Culinary Destination" food festival from November 27th to December 1st, showcasing Chinese cuisine and traditional regional dishes, in conjunction with activities at the Cholon night market.
The market is also encouraging vendors to extend their business hours, especially as the "Cho Lon - Memories of Prosperity" performance program is being considered for regular weekend events.
The market incorporates performances to attract visitors in the evening for sightseeing and shopping (Photo: QN).
Not only in traditional markets, but this year-end, Ho Chi Minh City is implementing a series of stimulus programs across multiple channels, from shopping malls and retail stores to online platforms, combining tourism, culture, and entertainment.
One of the key programs is "Vibrant HCMC - Shopping Season 2026," implemented by the Ho Chi Minh City Department of Industry and Trade, featuring shopping activities and discounts of 10% to 50% on branded goods at the Rex Hotel and many other retail outlets throughout the city.
At the same time, the city organized the 2026 Digital Content Creator Week with the theme "Unlimited Creativity - Connecting City Values," aiming to create more experiential spaces, promote destinations, and boost commerce on digital platforms.
In the field of e-commerce, the Ministry of Industry and Trade also announced the National E-commerce Day (December 12) and Vietnam E-commerce Week (Online Friday 2026) in Ho Chi Minh City. The National E-commerce Week will take place continuously from December 10 to 16 nationwide, with the highlight being the super online shopping event on December 12.
Retail booths live-streaming sales at the 2026 Digital Content Creator Week (Photo: QN).
According to Ho Chi Minh City Statistics, the total retail sales of goods and consumer service revenue in the city during the first 10 months of 2026 reached over 1.6 trillion VND, an increase of more than 14% compared to the same period last year. Of this, retail sales of goods reached 778,438 billion VND, an increase of 17.3%; accommodation and…