| Summary: | As a large city with advantages in tourism infrastructure, Ho Chi Minh City is always considered the leading tourist centre of the country. The most important task of city tourism today is to improve quality and diversify products, making this industry one of the key economic sectors. Tourism potentials and advantages have not been effectively exploited to become a unique and attractive tourism product of Ho Chi Minh City. Some tourists seem to still only consider this as a stopover or transit point because there are large international and domestic routes before reaching other destinations in Vietnam. Ho Chi Minh City tourism is gradually losing this advantage when key tourist areas are completing international airports and convenient road transport infrastructure. In addition, Ho Chi Minh City tourism has also developed over the past time, but there are not many typical products. Therefore, before losing its advantages and its potential, Ho Chi Minh city should focus on building a unique and diversified tourism product system to attract tourists. This paper analyses the challenges that Ho Chi Minh City is facing and mention some recommendations. The results of the paper through the analysis process show that the tourism industry of Ho Chi Minh City has advantages and disadvantages that need to be overcome in order to build a more sustainable tourism brand.
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