La Quoc Khanh, deputy director of the city’s Department of Culture, Sports and Tourism, told the Daily that the new slogan of Vibrant HCMC was one of the 20 submitted by the Cowan design company of Australia.

“We’ve selected the slogan because it shows the uniqueness of the city’s tourism and is easy to remember,” he said.

The department this year will launch new marketing programs to promote HCMC as a destination for tourists, Khanh said, adding the department will encourage companies to invest more in their brands.

“We will honor the companies having the best brand names on HCMC Tourism Day in April. These brand names will help the city develop its tourism image,” Khanh said.

HCMC is looking to attract 3.5 million international tourists this year, up from last year’s 3.1 million. The city’s tourism sector last year generated total revenue of VND41 trillion, or US$2.1 billion, and the figure is expected to increase to VND49 trillion this year.

In a related development, the Vietnam National Administration of Tourism is in the process of selecting the best logo and slogan for the country’s tourism for use in 2011-2015.

After four months of launching a contest, the administration has shortlisted 10 logos and slogans for the final round and will announce the best late this month.

In late 2005, Vietnam’s tourism authority chose “Vietnam - the Hidden Charm” as the slogan for the national action plan for tourism in 2006-2010.