The southern metropolis welcomed about 1.3 million travellers, including 121,000 foreigners and 1.18 million domestic tourists from May 31 to June 9. The River Festival also brought 4.2 trillion VND (165 million USD) in tourism and service revenue to the city. Preliminary statistics from travel firms showed that the number of visitors during the festival increased by 40-50% compared to normal days. Many tourist sites also recorded positive figures, such as Ho Chi Minh Museum, with a rise of 103%, the Cu Chi Tunnels 423%, and the War Remnants Museum 21%. The festival has created a cultural tourism product, fostering the tourism brand of HCM City - a river city that is rich in identity and the city of festivals, according to the event’s organising board. It has contributed to promoting the image of the city's land, people, cultural identity, and typical culinary tourism./.