La Quoc Khanh, Deputy Director of the city's Department of Culture, Sports and Tourism told the press that from this year onwards, the festival would highlight a new destination every year.

"Quang Binh is the first locality chosen because this year marks the 310th anniversary of Nguyen Huu Canh's death," he said.

Canh, born in the central province's Chuong Tin Commune, Phong Loc District, is credited with expanding Vietnam's territories to the south and laying the foundation for the city of Sai Gon, now known as HCMC.

"Moreover, tourism in Quang Binh has been developing rapidly since the Vietnam Airlines began servicing the area two years ago," Khanh said.

The province will be featured in an exhibition of hundreds of photographs, a music performance titled Quang Binh – My Native Land, a food festival and a parade, a provincial representative said.

‘The city I love'
A one-km parade of 800 people winding through Pham Ngu Lao, Do Quang Dau and Le Lai streets, broadcast live on HCMC Television 9 (HTV9), will start the festival on April 8.

The four-day event is being organised by the city's Department of Culture, Sports and Tourism at 23/9 Park in downtown HCMC.

The event will feature a travel fair, the South Food Festival, Golden Voice of HCMC Tourism contest, southern tai tu traditional music performances, a tourism photo exhibition and the “HCMC — The Tourism City I Love” contest.

The 170 booths at this year's event have been booked by 76 entrepreneurs and travel agencies, 10% more than last year.

"Most of the participants are hotels, restaurants, tourism localities and shopping sites chosen in the ‘HCM City – 100 Interesting Things' Campaign," Khanh said.

The event aims to foster tourism co-operation, and attract local travelers by giving service providers an opportunity to promote their services for the coming summer season.

Vietnam Airlines is offering a promotion programme on air tickets for travel agencies, not only for the summer, but until the end of the year, Khanh said.

The organiser expects to attract 100,000 people to the HCMC Tourism Day to book tours and other tourism services.

Admission to the event is free.