The idea was discussed at a seminar on August 19 examining the development of an outlet centre model in Ho Chi Minh City, where experts, regulators and businesses said the city has favourable conditions for the model but would need tailored rules on planning, goods, promotions and investment.

Unlocking retail and tourism potential

An outlet centre is a retail complex that sells genuine branded products at lower prices than conventional retail channels, typically including end-of-season merchandise, excess inventory, samples or products specifically made for outlet sales.

Participants said the model could add to the city’s appeal as a shopping destination, particularly as Ho Chi Minh City seeks to increase tourist spending and lengthen visitors’ stays.

In 2025, the city welcomed around 8.5 million international visitors and 45 million domestic tourists. However, tourist spending in Vietnam remains relatively low compared with some major shopping and tourism hubs in the region.

Le Hong Thuy Tien, CEO of Imex Pan Pacific Group (IPPG), noted that Vietnam is a major manufacturing base for international brands in garments, footwear, handbags and furniture, yet does not currently have an outlet centre meeting international standards.

Many Vietnamese consumers still travel to Singapore, Bangkok, Seoul, Tokyo and Hainan to buy products made in Vietnam at outlet prices, she said. Developing the outlet centre model alongside duty-free stores could help retain more of that spending in the domestic market.

Tien proposed allowing outlet operators to offer deep and frequent discounts on genuine products including excess inventory, end-of-season goods, samples and merchandise specifically produced for outlet channels.

Another proposal is to explore on-site tax refunds rather than limiting refunds to airports, which could encourage visitors to continue spending at shopping destinations.

From the perspective of domestic retailers, Nguyen Anh Duc, chairman of the Vietnam Retailers Association, said clear standards are needed for product sourcing, pricing and promotions to ensure that the outlet centre model does not simply become another form of discount store.

Ho Chi Minh City should also establish minimum requirements for scale, floor area, product categories and store composition to help establish outlet centres in line with the model’s intended standards, he said.

Linking outlets with tourism and transport infrastructure

Tran Huu Linh, director of the Domestic Market Surveillance and Development Department at the Ministry of Industry and Trade, said the ministry is finalising an Outlet Centre Development Scheme, which is expected to be submitted to the Prime Minister by the end of this year.

For Ho Chi Minh City, Linh recommended reviewing land-use planning, infrastructure and transport networks to identify suitable locations while reserving large, strategically located land parcels for future outlet development.

The Ministry of Industry and Trade also suggested that the city consider tailored mechanisms on land, taxation and administrative procedures to attract experienced retail groups and outlet operators.

Once established, outlet centres would need to be integrated with airlines, travel companies and tourism services so that shopping becomes part of visitors’ itineraries rather than a stand-alone retail activity.

Dedicated shopping tours, cross-border payment solutions and stronger links between outlet centers and major tourist attractions could help the city capture a larger share of spending by both international and domestic visitors.

If properly planned and operated, participants said, the outlet center model could become a new piece of Ho Chi Minh City’s retail, services and tourism ecosystem, expanding the consumer market and adding momentum to the city’s growth ambitions.