Sustainable tourism development has become increasingly important in Vietnam, particularly in popular destinations like Ho Chi Minh City. Marketing plays a crucial role in promoting and implementing sustainable tourism practices. This study aims to investigate the marketing factors affecting sustainable tourism development in Ho Chi Minh City. The research employs a mixed-methods approach, combining quantitative surveys and qualitative interviews to gather data from tourists, tourism businesses, and local authorities. Drawing from previous studies on sustainable tourism marketing in Vietnam's coastal provinces, the findings are expected to reveal key marketing factors influencing sustainable tourism development, such as sustainable tourism products, pricing strategies, integrated marketing communications, high-quality human resources, effective distribution channels, and environmentally friendly processes and facilities. The study will also identify challenges in implementing sustainable tourism marketing strategies and provide recommendations for improvement. The results will contribute to the understanding of sustainable tourism marketing in urban destinations and offer practical insights for destination managers and policymakers in Ho Chi Minh City. The study concludes by discussing the implications for sustainable tourism development and suggesting future research directions.