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| Tourists donning ao dai with excitement to experience Hue’s culture |
A strange land turns into love
Returning to Hue on a sunny day in May, Nguyen Thi My Nu (30 years old, from Binh Dinh) no longer came just for photos and check-ins. This time, her trip carried a desire to discover Hue from distinctive angles rich in cultural identity.
Boarding a double-decker night bus tour, My Nu was intrigued by the concept of enjoying ca Hue (Hue traditional singing) onboard. Questions filled her mind: “Is ca Hue really easy to listen to? Is it for the younger generation? Why is this traditional music performed in such an unusual space?” And yet, she soon found herself enchanted, drawn into a lyrical encounter between refined artists and the soul of Hue’s musical culture.
The bus brought the artists performing ca Hue as well as tourists through iconic Hue landmarks: Phu Van Lau, Dong Ba Market, Truong Tien Bridge... The streets, not bustling or modern like in global metropolises, still stirred deep emotions when seen through the lens of a visitor. Occasionally, the organizers would insert a modern song about Hue to vary the mood. In those moments, My Nu and other passengers felt captivated: Ca Hue, once thought too old-fashioned for the youth, found its way into their hearts, just as the Ancient Capital itself, once a strange land, had now become a cherished love.
Ms. Duong Thi Cong Ly - Director of the Hue branch of Vietnam Sightseeing Joint Stock Company shared: “Traditionally, people expect that traditional music must be performed in a traditional space, with traditional people wearing traditional costumes. The idea of staging ca Hue on a moving bus faced many challenges, especially sound quality, so at first we were unsure. But passengers soon showed their love for the experience, inspiring us to persevere. Even first-time visitors to Hue encouraged us to keep going, they promised to come back for more.”
Let Hue’s unique identity attract tourists
Each year, Hue tourism welcomes millions of domestic and international visitors. Many express admirations for the landscapes, culture, and people of the Ancient Capital, while also voicing a desire for tourism products that further express Hue’s distinct identity.
Thai Nhat Minh, a tourist from Hanoi, shared: “Hue is a wonderful destination, no doubt about it. But often, visitors just go to the monuments, temples, and try out a few traditional crafts. Deeper cultural tours that reveal the core identity of Hue seem limited. If only tourists could spend a day as a true Hue native, then and now, experiencing both royal and folk culture in an authentic way.”
In the recent Lunar New Year, when a group of visitors joined a tour designed to experience Tet in Hue, though they were from Europe, the immersive experience into the daily life of Hue’s citizens fascinated them. Rather than staging performances, the travel agency partnered with local families to offer hands-on experiences: shopping at Tet markets, arranging floral centerpieces, wrapping banh tet, cooking, and sharing family meals. Guests were also introduced to traditional family structures, like the four-generation household. Regrettably, regular tours have not incorporated such culturally immersive experiences, limiting them to special occasions like Tet.
According to representatives from Hue Travel Association, many of Hue’s cultural assets are already present in tourism products such as cuisine, traditional dress, wellness tourism through the Dai Nam Thai Y Vien (Dai Nam Imperial Medicine Institute), garden house architecture, and music (especially Hue Royal Court Music). However, deeper experiences are still needed to amplify Hue’s unique identity and create unforgettable offerings that leave a lasting impression.
Hue has already set a development direction for tourism products that highlight its cultural identity. Ms. Tran Thi Hoai Tram - Director of the Department of Tourism stated that Hue is focusing on repositioning its tourism portfolio to align with market trends while ensuring the Hue tourism brand remains distinct, especially on developing products and services around signature themes such as “Hue – the Capital of Cuisine”, “Hue – the Capital of Ao Dai”, and “Hue – the City of Festivals”. Creating tourism products rich in Hue’s identity is a top priority for the local tourism industry and businesses. With more such offerings in the future, Hue is expected to become even more appealing and attract an increasing number of visitors.