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| The artisan guiding tourists the steps of making Hue conical hats |
A Role Model from Danang
In late March, the tourism authorities of Danang unveiled a tourism stimulus campaign to attract visitors, along with the MICE 2026 program held under the theme “Da Nang - Touch the Authentic Essence”. Far from being just a promotional slogan, the initiative is positioned as a strategic direction for product development, aligning with evolving traveler preferences. The approach reflects a notable shift: from resource-based exploitation to experience creation; from offering what is available to curating emotionally engaging journeys. This is also where many destinations continue to fall short, including Hue.
Referring to the model of Danang is not meant for comparison, but rather to suggest the approaches that effectively tap into evolving visitor demands. It also highlights a clear reality: the desire to “touch the authentic essence” has long existed among travelers, yet not every locality has been able to promptly convert it into certain tourism products.
For years, the tourism sector has emphasized the need to tap into cultural depth, local identity, and community-based sustainable development. However, the gap between policy direction and actual products on the ground remains considerable. This is evident in the increasing number of lookalike tourism models across the country, even as travelers increasingly seek distinctive and differentiated experiences. Such uniformity has gradually eroded appeal and, in some cases, contributed to failure, in which night streets can be seen as notable examples.
In fact, Hue faces a number of challenges in developing in-depth tourism products, despite possessing abundant conditions to help visitors “return to the authentic essence”. As noted by Tran Thanh Tu, Vice Chairman of Hue Travel Association and Director of Tu Tran Trading & Tourism Co., Ltd., the idea of “touch” resonates strongly with Hue, a land rich in cultural depth and heritage values. With its extensive heritage system and diverse landscapes, from river networks, Tam Giang Lagoon to mountainous areas, from traditional craft villages to a distinctive culinary culture, Hue possesses nearly all the conditions needed to develop tourism products rooted in authenticity.
It can be argued that Hue possesses an “overabundance” of resources. Yet this abundance gives rise to a paradox. When resources are dispersed, without focused investment or strong businesses to take the lead, tourism products tend to remain fragmented, lacking depth and a competitive edge. “For example, many tourism products which are offered in areas such as A Luoi and Nam Dong are still operating on a spontaneous or small scale, not yet robust enough to become flagship products. Meanwhile, although businesses recognize the potential, they often lack the financial capacity to invest,” Mr. Tu noted.
From an insider’s perspective, Mr. Ho Thanh Tu, Chairman of Danang Travel Association, noted that Hue possesses a comprehensive, even superior, range of tourism resources to Danang. However, creating meaningful “touchpoints” is not merely a matter of resources, but of how they are developed and delivered. Stakeholders across the tourism value chain, from travel agencies and accommodation providers to service operators and local communities, must be genuinely connected to shape a seamless and complete experiential journey.
“In fact, Danang has been preparing for this quite early. As travelers increasingly seek the freedom to explore at their own pace rather than being confined to fixed tours, businesses have adapted their products accordingly. Since 2020, Danang has introduced various tours and products that allow visitors, including group travelers, to enjoy more flexible experiences. This is also how destinations encourage repeat visits, by creating multiple “touchpoints” and diverse experiences, something Hue is entirely capable of achieving,” Mr. Tu noted.
Let tourists be closer to Hue
Hue hosted the National Tourism Year in 2025. Beyond a series of events to boost tourism, it was also an opportunity for the city to reassess itself, confront existing bottlenecks, and shape new strategies. Tourism authorities noted that it was also a chance for Hue to reposition its portfolio of tourism products. The time has come for the city to undertake a decisive restructuring of its tourism offerings.
Alongside projects and plans for tourism and service development in 2026, the City’s People’s Committee has recently issued Plan No. 188/KH-UBND dated April 2, 2026, on the development of eco-tourism and community-based tourism for the 2026-2027 period. A key highlight is the city’s orientation to develop eco-tourism and community-based tourism across 4 distinctive experiential zones: the Heritage - Huong River - craft village - garden house cluster; the coastal - Tam Giang lagoon - fishing village culture and fisheries livelihoods zone; the mountainous-stream and waterfall ecology - indigenous culture area; and the agro-ecological - rural village - OCOP experience zone.
This is seen as an important step toward effectively tapping into the city’s natural resources and cultural values, including traditional craft villages, while shaping distinctive tourism products tailored to each ecological space and contributing to the diversification of the city’s tourism product ecosystem.
Building on this foundation, the tourism sector, relevant stakeholders, local authorities, and businesses need to implement both short-term and long-term solutions to develop innovative and distinctive tourism products. This, in turn, will enhance the appeal and competitiveness of Hue as a destination.
Mr. Ho Thanh Tu, Chairman of Danang Travel Association, said that to bring visitors “closer” to Hue, the locality needs to continue investing in transport infrastructure, particularly air routes; attract major, pioneering enterprises capable of leading the market; and foster strong alignment across the entire service supply chain. Meanwhile, according to Mr. Tu Tran, Vice Chairman of Hue Travel Association and Director of Tu Tran Trading & Tourism Co., Ltd., attracting large-scale investors requires more detailed planning for each area, with clearly defined functions and requirements. With investors who have both vision and capacity, it will be easier to develop tourism products aligned with the city’s original values and strategic orientation.
Clearly, Hue does not lack resources, nor does it lack stories to tell. What it needs is a compelling way of telling them, one that encourages visitors not just to come, but to slow down, feel deeply, and carry lasting memories. To achieve this, the key lies in enabling visitors to “touch the authentic” through well-crafted, tangible tourism products.