The surge in visitor numbers has not only breathed new life into the city’s tourism sector but has also given Hue valuable insights and experience as it pursues a long-term and sustainable growth strategy.
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| Tourists experiencing boat rides to explore Ru Cha Mangrove Forest |
The surge in tourist arrivals
As the National Day holiday got underway from August 29 to September 2, many tourist attractions across Hue welcomed large numbers of visitors to the city for sightseeing, relaxation, entertainment, and a wide range of activities, events, and festivals. Alongside the city’s heritage sites, community-based tourism destinations, and craft villages, several newly launched trial tours and routes also proved attractive to visitors.
Mr. Viet Anh, a tourist from Hanoi, shared: “On this year’s September 2 holiday, Hue hosts various activities and festivals. I’m spending 3 days here to explore different parts of this city. To be honest, there are many beautiful places in Hue that I had never ever known until now.”
Notably, beyond the city center, a range of attractive tourism activities and experiences in rural areas helped spread visitor flows while offering tourists new experiences. These included the Hue Thanh Tra Festival in Thuy Xuan Ward and the ‘Independence Day - Colors of A Luoi’ highland market in A Luoi 2 Commune. In Hoa Chau Ward, a boat ride tour at Ru Cha mangrove forest was also piloted.
During this year’s holiday, the weather was quite favorable. Although the rainy weather on August 31 and September 1 affected some tourism experiences to some extent, it did not keep visitors confined to their hotels. Many tourists still ventured out to attractions and entertainment venues to make the most of the holiday.
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| Thai tourists choosing Hue as their travel destination |
According to preliminary statistics from the tourism sector, Hue welcomed an estimated more than 650,000 visitors during the 2026 National Day holiday, up approximately 231% year on year. Tourism service revenue was estimated at over VND 1.5 trillion, representing an increase of around 383% compared to the previous year. The average occupancy rate at accommodation establishments reached approximately 95%. Notably, on the peak days of August 29, 30, and 31, many accommodation establishments were fully booked.
“Amid the sharp increase in visitors during the holiday, the Tourism Association, the Hotel Association, and the businesses closely coordinated with tourism authorities to coordinate and support accommodation for visitors. We also worked together to prevent any sudden price increases,” said Mr. Phan Trong Minh, Vice Chairman of the City Hotel Association and General Manager of Azerai La Residence Hue.
This year, Hue tourism saw a significant increase in independent travelers during the holiday. Besides drawing visitors from neighboring provinces and cities in central Vietnam, Hue also welcomed large numbers of tourists from across the country for sightseeing, exploration, and leisure.
Mr. Nguyen Bau Bao Chau, a visitor from Ho Chi Minh City, shared: “This is the first time that my family and I have visited Hue to explore and experience the city. The holiday atmosphere here is incredible, with so many exciting events taking place day and night. And the food in Hue is absolutely delicious.”
Alongside domestic tourists, Hue also welcomed a large number of international visitors during the National Day holiday. Many were impressed by the experience of visiting Hue during such a special occasion in Vietnam. Arthornthip Duanangi, a tourist from Thailand, said: “I’m honored to visit Hue during Vietnam’s National Day celebration on September 2. The festive atmosphere is vibrant. Hue’s heritage is beautiful and bustling with visitors, giving us a deeper sense of the energy and vitality of tourism here.”
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| Tourists visiting Lebadang Museum during the September 2 holiday. Photo: M. Chau |
The surge in visitor numbers also created new opportunities for tourism businesses and service providers. Ms. Ho Thi Ngoc Phuong, owner of Duc Thanh Agarwood Store in Thuy Xuan Ward, shared: “The large number of tourists to Hue was a great source of encouragement for us. To better serve tourists, we renovated and redecorated our premises, adding new check-in corners and experiences for visitors.”
Taking Hue tourism to greater heights
The high number of visitors during the September 2 holiday, as well as recent extended holidays such as the April 30 - May 1 break, underscores the growing appeal of Hue as a tourist destination. While this is an encouraging sign, it also presents new challenges for the tourism sector as sustainable development becomes a long-term priority.
During this year’s September 2 holiday and the previous April 30 - May 1 holiday, the tourism sector coordinated closely with relevant agencies, local authorities, and tourism businesses to proactively manage accommodation capacity, contributing to easing localized shortages in certain periods. At the same time, inspections and measures to improve the tourism business environment were strengthened, helping prevent unreasonable price increases and address issues that could undermine Hue’s image as a tourist destination.
However, the influx of visitors during peak periods can be seen as a test for Hue’s tourism on its journey to pursuing sustainable development. Traffic congestion on some roads and pressure on parking facilities at festival and event venues are among the challenges. Meanwhile, environmental protection, along with the timely collection and disposal of waste at event sites and food courts, also requires greater attention.
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| Tourists posing for photos and participating in hands-on experiences at Thuy Xuan Incense Village during the National Day Holiday |
According to Mr. Do Ngoc Co, Chairman of the City Travel Association, the strong influx of visitors is a positive signal for Hue’s tourism industry. However, changing travel trends, particularly the rise of independent tourists selecting their own itineraries, bring new demands. This situation not only calls for effective measures to ease traffic congestion but also requires travel agencies to innovate and adapt their services.
Hue’s tourism sector is striving to achieve growth in both visitor numbers and quality. To turn the positive momentum generated by the holiday period into a long-term driver of development, Hue needs to continue diversifying its tourism products and improving service quality, while proactively addressing issues related to traffic, environment, and visitor capacity at attractions. By better meeting tourists’ needs, Hue can move beyond attracting large crowds only during holidays and gradually establish itself as an appealing year-round destination.