A brand is not merely to introduce the name or to prove the origin of a product, but an “identity card” that affirms its credibility and quality to customers. Especially in the context of fierce competition, developing Hue brands is not only an economic challenge but also a way to preserve, honor, and spread the unique values of the former imperial capital.

Such is one of the key tasks set by the Department of Culture and Sports of Hue City for 2026.

In the journey to brand itself as “Hue - a heritage city, a green, attractive, and high - end destination” on the global tourism map, Hue is boosting its promotional efforts, particularly by spreading the beauty of its landscapes, culture, and people through international media channels.

In the context of digital transformation becoming an inevitable trend, businesses must incorporate artificial intelligence (AI) into their operations as a pressing requirement to enhance labor productivity and boost business efficiency.

Renowned as an ancient heritage city, Hue has emerged as a popular destination for both domestic and international filmmakers. Every architectural structure, scenic spot, or landmark in Hue can serve as a backdrop for different genres of films, ranging from feature to short ones. This has more or less contributed to establishing a brand, significantly boosting local tourism.

Highland markets in Thua Thien Hue are gradually establishing their unique role in the lives of ethnic minority communities. These markets serve as places for people to exchange goods, promote local products, and simultaneously boost tourism and socio-economic development.

Favorable international market dynamics and supportive policies for businesses in the import-export sector have created unique advantages for Hue enterprises, boosting their performance in this field.

Thua Thien Hue, along with Da Nang and Quang Nam, are strengthening cooperation to boost tourism between Vietnam and Australia, particularly by connecting the Australian tourist market with Central Vietnam. By enhancing promotion and advertising of the “Amazing Central Vietnam Heritage” tourism brand in Australia, the goal is to attract visitors from this significant potential market to Central Vietnam in general, and to Hue in particular.

With advantages in scenery, cultural heritage, and the ancient, tranquil beauty of temples, palaces, relics, and architecture, Hue is becoming a destination of choice for filmmakers. This also presents an opportunity for cinema to expand Hue's tourism reach.

The newly launch of the application “Hue City Passport” will enhance the freshness of travelers’ journey in discovering Hue. The provincial tourism sector is keeping carrying out digital transformation to create more new benefits and experiences for tourists.