In Greek mythology, the supreme god Zeus transformed himself into a bull to seduce the beautiful princess Europa. When she mounted his back, the bull carried her across the sea to the island of Crete, where she gave birth to great kings, seen as an allegory for the birth of European civilization. The continent of Europe was therefore named after her – Europa, later known by the common name Europe.

In addition to other potential markets, the tourism sector of the ancient capital is intensifying efforts in promotion, branding, and positioning Hue in European countries. Through a variety of unique programs and activities, Hue’s tourism industry hopes to see strong growth in visitor numbers from this key market in the near future.

From May 4 to 13, Vietnam National Authority of Tourism (Ministry of Culture, Sports and Tourism) is coordinating with the People's Committee of Hue City, Tourism Development Support Fund, Vietnam Airlines, and partners to organize a program introducing Vietnamese tourism, traditional craft villages, and cuisine, and connecting businesses on the occasion of the National Tourism Year - Hue 2025 in three European countries, including Italy, Switzerland, and France.