Today’s travelers are no longer content with “travel for seeing”. Instead, they seek deeper experiences, more authentic connections with the places they visit. Furthermore, they also look for the unique, distinctive identity of each destination. In this context, developing tourism that “touches the authentic essence” is not merely a trend, but an inevitable requirement for enhancing competitiveness.

On the afternoon of April 10th, Hue Tourism College (under the Ministry of Culture, Sports and Tourism), in coordination with Cholimex Food Joint Stock Company, organized the 7th season of the “Searching for Hue Culinary Ambassadors” contest under the theme of “Preserving and Promoting the Essence of Hue Cuisine”.

With the exhibition themed “Hue's intangible cultural heritage - Inspiring creativity and development”, Hue City Museum of History showcased the cultural beauty and artistic essence of the Ancient Capital to domestic friends.

As Hue undergoes a strong transformation toward a sustainable heritage - culture - tourism urban model, developing the night-time economy has become a practical necessity. The question, then, is how Hue should approach the night-time economy in a way that is both effective and civilized, while still preserving the “essence” of an Ancient Capital.

On the shady Le Duan street, there is a small handicraft workshop resounding daily with the whir of grinders and the buzz of cutting machines. There, coconut shells once thought to be discarded are adorned with shimmering mother-of-pearl, transformed into souvenirs imbued with the essence of Hue.

From pristine tea leaves rich in aroma at the foot of Bach Ma Mountain, combined with modern technology and advanced techniques, HUESTEA fresh tea extract has carefully distilled the essence of local tea to create a distinctive product that preserves the rustic flavor of Hue.

Through an introduction from Ms. Samantha Colón of the Las Vegas Convention and Visitors Authority (Nevada, USA), I was scheduled to meet Jamie Tran, the owner of “The Black Sheep” restaurant, to talk about cuisine and our shared homeland of Hue...

From specialized studios to cozy corners within homes, from open spaces by the beach and swimming pools to parks and grassy banks along the Perfume River, yoga has gently yet steadily become a part of daily life in Hue, just like the very essence of this unique practice.

From sightseeing trips and cultural experiences in Hue, many visitors have come to love this land.

The exhibition “The Journey of Vietnamese Ceramics” has just opened at Kien Trung Palace - Hue Imperial Citadel, and it marks the beginning of a series of remarkable events under the Summer Festival - Hue Festival 2025.

It may seem easy to dream of a day when Gia Hoi “revives,” not only preserving its essence and cultural heritage values, but also seizing the opportunity for this ancient quarter to develop. The preservation of heritage values in this ancient quarter located east of the Hue Citadel, however, is facing many challenges and conflicts.

At this place, visitors can also admire and purchase recreated royal products, intricate handmade items that showcase the beauty of folk art, or distinctive flavors of the former imperial capital.