In Hue, the cultural value of Vietnamese tea will be honored and connected through cultural exchanges among artisans, tea masters, and brands from Japan, China, Thailand, Malaysia, Singapore, and Vietnam at Hue - International Tea Festival 2025, taking place from October 31st to November 2nd, 2025.

Alongside promotional activities in several European countries, Hue City’s tourism sector has teamed up with Da Nang to present Central Vietnam tourism in general and that of Hue in particular to the tourism markets of Malaysia and Indonesia. These are considered traditional and promising sources of tourists for Hue.

On the morning of June 6, the 14th East Asia Local and Regional Government Congress officially opened in Hue City. The event was attended by 200 delegates from over 30 delegations representing local governments from China, Japan, South Korea, Malaysia, and Vietnam.

According to recent statistics on the tourism industry, the top 10 tourist markets to Hue were Taiwan, Malaysia, Spain, Australia, America, Thailand, England, Germany, France, and Korea.

On October 23, three provinces and city, including: Quang Nam, Da Nang, and Thua Thien Hue, coordinated with the Malaysia - Vietnam Friendship Association to organize a tourism introduction program at the World Trade Center Kuala Lumpur (WTCKL), Malaysia.

Hue International Photography Festival 2023, which took place from September 10 to September 13 and was organized by Hue Monuments Conservation Center in collaboration with the Crossing Bridge 20Plus, attracted the participation of nearly 100 photographers from many countries, including Australia, Indonesia, Malaysia, Philippines, Singapore, and Sri Lanka, along with 19 photographers from localities throughout the country.

According to a Vietnam News Agency correspondent in Malaysia, from August 30 to September 2, the Malaysia - Vietnam Friendship Association attended the "Taste of Sambal" fair in Ipoh, Perak state. The Vietnamese booth, with many special dishes, has attracted the visit and enjoyment of many overseas Vietnamese in Malaysia and international friends.

During a recent tourism survey in Malaysia, Hue tourism businesses chose to wear the traditional Ao Dai when working with partners.

Hue travel businesses and partners in Malaysia have agreed to initially organize tours in the form of charters to bring visitors directly to each other country.

Vietnam surpassed other contestants in the region, such as China, Hong Kong, Macao, Malaysia, Singapore, South Korea, and Thailand to become "Asia's Best Culinary Destination 2022".