In 2023, the five localities have promoted tourism linkage and achieved many positive results, especially in product development and tourism promotion. The affiliated group has jointly done promotions at international tourism fairs and organized introduction programs in other countries.

On January 10, the Provincial Department of Tourism coordinated with Vietjet Air, KX Group (South Korea), SMC Hue Co., Ltd. (South Korea), Hue Monuments Conservation Center, Vietravel Hue One Member Limited Company and related units to organize direct flights connecting Thua Thien Hue and Incheon (South Korea).

At the end of 2023, a reputable American travel magazine proposed Hue as one of the must-visit destinations in Asia that tourists should not miss in their 2024 travel itinerary. Furthermore, this is also the year when tourism in Hue received numerous prestigious awards of the world.

On January 4th, the Department of Tourism organized a conference to kick off the tourism sector's activities for the year 2024.

One of the emerging trends in the tourism sector post-COVID-19 pandemic is the increasing concern for sustainable tourism and the resilience of the travel sector.

The first tourists arriving in Hue stepped off at Phu Bai International Airport with radiant smiles with the welcoming gestures from the local tourism industry, signaling positive signs for the smoke-free industry in the ancient capital.

The boat racing festival took place on the morning of December 31 on the Như Y River (at the community tourism site of Thanh Toan Tiled-roof Bridge). This is one of the highlights of the New Year 2024 celebrations and in response to the Four Seasons Festival organized by Thuy Thanh commune (Huong Thuy town).

Thua Thien Hue is a land that has all the necessary elements and advantages for the development of wellness tourism (WT). For this type of tourism to develop and attract customers, the construction and promotion of the WT brand needs to be implemented in a systematic and in-depth way.

On the morning of December 27, the Provincial Tourism Association opened a ceremony to launch the Thuy Bieu – A Plastic waste reduction tourist destination.

In 2023, tourism activities in the area of Hue City have recovered and shown good growth. The number of tourists visiting Hue has increased significantly, especially international tourists, leading to a substantial rise in the overall retail sales of goods and services. This contributed to Hue City achieving and surpassing all 12 economic and social targets for the year.