By welcoming over 4.3 million tourist arrivals in the first 6 months, Hue tourism has reached robust growth. However, to meet its annual target and further increase tourism revenue, the industry needs to ramp up its efforts with a comprehensive set of coordinated solutions.

People-to-people diplomacy has become a key pillar of strengthening bonds of friendship and promoting Hue’s distinctive and welcoming images…

On the evening of February 16 (the 29th day of the Lunar December), just before the sacred moment of Lunar New Year’s Eve welcoming the Binh Ngo Spring 2026, city leaders visited and extended New Year greetings to agencies, organizations, businesses, and personnel on duty.

In the sacred moment of transition between the old year and the new year, the sky over Hue City lit up with fireworks to welcome the Year of the Horse 2026 amidst great joy.

Such is the theme of a special exhibition held by Hue City History Museum to commemorate the 96th anniversary of the founding of the Communist Party of Vietnam (February 3rd, 1930 - February 3rd, 2026) and to celebrate the Lunar New Year of the Horse 2026. The exhibition opens to the public on February 3rd.

On the morning of February 1st, as part of a series of activities celebrating the Communist Party and welcoming in the Year of the Horse, Phu Loc Commune held a ceremony to unveil its Spring 2026 mascot - “Linh Ma Bach Van” (Spirit Horse & White Clouds), carrying the message “Aspiring to Soar with Bach Ma.”

On the morning of February 1, at the space located at 23-25 Le Loi Street, Thuan Hoa Ward, Thuan Hoa Ward Public Service Center, in coordination with Hue Book and Culture Club, organized the “Thuan Hoa - Binh Ngo 2026” Festival under the theme “Dung dang dung de - Welcoming Spring in Joy and Good Health”.

To create a joyful and vibrant atmosphere before, during, and after the Lunar New Year of the Horse (Binh Ngo) 2026, Thuan Hoa Ward will organize the Thuan Hoa Spring Festival Binh Ngo 2026 at Hue Book and Culture Space (23 - 25 Le Loi Street, Thuan Hoa Ward). The program, themed “Dung dang dung de - Welcoming Spring in joy and good health”, will take place on February 1.

On the morning of January 1, the Department of Tourism organized a ceremony to welcome the first flight and tourists to Hue by air at Phu Bai International Airport, and a ceremony to welcome the first cruise ship and tourists to Hue by sea at Chan May Port.

On the first day of 2026, sunny weather set a serene and poetic tone in Hue. Both visitors and residents took time to savor the city’s unhurried, gentle pace. Beyond its famed heritage sites, spiritual and cultural spaces, parks, and public recreation areas were bustling with visitors.