The impact of the COVID-19 pandemic, along with the uncertain global economic and political situation, has directly affected the export sector. However, thanks to efforts to diversify markets and export goods, Thua Thien Hue's merchandise export turnover reached 1.1 billion USD in 2023, creating momentum for a breakthrough in 2024.

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.