On the evening of July 8th, Hue City Tourism Association held a gathering to mark the 65th anniversary of the traditional day of Vietnam’s tourism sector (July 9th, 1960 – July 9th, 2025).

In addition to other potential markets, the tourism sector of the ancient capital is intensifying efforts in promotion, branding, and positioning Hue in European countries. Through a variety of unique programs and activities, Hue’s tourism industry hopes to see strong growth in visitor numbers from this key market in the near future.

With coordinated action from authorities, investors, and local communities, Lang Co can fully awaken and emerge as a new engine of growth for the central coastal economic region.

Hue, a central region with harsh weather. The summer sun burns the skin, and the rainy season brings constant flooding, making it very difficult to grow flowers. Yet, Hue has changed a lot. Visitors returning from afar, after strolling through Hue’s streets, are often surprised and delighted, exclaiming: “Hue has so many beautiful flowers these days!”

On the 10-acre field of red chiem rice (a traditional red rice grown in brackish lowlands of Hue City, sown by April and harvested by July), each planting season requires 40 to 50 hired laborers, and the harvest stretches over several days. Left untended and unfertilized, the rice grows naturally under the generous sun and rain. Some call it “heaven’s rice” — a variety grown from the grace of Tam Giang’s waters.

This was the theme of the 2025 National Scientific Lighting Conference organized by the Vietnam Lighting Association in Hue on the morning of May 30.

With ample room for growth, the fusion of music and tourism can attract a large number of tourists, turning tourism and related services into major revenue generators. If Hue succeeds in this endeavor, it could offer a solution to the city’s long-standing problem of lacking nighttime entertainment services.

Along with the recovery and growth in tourist numbers, the luxury travel segment within Vietnam’s tourism industry in general - and Hue’s in particular - is gradually gaining attraction. The “smokeless industry” of the ancient capital is showing many positive signs, suggesting that with proper investment, it could become an attractive destination for wealthy travelers.

Data compiled from the Google Destination Insights travel trend tracker reveals that Vietnam has the 7th highest destination growth rate globally. Notably, Hue is among the top 10 most searched cities in Vietnam by international visitors.

“Enterprises make a significant contribution to the economy. Therefore, in its development orientation, Hue City consistently focuses on creating an environment that fosters and promotes business growth,” shared Mr. Phan Quoc Son, Deputy Director of Hue City’s Department of Finance, with Hue Today Weekly.