When the theme for World Tourism Day (September 27, 2025) was chosen as “Tourism and sustainable transformation”, many people immediately thought of Hue’s approach to tourism. In its development orientation, Hue tourism consistently focuses on promoting sustainable transformation, especially transitioning to green, sustainable tourism, adapting to climate change.

The establishment and development of Hue Union of Literature and Arts Associations - abbreviated as the “Union” (originating from Thua Thien National Salvation Cultural Association in 1945), marks an important milestone in Hue’s cultural history. For 80 years, the Union has not only organized and gathered creative forces but has also served as a “pivot” connecting heritage with innovation, tradition with modernity, and artists with the public.

On the afternoon of September 24, the University of Arts, Hue University, held the opening ceremony of the 2025 International Fine Arts Exhibition themed “Cultural heritage in contemporary art practice”. The event is part of the 2025 International Workshop and Exhibition program, bringing together artists from Japan, the Republic of Korea, Thailand, Laos, and Vietnam.

The sound of gongs echoing through the mountains, the graceful spins of Pa Co and Ta Oi (ethnic groups) dances, once thought to belong only to the memory of old festivals, are now alive again in A Luoi 2. Here, a Co Tu girl named A Rel Thuy Linh, along with local youth, continue to nurture their passion, bringing the heritage of their homeland to life with vibrant performances that immerse audiences in the atmosphere of a true festival.

On September 21, the Office of the People’s Committee of Hue City announced that Hue City People’s Committee, in collaboration with Phuong Trang Group (FUTA Group), and Kim Long Motor Hue Joint Stock Company signed a strategic cooperation memorandum of understanding (MoU).

Unique artworks with six-layer cut specimens - a visual metaphor for the heritage reconstruction process - are on display at an exhibition themed “HER-ITAGE - Reconstructing traditional embroidery”, offering viewers a new and interesting experience.

After a period of temporary closure, in early August this year, Ngu Ha Vien – the garden house near Ngu Ha River - reopened with an engaging program introducing the Thanh Liễu woodblock heritage of Hai Duong.

Amid moss-covered rooftops and the quiet waters of the Huong River, or wandering up Thien An Hill, Vong Canh Hill, and into the tombs of the Nguyen emperors… a young woman with the nickname Hoang Trinh Phan has made a significant presence across social media platforms, sharing stories about heritage. Her “heritage storytelling” page has attracted thousands of viewers and followers, not only for her charm but also for the wealth of essential knowledge about cultural heritage that she brings to the public and the community.

On September 16, in Hanoi, the National Data Association (NDA) had a working session with Hue Monuments Conservation Center to discuss a cooperation plan in digital transformation and heritage data development. Major General Nguyen Ngoc Cuong, Vice Chairman of the NDA; Mr. Hoang Viet Trung, Director of Hue Monuments Conservation Center; and Mr. Nguyen Long, Vice Chairman of the Vietnam Informatics Association, attended the working session.

In the journey to brand itself as “Hue - a heritage city, a green, attractive, and high - end destination” on the global tourism map, Hue is boosting its promotional efforts, particularly by spreading the beauty of its landscapes, culture, and people through international media channels.