Business intertwined with the promotion of Hue's traditional culture is a path that more and more young people are pursuing, asserting the creativity, identity, and spirit of self-reliance. Rather than chasing mass-market trends, “recalling the past to understand the future” has become the business philosophy for a segment of the younger generation, bringing cultural heritage into contemporary life naturally.

Although young tourists do not spend a great deal, this is a growing segment that brings vibrancy and strong influence across social media platforms. Studying and effectively tapping into the young tourist market is essential for creating greater value in tourism development.

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.

In its development strategy, Thua Thien Hue aims to attract luxury tourists who have high spending. This orientation is suitable for the ancient capital of Hue - a destination of rich culture.