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.

According to a Washington D.C.-based Vietnam News Agency (VNA) correspondent, the Vietnamese Embassy in the United States has showcased the Nhat Binh Ao dai, part of a special collection by the designer Cao Minh Tien, at the Diplomatic Corps Fashion Exhibition and Gala in Washington D.C.

With the theme “Vietnamese Culinary Exchange”, the Hue - Culinary Capital festival is not only an activity within the framework of the National Tourism Year and Hue Festival 2025 but also an opportunity to showcase, promote, and elevate the culinary culture.

After being postponed in April 2025, BamBoo Artists Agency Joint Stock Company (BAA) announced that the highly anticipated “Mega Booming - Hue 2025” grand music festival, featuring an impressive scale and high artistic quality, will take place for one spectacular night on July 6th, 2025, at Ngo Mon Square - Hue Imperial Citadel.

On the afternoon of March 24th, at Kien Trung Palace – Hue Imperial Citadel, the exhibition showcasing the artworks of Emperor Ham Nghi themed “Troi, Non, Nuoc | Allusive Panorama” (Sky, Mountain, Water | Allusive Panorama) was officially launched by Art Republik Vietnam magazine, in collaboration with Hue Monuments Conservation Center and the French Institute in Vietnam.

During two days from March 19 to 20, an Australian famtrip group visited, experienced, and surveyed tourism products in Hue City. This was an opportunity for the city's tourism sector to promote and showcase the unique tourist routes, destinations, and tourism products of the locality to the Australian tourist market.

The digital painting exhibition by Manuel Casimiro, a Portuguese artist, officially opened on the afternoon of March 5th at Lan Vien Co Tich (94 - 96 - 98 Bach Dang Street, Phu Xuan District, Hue City).

The “Hue - Mega Booming” music festival will take place at Ngo Mon Square - Hue Imperial Citadel over two nights, April 5th - 6th, 2025 (coinciding with the Hung Kings’ Commemoration Day). The event will feature many young singers, with a special highlight being the appearance of the “Anh Trai Say Hi” (Say Hi with Bros) lineup - a well-known reality TV show about music.

In 2025, Thua Thien Hue is selected to host the National Tourism Year. This is an opportunity for the tourism of the Ancient Capital to make connections and to show all of its potentials and strengths, contributing to developing its tourism and making it the main economic sector of the province.

On October 28, Mr. Tran Xuan Vinh, Chairman of Thua Thien Hue Association of fellow-countrymen in Ho Chi Minh City said that the association held a poetry and music gala titled “Little love for Hue”, which raised 600 million VND to support community projects in hometown area.