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.

On June 29, a cultural exchange activity between Hue City and the cultural tourism delegation of Nanning (Nam Ninh) City (China) took place at Duyen Thi Duong Theater. This event marked the beginning of China - ASEAN cultural exchange program 2025 in Vietnam.

From May 4 to 13, Vietnam National Authority of Tourism (Ministry of Culture, Sports and Tourism) is coordinating with the People's Committee of Hue City, Tourism Development Support Fund, Vietnam Airlines, and partners to organize a program introducing Vietnamese tourism, traditional craft villages, and cuisine, and connecting businesses on the occasion of the National Tourism Year - Hue 2025 in three European countries, including Italy, Switzerland, and France.

On April 21st, a delegation from Ministry of Culture, Sports and Tourism held a working session with Hue Monuments Conservation Center (HMCC) to discuss the National Target Program for Cultural Development.

As part of the plan to organize the National Tourism Year and Hue Festival 2025, the spring festival - “Spring of the Ancient Capital” has many unique programs and activities. Not only are there festival activities in the city center, but in the land on the majestic Truong Son mountain range, the “Spring Colors of A Luoi Highlands” festival would create more highlights and impressions for visitors to Hue this March.

VinWonders, the entertainment brand under Vingroup, recently organized a workshop to share new products and sales packages aiming at stimulating demand and developing the tourism market for 2025. The program was attended by representatives from the Department of Tourism and over 30 businesses and travel agencies in Hue.

On the morning of February 23, Hue College of Tourism in collaboration with the Youth Employment Service Center of Hue City held the program called the “Journey of Dream Experience” 2025.

On the morning of January 9, the Department of Tourism in collaboration with Chan May Port Joint Stock Company and Saigontourist Travel Services Co., Ltd held a program of welcoming the first cruise ship and tourists to Hue City by sea in 2025.

On the morning of January 1, Hue City Department of Tourism in collaboration with the Central Region Airport Authority at Phu Bai International Airport, Phu Bai International Airport, and the Vietnam Airlines branch in Hue, along with Pacific Airlines organized a program to welcome the first flight and visitors to Hue City in 2025. Attending the event was Mr. Nguyen Thanh Binh, Standing member of the City Party Committee and Permanent Vice Chairman of Hue City People’s Committee.

On November 30, the Provincial Department of Tourism, in collaboration with Hue Railway Branch and Hong Ha International Travel Company (Lao Cai), organized a welcoming program for a group of visitors from China, arriving in Hue via a charter train on a nationwide tour.