Today’s travelers are no longer content with “travel for seeing”. Instead, they seek deeper experiences, more authentic connections with the places they visit. Furthermore, they also look for the unique, distinctive identity of each destination. In this context, developing tourism that “touches the authentic essence” is not merely a trend, but an inevitable requirement for enhancing competitiveness.

A large number of locals and visitors attending Hue Nam Temple Festival (Hon Chen Temple) joined the road procession, traveling from Thien Tien Thanh Giao Holy Place (352 Chi Lang Street) to Thuong Bac Park along the Huong River (Tran Hung Dao Street, Phu Xuan Ward).

For a long time, tourism in Hue has largely relied on cultural and heritage assets, resulting in short visitor stays, relatively low spending levels, and limited value creation. As tourism trends shift strongly toward resort-based, experiential, and sports-oriented travel, developing marine tourism, especially coastal resort tourism, is not only a new direction but also a necessity for restructuring the visitor market toward higher-spending segments.

The tourism market on the occasion of Hung Kings’ Commemoration Day and the April 30th – May 1st holiday in 2026 began heating up as early as the beginning of March. Unlike previous years, travelers are increasingly booking earlier and favoring short-haul trips over long-haul experiential journeys.

Without the need for large-scale promotional campaigns, many young people are turning to social media as their own way to tell stories about Hue. From short videos and everyday imagery to artistic projects, the image of the former imperial capital is gradually reaching the public in a more vivid and relatable way.

Having traveled through many of the world’s leading technology hubs, Albert Antoine still retains his Hue accent and a deep-seated concern for his homeland. Returning from the world of data and artificial intelligence (AI), he brings with him a different perspective on how his hometown needs to move faster, deeper, and more sustainably.

Loving heritage culture and having traveled through many regions rich in history, Dang Duy Khoa (born 2002) from the distant Mekong Delta has truly been captivated by Hue. He then decided he had to do something for Hue through his own passion and the architectural knowledge he is pursuing.

During their spring outings, beyond visiting heritage sites and familiar attractions, many travelers to Hue have chosen a distinctive way to experience Tet: seeking out traditional craft spaces, personally experiencing hands-on activities, and creating handmade products imbued with the rich cultural identity of Hue Ancient Capital.

From the morning of the first day of the Lunar New Year (February 17), the spring travel atmosphere in Hue has been vibrant and festive. Visitors from across Vietnam, along with international tourists, have chosen the former imperial capital as their holiday destination, creating a lively tourism scene on the very first day of the New Year.

From February 7th to March 8th, 2026 (from the 20th day of the twelfth lunar month of the Year of the Snake to the 20th day of the first lunar month of the Year of the Horse), all bus terminals in Hue City enter their peak period to meet the surge in travel demand during the Lunar New Year (Tet).

After the heavy rains and floods in October and November, Hue Traditional Craft Exhibition and Experience Space, which is located at No. 15 Le Loi Street, has recently carried out decoration and renovation activities to refresh the destination. Many new products and presentations on traditional crafts have been prepared to introduce to visitors.

With the theme "Ancient Capital - New Experiences," the Provincial Travel Association has organized several fam trips for travel companies across the country to survey tour routes and attractions, integrating them into tour programs for promotion to tourists