In 2020, when male officials and civil servants of the Department of Culture and Sports wore ao dai during working days and the weekly flag-raising ceremony, it immediately sparked controversy online. Then, it was not just the cultural sector, at important events, the provincial leaders (now Hue City) and intellectuals also began wearing ao dai. The appearance of the traditional ao dai for both men and women at cultural and educational events made the ceremonies more solemn, elegant, and impressive.

On August 8th, nearly 20 of Vietnam’s leading F&B (food and beverage) brands gathered at the “F&B Hue 2025: The F&B 5.0 Model” event, where they shared practical insights into development trends and applicable solutions for the food and beverage sector. The event was organized by Hue F&B Community and drew a large number of business representatives, shop owners, and others with a keen interest in food and beverage scene in the area.

Slow travel is emerging as a popular trend among many tourists. With its rich natural landscape, deep cultural and heritage roots, traditional way of life, and the unique warmth of its people, Hue holds many advantages for developing this form of tourism. However, to truly develop slow travel, Hue still has much work to do.

Hue and Nara, both are former Ancient Capitals of Vietnam and Japan respectively, are strengthening their cooperative ties amid a global trend shifting toward “local cooperation for global benefit”. This marks the emergence of a new, profound model of partnership, rooted in concrete development goals that place people and heritage at the center.

Besides the international tourist market, the domestic tourist market is considered a solid foundation for a bright “picture” of Vietnamese tourism in general, and Hue City in particular. Capturing the trends and preferences of visitors presents an opportunity to leverage the domestic market.

In the context of digital transformation becoming an inevitable trend, businesses must incorporate artificial intelligence (AI) into their operations as a pressing requirement to enhance labor productivity and boost business efficiency.

Data compiled from the Google Destination Insights travel trend tracker reveals that Vietnam has the 7th highest destination growth rate globally. Notably, Hue is among the top 10 most searched cities in Vietnam by international visitors.

Developing medical tourism and wellness tourism is an inevitable trend and a strategic direction for Hue City, considering its comparative advantages both locally and within the Southeast Asian region. The tourism sector of the Ancient Capital is set to focus on proper investment in wellness tourism, alongside its existing strengths in other tourism types.

Travel companies have begun offering At Ty Tet holiday tours with attractive promotional programs. This year, travel trends in Tet are expected to see significant changes.

The International Dermatology Conference, held from November 21 to 23, is jointly organized by the Central Dermatology Hospital, the Department of Health, and the Provincial Dermatology Hospital. The event attracts numerous domestic and international experts with hundreds of presentations being shared. It offers insights into methods, experiences, and technologies in the treatment of skin diseases.