On the evening of September 25, thousands of audience members, residents, and visitors gathered at the stage in front of Kien Trung Palace in Hue Imperial Citadel to enjoy the ‘Nhin nhung mua thu di’ (‘Contemplating Autumns Go By’) music program, one of the highlights of the autumn season as part of Hue Festival 2026.

Whenever Hue enters its rainy season, concerns about declining visitor numbers, postponed or canceled tours, and other related challenges begin to emerge. Yet rain is by no means an unusual phenomenon in Hue. Taking a proactive approach to developing suitable products and changing the way tourism is organized during the rainy season is something the tourism sector and travel businesses need to work toward.

Beyond visiting heritage sites, enjoying local cuisine and exploring traditional crafts, residents and visitors to Hue now have more interactive and creative ways to experience the city. From getting acquainted with the handpan and making wagashi by hand to painting and crafting, … small-scale workshops are adding new ‘colors’ to the life experiences in the Ancient Capital.

On the afternoon of September 5, Mr. Nguyen Dinh Trung, Member of the Party Central Committee, Secretary of the City Party Committee, and Head of the City’s National Assembly Delegation, received H.E. ITO Naoki, Ambassador Extraordinary and Plenipotentiary of Japan to Vietnam, during his visit and working trip to Hue City.

By hosting the International Heritage and Music Festival - Hue Wonderverse Music Fest 2026, together with a wide range of activities, events, and festivals, Hue attracted large crowds of visitors for sightseeing and cultural experiences during the National Day Holiday.

More than simply a meeting place for buyers and sellers, Hue Agricultural Products Fair 2026 brings the flavors, produce and stories of rural communities closer to local residents and visitors.

Recent culinary events and festivals in Hue have emerged as popular gathering points, drawing crowds of visitors from near and far. However, what truly retains them is not merely the flavors or the festive atmosphere, but the live performances and the narratives behind each dish, offering tourists deeper insights into the history, culture, and people of Hue.

Over the National Day (September 2) holiday, Hue welcomed a large number of visitors from near and far, creating a vibrant and bustling atmosphere. From the Imperial Citadel and heritage sites to scenic spots, craft villages, and community-based tourism destinations, visitors can be seen sightseeing, experiencing local activities, posing for check-in photos, and capturing memorable moments on their journey to discover the Ancient Capital.

This year’s National Day vacation (September 2nd) is again bringing a surge of tourists to Hue. Alongside careful facility preparation, many accommodation businesses in the city have proactively refreshed their services, paying attention to even small details in the guest experience to give visitors a joyful, comfortable holiday.

Rather than focusing on sheer visitor numbers, the Hue Monuments Conservation Center is shifting its service strategy at the Imperial City and other heritage sites toward product selectivity and enhanced visitor experiences, to attract high-spending tourists.