Hue City People's Committee recently issued Plan No. 66/KH-UBND on February 3, 2026, regarding the implementation of the project “Developing tourism and tourism services for Hue City in 2026”. Notably, the city aims to welcome a total of approximately 7 - 7.5 million visitors in 2026, including 2.3 - 2.5 million international visitors, an increase of nearly 20% compared to 2025.

Through an introduction from Ms. Samantha Colón of the Las Vegas Convention and Visitors Authority (Nevada, USA), I was scheduled to meet Jamie Tran, the owner of “The Black Sheep” restaurant, to talk about cuisine and our shared homeland of Hue...

The “Restructuring the Tourism Sector to Meet the Requirements of Becoming a Key Economic Sector” plan, approved under Decision No. 1685/QD-TTg dated December 5th, 2018 by the Prime Minister, has established an important policy framework for the comprehensive renewal of the tourism sector. Accordingly, the Ministry of Culture, Sports and Tourism, together with ministries, sectors, and localities, including Hue City, has focused on removing bottlenecks and gradually restructuring tourism products, visitor markets, and the tourism management system…

On the first day back to work after the 2026 New Year holiday, Hue residents were greeted with encouraging news: during the holiday period, the city was estimated to have welcomed around 85,000 visitors, a 25% increase compared to the same period last year.

On the afternoon of January 9, the Department of Tourism held a conference to review its work in 2025 and roll out tasks for the tourism sector in 2026.

The year 2026 opens the 2026–2030 period, marked by increasingly fierce competition to attract resources, talent, and visitors, while Hue cannot pursue rapid urbanization or heavy industry. Hue’s path must be its own: taking heritage, culture, landscape, and ways of life as deep, distinctive, and sustainable advantages; taking creativity and experience as driving forces; and placing the people of Hue at the center of all development policies.

According to initial statistics released by the Department of Tourism, during the 2026 New Year holiday, Hue was estimated to welcome around 85,000 visitors, representing an increase of 25% compared to the same period last year. The number of staying guests reached approximately 45,000 arrivals, up more than 15% year on year.

From early 2026, in addition to maintaining current ticket prices, Hue City will significantly expand the groups eligible for free and discounted entrance fees to heritage sites within the Hue Complex of Monuments. The move aims to facilitate access to heritage for residents and students, and to promote sustainable tourism demand.

Hue’s heritage is undergoing a powerful “rebirth”, as technology unlocks new layers of value and reshapes the way visitors experience its cultural legacy.

On the morning of January 1st, in the warm sunshine on the first morning of the new year, the area around Ngo Mon Gate of Hue Imperial Citadel became lively as the Nguyen Dynasty Ban Soc ceremony was reenacted in a theatricalized format, officially opening Hue Festival 2026. The event also marked the first festival of the year, attracting a large number of local residents and visitors.