Following the Hung Kings’ Commemoration Day, Hue continues to see a surge in visitors during the April 30 - May 1 holiday, with occupancy rates at many accommodation establishments are near full capacity. The influx has pushed the tourism sector and businesses to ramp up efforts to ensure both service quality and flexible management of operations, heading to the goals of enhancing visitor experiences and reaching industry development.

Following a vibrant April filled with diverse artistic activities, the Summer Festival - Hue Festival 2026 continues with a series of attractive cultural and tourism events throughout May and June, promising new experiences for both residents and visitors.

On the occasion of April 30 - May 1 holidays marking Reunification Day and International Workers’ Day, young people in Hue and tourists are drawn to vibrant check-in spots decked out with the colors of the red flag with yellow star, vintage coffee shops, and heritage-rich spaces steeped in local identity. Beyond an opportunity for “checking-in”, these destinations offer a chance for the young to find balance, recharge, and enjoy the holiday in a way that is both reflective and vividly expressive.

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.

On April 25, Phong Dinh Ward organized the “Old Scent of the Ancient Village” Festival, featuring a variety of unique cultural and artistic activities that attracted a large number of locals and visitors to visit and experience.

On the afternoon of April 22, at Tang Tho Pavilion heritage site (No. 344 Dinh Tien Hoang Street, Phu Xuan Ward), Hue Monuments Conservation Center officially opened the exhibition titled “The Nguyen Dynasty’s Nine Urns: Documentary Heritage Through Images and Archival Materials - A Digital Experiential Approach to Heritage Education”.

On the morning of April 11, at Secret Affairs Institute - Tam Toa Complex, Hue Monuments Conservation Center, in coordination with Hue Museum of Royal Antiquities, Hai Ba Trung High School, and Nguyen Hue High School, organized a heritage education program titled “Reforms of Emperor Minh Mang”, in celebration of Vietnam Book and Reading Culture Day (April 21).

On the morning of March 30, Deputy Director of the Department of Culture and Sports Bui Thanh Dung said that several adjustments will be introduced to the race stages in Hue as part of this year’s Ho Chi Minh City Television National Cycling Cup. The changes are expected to bring fresh and exciting experiences for both riders and fans.

Now in its fifth year, Hue has been hosting the Four Seasons Festival (Spring, Summer, Autumn, Winter). Instead of concentrating activities within a few peak days as in the past, the Hue Four Seasons Festival is implemented under a new model, featuring a continuous series of cultural, artistic and tourism events throughout the year to honor heritage, promote tourism and create new experiences for visitors.

In the first two months of this year, Hue tourism attracted over 1.2 million tourist arrivals, witnessing an increase of nearly 48% year-on-year. This statistic highlights the appeal of extended holiday periods.

Nowadays, visitors have increasingly high demands for service quality and experiences. They desire to experience the daily lives, activities, and occupations of the locals in the most authentic way possible to better understand the culture and people of the places they visit.