From laboratories to raw material hills, from native plants to internationally certified products, the innovations of Hue’s business community have demonstrated that innovation is a key driver helping them increase product value and competitiveness in the new era.

Amid moss-covered rooftops and the quiet waters of the Huong River, or wandering up Thien An Hill, Vong Canh Hill, and into the tombs of the Nguyen emperors… a young woman with the nickname Hoang Trinh Phan has made a significant presence across social media platforms, sharing stories about heritage. Her “heritage storytelling” page has attracted thousands of viewers and followers, not only for her charm but also for the wealth of essential knowledge about cultural heritage that she brings to the public and the community.

Giving up a stable job in Da Nang City, Tran Huu Tri (born in 1995), from Ka Tu village, Huong Phu commune, Phuc Loc district (now part of Khe Tre commune), decided to return to his hometown to start a business with a farmstay model that combines organic farming and experiential tourism.

Often compared to a “land of a thousand pines” in the heart of Hue, the two hills of Thien An and Vong Canh consistently captivate visitors with their poetic, romantic scenery. Already crowded on regular days, during the holidays they attract even more people who come to breathe in the fresh air and immerse themselves in the lush natural surroundings.

In late March, thousands of locals and tourists flocked to the Ethnic Cultural Village of A Luoi District to attend the “Highland Spring Colors of A Luoi” festival. Many were deeply moved by a dramatic excerpt from the Ar Puc Festival, which recreated the love story of Cu Hun, Thail, and Klai.

Hue Students Football Tournament 2025, competing for the Ba Na Hills Cup, kicked off in the afternoon of April 15 at the football field of Phu Xuan District’s Culture, Information & Sports Center (150 Nguyen Trai Street). The tournament is jointly organized by Hue University and Professional Sports Association and School of Hospitality and Tourism - Hue University.

When February drifts through the vast forests of the Truong Son range, A Luoi adorns itself with a vibrant purple cloak of myrtle blossoms. Hillsides, mountain slopes, and valleys are blanketed in a dreamy purple hue, painting a poetic and enchanting landscape that captivates visitors from near and far.

Nestled on Thien An Hill (Thuy Bang Ward, Thuan Hoa District), Thuy Tien Lake Park was once infamous among backpackers for its abandoned, eerie, and ghostly appearance after years of neglect. For a period, it became an unsafe stop for adventurous travellers seeking unconventional experiences in unfamiliar lands.

The spring afternoon sunshine on Vong Canh Hill convers the landscape with a golden glow, filtering through the whispering pine canopies and stretching silent shadows across the ground. A gentle breeze drifts by, carrying the fragrance of grass and trees along with the mild and damp scent of the winding Perfume River below.

Nurturing a dream from childhood memories, Nguyen Van He has brought his artistic vision to life on Kim Son Hill in the village of Kim Son (Thuy Bang Ward, Thuan Hoa District). Here, his unique creation, a giant airplane model, has captivated visitors with its remarkable presence.