A brand is not merely to introduce the name or to prove the origin of a product, but an “identity card” that affirms its credibility and quality to customers. Especially in the context of fierce competition, developing Hue brands is not only an economic challenge but also a way to preserve, honor, and spread the unique values of the former imperial capital.

Such is one of the key tasks set by the Department of Culture and Sports of Hue City for 2026.

In the journey to brand itself as “Hue - a heritage city, a green, attractive, and high - end destination” on the global tourism map, Hue is boosting its promotional efforts, particularly by spreading the beauty of its landscapes, culture, and people through international media channels.

Renowned as an ancient heritage city, Hue has emerged as a popular destination for both domestic and international filmmakers. Every architectural structure, scenic spot, or landmark in Hue can serve as a backdrop for different genres of films, ranging from feature to short ones. This has more or less contributed to establishing a brand, significantly boosting local tourism.

Favorable international market dynamics and supportive policies for businesses in the import-export sector have created unique advantages for Hue enterprises, boosting their performance in this field.

The newly launch of the application “Hue City Passport” will enhance the freshness of travelers’ journey in discovering Hue. The provincial tourism sector is keeping carrying out digital transformation to create more new benefits and experiences for tourists.

Despite of the onset of rainy season, when tourists are no longer rushing to seek tourist destinations, Thua Thien Hue is proactively attracting tourists in the last months with numerous winter tourism activities and products in Hue.

On the evening of October 26, the University of Education, Hue University celebrated Dr. Tran Quang Hoa, Deputy Head of the Mathematics Department, who had just received the Tremplin Award for "Boosting Bilateral Cooperation in Research between France and ASEAN Countries" from the French Academy of Sciences.

Since the opening of Terminal 2 at Phu Bai International Airport in April 2023, Thua Thien Hue has been able to operate international routes, though primarily in the form of charter flights. Developing these into regular commercial flights with stable frequency requires time and appropriate solutions.

Hue has recently organized a number of sporting events, demonstrating its effectiveness in the field of tourism.