In the context of a heritage city that is gradually affirming its position as a distinctive cultural center of the country, the development of reading culture in Hue is no longer a purely promotional issue. Instead, it has become a strategic matter, closely associated with human quality, endogenous strength, and the city’s vision for sustainable development.

On April 26, at the Ethnic Cultural House of Khe Tre Commune, the program “Khe Tre Highland Market - First Session of 2026” took place under the theme “A Return to the Roots”, drawing large numbers of residents and visitors. This marked the second market session held by Khe Tre Commune since its administrative merger, further affirming its direction of linking economic development with the preservation and promotion of the traditional cultural values of the Co Tu ethnic community.

On the morning of April 23rd, Vice Chairman of the City People’s Committee Tran Huu Thuy Giang held a working session with Thanh Thuy Ward on the implementation of tourism and service projects in the area. The meeting was attended by representatives of relevant departments, agencies, and local authorities. ​

To extensively promote national territorial sovereignty and spread the image of the nation’s borderlands, the Central Commission for Information, Education and Mass Mobilization has launched the 4th National art photo contest and exhibition themed “Pride in a border strip”.

Rolling out solutions to promote the bundling of tourism products into packages, linking tourism activities with the promotion and consumption of OCOP products and local specialties, while also aligning with the preservation and promotion of cultural heritage values, is among the key tasks that the Prime Minister has requested the tourism sector to prioritize following the Lunar New Year holiday.

Without the need for large-scale promotional campaigns, many young people are turning to social media as their own way to tell stories about Hue. From short videos and everyday imagery to artistic projects, the image of the former imperial capital is gradually reaching the public in a more vivid and relatable way.

On January 29 and 31, the tourism sector of Hue and Quang Tri organized a program to introduce their local tourism and promote the opening of direct air routes in Seoul (Jan 29) and Busan (Jan 31), the Republic of Korea (RoK).

On January 27th, Standing Member of the City Party Committee and Permanent Vice Chairman of Hue City People’s Committee Nguyen Thanh Binh, together with representatives of city departments and agencies, received and worked with a high-level delegation from Vientiane Capital (Laos). The delegation was led by Comrade Tha Nong Xay Khut Phay Thun, Alternate Member of the Central Committee of Lao People’s Revolutionary Party and Head of the Investment Promotion and Economic Management Board of Vientiane Capital.

On the morning of December 27, the Department of Tourism organized a conference to promote rural tourism in Hue City.

Business intertwined with the promotion of Hue's traditional culture is a path that more and more young people are pursuing, asserting the creativity, identity, and spirit of self-reliance. Rather than chasing mass-market trends, “recalling the past to understand the future” has become the business philosophy for a segment of the younger generation, bringing cultural heritage into contemporary life naturally.