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.

Although young tourists do not spend a great deal, this is a growing segment that brings vibrancy and strong influence across social media platforms. Studying and effectively tapping into the young tourist market is essential for creating greater value in tourism development.

CNN, an US news outlet, has recently reported an increasing number of social media posts sharing tips on how to order a drink originally from Vietnam at a major American coffee chain. This sought-after beverage is salt coffee.

Journeys in Hue (JiH) is a group of young enthusiasts dedicated to promoting Hue through social media, viewing it “through the lens of Hue people”. In an interview with Thua Thien Hue Weekly, Le Duc Hoang, the group's representative, stated, “JiH always cherishes the desire to contribute its small part to the development of Hue tourism.”

On social media platforms, keywords related to historical museums and fine arts museums are capturing the interest of numerous young people. These places not only are venues for taking beautiful photos but also attract the youth who want to delve into the understanding of history and culture when visiting museums.

Chicken-mangosteen salad and soursop tea have been the two dishes popular among youngsters and become key words of top search on social media recently.