Rather than focusing on sheer visitor numbers, the Hue Monuments Conservation Center is shifting its service strategy at the Imperial City and other heritage sites toward product selectivity and enhanced visitor experiences, to attract high-spending tourists.

For a long time, tourism in Hue has largely relied on cultural and heritage assets, resulting in short visitor stays, relatively low spending levels, and limited value creation. As tourism trends shift strongly toward resort-based, experiential, and sports-oriented travel, developing marine tourism, especially coastal resort tourism, is not only a new direction but also a necessity for restructuring the visitor market toward higher-spending segments.

On holidays, weekends, or whenever they have free time, young people have a habit of searching for new “locations” to enrich their “virtual living” photo collections. Instead of spending time looking for far away places, recently, many young people have turned to check in at dining, entertainment, and shopping destinations right in the city.

Cruise ship tourists are high-end ones. In addition to spending heavily in the places they visit, cruise ship tourists also contribute to spreading the appeal of the destination. The thing is, however, how to attract this type of tourist, the solution of which lies in investing in creating attractive products right from the “gateway” of Chan May Port, all the way to Hue City.