As Da Nang rises to become a premier tourism destination with increasingly diverse and distinctive experiences, cultural events, festivals and community activities play an important role in creating the city’s unique appeal. Along this journey, HEINEKEN Vietnam and its Larue brand have consistently been active partners, contributing to the celebration of local identity, spreading pride in Da Nang and supporting the growth of the local tourism economy.

On the evening of July 23, at Thuong Bac Park in Phu Xuan Ward, Hue City, Hue - Culinary Capital 2026 program, themed ‘Bun bo Hue (Hue beef noodle soup) Day’, officially opened. The program is led by the Department of Tourism, in coordination with relevant units, as part of Hue Festival 2026 series of events.

From July 16 to 21, a delegation from Hue City, led by Vice Chairman of Hue City People’s Committee Tran Huu Thuy Giang, attended the 48th session of the UNESCO World Heritage Committee (WHC48) in Busan, South Korea. During the visit, the delegation also organized a series of large-scale cultural and tourism promotion events in Seoul and Busan.

For the first time, when sailboats appeared on the waters of Lang Co Bay, they brought a fresh new image to Hue’s coastal tourism. Beyond serving as a highlight in a series of events promoting the value of one of the world’s most beautiful bays, the sailing determination has also opened up new opportunities for developing modern marine sports.

Following a vibrant April filled with diverse artistic activities, the Summer Festival - Hue Festival 2026 continues with a series of attractive cultural and tourism events throughout May and June, promising new experiences for both residents and visitors.

Now in its fifth year, Hue has been hosting the Four Seasons Festival (Spring, Summer, Autumn, Winter). Instead of concentrating activities within a few peak days as in the past, the Hue Four Seasons Festival is implemented under a new model, featuring a continuous series of cultural, artistic and tourism events throughout the year to honor heritage, promote tourism and create new experiences for visitors.

Thirteen years after Hue first hosted the National Tourism Year, the event returned to the city for the second time in 2025, opening a gateway to new opportunities. From this series of events, beyond the growth figures, the city has gained valuable experience and a new surge of energy known as the “Aspiration for transformation”.

Recent floods and extreme weather events have severely affected the tourism industry. As a key economic sector, tourism must shift its mindset from passive response to proactive adaptation to enhance resilience against climate change.

The People’s Committee of Hue City has just issued Plan No. 360/KH-UBND dated August 26th, 2025, on the organization of Hue Wellness Tourism Week 2025. Accordingly, the programs and events of this week will take place from October 21st to November 2nd, 2025.

On the afternoon of May 15, at the Hue City People’s Committee headquarters, a sponsorship signing ceremony took place between the Organizing Committee of Hue Festival 2025 and the Bank for Investment and Development of Vietnam (BIDV), marking BIDV’s collaboration in key cultural and tourism events during the National Tourism Year in Hue.