Brand identity of Hue tourism announced

“Half of the Vietnamese are in Hue” - a playful remark that has become a vivid expression of the strong appeal of tourism in the land of Huong River and Mount Ngu these days. Crowds are flocking to relic sites, pagodas, royal mausoleums, and eateries during the holidays, making the Ancient Capital more vibrant and lively.

The opening ceremony of the VnExpress Marathon Hue 2026 took place at noon on April 17 at Phu Van Lau.

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.

On the afternoon of February 9, an art exhibition, themed “Celebrating Spring and the Zodiac of the Horse 2026”, was held at Song Huong Magazine (9 Pham Hong Thai). It was organized by Hue Fine Arts Association. This is an annual tradition having become a familiar cultural activity for Hue art community as Tet and Spring arrive.

In the not-too-distant future, the more than 120-hectare area south of Hue city center will move beyond being a newly developed site to take shape as a “university city” - a space for living, learning, and creativity, gathering the intellectual elite of Central Vietnam.