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| Promoting and introducing information about Hue’s destinations and tourism products in Poland. Photo: Department of Tourism |
Various unique and outstanding activities
On a day in June, in the historic center of Warsaw, Poland, as part of the Vietnam tourism promotion program organized by the Vietnam National Authority of Tourism, many visitors showed great interest in the charm of Vietnam’s ancient capital. With a display space rich in Hue’s cultural identity and a range of standout activities, the delegation from Hue City People’s Committee, together with the Vietnam tourism sector, introduced visitors to the city’s famous heritage sites and must-visit destinations. They also showcased video clips highlighting Hue’s distinctive intangible cultural heritage, such as the Royal Court Music, “Hue - The Capital of Ao dai”, and “Hue - The Culinary Capital”.
Many members of the delegation wore traditional ao dai, adding a distinctive touch to the tourism promotion space of this attractive destination. This highlight drew the fascinated attention of many international visitors.
According to the leader of the Department of Tourism, the tourism promotion activities in Poland were part of a series of promotional programs held in three European countries from June 22 to July 2, including Poland, the Czech Republic, and Germany. The program was organized by the Ministry of Culture, Sports and Tourism with the support and coordination of various units and localities, including Hue City People’s Committee. Although these three countries represent markets with different tourism preferences, a common trend among travelers from all three is their strong willingness to spend on international travel, particularly on tourism products that combine cultural experiences with leisure and relaxation.
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| Hue impression in the art program commemorating the 75th anniversary of the establishment of diplomatic relations between Viet Nam and Ba Lan (1950-2025). Photo: Department of Tourism |
According to the Vietnam National Authority of Tourism, in 2024, there were 51,000 Polish visitors to Vietnam, a 25% increase compared to 2019. In the first five months of 2025 alone, nearly 37,000 Polish tourists visited Vietnam, marking a 44.5% increase over the same period in 2024. This growth has elevated Poland to the 6th position among European tourist markets for Vietnam. As for Germany, this European country has consistently ranked among the top 15 largest source markets for Vietnamese tourism and is one of the top five European markets (only after Russia, the UK, and France). In 2024, Vietnam welcomed nearly 250,000 German visitors, and in the first five months of 2025, the number reached nearly 140,000. Regarding the Czech Republic, Vietnam received more than 25,800 visitors from this country in 2024, a 39% increase compared to 2019. Many experts predict that this is a promising market for Vietnam’s tourism industry. Regarding Czech, in 2024, Viet Nam received more than 25,800 visitors from this country, marking a 39% growth compared to 2019. Many experts forecast that this is a highly potential market for Vietnam’s tourism industry.
To make a lasting impression on international businesses and tourists, a series of well-researched and professionally designed tourism promotion activities have been organized. These include the exhibition “Colors of Vietnamese Culture”, culinary showcases, and B2B conferences held at major cultural and commercial centers in Prague (Czech Republic) and Munich (Germany).
According to Ms. Tran Thi Hoai Tram, Director of the Department of Tourism, one of the highlights is the elegant and vivid portrayal of Hue through the image of ao dai set against a backdrop of cultural heritage. Traditional Hue folk melodies, infused with modern musical arrangements, also create a deep cultural impression on international audiences. These unique features once again help position Vietnam’s tourism brand, especially that of Hue, as a sustainable and appealing destination on the travel map for visitors from these promising markets.
Affirming the brand name of Hue tourism
The series of tourism promotion activities in Poland, the Czech Republic, and Germany marks the second promotional campaign in Europe this year that Hue has participated in. Previously, from May 4 to 13, Hue City also took part in promotional events in Italy, Switzerland, and France, as part of a campaign organized in collaboration between the Vietnam National Authority of Tourism, Hue City People’s Committee, and related agencies.
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| Promoting Hue’s culture and cuisine at the tourism promotion program in Italy. Photo: Department of Tourism |
Ms. Tran Thi Hoai Tram, Director of the Department of Tourism, shared that in 2025, Hue has been entrusted with hosting the National Tourism Year under the theme “Hue - Ancient Capital, New Opportunity”. With a wide range of unique and vibrant activities planned, this presents a valuable opportunity to strengthen Hue’s tourism brand and promote the destination to international businesses and travelers.
European countries are key markets for Vietnam in general, and for Hue in particular. Being a home to 8 UNESCO-recognized world heritage sites, abundant tourism resources, hundreds of folk and royal festivals, and a unique culinary culture, Hue has become a favorite destination for travelers from around the world. However, due to the geographical distance and limited access to tourism information, many European tourists may still be unaware of what Hue has to offer. Therefore, it is essential to strengthen tourism promotion efforts and effectively deliver information to potential visitors in European countries. These promotional activities will also help boost future visitor exchanges, especially as tourists from Poland and the Czech Republic are now eligible for conditional visa exemptions to Vietnam under Government Resolution No. 11/NQ-CP, and German tourists enjoy visa exemption under Government Resolution No. 44/NQ-CP. These efforts align with the effective implementation of the 2025 Tourism Stimulus Program.
According to representatives from the tourism sector, through promotional and marketing programs, Hue City People’s Committee and the tourism industry have created opportunities for government agencies and tourism service businesses to access and understand the characteristics and development trends of the market. These programs also serve to introduce Hue’s distinctive tourism products and services to international travel businesses participating in the events, while expanding business cooperation with partners in the European market.