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| Tourist experiencing cycling activity at Thuy Tien Lake Park |
Holiday-driven Tourism Opportunities
Visitors from Europe and several Asian countries continue to be key source markets for Hue. The city’s top 10 international markets include France, the United States, Germany, the United Kingdom, Australia, Italy, Canada, South Korea, Taiwan (China), and Poland. Another notable highlight is the sharp increase in tourism revenue, which reached nearly VND 2.970 trillion in the first two months of the year. Of this, February alone accounted for over VND 1.668 trillion, marking a year-on-year surge of over 121%.
The early-year tourism picture highlights a clear trend: visitor numbers surge during months with extended holiday periods. During the New Year holiday (January 2026), Hue welcomed approximately 85,000 visitors. More recently, over the Lunar New Year holiday, the total number of arrivals is estimated to have exceeded 523,600, marking a 245% increase year-on-year. Tourism revenue during this period is estimated at VND 1.121 trillion, up 350% compared to the same period last year.
Tourism activities are undergoing a notable shift. Whereas Hue was once seen by many travelers as a short stopover, lasting only half a day or a full day, there is now a growing trend of visitors choosing to spend their entire trip in Hue. The city is increasingly being positioned as a destination for leisure stays, in-depth experiences, or even as the final stop where travelers spend most of their time.
During the recent Lunar New Year holiday, we had the opportunity to engage with many visitors, and encouragingly, a significant number of them chose to stay in Hue for 3 to 4 days. Ms. Vo Thi Nguyet, a visitor from Dong Nai, shared: “I decided to spend 3 days in Hue for Tet holiday. It’s also one of the few destinations where I’ve stayed this long while traveling. Perhaps it’s because Hue’s cuisine is excellent, the scenery is beautiful, the people are friendly, and the security is reassuring, which made it appealing for my family”. Meanwhile, Ms. Ngo Ngoc Thao from Can Tho said: “This Lunar New Year, I both traveled and celebrated Tet here. In fact, during the journey from Can Tho to Hue, I stopped in several provinces along the way, but Hue was the place that truly captivated me and made me stay for nearly 4 days”.
According to tourism businesses, beyond the increase in visitor numbers, longer stays bring multiple benefits. They not only help stabilize occupancy rates but also boost visitor spending at the destination. This trend aligns with the latest survey results from the tourism sector, which show that the average length of stay has risen to nearly 2 days, while average visitor spending has reached VND 3.6 million per person.
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| Tourists visiting Thien Mu Pagoda |
Stimulating Tourism Development
Hue is well-positioned to sustain its post-Tet growth momentum, particularly during upcoming extended holiday periods such as the Hung Kings’ Commemoration Day (the 10th day of the lunar March) and the April 30 - May 1 holiday. This will be driven by a range of seasonal tourism products, weekend events, regional linkages to stimulate demand, and targeted digital communication strategies. According to tourism authorities, the goal is not only to achieve peak-season breakthroughs but also to “fill” off-peak days, extend visitors’ length of stay, and increase tourist spending in Hue.
Amid intensifying competition among destinations, achieving these goals requires continuous innovation in tourism development. This includes further refreshing tourism products with greater depth, both during weekdays and peak holiday periods. The focus should be on developing experiential offerings linked to heritage, royal culture, Hue cuisine, wellness and healing tourism, as well as eco- and community-based tourism. The tourism sector also needs to prioritize seasonal products and short-duration packages (2-3 days) tailored to families, young travelers, and short-stay visitors. In addition, expanding nighttime activities, such as the night-time economy and night-time heritage tours will be key to extending visitors’ length of stay.
Given that travelers tend to prioritize trips during public holidays and weekends, the tourism sector and business community need to focus on organizing continuous chains of events and experiential activities during these periods to create a strong draw. According to local tourism authorities, upcoming occasions such as the Hung Kings’ Commemoration Day (the 10th day of the third lunar month) and the April 30 - May 1 holiday will be developed into a series of synchronized programs. These include cultural and artistic festivals, ao-dai showcases, food court, heritage experience programs, pedestrian streets and night markets, as well as activities along the Huong River. The goal is to establish a distinct “event season”, providing visitors with stronger incentives to choose Hue as their primary destination rather than just a short stopover.
In addition to solutions for product development, it is essential to further stimulate tourism demand, strengthen regional linkages, and enhance collaboration among businesses to improve competitiveness in both pricing and offerings. The tourism sector should coordinate with travel agencies, accommodation providers, and transport operators to develop all-inclusive combo packages, covering entrance tickets, accommodation, dining, and experiences, at reasonable prices for both weekdays and holiday periods. At the same time, stronger connections with neighboring localities should be promoted to create short-haul tour routes, making travel more convenient for families, groups of friends, and independent travelers.
At present, strengthening targeted communication and promotion aligned with the right customer segments is a critical requirement. According to the plan, the tourism sector needs to step up promotion across digital platforms, social media, and through KOLs and travel bloggers (influencers), while developing themed communication content tailored to each holiday period and specific visitor segments, such as families, young travelers, leisure tourists, and international visitors. At the same time, it is essential to further enhance service quality and foster a civilized, friendly tourism environment to retain visitors. This will help generate positive word-of-mouth and increase repeat visitation rates.