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| Wellness experience products introduced to travel agencies |
From challenge of fragmentation
After a period of medical treatment, Mr. Dinh Van Do (from Dak Lak) decided to stay in Hue for a few extra days to rest and recover his health. Recommended by an acquaintance, he researched a number of hot mineral bath and therapeutic massage services. What pleased Mr. Do was that in addition to a hospital system with deep expertise, Hue also features quiet resorts along with therapy and relaxation services. However, to combine these experiences into an itinerary tailored to his health condition, he had to search for information, contact, and book each place on his own.
In reality, medical facilities still face 'gaps' in developing medical and wellness tourism. At Hue International General Hospital, although it applies the Hospital - Hotel model and has welcomed groups of out-of-province visitors for medical check-ups combined with accommodation, the connection between medical services and tourism remains in its early stages.
Mr. Nguyen Tri Thuc, Service Manager of Hue International General Hospital, said that in the initial phase, due to the lack of linkages with travel enterprises, the hospital has not offered package products for medical and wellness tourism. Guests mainly stay for two days and one night. Demand for combining health check-ups and accommodation with sightseeing already exists, but the services have not been organized into a complete program.
In addition, spas and therapeutic massage establishments have not linked with travel enterprises to include their services in tour itineraries, leading to low stability in tourist volume. Mr. Pham Van Hien, Director of Coi Spa Co., Ltd. (Coi Spa & Massage), said that although many domestic and foreign tourists have come to use the services, they are mainly walk-in guests. '’Guests usually use the services in the evening, after sightseeing. Because services have not been incorporated into tour programs by travel agencies, scheduling and coordinating guest flow concentrated at the same time poses a challenge,'’ Mr. Hien shared.
Hue possesses many favorable conditions to develop medical and wellness tourism, ranging from an advanced healthcare system, medical examination, treatment, and rehabilitation services to traditional medicine tied to the Nguyen Dynasty's Royal Medical Institute (Thai Y Vien). The city also features a network of resorts, hot mineral springs, and various physical and mental care experiences. However, the exploitation of these strengths remains limited, especially the connection between healthcare and tourism. Strengths in cardiology, specialized rehabilitation, and traditional medicine have not been adequately leveraged to form branded medical tourism products.
Ecosystem development and market launch
In mid-September 2026, four entities - including the Hue Monuments Conservation Center, Hue International General Hospital, Ho Lo Travel, and Vietravel Hue - signed a cooperation agreement to launch a wellness tourism ecosystem. The collaboration opens up directions for linking strengths in medical services, tour organization, and the exploitation of cultural and heritage values.
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| Guests enjoying a wellness-focused retreat at Alba Wellness Valley by Fusion. Photo: Alba Wellness Valley by Fusion |
Mr. Nguyen Tri Thuc shared that currently, the hospital is coordinating with travel enterprises to build thematic tours combining tourism with health recovery, aesthetics, and physical and mental care services. 'We are not building products en masse, but rather stage by stage to ensure the best guest experience, from which we refine and "package" each product. It is expected that 3-day, 2-night product packages will launch by the end of 2026,' Mr. Thuc stated.
According to Mr. Hoang Van Khanh, Director of Vietravel Hue Travel One Member Company Limited, the products will be professionally evaluated before being offered to tourists. Program designs will also follow a flexible approach, allowing guests to choose comprehensive wellness programs, partial options, or only experience services tailored to their needs.
Alongside the formation of this ecosystem, the tourism sector is researching and formulating the Project on Medical Tourism Development in the city for the 2026 - 2030 period, with orientation to 2035. Four product groups are being studied, including: medical tourism linked with modern medicine; examination, treatment, and rehabilitation using traditional medicine; experiencing Nguyen Dynasty royal medicine; and mineral bath and wellness therapy.
According to initial orientations, in addition to the goal of increasing visitor numbers, the target average length of stay is 3 to 4 days. For the international market, Hue prioritizes tapping into tourists from Laos and Thailand, while expanding access to markets in Cambodia, Northeast Asia, and Europe. Overseas Vietnamese communities seeking to visit relatives combined with medical check-ups also represent a targeted customer group.
To bring products to the market, linkages among service providers represent a top requirement. At the launch ceremony of the wellness tourism ecosystem on September 16, Vice Chairman of the Hue City People's Committee Tran Huu Thuy Giang emphasized the need to strengthen linkages, regarding wellness products as shared products of the entire ecosystem. Entities need to focus on quality, methodical organization, and promotional efforts to establish a signature product for Hue.
According to Ms. Tran Nguyen Lan Khue, Co-founder and Chief Strategy Officer of Ho Lo Travel Joint Stock Company, wellness tourism products need to connect services into packages - ranging from medical check-ups, screenings, and doctor consultations to nutrition, wellness regimens, and cultural and heritage experiences. Under the orientation of entities within the wellness tourism ecosystem, activities must be arranged according to a reasonable schedule, aiming for personalization so that guests can select services suited to their health needs and preferences.
Medical and wellness tourism is not a new direction, yet it still holds much room for development in Hue. The key lies in promptly forming specific, high-quality products that align with market demand and are leveraged on the basis of substantive linkages among entities.