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| A European famtrip group surveyed tourism products in Hue. Photo: Department of Tourism |
Hue shines on international television channel
Recently, international visitors found it exciting to watch a video about Hue on the world's leading television channel, the CNN of the USA. The 30-second video was broadcast during various CNN programs (The Lead, First Move, and CNN Newsroom, etc.,), and on CNN's digital platforms.
The video begins at Tu Duc Mausoleum, one of the most representative mausoleum complexes of the Nguyen Dynasty. The architecture combines brick, stone, ironwood, glazed tiles and sophisticated porcelain inlays with warm color tone. Although the duration is not too long, the video carefully selected the most impressive and iconic images of Hue: the ancient and solemn Imperial Citadel, the poetic Huong River, tranquil ancient gardens, and ancient pagodas, etc. A special highlight was the focus on “green tourism” - a global sustainable trend that simultaneously honors cultural identity and preserves natural values.
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| The image of Hue tourism being promoted on CNN channel |
According to Ms. Tran Thi Hoai Tram, Director of the Department of Tourism, the video consistently reinforces the message that Hue is not just a land of heritage, but also an endless stream of culture, people, and time. Along with historical and cultural values, the video is also a poetic invitation to international visitors: “Come to Hue to slow down, to feel, and to touch the depth of an Eastern civilization that is still vibrant every day.”
A key highlight is the emphasis on local experiences in the video, and in synchronized media campaigns: from the journey to explore the hidden Do Quyen Waterfall in Bach Ma forest, row a boat on Chuon Lagoon, to the folk painting activities in Sinh Village, where the quintessence of Hue folk woodblock art is preserved.
Ms. Tran Thi Hoai Tram stated that this is part of a campaign to spread the image of Hue destination to the world. The promotional campaign on the CNN is considered a systematic step in the journey to position the brand name “Hue - a heritage city, a green, attractive, and high - end destination” on global tourism map. Especially, when Vietnam tourism is entering a period of strong recovery, with increasingly fierce competition to attract international visitors, this promotional campaign provides many opportunities to develop tourism in the Ancient Capital. With CNN's prestige and extensive coverage, Hue's image will reach millions of viewers worldwide, thereby elevating its position on the international tourism map.
Boosting promotion
In recent times, Hue's tourism sector, along with various units and businesses in Hue, has made meticulous preparations to focus on boosting communication, promotion, and the introduction of new destinations and products. The goal is to create strong appeal to attract visitors and encourage them to return. The promotion efforts are not only focused on the activities and events of the National Tourism Year, which affirms the city's position as the host locality, but also aim to reposition the tourism sector of Hue Ancient Capital on both Vietnamese and international tourism maps through specific actions and solutions.
According to Ms. Tram, by leveraging major events during the National Tourism Year, Hue has been promoting its image through mass media, social networks, and international channels, thereby attracting the attention of both domestic and international visitors. The tourism sector has been tasked by the City People's Committee with communicating about Hue's key culture and events in 2025, with a focus on promoting Hue’s image on the national information channel system, and some international media channels. The sector is focusing on effectively implementing this task, with the desire to spread a new, dynamic, attractive, safe, friendly, and hospitable image of Hue, worthy of being a centrally-governed tourist city, and a prominent tourist destination in 2025 and beyond.
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| An Australian KOL group surveyed tourism products, and experienced wearing the ao dai and posing for a photo in Hue. (Photo: Department of Tourism) |
One of the directions expected to create new momentum for international tourism promotion is the collaboration in organizing famtrips, surveys, and experiences for groups of KOLs (Key Opinion Leaders, or social media influencers) from different countries to Hue. In late June 2025, a European KOL famtrip group had a fantastic three-day survey and experience in Hue. Most recently, from August 6 to 7, Hue City Department of Tourism, in collaboration with Vietnam Airlines, welcomed a group of Australian KOLs and introduced unique destinations to them. This is one of the specific activities within the strategy to promote Hue tourism to the international market, targeting young visitors with a taste for experiences and cultural exploration, and strong influence on social media.
The leader of the Department of Tourism shared that professional and effective organization of famtrips, surveys and experiences for groups of KOLs also acts as a lever for digital communication and international tourism promotion. Each survey and experience trip is not only a typical field activity; but also a profound communication strategy that combines destination marketing with the viral reach of social media. From their real-world experiences in the land of Huong River and Mount Ngu, the KOLs quickly shared image of a dreamy, ancient, yet modern Hue on Instagram, Facebook, and TikTok, receiving thousands of positive interactions and responses.
Currently, Hue tourism sector is continuing to boost destination promotion through various methods, focusing on both domestic and international media channels, social media, and especially by spreading the image of Hue through people with deep influence. Beyond just introducing Hue's signature tourism products, the promotional push also conveys a message of a safe, friendly, culturally rich, and constantly evolving destination. By Hue widely sharing its image, visitors from all over the world will know and learn more about Hue, encouraging them to visit Hue, and thereby contributing to expanding the international tourist market.