Promoting Hue tourism in Europe

Destinations and traditional craft villages in Hue will be introduced during the program

According to the plan, the Vietnam tourism introduction program and the business-to-business (B2B) meeting program will be held in Milan (Italy) on May 6, in Geneva (Switzerland) on May 8, and in Paris (France) on May 12. In addition, on the evening of May 11, a performance of Hue Royal court music will take place at Trocadero Square (Esplanade de Trocadero), Paris (France).

Within the framework of the program, many activities will take place. These activities include meetings with tourism businesses from various countries, an introduction of Hue's unique tourism products such as performances of Hue Royal court music and royal cuisine, an introduction of traditional craft villages, the inauguration of the direct Hanoi - Milan flight route, an Ao dai fashion show, and a program introducing Vietnam's destinations in general and some outstanding destinations, products, and services in particular.

In 2025, Hue City has been honored to host the National Tourism Year with the theme “Hue - Ancient Capital, New Opportunities”. Promoting Vietnam's cultural values associated with Hue in the key European markets is an opportunity to introduce culture and tourist destinations; introduce programs and events during the National Tourism Year as well as outstanding tourism products and services, contributing to the promotion and development of tourism.

European countries are key source markets for visitors to Vietnam in general and Hue in particular. In 2024, Vietnam welcomed 279,000 French visitors, 89,000 Italian visitors, and 33,000 Swiss visitors. In the first quarter of 2025, approximately 102,000 French visitors, 31,000 Italian visitors, and 12,000 Swiss visitors came to Vietnam.