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| Tourists checking-in when experiencing Hue tourism |
Impressive numbers
According to the statistics, the number of tourists to Hue in the first 9 months witnessed an increase of nearly 63% compared to the same period of last year. In which, international tourists reached over 1.4 million arrivals, raising nearly 41%. The number of overnight stays reached over 1.93 million arrivals in the first 3 quarters. Tourism revenue recorded since the beginning of this year has reached over 9,640 billion VND.
Looking at the figures recently released by the General Statistics Office (Ministry of Finance) in the report on the socio-economic situation for the third quarter and the first 9 months of 2025, it is evident that the tourism sector has emerged as a remarkable highlight, affirming its role as a key driver of the economy. Thanks to favorable visa policies and strengthened promotional and marketing programs, Vietnam’s tourism industry has recorded exceptional growth. As for September, the number of international visitors to Vietnam reached about 1.5 million, an increase of 19.5% compared to the same period in 2024.
In the overall picture of tourism, Hue stands out as one of the bright spots, with a strong growth rate in visitor numbers this year. Not only has it attracted a large number of domestic tourists, but Hue’s tourism has also become increasingly appealing to international markets. The top 10 source markets for visitors to Hue in recent times include France, Italy, Spain, the United Kingdom, the United States, the Netherlands, Germany, Australia, Taiwan (China), and Japan.
According to Mr. Truong Thanh Minh, Director of Hue Center for Tourism Information and Promotion, many famtrip delegations from travel agencies and tourism enterprises around the world have come to survey Hue’s destinations and tourism products in 2025, notably from Australia and several European countries. Most of these groups highly praised Hue’s potential, strengths, and the appeal of its destinations and culture.
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| Foreign tourists experiencing tourism at Dong Ba Market |
In the phase of “home stretch”
The Government issued Resolution No. 226/NQ-CP on August 5, 2025, outlining growth targets for various sectors, industries, and localities, along with key tasks and solutions to ensure the national growth rate reaches 8.3-8.5% in 2025. Accordingly, the tourism industry has been assigned the important mission of achieving strong development, becoming a spearhead economic sector with diverse, high-quality products tailored to each season and key destination area.
At present, the tourism sector is entering the phase of “home stretch” to achieve the record targets of 25 million international visitors and 150 million domestic tourists in 2025, the highest figures ever. This is a highly challenging goal but also presents a great opportunity for Vietnam’s tourism industry to expand its global presence.
According to the Department of Tourism’s leadership, Hue is expected to welcome around 6 million visitors in 2025, with international tourists accounting for about 40%. Although the last three months of the year coincide with the rainy and stormy season, typically a low period for domestic tourism, this is also the beginning of the peak season for international visitors. Therefore, the city anticipates a breakthrough in growth from foreign tourist markets in the coming months.
According to Mr. Pham Van Thuy, Deputy Director General of the Vietnam National Administration of Tourism, since the beginning of the year, the Ministry of Culture, Sports and Tourism, together with the National Administration of Tourism, has advised and introduced several important policies, including Resolution No. 11 and Resolution No. 44 on visa exemptions for citizens of multiple countries, and Official Telegram No. 34 on promoting tourism development.
At the same time, the tourism sector has intensified its promotion and marketing efforts at various international events, such as ATF 2025 Forum and TRAVEX Fair in Malaysia, ITB Berlin 2025 Fair in Germany, and Vietnam Tourism Roadshow in 7 European countries as well as in South Korea, Japan, and India. Additionally, Vietnam has promoted its tourism through cinema at Cannes Film Festival.
Domestically, notable activities include the National Tourism Year - Hue 2025 and Vietnam International Travel Mart. Particularly, the “Vietnam - Go for Love” stimulus program has received strong support from the business community, introducing a wide range of new, high-quality, and reasonably priced products and services. All these initiatives present valuable opportunities to drive robust growth in the number of visitors.
In the last 3 months of the year, Hue will continue to host numerous events and activities within the framework of the 2025 National Tourism Year while further developing attractive tourism products to serve visitors. In addition, promotional and marketing efforts will be intensified, with deeper linkages not only with domestic enterprises but also with international partners. The local tourism sector will also continue to strengthen digital communication and online promotion on various platforms to bring Vietnam’s tourism image to a wider audience, particularly focusing on key and emerging markets.
Mr. Phan Trong Minh, Vice Chairman of Hue City Hotel Association and General Manager of Azerai La Residence Hue, stated that the Department of Tourism, the Tourism Association, and professional organizations such as the Hotel Association, Travel Association, and Tour Guide Association, along with industry partners, are closely coordinating efforts not only to promote and serve Hue’s tourism but also to develop numerous programs and action plans aimed at making Hue’s tourism products increasingly diverse and appealing.