Transforming through the National Tourism Year

From the National Tourism Year, Hue has gained significant experience in organizing large-scale events and chains of activities. Photo: Tran Thien

Beyond the numbers

In late October, returning to Hue amidst the vibrant atmosphere of a golf tourism event, Mr. Ho An Phong, Deputy Minister of Culture, Sports and Tourism noted that Vietnamese tourism is entering an impressive growth phase. For Hue, the National Tourism Year 2025 is not just about the number of visitors or revenue; it is a journey to elevate the image of the Ancient Capital on regional tourism map. Crucially, the National Tourism Year has created significant value, driving Hue's tourism forward and creating momentum for stronger breakthroughs.

Beyond reaching the highest-ever target of 5.5 - 6 million visitors per year, the spillover effect on the destination's reputation is even more significant. In 2025, groups of international KOLs visited Hue to survey tours and tourism products. The poetic beauty of the Huong River, the ancient fortress system, as well as the culture and lifestyle of Hue people were shared by these influencers themselves, opening new promotional channels for the city’s destinations.

According to experts, a well-planned promotional campaign is a systematic step toward positioning the brand “Hue - A heritage city, a green and attractive destination”. This year also marks the time when Hue continues to bring its “essence” to the world through promotion programs in Poland, Germany, the Czech Republic, France, Italy, and Switzerland, etc. Mr. Do Ngoc Co, Chairman of Hue Travel Association, believed that direct introductions to international partners allow businesses to be more proactive, opening doors to markets that Hue had not previously explored deeply.

Many festivals will be developed into regular tourism products. Photo: Dinh Hoang

From the management perspective, Ms. Tran Thi Hoai Tram, Director of the Department of Tourism, added that while growth figures are precious, what is “even more precious” are the lessons in professional organization, synchronous coordination between businesses, management agencies, and the community, as well as the connection with ministries, sectors, and localities. This is the foundation for Hue to confidently step into a long-term path.

Perhaps the deepest “gain” lies in the balance: maintaining a modern Hue that still holds its ancient soul, and being innovative without losing its identity. This spirit is reflected not only in the theme “Hue - Ancient Capital, new opportunities”, but also in the shift in mindset - from a heritage-rich destination to a competitive, vibrant, and experience-rich destination.

New pathways from the desire for change

Since the Complex of Hue Monuments was recognized by UNESCO as a World Cultural Heritage site in 1993, Hue has always been a top destination for domestic and international visitors. However, after more than 30 years, Hue's tourism growth rate remained modest compared to neighboring localities. The COVID-19 pandemic caused growth to stall; tourism products relied heavily on heritage, lacked supporting services, and had not effectively tapped into new markets.

The National Tourism Year - Hue 2025 became an opportunity for self-reflection, addressing bottlenecks, and shaping a new strategy. According to Mr. Dinh Manh Thang, Vice Chairman of Vietnam Tourism Association, and Chairman of Hue City Tourism Association, for sustainable development, Hue must solve the challenges of diversifying products, attracting investment, and improving service quality.

A series of modern tourism trends have been integrated into the planning: festival tourism, night art shows, major music events, exploring the depth of Hue Festival, and positioning the city as “The capital of ao dai”, and “The capital of gastronomy”, as well as developing cultural products from heritage... Live performances, ao dai shows, royal arts, and royal court music… are being oriented to become regular and year-round products rather than being confined to festival seasons.

According to Ms. Duong Thi Cong Ly, Vice Chairwoman of Hue Travel Association, travel agencies have quickly adapted to these directions by building new products: wellness services, golf, and music tourism linked to national-scale concerts,… targeting the mid-to-high-end visitor segments.

The effect of the National Tourism Year has also attracted investors in the service and entertainment sectors. In 2025, several key projects commenced and put into operation, providing a strong boost to tourism infrastructure. A number of international brands are also “preparing” to enter Hue market, signaling a period of vibrant competition.

Simultaneously, airlines are reopening and launching new international routes connecting Hue with China and the Republic of Korea, the markets that contributed significantly before the pandemic. This is not only a positive signal, but also a “gateway” for Hue to return strongly to Asian tourism map.

The National Tourism Year - Hue 2025 has come to a close, but its resonance continues to spread through a mindset that dares to change, and to step out of the “comfort zone” of a heritage city, with the aspiration to enter a phase of stronger, more sustainable growth, worthy of a land possessing rich layers of history and culture.