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| Visitors came to visit Hue Imperial Citadel |
Steady arrivals
Based on advance tour bookings from partners for October and November this year, Mr. Tran Quang Hao, Director of Hue Investment and Tourism Services Joint Stock Company (Huetourist), said that the number of international visitors to Hue this year remains relatively stable and promising. “Since September, we have received tour bookings for the final months of the year from partners and international tour groups. For independent travelers, last-minute bookings are likely to be more common. These are positive signs,” said Mr. Hao.
The peak season for international visitors in Hue runs from late October to around April of the following year. According to market surveys conducted by travel businesses, traditional markets in Europe, Southeast Asia, and Northeast Asia continue to account for a large proportion of international visitors to Hue this year; in which, France, Germany, the UK, Italy, Spain, and Malaysia… are expected to remain key markets.
Mr. Tran Xuan Nam, Director of Restour Co. Ltd., said that although there has been no ‘boom’ in international arrivals in the last months of the year, the international visitor market in Hue has shown fairly positive signs through the company’s work with international partners. The company in Hue has also been receiving regular tour bookings since the beginning of the year.
The Philippines is one of the markets expected to have further room for growth. According to Mr. Tran Quang Hao, after Danang City launched a new flight route from Manila, Philippines, on March 20, 2026, the number of Filipino visitors traveling to Da Nang and continuing on to Hue has also risen. “Filipino visitors are interested in spiritual tourism, often travel in small groups, and highly evaluate destinations in Hue,” said Mr. Hao.
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| Visitors entered Hue Imperial Citadel |
This year, Hue’s tourism sector has organized many tourism promotional activities in South Korea, while also connecting with and hosting familiarization trips for travel agents and media from Australia, Thailand, and Myanmar, etc. These markets are expected to create opportunities for growth in visitor numbers for Hue tourism.
Improving service quality
Most international visitors to Hue are interested in heritage tourism. Travel businesses are therefore focusing on developing and promoting products in this segment. At the same time, visitors are increasingly seeking in-depth experiences, discovering new destinations, and learning about distinctive local culture.
Mr. Le Dinh Huy, Director of Le Gia Travel Co. Ltd., said that visitors are also interested in community-based tourism, traditional craft villages, and ecological and cultural experiences at the destinations. For this reason, travel businesses are reviewing their products, and working with destinations to design products, refresh itineraries, and add experiences tailored to the needs of each group of visitors.
Alongside refreshing tourism products, the businesses are also focusing on improving service quality to better meet the needs of international visitors. This includes building a team of tour guides with foreign-language skills, and a strong understanding of local culture and history, as well as providing more multilingual information at destinations. The tourism sector is also working to improve the quality of accommodation, transportation, and dining services.
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| International visitors at Thien Mu Pagoda |
Mr. Ho Dang Xuan Lan, Chairman of the City Hotel Association, said that accommodation is an indispensable part of a visitor’s journey. Ahead of the international visitor season, accommodation establishments are focusing on upgrading their facilities and providing further training for staff in reception, housekeeping, restaurants...
To retain international visitors and increase their spending, Hue’s tourism sector is promoting stronger links among businesses across the tourism service supply chain while strengthening connections with other localities in the region. The development of multi-destination tour programs, linking the Central region’s heritage sites with resorts, as well as ecological and cultural experiences, is expected to help extend visitors’ stay.
Rail travel products are also being added to visitors’ itineraries. Mr. Luong Xuan Thuong, Director of Dong Hoi Railway Transport Branch - Vietnam National Railway Group (the unit that manages the heritage train), said that alongside the Hue - Danang heritage train, the Hue - Phong Nha (Quang Tri) heritage train, launched in late August, has also become a popular experience among visitors.
The railway sector is continuing to improve service quality and roll out attractive programs through the end of 2026 to stimulate tourism demand, while promoting its products to domestic and international visitors to Hue.