Hue is prioritizing economic restructuring tied to a deep, innovation-driven growth model, focusing on developing its advantageous service and tourism sectors by harnessing the value of its cultural and heritage assets.
2025: A Historic Year for Hue
2025 marks a significant milestone as Thua Thien-Hue transforms into a centrally governed city, unlocking new opportunities for development. This year is also pivotal as Hue hosts the National Tourism Year, promising robust growth for its tourism sector rooted in its unique cultural heritage.
Ancient Capital, New Experiences
Thua Thien-Hue remains one of the few places to preserve an extensive system of palaces, citadels, and opulent royal tombs. It is also the only locality in Vietnam—and Southeast Asia—with eight UNESCO-recognized cultural heritage sites across various categories.
Hue, often remembered as a tranquil, ancient imperial city, has recently undergone a transformative shift. By effectively tapping into its heritage, the province has created modern, engaging experiences to revitalize its tourism industry.
Key highlights of 2024 include the reopening of Kien Trung Palace during the Lunar New Year and Thai Hoa Palace in November after extensive restoration. The Hue International Art Festival Week 2024, primarily hosted at the Hue Imperial Citadel, attracted over 2,500 visitors, generating over VND 381.5 billion in ticket revenue.
Visitors to Hue’s heritage sites have been pleasantly surprised by innovative elements, including digital experiences integrated with NFC chip technology to enhance understanding of royal architecture and artifacts.
Tourism flourished in 2024 with year-round festivals under the Four Seasons Festival framework. Signature offerings like Hue – City of Festivals, Hue – Culinary Capital, and Hue – Capital of Ao Dai further solidified the city’s distinct tourism brand. Initiatives such as opening the Hai Van Gate to tourists and launching the Hue-Da Nang Heritage Train have also expanded tourism experiences.
Thua Thien-Hue actively promoted its image internationally, participating in promotional programs in the U.S. and Canada to attract investment and enhance tourism cooperation. Notably, Hue ranked among the Top 8 Most Affordable Tourist Destinations in Asia, according to Agoda.
Cultural Heritage: The Engine for Growth
Looking ahead, Hue will leverage its strengths in cultural and heritage tourism to achieve ambitious targets. Prioritizing high-value service industries, the province aims to position tourism as its flagship economic sector under the motto:
• Distinctive Products – Professional Services – Simplified Procedures – Competitive Prices – Clean, Beautiful Environment – Safe, Friendly Destinations.
The province will promote its heritage-driven tourism brand through slogans like:
• “Hue: Ancient Capital, New Experiences”
• “Hue: Home to Eight World Heritage Sites”
• “Hue: Capital of Festivals”
• “Hue: Culinary Capital”
• “Hue: Capital of Ao Dai”.
To sustain its momentum, Hue will expand heritage tourism while balancing preservation and development. The province seeks partnerships through public-private collaboration (PPP) to attract investments, ensuring sustainable use of heritage resources.
A Green and Smart Destination
Hue’s vision includes becoming a green destination. Initiatives like electric buses, cycling stations, and zero-plastic-waste tourism zones in Thuy Bieu have been implemented to align with the Green Tourism Program for 2023–2025.
By 2025, Thua Thien-Hue aims to attract 4.8–5 million visitors, with domestic tourists making up 55–60%, and generate VND 68 trillion in tourism revenue.
Key Solutions for Growth
1. Enhanced Connectivity: Develop direct flights to Quang Ninh, Hai Phong, Can Tho, Nha Trang, Quy Nhon, Phu Quoc, and international markets like Thailand, Japan, and South Korea.
2. Diverse Offerings: Focus on sea, lagoon, community-based tourism, culinary, cultural, and wellness tourism.
3. Smart Tourism: Digital transformation for smart management, data systems, and enhanced visitor experiences.
4. Infrastructure Development: Accelerate investments in key projects like Laguna Casino and Minh Vien Lang Co International Resort.
5. Human Resource Development: Address skill gaps through tourism training and support businesses in overcoming challenges.
With strategic direction, Hue’s harmonious development of cultural heritage and tourism promises to position it as a leading green, sustainable, and culturally rich destination.
