In central Vietnam, the former imperial capital of Hue is reimagining its tourism industry, blending sustainable green projects with advanced digital technology to attract eco-conscious and tech-savvy travellers while preserving its rich cultural heritage.
The “Plastic-Reducing Tourism” push, launched in Thuy Bieu ward and now expanded to iconic sites like Thanh Toan tile-roofed bridge, Ngu My Thạnh – Con Toc, and Chuon lagoon, is gaining traction. They are becoming go-to zones for community-based tourism, drawing visitors eager to immerse themselves in local traditions.
Nguyen Thi Anh Ngoc, a local tour guide, said Thanh Toan tile bridge has seen the transformation firsthand. “Locals are more environmentally aware,” she said. “The river is cleaner, and standard waste bins make it easy for tourists to sort trash”. Simple yet engaging green tours here, popular with foreigners, offer authentic glimpses into Hue’s culture and people.
Hue offers unique tours like “Exploring fishing villages and kayaking on Tam Giang lagoon,” and “Green cycling to Gia Long Tomb” (Photo: VNA)
From A Luoi’s lush hills to the Tam Giang – Cau Hai lagoon, Ru Cha mangrove forests, and Phuoc Tich ancient village, Hue is sprucing up its natural and community hotspots. Unique tours like “A Net Zero Day in Hue”, “Exploring fishing villages and kayaking on Tam Giang lagoon,” and “Green cycling to Gia Long Tomb” are becoming exclusive products, hooking eco-conscious travellers with authentic vibes.
Hue is pioneering a bicycle-friendly model. Hundreds join “Ao dai cycling for the environment” in Hue in June 2024 (Photo: VNA)
Hue is pioneering a bicycle-friendly model, while expanding pedestrian zones, community cycling, and public electric vehicles. Digital innovations, including e-tickets, automated guides, Hue City Passport app, and 3D food maps, are levelling up the tourist experience without losing that cultural soul.
Nguyen Duc Huy, a Hanoi tourist, raved about the bike system along the Huong River. “With a QR code scan, exploring Hue is easy and affordable,” he said, noting how it complements the city’s serene and poetic charm.
The city is embracing technology to become a “smart” tourism destination. The municipal Department of Tourism has launched a multilingual guide app and an AI platform that creates custom travel plans. Plus, the Visithue portal, which is accessible on social media, is being upgraded to improve access to information.
At the Hue Imperial Citadel and other sites within the Complex of Hue Monuments, smart check-in stations provide real-time data on visitor numbers, enriching independent exploration.
Hue Monuments Conservation Centre, in collaboration with Phygital Labs, installs 17 check-in stations around the Hue Imperial Citadel to serve visitors exploring the former imperial capital (Photo: VNA)
Hai Van Quan exemplifies Hue’s digital success. Its nine check-in points have logged over 2,000 interactions, creating 200 memorable moments and boosting revenue while promoting cultural heritage through interactive technology.
Hai Van Quan draws visitors (Photo: VNA)
Hue is positioning itself as a creative heritage tourism hub, expanding its global reach through partnerships with Korean firms like NOL UNIVERSE and the Korea Association of Travel Agents (KATA). Promotional campaigns are underway in Europe and Southeast Asia, alongside plans for direct flights to the Republic of Korea (RoK).
Accelerating growth for breakthroughs
The Visit Vietnam Year 2025 is set to be a breakout moment for Hue. In the first half of the year, the city welcomed nearly 3.4 million visitors, representing a 70% annual increase. Over 1.2 million foreigners, mostly from France, the US, Germany, the UK, and the RoK, poured in, boosting tourism revenue to nearly 6.7 trillion VND (268 million USD), up 59% annually. These impressive growth figures highlight the local socio-economic development, affirming tourism as a spearhead economic sector.
A Hue delegation attends the 2025 Week of Vietnamese Tourism, Cuisine, and Handicraft Promotion in Milan, Italy (Photo: Hue Monuments Conservation Centre)
With an estimated 5.5 – 6 million visitors in 2025, Hue is chasing international markets in Europe, North America, Northeast Asia, and Oceania, which boast stable, high-spending tourists and growing demand for sophisticated services. A key highlight is Hue’s presence in cultural weeks in Europe, a traditional market and a gateway for spreading its images worldwide.
Illustrative photo: Opening ceremony of National Tourism Year – Hue 2025 (VNA)
While the international market helps Hue reach further, the domestic market remains a stable growth pillar. The new Phu Bai International Airport, completed expressways, and improved connections with other regional tourism hubs are making Hue more accessible. Green tourism programmes, festivals, and major events like the Hue Festival and the Visit Vietnam Year 2025 are expected to draw crowds, showcasing Hue’s vibrant culture, from royal festivals to traditional music and rural community experiences.
Hue is crafting a diverse tourism portfolio, encompassing health and wellness, MICE (meetings, incentives, conferences, and exhibitions), golf, spiritual and luxury retreats, and cultural industry tourism, with the Symphony Hue being a flagship offering. Brands such as “Hue – Capital of Cuisine,” “Hue – Capital of Vietnamese Ao Dai,” and “City of Festivals” are being meticulously planned to captivate tourists, investors, and global media.
Hue tourism sector prioritises experiential, smart promotion. Illustrative image: The product “De Do Khao Co Ky” (Imperial Archaeology Chronicles), a collectible blind box toy, allows buyers to experience archaeology by uncovering hidden treasures encased in plaster, just like a real archaeologist (VNA)
According to Director of the municipal Department of Tourism Tran Thi Hoai Tram, the city is determined to make a breakthrough in the latter half by developing key tourism products rooted in its cultural foundation, accelerating digital transformation, and prioritising smart management and promotions. Professional marketing activities are expanding markets and improving the quality of tourism resources.
Hue’s journey toward sustainable tourism is deliberate, distinctive, and steeped in identity, yet boldly modern. Through strategic investments, clear strategies and a commitment to green, culturally rich experiences, Hue is not only reviving its inherent values but also redefining its place on the global tourism map./.
