For Hue Ancient Capital, Ao dai is a unique cultural heritage that has been formed, developed, and existed for over 300 years. In recent years, Thua Thien Hue has launched and promoted the revival of the traditional ao dai (including both male and female versions) in connection with the implementation of “Hue - The capital of Ao dai Vietnam” project. Ao dai has been integrated into daily life, cultural festivals, sports events, and flag-raising ceremonies in offices.

Thua Thien Hue is a leading locality in organizing the contemporary form of national and international festivals. After more than 24 years of existence and development, the Hue Festival has become a noteworthy event in the system of festivals worldwide.

Alongside the festive atmosphere of the 2024 festivals taking place in the province, the People's Committee of Hue City organizes Hue Traditional Food Week 2024 with the theme “Hue Cuisine with all Localities” at Thuong Bac Park, Tran Hung Dao street, Dong Ba ward.

With an average room rate of 43 USD, Hue ranks third in the top 8 cities with the best hotel room rates in Asia in April and May, the time of many festivals and holidays in countries.

Since 2022, the Hue Festival has been developed with a four-season orientation through a series of continuous events and festivals throughout the year, making the most of unique cultural - geographical - historical factors from royal festivals, folk festivals, religious festivals, etc.

Landscapes, festivals, cultural activities, and beliefs of ASEAN countries through the art of photography are introduced to the Hue public through the exhibition named “Culture and arts of ASEAN countries - 2023”.

“Digital transformation, new technologies to support preservation and festivals” was the theme of the Conference on Connecting Reality and Digital in Thua Thien Hue Province. The event was jointly organized by Hue Monuments Conservation Center, Vietnam Association for Information Processing, and Hue Center for Information and Technology (HueCIT) on October 12th. This conference was one of the practical initiatives in celebration of National Digital Transformation Day.

The Autumn and Winter Festivals within the framework of Hue Festival 2023 will focus on creating diversity and distinctiveness for several main programs. The programs and activities will be evenly distributed from now until the end of December 2023, aligned with the characteristics of each season and the weather elements of the Ancient Capital.

After two previous festivals in 2018 (themed "The Legend of a Flower") and 2022 (themed "Lotus - Essence of Heaven and Earth"), the Hue Lotus Festival 2023 with the theme "Lotus Beautifies Hue" will be held at Tinh Tam Lake for three days, from June 23rd to June 25th.

Participating in the festival, Hue tourism industry focused on promoting its events and festivals of this year; especially the Hue Traditional Craft Festival 2023 and a series of activities to celebrate the 30th anniversary of the Complex of Hue Monuments and the 20th anniversary of Hue Royal Court Music recognized as the world’s cultural intangible heritage.