Shopping has become one of the drives for the trips of many tourists. Together with traditional markets in Hue, the establishment of Aeon Mall Hue will promote the growth of shopping tourism and encourage travel businesses to incorporate shopping into their tours for visitors.

In the bright picture of Vietnam’s tourism which has made a strong recovery after the COVID-19 pandemic, Hue tourism shows positive signs in terms of strong growth in the number of international visitors and expanding the market of international tourists.

Making significant strides in green production and business, the business community in the province has left strong marks on the “race track” towards achieving the goals of green growth and sustainable development.

Vietnam is preparing to enter the peak season for international tourists. Based on the strong growth rate of the tourism industry in the early months of 2024, the provincial tourism sector is implementing many solutions to prepare for the anticipated influx of foreign visitors.

Vietnam's tourism industry targets 18 million international visitors in 2024, matching the “golden” record of 2019. Thua Thien Hue is a province that has a thriving tourism industry. To accelerate Vietnamese tourism growth, Ancient Capital tourism should leverage favorable conditions, particularly cooperation with other countries, to promote the exchange of tourists.

Strong growth in the number of international visitors, as well as recognition from the press and the world’s leading prestigious tourism organizations, open up opportunities for Hue to put a spotlight on its tourism. It is expected that there will be bright colors on the big picture of Hue tourism in 2024 and the following years.

For the 3rd time in a row, Hue City won the ASEAN Clean Tourism City Award - an opportunity for Hue's tourism sector to effectively market its tourism business activities. With many solutions adopted by the province, maintaining the clean tourism city brand is also synonymous with strong growth in harmony with sustainable criteria.

The first international flight of the year 2024 just landed at Phu Bai International Airport on January 10th, carrying 226 Korean passengers who have come to visit and experience Hue.

Green growth and sustainable development are the most talked-about topics since the COP26 conference, where Vietnam committed to the international community to achieve net-zero emissions by 2050. Since then, the story of attracting investment towards "greening" has gained even more attention.

In 2023, tourism activities in the area of Hue City have recovered and shown good growth. The number of tourists visiting Hue has increased significantly, especially international tourists, leading to a substantial rise in the overall retail sales of goods and services. This contributed to Hue City achieving and surpassing all 12 economic and social targets for the year.

On the afternoon of September 22, within the framework of the Hue Innovation Day 2023 Forum, the Vietnam National Institute of Culture and Arts Studies collaborated with the Thua Thien Hue Institute for Development Studies to organize a scientific workshop entitled “Thua Thien Hue - A distinctive cultural heritage city of Vietnam, sustainable development through green growth, and adaptation to climate change.”