Nowadays, visitors have increasingly high demands for service quality and experiences. They desire to experience the daily lives, activities, and occupations of the locals in the most authentic way possible to better understand the culture and people of the places they visit.

The intense competition among domestic tourism destinations and the increasing demand of visitors require further investment in infrastructure and modernization of destinations, including high-end infrastructure and accommodation services.

On November 30, the Provincial Department of Tourism, in collaboration with Hue Railway Branch and Hong Ha International Travel Company (Lao Cai), organized a welcoming program for a group of visitors from China, arriving in Hue via a charter train on a nationwide tour.

In 2024, there has been six individuals who donated artifacts, and nine establishments and individuals involved in producing traditional Hue handicrafts supported the Thua Thien Hue Museum of History in its exhibition and display efforts to promote Hue’s cultural heritage to the public and visitors.

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.

Combining history and modern technology, Hai Van Frontier Post (Hai Van Quan) relic is offering visitors a novel exploration experience.

With the theme "Ancient Capital - New Experiences," the Provincial Travel Association has organized several fam trips for travel companies across the country to survey tour routes and attractions, integrating them into tour programs for promotion to tourists

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.

Thua Thien Hue, along with Da Nang and Quang Nam, are strengthening cooperation to boost tourism between Vietnam and Australia, particularly by connecting the Australian tourist market with Central Vietnam. By enhancing promotion and advertising of the “Amazing Central Vietnam Heritage” tourism brand in Australia, the goal is to attract visitors from this significant potential market to Central Vietnam in general, and to Hue in particular.

On the morning of September 16, AEON MALL Hue officially opened to serve customers.

A Biah Hill, a.k.a Hamburger Hill, or Hill 937 is one of two historical destinations in the A Luoi highlands. The higher you climb towards the top of the hill, the narrower and more desolate the road becomes. Yet, this place still has a strange attraction for tourists, especially veterans from both within and outside the country. Many elderly visitors have to cut trees to make walking sticks, conquering more than 850 steps over 1.5km long to reach the summit.

During the first two days of the National Day holiday (September 2nd), Hue Ancient Capital welcomed thousands of tourist arrivals. Currently, tourist destinations in Thua Thien Hue, especially the relics belonging to the Complex of Hue Monuments, continue to be bustling with visitors.

Recently, a form of promotion that the tourism industry has focused on deploying is organizing famtrip groups to promote to key markets.

According to the statistics from the Department of Tourism in the first 2 months of the year, the rate of visitors to Hue only accounts for about 5 to 10%, the rest is in the form of self-planned tours.

A major change in the way festivals are organized in Hue will be a series of folk festivals, royal festivals and new festivals with quality and scale commensurate with the potential and cultural characteristics of the city into "Four Seasons Festival",