CategoriesNews By Ánh Ngọc Trương

Brand positioning and destination promotion of Hue in Europe

In addition to other potential markets, the tourism sector of the ancient capital is intensifying efforts in promotion, branding, and positioning Hue in European countries. Through a variety of unique programs and activities, Hue’s tourism industry hopes to see strong growth in visitor numbers from this key market in the near future.

Promoting and introducing information about Hue’s destinations and tourism products in Poland. Photo: Department of Tourism

Various unique and outstanding activities

On a day in June, in the historic center of Warsaw, Poland, as part of the Vietnam tourism promotion program organized by the Vietnam National Authority of Tourism, many visitors showed great interest in the charm of Vietnam’s ancient capital. With a display space rich in Hue’s cultural identity and a range of standout activities, the delegation from Hue City People’s Committee, together with the Vietnam tourism sector, introduced visitors to the city’s famous heritage sites and must-visit destinations. They also showcased video clips highlighting Hue’s distinctive intangible cultural heritage, such as the Royal Court Music, “Hue – The Capital of Ao dai”, and “Hue – The Culinary Capital”.

Many members of the delegation wore traditional ao dai, adding a distinctive touch to the tourism promotion space of this attractive destination. This highlight drew the fascinated attention of many international visitors.

According to the leader of the Department of Tourism, the tourism promotion activities in Poland were part of a series of promotional programs held in three European countries from June 22 to July 2, including Poland, the Czech Republic, and Germany. The program was organized by the Ministry of Culture, Sports and Tourism with the support and coordination of various units and localities, including Hue City People’s Committee. Although these three countries represent markets with different tourism preferences, a common trend among travelers from all three is their strong willingness to spend on international travel, particularly on tourism products that combine cultural experiences with leisure and relaxation.

Hue impression in the art program commemorating the 75th anniversary of the establishment of diplomatic relations between Viet Nam and Ba Lan (1950-2025). Photo: Department of Tourism

According to the Vietnam National Authority of Tourism, in 2024, there were 51,000 Polish visitors to Vietnam, a 25% increase compared to 2019. In the first five months of 2025 alone, nearly 37,000 Polish tourists visited Vietnam, marking a 44.5% increase over the same period in 2024. This growth has elevated Poland to the 6th position among European tourist markets for Vietnam. As for Germany, this European country has consistently ranked among the top 15 largest source markets for Vietnamese tourism and is one of the top five European markets (only after Russia, the UK, and France). In 2024, Vietnam welcomed nearly 250,000 German visitors, and in the first five months of 2025, the number reached nearly 140,000. Regarding the Czech Republic, Vietnam received more than 25,800 visitors from this country in 2024, a 39% increase compared to 2019. Many experts predict that this is a promising market for Vietnam’s tourism industry. Regarding Czech, in 2024, Viet Nam received more than 25,800 visitors from this country, marking a 39% growth compared to 2019. Many experts forecast that this is a highly potential market for Vietnam’s tourism industry.

To make a lasting impression on international businesses and tourists, a series of well-researched and professionally designed tourism promotion activities have been organized. These include the exhibition “Colors of Vietnamese Culture”, culinary showcases, and B2B conferences held at major cultural and commercial centers in Prague (Czech Republic) and Munich (Germany).

According to Ms. Tran Thi Hoai Tram, Director of the Department of Tourism, one of the highlights is the elegant and vivid portrayal of Hue through the image of ao dai set against a backdrop of cultural heritage. Traditional Hue folk melodies, infused with modern musical arrangements, also create a deep cultural impression on international audiences. These unique features once again help position Vietnam’s tourism brand, especially that of Hue, as a sustainable and appealing destination on the travel map for visitors from these promising markets.

Affirming the brand name of Hue tourism

The series of tourism promotion activities in Poland, the Czech Republic, and Germany marks the second promotional campaign in Europe this year that Hue has participated in. Previously, from May 4 to 13, Hue City also took part in promotional events in Italy, Switzerland, and France, as part of a campaign organized in collaboration between the Vietnam National Authority of Tourism, Hue City People’s Committee, and related agencies.

Promoting Hue’s culture and cuisine at the tourism promotion program in Italy. Photo: Department of Tourism

Ms. Tran Thi Hoai Tram, Director of the Department of Tourism, shared that in 2025, Hue has been entrusted with hosting the National Tourism Year under the theme “Hue – Ancient Capital, New Opportunity”. With a wide range of unique and vibrant activities planned, this presents a valuable opportunity to strengthen Hue’s tourism brand and promote the destination to international businesses and travelers.

European countries are key markets for Vietnam in general, and for Hue in particular. Being a home to 8 UNESCO-recognized world heritage sites, abundant tourism resources, hundreds of folk and royal festivals, and a unique culinary culture, Hue has become a favorite destination for travelers from around the world. However, due to the geographical distance and limited access to tourism information, many European tourists may still be unaware of what Hue has to offer. Therefore, it is essential to strengthen tourism promotion efforts and effectively deliver information to potential visitors in European countries. These promotional activities will also help boost future visitor exchanges, especially as tourists from Poland and the Czech Republic are now eligible for conditional visa exemptions to Vietnam under Government Resolution No. 11/NQ-CP, and German tourists enjoy visa exemption under Government Resolution No. 44/NQ-CP. These efforts align with the effective implementation of the 2025 Tourism Stimulus Program.

According to representatives from the tourism sector, through promotional and marketing programs, Hue City People’s Committee and the tourism industry have created opportunities for government agencies and tourism service businesses to access and understand the characteristics and development trends of the market. These programs also serve to introduce Hue’s distinctive tourism products and services to international travel businesses participating in the events, while expanding business cooperation with partners in the European market.

Source: Hue News – news.huengaynay.vn- Jul 05, 2025

CategoriesStimulus Program By Ánh Ngọc Trương

Opening of the Vietnamese Garden at the Asia and Pacific Museum in Poland

(TITC) – On 24th June (local time), within the framework of the Vietnam Culture and Tourism Week in Poland, Mr. Ho An Phong, Deputy Minister of Culture, Sports and Tourism attended the inauguration ceremony of the Vietnamese Garden, a unique cultural space newly established on the grounds of the Asia and Pacific Museum. This museum is one of the most prestigious and well-known institutions specializing in Eurasian culture in Europe.

Ribbon-Cutting Ceremony for the Opening of the Vietnamese Garden at the Asia and Pacific Museum

The Vietnamese Garden presents a distinctive Vietnamese cultural space to the Polish and international public, contributing to the promotion of Vietnam’s image within an international museum setting. It is a harmonious blend of culture, art, and landscape architecture, helping to build the image of a humanistic, friendly, and culturally rich Vietnam, while enhancing the country’s presence on the cultural map of Poland and Europe.

Speaking at the ceremony, MOCST’s Deputy Minister Ho An Phong stated:

“We highly value the significance of establishing this garden, not merely as a landscape project, but as a vivid symbol of the identity, cultural depth, and spirit of the Vietnamese people. The bamboo groves, garden hedges, narrow paths, and traditional materials evoke memories of our homeland, and they also share with the world meaningful stories about the people and the land of Vietnam.”

Leaders and delegates taking photo by the Vietnamese Garden at the Asia and Pacific Museum

The inauguration of the Vietnamese Garden is also a meaningful highlight in the series of activities during the Vietnam Culture and Tourism Week in Poland to commemorate the 75th anniversary of diplomatic relations between the two countries.

The Vietnamese Garden, along with other remarkable Vietnamese artefact collections at the Museum, contributes to creating a rich and captivating Vietnamese cultural space for the Polish audience and international visitors.

The Asia and Pacific Museum, established in 1973, is the only museum in Poland and one of the few in Europe dedicated to the culture, art, and daily life of countries across Asia and the Pacific region.

Currently, the museum houses around 25,000 artifacts from over 40 countries, including items related to beliefs, fine arts, handicrafts, costumes, musical instruments, and daily tools. Vietnam is among the countries with a large and prominent collection, including traditional opera masks, ethnic musical instruments, traditional costumes, Buddha statues, and folk paintings…

In addition to permanent exhibitions, the museum regularly organizes thematic exhibitions, art performances, seminars, and various cultural exchange and educational activities in collaboration with communities and diplomatic missions.

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CategoriesStimulus Program By Ánh Ngọc Trương

MOCST organizes Vietnam Culture and Tourism Festival in Poland

(TITC) – On 22nd June, the opening ceremony of the Vietnam Culture and Tourism Festival took place at the centre of Warsaw Old Town, Poland. The event is part of a series of activities during a working trip to three European countries by leadership of the Ministry of Culture, Sports and Tourism (MOCST), to promote cultural diplomacy and tourism of Vietnam, and stimulating travel demand from Vietnam’s traditional tourist markets.

Ribbon-Cutting Ceremony to open the Vietnam Culture and Tourism Festival in Poland

Attending the ceremony were Mr. Ho An Phong, MOCST’s Deputy Minister; Mr. Ha Hoang Hai, Ambassador Extraordinary and Plenipotentiary of Vietnam to the Republic of Poland and concurrently to Lithuania; Mr. Ha Van Sieu, Vice Chairman of the Vietnam National Authority of Tourism; leaders of MOCST’s departments; representatives of the People’s Committee of Hue City and relevant local authorities; along with a large number of international guests.

Within the framework of the festival, numerous cultural programs took place, including the Vietnamese cuisine showcase, featuring signature dishes such as pho, nem ran (fried spring rolls), and Vietnamese iced milk coffee, which attracted a large number of delegates and guests to visit, experience, and enjoy. Delegates, locals, and visitors were also treated to traditional art performances by artists from the Vietnam National Music, Song and Dance Theatre.

VNAT’s Vice Chairman Ha Van Sieu at the Hue City’s tourism promotional booth

The Ministry of Culture, Sports and Tourism also set up a Vietnam tourism exhibition space, with an area displaying promotional videos on Vietnam’s tourism and its local destinations. Additionally, various booths distributed publications, souvenirs, promotional items, and provided information exchange. Visitors showed great interest in the area showcasing tourism products from Vietnamese businesses, as well as displays of Vietnamese agricultural products.

A particularly exciting element was the enthusiastic participation in mini game contests, including photo and video clip competitions about the festival. Prizes included:

– Two round-trip Europe-Vietnam air tickets (sponsored by Vietnam Airlines)

One all-inclusive 12-day “Vietnam’s Green Journey” tour (sponsored by LUX Group)

– Travel vouchers (sponsored by Vietravel)

– Travel and hotel program vouchers (sponsored by Hanoitourist)

– Hotel vouchers (sponsored by Alba Thanh Tan Resort)

The event was held in the open-air setting of Warsaw’s historic Old Town, attracting a large number of international visitors

The event was held in the open-air setting of Warsaw’s historic Old Town, attracting a large number of delegates, guests, and international visitors. The diverse and engaging activities closely linked to Vietnam’s unique culture, art, cuisine, and tourism left a strong impression and drew many attendees to participate and experience. As a result, the image of a friendly and attractive Vietnam with its rich cultural heritage was effectively introduced to the Polish public, contributing to increased interest and future visits from Polish tourists.

According to Resolution 11/NQ-CP by the Government of Vietnam, Poland is one of three European countries eligible for visa exemption with a maximum temporary stay of up to 45 days for tourism purposes, under programs organized by Vietnamese international travel service providers. This policy is effective from 01 March to 31 December 2025.

The Vietnamese cuisine showcase area attracted significant interest from international visitors

In terms of tourist exchange, in 2023, Vietnam welcomed over 34,000 Polish visitor arrivals, recovering to 98% of 2019 levels. In 2024, the number rose to over 51,000, an increase of 25% compared to 2019. In the first five months of 2025, nearly 37,000 Polish tourist arrivals visited Vietnam, up 44.5% year-on-year. Poland currently ranks 6th among European markets sending tourists to Vietnam.

Year 2024 marks a strong expansion phase for outbound tourism from Poland, with significant increases in both the number of trips and tourism spendings. Data shows Polish travelers made approximately 14.6 million international trips in 2024, with estimated spending at USD 10.4 billion. In addition to traditional European destinations, Polish tourists are showing growing interest in farther destinations across Asia. With its rapid growth, the Polish outbound travel market is becoming increasingly important. The visa exemption policy under Resolution 11 provides a valuable opportunity for Vietnamese destinations and tourism businesses to connect, collaborate, and attract more Polish visitors in the near future.

Exhibition Area of Vietnamese Agricultural Products

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