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

CategoriesNews By Ánh Ngọc Trương

China – ASEAN Cultural Exchange Program officially kicks off

On June 29, a cultural exchange activity between Hue City and the cultural tourism delegation of Nanning (Nam Ninh) City (China) took place at Duyen Thi Duong Theater. This event marked the beginning of China – ASEAN cultural exchange program 2025 in Vietnam.

An art performance of Nanning City (China)

Attending the event were Mr. Ha Vy, Chinese Ambassador to Vietnam; Ms. Dong Bich Du, Consul General of China in Da Nang City; Mr. Truong Duc Son, Director of Chinese Cultural Center in Hanoi; Ms. Wang Xuan Mai, Deputy Director of Nanning Municipal Bureau of Culture, Radio, Television and Tourism, and Mr. Phuong Ninh, Director of Nam Ninh Institute of Ethnic Art and Culture Research.

In the delegation of Hue City, attending the event were Mr. Nguyen Thai Binh, Standing member of the City Party Committee and Permanent Vice Chairman of Hue City People’s Committee; Ms. Nguyen Thi Ai Van, Chairwoman of Vietnam Fatherland Front Committee of the City; along with leaders of relevant departments and agencies.

In the space of the Duyet Thi Duong Theatre, guests enjoyed an artistic exchange between Hue City and Nanning City, featuring impressive and unique performances of Nha Nhac, the Vietnamese Court Music of the Nguyen Dynasty. Furthermore, they also got the chance to enjoy the characteristic traditional art performances of Nanning, Quang Tay Province (China).

This is a series of activities that Nanning City brings to local theaters and universities across Vietnam to organize stage exhibitions, artistic exchange performances, intangible cultural heritage exhibitions and promote cultural and tourism cooperation between China and Vietnam. This event also marks the opening of China – ASEAN Cultural Exchange Program 2025 in Vietnam.

China – ASEAN Cultural Exchange Program 2025 in Vietnam is a meaningful event held to commemorate the 75th anniversary of the establishment of diplomatic relations between China and Vietnam this year. It also serves as a contribution to the National Tourism Year 2025, which is being hosted by Hue City. The program aims to enhance mutual understanding and strengthen cultural and tourism ties between officials and citizens of Hue City and Nanning City. It also contributes significantly to promoting the traditional friendship between China and Vietnam.

The leaders of Hue City expressed their belief that this visit and working trip of Nanning City delegation would further deepen the friendship, understanding, and cooperation between the two localities and between the two nations in the fields of culture and arts. They hoped that the friendship between the peoples of China and Vietnam would remain ever-green and enduring, and the comprehensive cooperative relationship between Hue City and Nanning City would soon be established and developed.

Source: Hue News – news.huengaynay.vn- Jun 30, 2025

CategoriesNews By Ánh Ngọc Trương

Ao Dai and Music shine by the Perfume River

The “Ao Dai and Music” art show, held on the stage along the banks of the Perfume River on the evening of June 20th, marked the closing of the 2025 Hue Community Ao Dai Week. The event unfolded in a space rich in identity, emotion, and deep affection for Ao dai Vietnam.

The “Ao Dai and Music” art show on the stage along the banks of the Perfume River

“Ao Dai and Music” took place in a dreamy riverside setting, right in front of Quoc Hoc – Hue High School for the Gifted, a rendezvous point for lovers of art and traditional attire. The show was jointly organized by Hue Monuments Conservation Center and Hue Royal Traditional Art Theater. It left a lasting impression on thousands in attendance and wrapped up the journey of the 2025 Hue Community Ao Dai Week – a highlight of both Hue Festival and National Tourism Year.

The show was elaborately choreographed, blended music and fashion, presenting a vibrant image of the evolution of Ao dai and its spread in the flow of Vietnamese culture. From romantic songs by Pham Duy, Trinh Cong Son, Cung Tien, Hoang Thi Tho… to dramatic acts, dances, and ao dai collections. Everything fused together to recount the ao dai’s journey attached to the Vietnamese soul across generations.

Opening the program was the musical performance “Tuoi Ngoc”, a nostalgic piece by Pham Duy, a composer, staged by artists from Hue Royal Traditional Art Theater, Unity dance troupe, and the young models of Hana Modelkids. The lyrics “xin cho em nhieu them nhung chuyen xe em dem” (“may I have more gentle rides”) carried the audience back to a sweet and innocent childhood.

Performances were elaborately staged, blending music and fashion

Interwoven throughout the show were ao dai collections from renowned Hue-based designers. Each collection carried a message and expressed a unique cultural, historical, and emotional aspect of Hue.

Viet Bao, a designer, presented a collection inspired by royal motifs – a crystallization of traditional aesthetic ideals. Ceramic patterns, architectural elements, and antiques were harmoniously arranged on silk, creating gentle yet evocative ao dai like a whisper from the past:

“Diu dang la diu dang oi, buoc di cham cham doi toi sang mua…”

(“Gentle, oh gentle one, do walk slowly, and wait for me…”)

Doan Trang, another designer, introduced a bridal ao dai collection – symbolizing the sacred bonds on a couple’s big day. Pairs of models in traditional wedding attire evoked familiar images of faithful, tender, and enduring Vietnamese love.

Following were colorful collections: “Non Nuoc Sac Son” (“Beloved Nation”) by the designer Nhu Nguyen; “Co Phuc” (“Ancient Dress”) by Quang Hoa, embodying the spirit of “ancient royal grace”; and “Hue Tinh Khoi” (“Pure Hue”) by Tran Thien Khanh, affirming that ao dai is not only a traditional symbol but also a modern, practical garment that enhances the beauty and confidence of Vietnamese women today.

Models presenting an ao dai collection inspired by royal patterns by Viet Bao

Minh Thao, a student at Hue University of Arts, shared after the show: “I felt so proud. Ao dai isn’t just tradition, it’s a fashion icon that stands alongside major global cultures. Today’s designs both honored the past and made us feel close, like something we’d want to wear every day”.

Music was an essential part of the event. The song “Co Nu Sinh Dong Khanh” (“The female student of Dong Khanh High School”) echoed alongside a scene of schoolgirls in white ao dai walking their bicycles after class, moving the audience with simple moments etched deep in the memories of many generations. “Ha Trang” (“White Summer”) by Trinh Cong Son, a son of Hue, was reenacted with flowing ao dai catching all the summer light. The lyrics “Ao xua du nhau cung xin bac dau goi mai ten nhau” (“Even if our old ao dai is worn, let us call each other’s names until our hair turns white”) recalled steadfast love. 

The show also featured royal court music pieces “Kim Tien, Xuan Phong, Long Ho”, performed by Mai Nga, a zither artist, and a group of models, transporting viewers back to the golden age of the former capital.

The song “Ao Dai Oi”, already familiar to the 90s generation, was performed in a lively and closely segment, where the ao dai appeared in everyday life, in street corners and daily moments.

The program concluded with “Ao Dai Viet Nam”, against a glowing backdrop of lights, with flowing ao dai “danced” beside the Perfume River, a heartfelt farewell to the inspiring 2025 Hue Community Ao Dai Week.

Thousands of audience members enjoying the performance

According to the organizers, this year’s Ao Dai Week featured 15 diverse activities: from the opening ceremony, traditional tailoring exhibitions, the “Ao Dai Passing down the Streets” cycling parade, the “Ao Dai Back to the Roots” journey, artistic programs, school forums, to a tribute ceremony for Nguyen Dynasty lords closely tied to the history of ao dai’s formation and development. 

Ever since Lord Nguyen Phuc Khoat issued an edict on attire in Dang Trong (The Inner Realm), ao dai has developed over hundreds of years to become a cultural ambassador, a national pride, and a never-ending source of artistic inspiration. For Hue, once an imperial capital and still a guardian of refined Vietnamese culture, ao dai is not only heritage, but also the embodiment of the soul of the land.

“Ao Dai and Music” composed a special symphony, closing the celebration yet opening new inspiration for the journey to share the heritage of ao dai Vietnam with both local and international audiences.

Source: Hue News – news.huengaynay.vn- Jun 22, 2025

CategoriesNews By Ánh Ngọc Trương

“Royal Tea Party” – a royal tea experience for a distinctive night

For the first time, the royal tea party space of the Nguyen Dynasty has been recreated in the heart of Hue Imperial Citadel, introducing a poetic and promising new night-time tourism experience.

A “tra nuong” (tea server) brewing tea at the Royal Tea Party

The “Royal Tea Party” service not only promotes Vietnamese tea culture but also brings a fresh breeze to the nighttime experience, which has long been limited in the former imperial capital.

Vividly reenacted

Amid the gentle glow of lanterns and the fragrant aroma of tea in Thieu Phuong Garden, a regal space once reserved for the leisure of Nguyen Dynasty emperors, Hue Monuments Conservation Center in collaboration with the Doi Dep tea brand organized a program titled “Reenactment of the Emperor’s Tea Banquet for His Courtiers”.

The program takes place at Di Nhien Pavilion, an ancient architectural structure located within Thieu Phuong Garden complex, one of the most renowned gardens of the former Imperial Capital. In 1844, Emperor Thieu Tri ranked it as the second most beautiful scenic spot of the Ancient Capital. Here, participants not only drink tea but also “drink” the atmosphere, the history, and the culture.

Royal Tea Party is reenacted as a vivid courtly ritual, including the Emperor inviting his high-ranking mandarins to drink tea, recite poems, and compose classical That Ngon Bat Cu poems (seven-word eight-line poems) right at the banquet. The solemn atmosphere is enriched by imperial court music with ancient songs, such as Phu Luc Dich and Trinh Tuong Tap Khanh, alongside the song of Hue-Singing “Ngu Huong Tra Ngat Hoang Cung”. More than just a Tea Party event, the setting resembles a miniature museum, showcasing artifacts such as glass paintings, Meditation poetry calligraphy, and bone-inlaid poems composed by the Nguyen Emperors.

Mr. Nguyen Phuoc Hai Trung, Deputy Director of Hue Monuments Conservation Center shared: “We aim to create a distinctive cultural tourism product. It will not only be an activity about tea but also serve as a place for experiencing the space, the art, and the imperial spirit of the past. This is a highly interactive service that both evokes historical memories and opens up new potential for developing night-time tourism products in Hue”.

Accompanying the program is tea artisan Pham Cong Tuan Ha, founder of the Doi Dep (thongs) tea brand, a co-organizer of the event. According to Tuan Ha, the reenactment of the Royal Tea Ceremony serves as a way to bring the public closer to the essence of Vietnamese tea culture, a tradition that is refined, diverse, and deeply rooted in life philosophy.

Mr. Ha explained that Vietnamese tea is not merely a beverage, but also a cultural symbol that connects with the spiritual consciousness of the nation. From this perspective, he introduced the concept of “Ngu Thuc Viet Tra”, five styles of tea appreciation, symbolizing 5 core values, which are truth, kindness, beauty, wisdom, and essence. Each tea style embodies a distinct layer of meaning, from the simplicity and rustic charm of Moc Thuc (Rustic Style), the refinement of Van Thuc (Aesthetic Style), the solemnity of Ngu Thuc (Imperial Style), the depth of Tinh Thuc (Meditative Style), to the enlightening knowledge of Thu Thuc (Scholarly Style). Notably, Ngu Thuc, the imperial tea style, is the soul of this service. “That cup of tea is not only about peace but also carries the eternal Vietnamese dream of peace and harmony,” Mr. Ha shared emotionally.

He also stated that Vietnam is one of the few countries with a long-standing, popular tea culture, which is distinct from other countries where tea is associated with the aristocracy or religion. The diversity and depth of Vietnamese tea culture are unique characteristics that tourism can leverage and promote to the world.

Ready to welcome tourists

“Royal Tea Party” is considered an important pilot initiative in the journey to diversify Hue’s night-time services, which has long been a weakness in the strategy to encourage tourists to extend their stay in the Ancient Capital.

Although still in the pilot stage, the program has left a strong impression on visitors by bringing them into a historical space imbued with poetry and art. After joining a tea party, Ms. Nguyen Lan Phuong, a tourist from Ho Chi Minh City shared: “From the architectural setting and the music to the ceremonial way the tea was served, I was deeply moved at everything . This was not merely about drinking tea, but a refined and profound cultural experience”.

According to Mr. Hai Trung, Hue currently lacks culturally rich night-time products that can create a distinctive “spirit” for the city. Therefore, utilizing an authentic historical space like Thieu Phuong Garden, where Emperor Thieu Tri and Tu Duc once invited courtiers for conversations and tea, is seen as a solution to illuminate Hue’s nightlife. “We plan to develop the royal tea experience into two formats: day-time and night-time; in which, night-time experience will incorporate artistic performances and create a vivid historical atmosphere, allowing visitors to truly interact and absorb the reach a deep understanding about Hue’s culture,” Mr. Trung stated.

The official service is set to launch at the end of June. At the same time, an afternoon tea party service at Ngoc Dich Lake, an ancient landscape within the Hue Imperial Citadel, is also being prepared for debut in August. With the dedicated involvement of passionate artisans, Hue is demonstrating a direction that is both creative and sustainable: not only preserving but also reviving cultural values that once seemed to have faded into the past.

“Royal Tea” is not just a cup of tea, it is a meeting between the present and the past, between the art of living and the culture of the royal court. More importantly, “it is a way that Hue uses to tell its story to the world, through the taste of tea, music, and the light in the stillness of the Ancient Capital’s nightlife,” expressed tea artisan Pham Cong Tuan Ha.

Source: Hue News – news.huengaynay.vn- Jun 19, 2025

CategoriesNews By Ánh Ngọc Trương

UNESCO’s World Heritage Center Director visits Hue monuments

On May 22, 2025, Mr. Lazare Eloundou Assomo, the director of UNESCO’s World Heritage Center had a field trip to Hue monuments such as Hue Citadel, Royal Antiquities Museum and An Dinh Palace to learn about the management, conservation and development of world cultural heritage in Hue city.

Ms. Le Thi Hong Van, the Director and Secretary General of the Vietnam National Commission for UNESCO and Ms. Pham Thi Thanh Huong, head of Cultural Department, UNESCO Office in Hanoi, members of the Board of Secretaries and representatives of departments and agencies joined the field trip.

At these destinations, Mr. Lazare Eloundou Assomo was provided information regarding the formation, conservation, and development of monuments such as Hue Citadel, Thai Hoa Palace, Kien Trung Palace, etc. Mr. Hoang Viet Trung, the Director of Hue Monuments Conservation Center shared about the conservation of Hue heritage over the past time, encompassing architecture and intangible cultural heritages conservation to technology application and digital transformation.

Conservation works have brought positive socio-economic results, significantly contributing to urban renovation, attracting visitors to Hue, boosting tourism and service revenues, benefiting local community.

UNESCO’s World Heritage Center visits Five Phoenix Pavilion

Since 1982, there have been nearly 200 works and categories within the complex of Hue monuments renovated with the total funding of over VND 2.000 billion. Hue received the technical and financial aid of over USD 10.5 million from 15 governments, 50 non-governmental organizations and international partners through UNESCO.

At An Dinh Palace, the unique structure where Eastern and Western culture meet, Ms. Andrea Teufel – the representative of German Cultural Heritage Conservation Association introduced interior conservation project and the overall conservation status at An Dinh Palace. She particularly highlighted the implementation and results of the Khai Tuong Lau roof project, which was sponsored by French government through UNESCO. The representative of German Cultural Heritage Conservation Association mentioned its implementation, outcomes and the significance of the project in maintaining and promoting the architecture and art values.

Currently, Hue Monument Conservation Center is implementing the 2nd stage of the wall painting at the 3rd floor of Khai Tuong Lau with the total funding of over VND 852 million sponsored by French government.

UNESCO’s World Heritage Center Director visits Hue monuments

On this occasion, Mr. Hoang Viet Trung hoped that UNESCO would support, particularly developing the recovery project of An Dinh Palace to request French Ministry of Culture and UNESCO for sponsorship. The project will contribute to improving the service, research, education, as well as create a highlight for cultural events on Hue Festival, international exchange programs and contributing to turn Hue into a cultural heritage center in the region.

UNESCO-recognized heritages have made contribution to local socio-economic development. In the long term, Hue cultural heritages are believed to be the foundation and the core for Hue’s comprehensive and sustainable development on the basis of conserving Hue heritage and Hue cultural identity.

Source: hue.gov.vn – May 23, 2025

CategoriesNews By Ánh Ngọc Trương

Launch of Thanh Toan tiled-roof bridge low-plastic tourism site

On May 10th, Hue – Urban Plastic Reduction in Central Vietnam Project (TVA Project), in coordination with the Department of Tourism and People’s Committee of Thuy Thanh Commune (Huong Thuy Town), held the launch ceremony for the low-plastic tourism site at Thanh Toan tiled-roof bridge.

Launch of Thanh Toan tiled-roof bridge low-plastic tourism site

Thanh Toan tiled-roof bridge, a prominent community tourism destination, preserves the soul of Vietnamese rural life through its centuries-old tiled-roof wooden bridge, a lively Agricultural tool exhibition House, and a rustic countryside market. The selection of Thanh Toan tiled-roof bridge as a model site for plastic reduction holds symbolic significance, contributing both to the preservation of cultural heritage and to environmental protection.

With the support from the Department of Tourism, the TVA Project, and local authorities, five community-based tourism establishments have been certified and assisted by the TVA Project to pilot plastic reduction models. These establishments have committed to measures such as replacing single-use plastic bottles with personal water containers, encouraging tourists to refill their water, limiting the use of plastic bags, and replacing disposable plastic items with environmentally friendly alternatives.

The pioneering establishments include: Thanh Toan Agricultural tool exhibition House, Van The Garden experience site, Van Thanh Garden experience site, Nguyen Thi Kiem’s conical hat facility, Truong Thi Phuong’s Xuka Homestay.

To support the transition, the TVA Project has provided initial plastic-reducing equipment such as water purifiers for tourists to refill directly, glass water bottles, glass cups, and ceramic containers for shampoo and shower gel. In addition, waste-sorting bins, signage, and communication materials have been installed at the destination to raise awareness and guide visitors in proper waste disposal.

For businesses that have yet to participate in or do not fully meet the model’s criteria, the positive results and clear benefits from the pioneering units serve as a crucial foundation for Thuy Thanh Commune to continue mobilizing and encouraging the community to complete and expand the model. This is the first step towards establishing Thanh Toan tiled-roof bridge as a fully low-plastic, eco-friendly, and sustainable community tourism destination.

At the launch ceremony, leaders of Thuy Thanh Commune People’s Committee and representatives from the five businesses committed to practicing and maintaining plastic reduction efforts at their establishments, while also encouraging residents and tourists to join in. The Department of Tourism and Thuy Thanh Commune People’s Committee reaffirmed their support for the five pioneering community tourism establishments, helping them maintain green services that not only attract visitors through unique cultural values but also demonstrate environmental responsibility and sustainable development goals.

On this occasion, Hue Tourism College collaborated with travel companies to introduce low-plastic tour programs at Thanh Toan tile-roofed bridge.

The TVA Project is funded by WWF-Norway (through WWF-Vietnam) and received by Hue City People’s Committee with the goal of helping the city protect its rivers and the ecosystems of wetlands and coastal areas from plastic pollution. The project spans over five years, from 2021 to 2025, and is divided into two phases.

Source: Hue News – news.baothuathienhue.vn- May 11, 2025

CategoriesStimulus Program By Ánh Ngọc Trương

Vietnamese cuisine and craft village introduction events held in Milan, Italy

Within Vietnam tourism promotion program held in Italy, Switzerland and France from May 4th to May 14th, 2025, the business trip led by Mr. Nguyen Thanh Binh, the standing member of Hue city Party Committee, Vice Permanent Chairman of Hue city People’s Committee leaders of various departments, agencies and artists attended the tourism promotion program in Milan city, Italy. The event was co-organized by the Ministry of Culture, Sport and Tourism, Hue city, Hanoi city, Milan city, Lombardy region on May 6, 2025.

At the event, Vice Permanent Chairman Nguyen Thanh Binh discussed with Mr. Duong Hai Hung – the Ambassador of the Socialist Republic of Vietnam to Italy, Mr. Nguyen Trung Khanh – the Director of National Authority of Tourism and Mr. Raffaele Cattaneo – the Regional Councilor for International Cooperation of Lombardy. The leader of Hue city highlighted Hue’s cultural identity, attracted visitors from Italy, especially Milan city, following the launch of the direct Milan-Hanoi flight on July 1, 2025.

Vice Permanent Chairman Nguyen Thanh Binh informed cooperative results in the past time and expected to further strengthen the cooperative relation between Hue city and Italian cities in tourism, heritage, culture and international cooperation.

Joining the Culture and Tourism week and tourism promotion program, Hue city hopes to introduce Hue to the Europe, one of Hue traditional tourism markets.

Furthermore, Hue continues to introduce destinations, new tourism products and activities to be held on Visit Viet Nam Year 2025 and Hue Festival 2025.

Source: hue.gov.vn – May 8, 2025

CategoriesNews By Ánh Ngọc Trương

More than 350.000 visit Hue during 5-day holiday

On the afternoon of May 4th, Department of Tourism reported that the total number of visitors to Hue City during the April 30th – May 1st holiday saw a sharp increase, estimated at 351.000 arrivals over the 5-day period from April 30th to May 4th.

Foreign visitors posing for commemorative photos with Vietnamese tour groups

Of the total number of visitors to Hue during this period, international arrivals were estimated at 71.500. Tourism revenue was estimated at 730 billion VND. The number of overnight stays reached approximately 106.000, including around 27.125 international guests. The average hotel room occupancy rate was around 97%.

During this year’s April 30th – May 1st holiday, which marked the 50th anniversary of the Liberation of the South and National Reunification, Hue Imperial Citadel offered free evening tours (from 6:00 PM to 9:30 PM, April 26th to May 1st, 2025) for both domestic and international visitors at three areas: Thieu Phuong Garden, Co Ha Garden, and the Royal Treasury Palace.

The local government also organized various cultural and culinary events for the community and visitors, including the “Tourism space, Cultural heritage, Scenic sites, and Traditional handicraft products of Vietnam” exhibition held from April 27th to May 4th, 2025 at Hue City’s Culture and Cinema Center; the “Hue – Culinary Capital” festival at Thuong Bac Park from April 29th to May 2nd, 2025; and the “Countryside Market Festival” at Thanh Toan tiled-roof bridge from April 30th to May 4th, 2025.

Initial evaluations indicate that, thanks to well-prepared plans to accommodate tourists, enhanced inspections, and supervision of tourism-related activities as well as safety and security measures at sites and businesses, most visitors were satisfied with the quality of services and their overall experience in Hue.

Source: Hue News – news.baothuathienhue.vn- May 5, 2025

CategoriesNews By Ánh Ngọc Trương

Special space for Vietnam’s travel experiences, heritage, attractions, and traditional craft products

Dozens of displaying booths promoting the culture and tourism of provinces and cities across the country gathered in Hue to participate in the exhibition themed “Space for Tourism, Cultural Heritage, Landmarks, and Traditional Handicraft Products of Vietnam”.

 Hue space being displayed at the exhibition

The exhibition, organized by the Ministry of Culture, Sports, and Tourism in collaboration with the People’s Committee of Hue City, was officially opened on the evening of April 27 at Hue City Culture and Cinema Center (No. 41A Hung Vuong St., Thuan Hoa District).

The event is part of the Visit Viet Nam Year – Hue 2025, marking the 50th anniversary of the Liberation of the South and the Reunification of the Country (April 30, 1975 – April 30, 2025) and congratulating Hue City on becoming a centrally-governed municipality.

The exhibition has the participation of 29 provinces and cities, focusing on showcasing and promoting the tangible and intangible cultural values, beautiful landscapes, and the people of Vietnam.

The joint exhibition titled “Tourism Spaces, Cultural Heritage, and Beautiful Landscapes of Vietnam” presents the public with various distinctive contents. Among them, “Tourism through Vietnam’s Cultural Heritage and Beautiful Landscapes” showcases the country, its people, and the heritage sites recognized by UNESCO.

“The Capitals of Vietnam in the past and present” takes visitors to regions that were once the capitals of Vietnam, where historical and cultural marks have been deeply engraved for centuries. These areas used to serve as the cultural, economic, and political centers of the country. The exhibition also features the tourism and cultural heritage of Vietnam’s former capitals, including Phu Tho, Ninh Binh, Thanh Hoa, Hue, and Hanoi.

“Vietnamese Ethnic Cultural Heritage” focuses on showcasing the cultural heritage of the various ethnic groups across Vietnam. Additionally, the exhibition features several works of light sculptures from the “Tram tich kinh ky” collection, such as the works “Huong Sa”, “Co Do”, and “Chiec Non bai tho”, created by the young artist Bui Van Tu.

Furthermore, there is an exhibition area dedicated to ancient Vietnamese ceramics, as well as a Vietnamese tea culture space, which showcases tea products and promotes tea culture exchange. Moreover, there will be dedicated spaces representing regions for 29 participating provinces, where they present tangible and intangible cultural heritage, historical sites, festivals, and iconic landmarks; as well as displaying various types of tourism, travel products; local cuisine and specialties. Throughout the exhibition, there are special artistic programs gathering artists and artisans from many provinces, with performances that highlight the distinct cultural identities of each region.

According to the organizing committee, this event carries a great significance, contributing to the promotion of Vietnam’s beautiful image, rich in national identity. Especially, holding the exhibition in Hue City, a place that embodies the essence of both royal court culture and folk traditions, also furthers honors the value of heritage and affirms Hue’s role as a major cultural and tourism center of the country.

Following are the photos taken at the exhibition: 

 Artistic performance at the opening ceremony

Displayed artistic photos attracting viewers

The displaying space of Kon Tum Province

 A displaying corner of Dien Bien Province

 Artisans from Bac Ninh Province performing at the exhibition

 The food court with various stalls is also a part of the exhibition program

Source: Hue News – news.baothuathienhue.vn- Apr 28, 2025

CategoriesNews By Ánh Ngọc Trương

Many new features at the Hue – Culinary Capital Festival

With the theme “Vietnamese Culinary Exchange”, the Hue – Culinary Capital festival is not only an activity within the framework of the Visit Viet Nam Year and Hue Festival 2025 but also an opportunity to showcase, promote, and elevate the culinary culture.

Many distinctive dishes will be introduced at the Hue – Culinary Capital Festival

Many distinctive activities

The Hue – Culinary Capital festival is one of the highlights of tourism. It takes place during the April 30 – May 1 holiday period and lasts 4 days from April 29 to May 2. Located at Thuong Bac Park (Hue City), the festival is expected to feature 60 food exhibition booths and attract more than 20,000 participants.

The Hue – Culinary Capital Festival 2025 has been meticulously planned, becoming a notable activity within the framework of the Visit Viet Nam Year and Hue Festival 2025. According to a representative of the Department of Tourism, alongside artistic programs featuring many bands and young singers from Hue City, numerous special activities will serve residents and tourists at the festival, such as displaying, introducing, and selling culinary products at booths, 3D food exhibition using AR technology, culinary demonstrations and experiences…

The cuisine at the booths will be rich and diverse. Besides the royal cuisine zone, the organizing committee will also arrange areas for showcasing and introducing vegetarian cuisine, ethnic cuisine, folk cuisine, and street food.

Hue vegetarian cuisine. Photo: Tinh Garden

One of the most anticipated activities is the culinary demonstration and experience. With the talented hands of artisans, the distinctive features of royal cuisine will be introduced to tourists through the “Hue Royal Salt Rice”, the exhibition of fruit carving art – “The Essence of Royal Fruit Carving”. Cultural exchanges between regions will showcase distinctive culinary features through demonstrations and experiences of traditional folk cuisine from all three regions of Vietnam.

According to the organizing committee, the festival will feature culinary showcase evenings highlighting various traditional specialties, including “Salt Rice – From Folk Origins to Royal Court,” “The Essence of Royal Fruit Carving”, “Van Cu – The Essence of Noodle Craftsmanship”, and regional cuisine demonstrations featuring “The Essence of Traditional Mi Quang”. “What makes it easy for many people to distinguish Hue royal culinary art from other cuisines both domestically and internationally is the beautiful carvings on fruits and vegetables. A second difference is that the carvings follow only two schools: One is mimicking flowers, and the other is animals representing royalty, such as dragons, peacocks, phoenixes, unicorns… The organizing committee plans to showcase a giant fruit and vegetable carving work with dimensions of 1.2m x 3m to be displayed at the event,” added a representative of the organizing committee when introducing “The Essence of Royal Fruit Carving”.

Elevating culinary culture

Vietnam has a rich and attractive culinary tradition. In particular, many people immediately think of Hue cuisine when mentioning Vietnamese cuisine. With two main streams – royal cuisine and folk cuisine, Hue cuisine has built its brand. And events like the Hue – Culinary Capital festival are opportunities for Hue to tell its distinctive culinary story, spreading the culinary values that are the crystallization of an entire long-standing and rich traditional culture.

Mr. Le Tan, Vice Chairman of the Vietnam Culinary Culture Association, said that the distinction of Hue cuisine is not simply the perception and enjoyment of the flavor of the dish, but also appreciating the spiritual values subtly hidden in each ingredient, spice, and recipe. Through culinary stories, Hue cuisine can be elevated and tourism promotion values enhanced. Therefore, successfully organizing culinary events contributes to elevating Vietnamese culinary culture in general and the ancient capital’s cuisine in particular.

Recently, the tourism industry has focused on 3D digitization of cuisine to preserve Hue’s typical dishes on a 3D technology platform, while developing and promoting Hue’s culinary culture to a wide audience both domestically and internationally. This culinary festival will feature a 3D food exhibition, with 3D images of dishes, information about origins, and basic recipes, providing residents and tourists with a clearer, more interesting, and distinctive view of Hue cuisine.

The organizing committee has designed immersive experiences for both locals and visitors through interactive activities, check-ins, and stylized photo opportunities at 3D Logo photobooths. Participants who share these special moments on social media not only help promote the event but also receive complimentary vouchers to sample dishes in both the royal and folk cuisine areas. These activities also promote the role of residents and tourists in spreading distinctive culinary culture.

Ms. Tran Thi Hoai Tram, Tourism Department Director, said that the ancient capital’s tourism industry was focusing on building and effectively exploiting products and services around distinctive brands, including the “Hue – Culinary Capital” brand. As part of Visit Viet Nam Year – Hue 2025, alongside activities, events, cultural industry products, and artistic programs, there will also be culinary demonstrations, experiences, chef competitions… Hue will also develop unique tourism products such as heritage tours, culinary tours, cultural experience tours… helping tourists explore history and culture more deeply and creating distinctive highlights compared to other destinations.

Source: Hue News – news.baothuathienhue.vn- Apr 26, 2025

CategoriesStimulus Program By Ánh Ngọc Trương

Promoting Hue’s culture and tourism at EXPO 2025

As part of the World EXPO 2025 held in Osaka, Kansai (Japan), Hue City Department of Culture and Sports introduced the culture and history of Hue Ancient Capital to the world. Especially this year, Hue City is hosting Visit Viet Nam Year 2025.

Mr. Phan Thanh Hai, Director of Hue City Department of Culture and Sports (second from left) together with other guests at EXPO 2025. Photo: VTH

At the event, Hue City Department of Culture and Sports collaborated with the Department of International Cooperation – Ministry of Culture, Sports, and Tourism organized the opening of Vietnam Exhibition House and introduced special and typical events and activities of the exhibition house; in which, the department focused on promoting the images of Hue’s culture, Hue people, as well as the achievements of Hue City, a centrally-governed municipality. Furthermore, they also promoted and introduced the Visit Viet Nam Year – Hue 2025 with the theme “Ancient Capital – New Opportunities”.

Addressing the event, Mr. Phan Thanh Hai, Director of Hue City Department of Culture and Sports introduced typical values of Hue’s culture, as well as the achievements that Hue City has reached over time, and the city’s orientations for development in the field of culture and heritage in the coming time.

He emphasized that Hue is the cradle of Vietnamese culture and tradition, Hue also is a heritage city with special cultural depth, a green and sustainable tourist destination, as well as a creative and international integration city. With its long history, rich culture, together with the orientation of sustainable development, Hue is strongly emerging to become a leading cultural and tourism center not only in Vietnam but also in Southeast Asia and Asia in the near future.

“We invite international friends to come to Hue to discover, experience, and join hands to develop tourism towards a sustainable and creative orientation,” shared Mr. Hai.

Promoting Hue’s cultural values at EXPO 2025. Photo: VTH

According to Mr. Hai, EXPO 2025 event is an opportunity for Hue to continue promoting its image as a friendly, hospitable city, as well as an attractive and safe investment destination. It also opens up many new cooperation opportunities with international partners, introduces local brands to the global community, and contributes to enhancing the status and reputation of Vietnam in general and Hue City in particular.

Also in this event, Vietnam Exhibition House also held the launch ceremony for its official website and Virtual Exhibition House. The official website of Vietnam Exhibition House can be found at: http://vietnamexpo2025osaka.com, available in both Vietnamese and English. This is a comprehensive information portal that provides detailed contents about the highlights, exhibition details, event schedule, and latest updates on Vietnam Exhibition House. It also features images and introductions to the culture, country, people, and attractive destinations of Vietnam.

World EXPO 2025 Osaka, Kansai takes place from April 13 to October 13, 2025 with the participation of 158 countries and international organizations.

Source: Hue News – news.baothuathienhue.vn- Apr 17, 2025