"Boost" to promote the country's image and tourism

National Tourism Year - Hue 2025 is considered a "golden opportunity" to bring Hue culture and tourism in particular, and Vietnam in general, to the world, creating a "push" for economic growth and promoting the country's image widely and sustainably in the new era.

This event is also an important milestone in the process of integrating Vietnamese culture and tourism into the new era, when the Politburo issued Resolution No. 59-NQ/TW on "International integration in the new situation" - the resolution is one of the "four pillars", creating a strong driving force to bring our country to prosperity. Vietnam News Agency reporters have produced a series of 3 articles on the topic: "Golden opportunity for integration in the new era" to clarify the above statement.

Lesson 1: "The push" to promote the country's image

Hue - where the quintessence of national culture converges, is the first heritage city of Vietnam entering a new stage of development but still preserves its identity and beauty that cannot be found anywhere else.

As the host of National Tourism Year 2025, Hue represents Vietnam in promoting the country's image, bringing culture and tourism into deeper integration in the era of growth.

Homeowners reap the "sweet fruit" early

For Francois, a Canadian tourist, being able to visit Hue during the days when people were eagerly welcoming the 80th anniversary of National Day on September 2nd was a blessing. Francois and his group of friends were really impressed when they saw, at the monuments and scenic spots, many women wearing traditional ao dai and men wearing five-panel ao dai taking photos to record the important moment of the 80th anniversary of National Day on September 2nd.

Francois shared that Hue is like a miniature Vietnam with its heritage, architecture, landscapes, cuisine, costumes, music, and fine arts. He and his group of friends took many photos when visiting monuments, landscapes, enjoying food, and wearing Ao Dai. These photos were posted on social networks and received much love from friends back home.

Francois was among the 4.6 million visitors to Hue in just eight months of 2025.

Hue Imperial City attracts a large number of visitors. (Photo: Van Dung/VNA)

According to the Hue City Department of Tourism, from the beginning of 2025 until now, the tourism sector has continued to flourish with many impressive growth indicators.

In the first 8 months of 2025, the number of tourists to Hue reached 4.6 million, an increase of 68% over the same period last year; of which, international visitors reached 1.3 million, an increase of 39.5%, tourism revenue reached VND 8,750 billion, an increase of 57% over the same period.

Notably, in just 8 months of 2025, the number of tourists to Hue has far exceeded that of 2024 (3.9 million). This confirms that the host of the National Tourism Year - Hue 2025 will soon reap "sweet fruit."

“The impressive figures above demonstrate that the National Tourism Year - Hue 2025 is a “golden opportunity” to bring Hue culture and tourism in particular, and Vietnam in general, to become a “leading bird” reaching out to the world; at the same time, it is consistent with the spirit of Resolution 59-NQ/TW dated January 24, 2025 of the Politburo on “International integration in the new situation”, emphasized Permanent Vice Chairman of the Hue City People's Committee Nguyen Thanh Binh.

With the theme: "Ancient Capital - New Opportunities", the activities and events of the National Tourism Year - Hue 2025 focus on 4 main groups of programs including: Spring Festival - "Spring of the Ancient Capital;" Summer Festival - "Shining Imperial City;" Autumn Festival - "Hue in Autumn;" Winter Festival - "Winter of Hue", along with special activities such as: Hue Festival - "Capital of Cuisine", "Community Ao Dai" Festival.

National Tourism Year - Hue 2025 has been and is bringing a vibrant year with a series of events, festivals, and unique art programs to honor heritage values, experience the harmonious combination of tradition and modernity. These events not only create a strong media effect but also open up many opportunities to promote and advertise the image of Hue in particular, and Vietnam in general, to domestic and foreign tourists.

Fascinated by the unique cultural values of the Nguyen Dynasty, from royal architecture, royal music, traditional ao dai to exquisite cuisine, Ms. Julia, a tourist from France, expressed: I really love Hue, this city is so beautiful and romantic. I spent many hours exploring, taking photos, filming videos at the palaces, monuments and it was interesting to experience "green" tourism here. There are many new things that I never knew before coming here, especially, Hue cuisine is delicious and diverse. I will definitely come back to explore Hue.

Ms. Tran Thi Hoai Tram, Director of Hue City Department of Tourism, emphasized that being honored to host the National Tourism Year 2025, Hue opens up many new destinations, with breakthroughs in quality and scale, contributing to enhancing the position and image of Hue tourism on the domestic and international tourism map.

Tourism products are always associated with the activities of the National Tourism Year. Hue promotes eco-tourism, community tourism and agriculture in a “green” direction for sustainable development in localities such as Thuy Xuan, Duong No, Nam Dong. Hue develops experiential tours such as One Day Net Zero Tourism; exploring heritage by bicycle, cyclo, eco-boat.

The city effectively exploits spiritual tourism, health care, cultural industry, craft village tourism, sea and lagoon tourism, along with a modern resort and entertainment service system.

According to the Director of Hue City Department of Tourism, to attract a large number of tourists, the city focuses on promoting and advertising tourism in a professional manner, focusing on both form and content.

Specifically, Hue actively participates in key international events to introduce Hue culture and tourism, including the Culture-Tourism Week; Program to promote tourism, cuisine, and Vietnamese craft villages in the European market.

Hue also promotes domestic and international tourism cooperation. Notably, it cooperates with Korean localities to promote destinations and promote the opening of direct flights from Hue to Incheon. Regional links between Quang Tri, Hue and Da Nang are effectively maintained.

Thanks to this series of synchronized promotional activities, Hue confidently aims to welcome 5-5.5 million visitors, with tourism revenue reaching 11,000-12,000 billion VND, throughout 2025.

Spreading cultural values from tourism

As one of the people who perfectly restored royal costumes, designer Nguyen Thi Doan Trang - Founder and CEO of Doan Trang Embroidery and Garment Trading and Service Company Limited (Hue city) has successfully brought Vietnamese cultural identity to the world, through fashion shows abroad.

Hue Ao Dai Festival tells the story of the journey of the Ao Dai - a cultural symbol of the Vietnamese people. (Photo: Tuong Vi/VNA)

Designer Nguyen Thi Doan Trang said that when traditional ao dai is presented at fashion shows in other countries, it is always a special highlight that attracts the attention of the local public.

The Ao Dai creates a deep impression and is admired by many foreigners, fascinated by every line, pattern, and color. They also want to hear the historical and cultural stories of Vietnam behind the restored costumes.

“These are the things that have always made me think of building the Vietnam Costume Center in Hue. This center is an attractive destination for tourists and a special place to promote ao dai with the brand name “Hue - Capital of Ao Dai”, designer Nguyen Thi Doan Trang shared.

To implement Resolution 54 of the Politburo on building Hue into a leading cultural and tourism center of Vietnam and Southeast Asia, Director of the Department of Culture and Sports of Hue City Phan Thanh Hai said that Hue needs to make efforts to build a distinctive brand, focusing on developing the brands "Hue - Capital of Ao Dai" and "Hue - Capital of Cuisine."

According to Mr. Phan Thanh Hai, to develop the brand "Hue - Capital of Ao Dai", Hue city has implemented many activities to bring Ao Dai closer to the public.

Notably, the research and restoration of traditional Ao Dai designs, especially the five-panel Ao Dai - a symbol of Hue culture, the origin of modern Ao Dai styles. These efforts not only preserve heritage values but also affirm Hue's position as the cradle of traditional Vietnamese costumes.

Giving the view that “culture is the foundation for Hue tourism to reach out, creating a unique attraction for Hue,” Dr. Duong Quang Hiep, Head of the History Department, University of Sciences, Hue University, said that Hue preserves unique cultural values from royal architecture, royal music, ao dai to art and sophisticated cuisine.

The Hue Festival brand, activities recreating royal life, along with the restoration and honoring of traditional ao dai have brought the image of Hue closer to domestic and foreign tourists.

“For Hue, culture is not only a foundation for promoting tourism but also a bond that connects the community, arouses national pride and creates a profound experience for visitors when exploring Hue. Thanks to that, Hue is not only a tourist destination but also a place where Vietnamese cultural values interact and spread to the world,” Dr. Duong Quang Hiep shared.

At the recent international conference "Promoting international cultural integration in the era of national development", organized by the Ministry of Culture, Sports and Tourism, Permanent Deputy Minister of Culture, Sports and Tourism Le Hai Binh said that Vietnam is entering a new stage of development with a strong desire to rise up and affirm its position in the international arena; in which culture has, is and continues to affirm its important role, both as an endogenous and invaluable source of strength for the sustainable development of Vietnam, and as a bridge of friendship and cooperation between Vietnam and international friends, in the context of increasingly deep international integration and cooperation as at present./.