Presenting souvenirs to VIP delegates at the program introducing Central Vietnam tourism in Malaysia. Photo: SDL

Spreading Hue tourism images

Following the success of the promotion and advertising of Hue destinations in Europe, recently, the tourism industry of Hue City and Da Nang City are coordinating to organize a program to introduce tourism of the two localities of Hue - Da Nang in Malaysia and Indonesia in 2025 (from August 24 to 29, 2025). According to the assessment of the local tourism industry, this is a good opportunity to continue to promote the propaganda, introduction, and promotion of the image, culture, people and tourist destinations of Hue as an attractive, safe, friendly and hospitable tourist destination, contributing to enhancing the position and presence of Hue tourism on the international tourism map.

With the message “Central Vietnam - One Destination, Endless Experiences”, this Central Vietnam tourism promotion program introduced to foreign partners new and unique tourism products of Da Nang and Hue such as MICE tourism, wedding tourism, golf, luxury resorts. In particular, the two localities focused on promoting Halal tourism products and services that are friendly and suitable for Muslim guests.

In the capitals of two Southeast Asian countries (Kuala Lumpur, Malaysia and Jakarta, Indonesia), a lot of content was carefully prepared by the tourism industry of the two central Vietnamese localities, introduced to the Tourism Association, representatives of tourism management agencies, tourism businesses, airlines, press, KOLs (people with influence on social networks). Notably, there were art performances; video screenings introducing information about destinations, festival events, tourism products and services of the two localities; introducing typical tourism products of some businesses and especially organizing a B2B space to connect and exchange between businesses of the two localities and partners from the neighboring country.

Leaders of Hue City Department of Tourism, Da Nang Department of Culture, Sports and Tourism and representatives of Malaysia Tourism Promotion Agency answered questions from guests about Hue - Da Nang tourism. Photo: Department of Tourism

Malaysia and Indonesia are two traditional and potential tourist markets of Hue in particular and Central Vietnam in general. According to statistics from the Hue City Department of Tourism, in 2024, the total number of Malaysian visitors to Hue will reach more than 27,700, accounting for 4.5% of the total number of international visitors and ranking in the top 10 international tourist markets to Hue. For Indonesia, the number of visitors to Hue in 2024 will be 2,615, accounting for 0.4% of the total number of visitors and ranking in the top 30 international tourist markets to Hue.

Since the beginning of 2025, Hue's destinations have also welcomed a large number of visitors from these two Southeast Asian countries. In the first 6 months of the year, there were 14,929 Malaysian visitors and 1,186 Indonesian visitors to Hue.

According to Director of the Department of Tourism Tran Thi Hoai Tram, Central Vietnam with the center of Hue and Da Nang is a land that converges many outstanding advantages: beautiful coastline, many world cultural heritages recognized by UNESCO, modern resort system, diverse tourism products from high-class resorts, cultural - culinary exploration, health care tourism, golf and MICE. In particular, the two localities are also the road gateway connecting Vietnam with Laos, Northeast Thailand and Malaysia, very suitable for developing the type of cross-country Caravan tourism in the Southeast Asia region - a new product, rich in potential and especially favored by tourists. Providing tourism information of the two localities (Hue, Da Nang) in particular and the Central region in general is not only an opportunity to promote destinations, but also contributes to positioning the tourism brand of each locality, based on unique features and tourism strengths to attract tourists.

Vietnamese gifts bring joy to Malaysia. Photo: Department of Tourism

At the event in Malaysia, Director of Hue City Department of Tourism Tran Thi Hoai Tram shared: “An important highlight of Hue and Da Nang tourism is the friendliness to Muslim tourists. Many Halal services and religious amenities have been deployed at the airport, tourist attractions and restaurants, complying with international standards and highly appreciated by Muslim tourists. This preparation helps Central Vietnam become a favorite destination not only for Malaysian tourists but also for tourists from all over, especially thanks to the direct Dubai - Da Nang flights operated by Emirates. We look forward to strengthening cooperation with Malaysian partners to develop Muslim-friendly tourism products, making Hue and Da Nang an ideal destination for Malaysian tourists”.

Mr. Le Phu Cuong, Commercial Counselor of the Vietnamese Embassy in Malaysia also emphasized: “Malaysia and Vietnam have an increasingly developing tourism cooperation relationship. With a close geographical location, convenient flight routes and cultural similarities, Central Vietnam - especially Hue and Da Nang - has many advantages to become an attractive destination for Malaysian tourists”.

Expectations for growth in traffic

Looking back over the past time, with regional linkage strategies and efforts of destinations, Hue City tourism and Da Nang City tourism have done a good job of coordinating to promote tourist attraction. Typically, Malaysia is identified as one of the key international markets for tourism in Central Vietnam. In 2024, Da Nang and Hue cities welcomed about 230,000 Malaysian visitors; in just the first 7 months of 2025, this number reached more than 150,000 - demonstrating the stable, sustainable and increasingly deep growth in the tourism relationship between the two sides.

B2B activities between travel agencies and tourism service businesses of Vietnam and Malaysia at the program Photo: SDL

The above results were achieved thanks to effective cooperation between the management agencies, business community and aviation industry of the two countries. Currently, three airlines AirAsia, Malaysia Airlines and Batik Air are operating 35 flights/week from Kuala Lumpur to Da Nang. It is expected that from October 2025, Vietjet Air will open more routes, opening up more convenient options for Malaysian tourists. The tourism space in the Central region is also increasingly expanding, within a radius of about 250 km, there are currently 3 major airports, including 2 international airports in Da Nang and Hue, and Chu Lai airport in the South of Da Nang (in Quang Nam province).

The leader of the Hue City Department of Tourism said that, in parallel with continuing to promote and advertise the image of destinations, introducing new tourism products and services in Malaysia and Indonesia, this activity of the tourism industry of the two localities in Central Vietnam also introduces the main activities that will take place within the framework of "National Tourism Year - Hue 2025" and Hue Festival 2025 to the public and international travel businesses. In addition, the unique and sophisticated features of Hue culture; the brands: "Hue - Capital of Cuisine", "Hue - Capital of Ao Dai", "Hue - Festival City" of Vietnam are also strongly spread.

According to Director of the Department of Tourism Tran Thi Hoai Tram, accompanying the promotion and advertising events of the Department of Tourism, the Tourism Promotion Information Center of the two cities of Vietnam, there are also dozens of typical tourism businesses from Central Vietnam. This is the force that directly introduces products, seeks cooperation opportunities with partners from neighboring countries, and at the same time opens up prospects for sustainable and practical cooperation between businesses of both sides. In particular, through the Hue - Da Nang tourism introduction program and B2B connection sessions, many cooperation agreements will be formed. This is also an important foundation, contributing to bringing more Malaysian and Indonesian tourists to Central Vietnam in the near future.

HAPPY

Source: https://huengaynay.vn/du-lich/quang-ba-du-lich-hue-den-cac-thi-truong-khach-giau-tiem-nang-157185.html