Customers take photos in traditional Vietnamese ao dai dresses with nostalgic colors.

Simple yet nostalgic

Around mid-December, as the colors of spring began to subtly permeate the streets of Hue, a group of young people from Da Nang traveled to Hue for a unique experience. Without rushing or a packed itinerary, they chose to travel slowly, savoring the atmosphere and listening to the "pulse" of the ancient capital. Nguyen Thai Minh, a member of the group, shared: "In Hue, whether it's the city streets, the countryside, or the restaurants and cafes… every place bears the mark of time. Therefore, this trip is not just about discovering new things, but about returning home."

Home-style eateries evoke the most emotions in Thai Minh. Hue doesn't just have one or two such places; there are dozens of them in the heart of the city. A set meal for two people costs an average of 65,000-80,000 VND, but includes all the familiar dishes from sour soup and braised goby fish to various types of fermented fish sauce, which are specialties of Hue cuisine. Especially noteworthy is the way the food is presented on these bamboo trays or platters, with their rustic, traditional bowls and plates. "I ate at Chạc's home-style restaurant (on Phan Chu Trinh street) and tried two others. These simple, old-fashioned eateries create a unique and emotional experience," Minh confided.

Not just Thai Minh, the journey of reconnecting with memories is becoming a popular choice for many tourists visiting Hue. Amidst the ever-changing modern life, where each cycle of time brings forth new things, many tourists want to turn back time to find old spaces to listen to themselves. Therefore, nostalgia is not simply a personal emotion but is becoming a driving force for tourism, a preferred choice for many visitors.

As the Lunar New Year approaches, Dong Ba Market becomes bustling. In the small corners of this market, which is over 125 years old, it's not difficult to spot groups of young people enthusiastically taking photos. Some are students from Hue, "hunting" for photos before returning home for Tet, but many are also tourists from other provinces who come here on a journey to return home.

Nguyen Thi Thanh Truc, originally from Quang Ngai, shared: “In Hue, after taking photos at Dong Ba Market, I had experiences in Gia Hoi Old Town, sitting at a street-side cafe in front of An Dinh Palace or eating at a traditional restaurant, which evoked a sense of familiarity. Although my generation, the late 90s generation, grew up in comfortable conditions, through the stories of my grandparents and parents, I still want to find places with old-fashioned features, from the atmosphere to the old ways of life. There, I see a part of the picture of the people who gave birth to me.”

The Bao Vinh market corner is a place many tourists visit to experience the old-world charm.

From emotions to market trends

Following the journeys of tourists to Hue, it's easy to notice something interesting: Many young people are not only travelers but also "ambassadors" promoting tourism. Through videos, information, and images shared on social media, they spread the beauty of the heritage and unique nostalgic perspectives of the ancient capital.

Vo Hung (from Quang Tri), who has had many experiences and created the "Hue - Go and See" videos, shared that Hue is the ancient capital, a place where unique cultural values ​​of the nation converge. Visiting Hue is not just about seeing "old scenes and ancient charm," but in this land, tourists can touch the values ​​of the past, as if engaging in a dialogue with time. "That's why the videos about Hue are so popular; after watching them, people want to go to Hue immediately," Vo Hung affirmed.

In fact, nostalgic tourism is becoming a distinct trend, linked to cultural spaces and the memories of many generations. While the North attracts tourists with Hanoi's Old Quarter or the villages of Northern Vietnam, and the South with its old-fashioned riverside lifestyles, the Central region, particularly Hue and Hoi An, exemplifies a journey back to the past. In Hue, visitors can wander through ancient streets, visit traditional villages and craft villages, enjoy a meal served on a bamboo tray, sit at a sidewalk cafe, or sip a cup of filter coffee in a space steeped in history.

According to many tourists, besides its heritage sites, the tourism industry and businesses in Hue, including restaurants, cafes, and eateries, have proactively embraced the nostalgic tourism trend. This includes the opening of cafes that recreate the old style or restaurants serving "home-cooked meals," which tourists particularly enjoy. The rustic spaces with old wooden tables and chairs, antique vases, faded whitewashed walls, and old radios or cassette players playing familiar old tunes evoke a sense of nostalgia for many. "Sitting and sipping a cup of filter coffee, listening to old songs in a nostalgic setting brings a rare feeling of peace and familiarity," shared Mr. Nguyen Thanh Hai, 61, from Hanoi.

Recently, the American media outlet CNBC highlighted five major trends that will shape the global tourism industry in 2026. Among them, nostalgic tourism has emerged as a particular highlight, especially among young people. This also presents an opportunity for Hue tourism, as the land of the Perfume River has and is currently meeting the conditions to support this type of tourism.

During this Tet holiday, travel businesses have also planned to develop many tours and routes associated with Tet experiences in Hue and traditional craft villages. In addition, within these tours and routes, many businesses are increasingly focusing on creating in-depth experiences, telling the stories of the region through its people and daily life. In particular, combining nostalgic tourism with cultural products such as cuisine, music, traditional handicrafts, and the memories of a region is gradually creating a vibrant and fresh experience for the products.

Hue has great tourism potential, and that potential needs to be transformed into more attractive products. As tourist Vo Hung shared: “Amidst the fast-paced modern life, Hue quietly becomes a destination for nostalgic travel – where each journey is a homecoming. If looking for a reason to visit Hue, many young people would probably choose this place to listen to memories.”

HỮU PHÚC

Source: https://huengaynay.vn/du-lich/du-lich-hoai-niem-162849.html