Hue tourism is experiencing a 'value leak'.

Hue City possesses numerous advantages for developing green tourism, with eight UNESCO-recognized World Heritage sites. However, the tourism industry in Hue is still experiencing a "value leak" as tourists only visit and leave, rather than choosing to stay for extended periods.

Hue tourism is losing its value due to the lack of many nightlife venues and resorts... In the photo, tourists check in at the tomb of Emperor Tu Duc - Photo: NHAT LINH

On June 11th, the Hue City Department of Construction and the Hue City Institute for Development Research jointly chaired a workshop titled "Applying Innovation in Promoting Tourism and Heritage in Hue".

At the workshop, Mr. Vo Hoang Lien Minh, Head of the Tourism Management Department of the Hue City Department of Tourism, stated that Hue tourism has many advantages for developing green and sustainable tourism in line with global trends, with as many as 8 UNESCO-recognized heritage sites.

Recently, Hue has become a popular destination for both domestic and international tourists thanks to its promotional strategy, which focuses on portraying the city as a green, clean, and bright place with friendly people.

During the recent long holiday periods, the number of hotel bookings in Hue surged. On many holidays, hotels, guesthouses, and homestays in Hue were almost fully booked.

However, according to Mr. Minh, despite achieving many successes, Hue tourism is facing many problems, including the "leakage of value".

He explained that although Hue has many historical sites, green lawns along the Perfume River, and many photo-taking spots, in reality, the majority of tourists who come to Hue simply "come and go, spend little," and stay for a short time.

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Hue's tourism industry faces intense competition from destinations like Da Nang, Hoi An, and many other neighboring localities. Hue's nighttime economy is still weak, and there is a lack of unique cultural and entertainment activities after 8 PM.

To make Hue more attractive to tourists and encourage them to stay longer, Mr. Minh said the Department of Tourism is implementing various solutions to enhance visitor experiences and applying artificial intelligence (AI) to promote tourism.

He proposed developing more green tourism products linked to modern technology, such as a live ao dai (traditional Vietnamese dress) show with 3D mapping performances at night within the Hue Imperial Citadel, and building a Hue culinary museum in the virtual space using VR applications…

Also at the workshop, representatives from Grab Vietnam shared the initial results after more than a year of cooperation with Hue City in promoting digital transformation.

Accordingly, the company has expanded its digital service ecosystem in Hue, ranging from passenger transportation and goods delivery to food ordering and online shopping. Grab's internal data shows that the number of driver partners operating in Hue is expected to increase by more than 50% in 2025 compared to the previous year. The average number of trips per driver is also expected to increase by 9%.

Notably, through the Grab Sisterhood program, the number of female drivers participating in the platform in Hue increased 2.2 times in 2025. The average income of female drivers is estimated to be about 20% higher than the overall average.

Grab cyclo - a unique mode of transportation in Hue City - Photo: LE DINH HOANG

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One of the highlights of the cooperation program is the deployment of Grab cyclo services. Hue is the first locality in the country to pilot this model starting in August 2025.

Bringing cyclo rickshaws onto digital platforms not only facilitates booking for tourists but also contributes to preserving this distinctive mode of transportation in the ancient capital. To date, all cyclo rickshaw drivers participating in the program continue to operate on the platform.

According to Mr. Ma Tuan Trong, CEO of Grab Vietnam, the initial results in Hue will serve as a basis for the company to research and replicate a similar cooperation model in other localities.

NHAT LINH

Source: https://tuoitre.vn/du-lich-hue-dang-bi-ro-ri-gia-tri-20260611153945174.htm