For many years, Europe has been an important economic partner of Vietnam and Vietnam is one of the Asian countries with the most comprehensive and extensive relations with the European Union. In the tourism sector, after the COVID-19 pandemic, in 2024, Vietnam welcomed more than 1.8 million European tourists, of which the highest number were from the UK, France, Germany, Spain, Italy, etc. In the first three months of 2025, visitors from the European market to Vietnam continued to increase at a rate of nearly 20% over the same period last year, reaching over 791,000 visitors. European tourists (especially Western Europe) have high spending capacity, long-term stays, and responsible tourism. Therefore, it is necessary to focus on promoting and advertising Vietnamese tourism in these key markets to maintain a stable growth rate in the coming time.

The purpose of the program is to introduce Vietnamese tourism in general and tourism in the European tourism market, one of the traditional tourist markets. Continue to promote and advertise the image of the destination, introduce new tourism products and services, and introduce the main activities that will take place within the framework of the National Tourism Year - Hue 2025 and Hue Festival 2025 to the public and international travel businesses.

As planned, the Culture - Tourism Week and the Program to introduce Vietnamese tourism, cuisine, craft villages, and connect businesses on the occasion of the National Tourism Year - Hue 2025 in the European market will take place from May 3-14, 2025 at three locations: Paris (France), Milan (Italy) and Geneva (Switzerland).

At the locations, activities will take place such as: Meeting businesses (B2B); Introducing Vietnam tourism (B2B); Organizing Cultural - Tourism festivals with traditional art performances, programs introducing traditional Vietnamese crafts - focusing on craft villages in Hue city, Hue royal cuisine performance program and meeting and working with partners in France, Italy and Switzerland (tourism promotion agencies, airlines, tourism businesses, associations ...).

In particular, the program to introduce Vietnam tourism (B2B) in other countries will focus on the following contents: Introducing the development situation, policies, products and new services of Vietnam tourism. Raising awareness of the image, positioning and message of Vietnam tourism through the symbol and title "Vietnam - Endless beauty" associated with 4 main product lines of Vietnam tourism. At the same time, introducing and promoting "National Tourism Year - Hue 2025".

Through the activities organized this time, Hue City aims to create conditions for state management agencies and tourism service businesses to approach and learn about the characteristics and development trends of the market. Introduce typical tourism products and services to international tourism businesses attending the fair. At the same time, expand business cooperation with partners in the markets.

Accompanying, coordinating, organizing promotional activities in the above program series, performing the function of planning, allocating funds, organizing and implementing tourism promotion activities and supporting tourism development activities, the Tourism Development Support Fund has aroused the combined strength between state management agencies, enterprises, and social organizations to enhance domestic and international tourism promotion and advertising activities. Promotional activities in the new period that the Tourism Development Support Fund supports.