Launching the program series "National Tourism Year - Hue 2025" in France, Italy, Switzerland

In 2025, Hue city was chosen as the host of the National Tourism Year with the theme "Hue - Ancient Capital, New Opportunities". The National Tourism Year is a typical cultural - economic - social and tourism event of national and international scale combined with Hue Festival 2025 and other major celebrations of the country.

"National Tourism Year - Hue 2025" program held in Milan, Italy

Therefore, promoting Vietnamese cultural values ​​associated with Hue in key European markets is also necessary, creating a boost in developing local tourism in particular and the country in general.

Based on the above meaning and importance, from May 4-13, 2025, the Vietnam National Administration of Tourism (Ministry of Culture, Sports and Tourism) in coordination with the People's Committee of Hue City, the Tourism Development Support Fund, Vietnam Airlines and partners will organize a program to introduce tourism, craft villages, Vietnamese cuisine, and connect businesses on the occasion of the National Tourism Year - Hue 2025 in Milan (Italy) on May 6, 2025, in Geneva (Switzerland) on May 8, 2025 and in Paris (France) on May 12, 2025.

Dishes presented by Hue Royal Culinary Artists in Milan

On May 6, in Milan, Italy, the Vietnam - Europe Tourism Promotion Program took place to promote Vietnamese tourism and culture, connect with international partners, and aim to attract 22-23 million international visitors this year. At the event, Vietnam Airlines announced the launch of a direct flight from Hanoi to Milan. The direct flight will create a strong driving force for the development of bilateral tourism cooperation between Vietnam and Italy.

The delegation of the Vietnam National Tourism Administration was led by Mr. Nguyen Trung Khanh, Director of the Department, and was joined by Ms. Hoang Thi Kim Anh, Director of the Tourism Development Support Fund. The delegation of the Hue City People's Committee was led by Mr. Nguyen Thanh Binh, Permanent Vice Chairman. The delegation also included representatives of the Ministry of Finance, localities such as Hanoi and Da Nang, leaders of Vietnam Airlines, tourism, transportation and hotel businesses in Vietnam.

Within the framework of the National Tourism Year Program - Hue 2025, a series of activities will be implemented.

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 is aiming for require focus, key points, innovation in ideas, creativity in methods closely following the direction of the Prime Minister in Official Dispatch No. 34/CD-TTg dated April 10, 2025 and is the foundation for mobilizing resources, especially resources from society to achieve the growth target set by the Government.

Hue conical hats and Thanh Tien craft village paper flowers in Milan

Within the framework of the National Tourism Year Program - Hue 2025, a series of activities will be implemented such as meeting with tourism businesses from other countries; focusing on introducing typical products of Hue tourism such as performing Royal Court Music, introducing Royal Cuisine; introducing traditional craft villages (Thanh Tien paper flowers and lotus leaf hats); opening the direct flight route Hanoi - Milan; Ao Dai fashion show; program to introduce Vietnam destinations in general and some outstanding destinations, products and services in particular.

According to statistics, the total number of international visitors in the first 3 months of 2025 reached over 6 million, an increase of 29.6% over the same period last year. This is also the highest number of international visitors in a quarter ever. China and South Korea continue to be the largest markets sending visitors. Followed by Taiwan, the US, Japan, Cambodia, Australia, Malaysia, India and Russia.

Most markets grew, with China in particular growing strongly. European markets continued to grow by double digits, especially markets that enjoy unilateral visa exemption policies. Notably, the Polish and Swiss markets recorded an increase in the number of visitors. This is the result of the Government's issuance of Resolution 11/NQ-CP on short-term visa exemption for Polish, Czech and Swiss citizens from March 1, 2025 to December 31, 2025 under the 2025 Tourism Development Stimulus Program.

Vietnam.vn