International tourists come to Hue to experience tourism.

Many factors influence the decision to return.

The results of the 2025 tourist spending survey conducted by the Department of Tourism show that both international and domestic tourists have a relatively high level of satisfaction with their trips and accommodation services in Hue. Regarding food and beverage services, although generally rated positively, the trend shows that domestic tourists are more satisfied than international tourists, partly reflecting the suitability of Hue's cuisine to their tastes and eating habits.

However, in some other areas, the level of satisfaction is not particularly outstanding. For services at attractions and transportation, the percentage of average ratings from both groups of tourists remains quite high. This indicates that core services have not yet created a distinctive experience strong enough to leave a lasting impression on tourists' journeys.

Notably, entertainment and recreational services continue to be the biggest "bottleneck." The majority of tourists, especially domestic visitors, believe that entertainment activities in Hue are still monotonous, lacking appeal, and failing to meet diverse experiential needs. This partly explains the direct reason for the short length of stay and low spending levels.

According to Hue City's tourism department, the survey results also revealed clear differences in the concerns of each tourist group. While domestic tourists are more sensitive to environmental issues, prices, and fraudulent practices in commercial activities, international tourists place particular emphasis on urban order, traffic safety, and the depth of tourism products. These differences require a flexible management approach, rather than a one-size-fits-all solution.

Another prominent obstacle is the harassment by street vendors who pester tourists. The percentage of domestic tourists dissatisfied with this issue is higher than that of international tourists, reflecting the growing expectations of domestic travelers for a civilized and orderly tourism environment.

The lack of diversity in tourism products and services also directly affects the intention to return. Over 20% of domestic tourists and nearly 13% of international tourists expressed dissatisfaction with the current product range. For international tourists, the demand for experiences is increasingly high, requiring products with cultural depth, diverse entertainment activities, especially nighttime tourism and tourism outside of peak seasons. “I think with its inherent culture and historical values, Hue needs to invest more in nighttime art shows,” shared Mr. Brezinim, an American tourist.

Despite differences in perspective between the two groups of tourists, assessments indicate an urgent need to change the development mindset, shifting from a "do whatever is available" approach to one that is centered around the tourist experience.

Overcoming shortcomings to achieve sustainable development.

Tourism is not just a service industry, but a comprehensive economic sector. Only by directly addressing its weaknesses can Hue's tourism industry enhance its competitiveness and retain tourists.

International tourists experience Hue tourism by cyclo.

Tourist feedback also highlights the need for corrective solutions. First and foremost is the improvement of urban infrastructure and transportation – a fundamental element that still has many limitations. Expanding and upgrading roads, reducing congestion during peak hours, and increasing public transportation options to tourist attractions need to be implemented simultaneously. Along with this, the rational arrangement of parking spaces, increased signage, and improved lighting systems are necessary to ensure tourist safety. Furthermore, attention should be paid to supporting tourism infrastructure such as public restrooms.

Ms. Pham Uyen, a tourist from Ho Chi Minh City and also a TikToker, suggested that Hue should invest in and maintain a free public Wi-Fi system at key tourist attractions. This would not only be a practical convenience for tourists but also an effective channel for promotion through check-ins, sharing experiences, and online communication.

Alongside infrastructure development, the control of street vendors, touting, haggling, and persistent harassment of tourists needs to be addressed decisively. Environmental sanitation and urban landscapes, especially in tourist areas and along rivers, also need to be improved regularly and continuously.

A long-standing inherent weakness of Hue tourism is the lack of nighttime activities and spaces. Current pedestrian streets and night markets operate at a limited capacity, especially during the rainy season. To overcome this, the city needs to invest in appropriate infrastructure such as shelters, drainage systems, and lighting to ensure stable operation even in adverse weather conditions. Simultaneously, it is necessary to encourage the organization of cultural and artistic events, seasonal festivals, night markets, and food markets to extend the length of stay and increase spending. “These are also tasks that the tourism industry is very concerned about. In our development plan, we will prioritize the creation of nighttime entertainment, shopping, and recreational areas to extend the length of stay and increase spending by tourists,” said Tran Thi Hoai Tram, Director of the Department of Tourism.

In the long term, it is necessary to diversify tourism products. Developing cultural experiences, traditional cuisine, and arts, combined with entertainment activities and handicraft workshops, will contribute to enhancing the value of the destination. Along with this, it is crucial to improve the design and value of souvenir products, aiming to build a distinctive "Hue Gifts" brand that suits a wide range of tourist segments.

Furthermore, developing tourism products adapted to rainy days and winter, such as indoor experiential tours, exhibitions, and unique cultural activities, will help Hue reduce seasonality and enhance the quality of the experience year-round.

Text and photos: HUU PHUC

Source: https://huengaynay.vn/du-lich/lang-nghe-du-khach-de-cai-thien-dich-vu-162905.html