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| International tourists capture memorable photos while experiencing tourism at the Hue Imperial Citadel. |
Lively
According to a representative from Vietravel Hue Co., Ltd., compared to last year, the Tet holiday tourism market this year is showing more signs of vibrancy, especially for overseas tours. By mid-December, overseas tours, particularly to Southeast Asian countries and South Korea, were almost fully booked. Domestically, tourists also showed a strong preference for tours experiencing Northern Vietnam, notably popular destinations such as Sa Pa, Moc Chau, Son La, and Ninh Binh; some destinations in the Mekong Delta, Phu Quoc, and the Hue - Da Nang - Hoi An heritage tour route.
This year, tourists tend to plan their Tet holiday trips and book tours earlier than usual. From November 2025, many tourists have already booked tours to secure their spots and receive special offers and promotions. Mr. Tran Xuan Nam, Director of Restour Co., Ltd., said that for the domestic tourism market, independent travel remains quite popular. Visitors to Hue often combine their trip with visits to other localities along the Central Vietnam Heritage Route for sightseeing and experiences. Notably, many tourists from Central Vietnam in general, and Hue in particular, are planning overseas trips to Singapore, Malaysia, Thailand, South Korea, and Taiwan (China)... The average tour price has increased by about 10-15% compared to last year's Tet holiday, mainly due to the high cost of airfare during Tet; however, customers are still choosing and booking very early. "By mid-December, the number of tour bookings, especially for overseas tours during Tet, has already been filled," Mr. Nam informed.
According to travel agencies, with 9 consecutive days off announced early, the Lunar New Year of the Horse 2026 created a clear boost for the tourism market at the beginning of the year. While many outbound tours were already booked up, domestic tourism saw a proactive trend as tourists chose their own itineraries, timings, and prioritized booking combo packages (combining multiple products and services) of tickets and accommodations to suit their needs. Tourists tended to focus on destinations with pleasant climates, well-developed tourism infrastructure, and suitability for family vacations. While in the days leading up to and during the Tet holiday, tourists had a strong desire for sightseeing, after the Tet holiday, the travel trend shifted, prioritizing more relaxed trips with cultural and spiritual experiences.
Proactively attract tourists to Hue.
The Year of the Horse (Bính Ngọ) marked the first Tet (Lunar New Year) celebration in communes and wards after the implementation of the two-tiered local government model. Almost all localities in Hue City organized spring festivities and Tet celebrations to serve residents and tourists. This also provided an opportunity for travel agencies to collaborate, develop tours and routes, and create more experiential products for visitors.
Typically, during the Lunar New Year holiday, there is a significant increase in individual tourists, especially those traveling independently, with friends, or in family groups. Travel agencies also prepare and supplement services to meet customer demand. Mr. Tran Xuan Nam stated that while previously, experiential tourism products such as making Thanh Tien paper flowers and painting in Sinh village were mainly offered to group tours or upon request, this year, Restour Co., Ltd. is organizing daily tours combining these experiences with cycling around the countryside, having lunch at a local's home, and accommodating 1-2 guests. Organizing these tours daily not only provides more options for customers but also increases product awareness.
Besides visiting heritage sites, the experiences that travel agencies aim to offer tourists include visiting traditional craft villages during Tet (Lunar New Year), or participating in activities with local people, including cooking classes. In addition, businesses are also promoting Tet cultural experiences such as giving lucky money, picking auspicious branches, and New Year's Eve parties… to provide a complete journey that emphasizes experiential value.
Depending on customer needs, travel agencies also cater to and sell individual services, from airline tickets and accommodation to transportation and other travel arrangements. A representative from Vietravel Hue Co., Ltd. stated that a large number of overseas Vietnamese returning home also book individual services for sightseeing and experiences. Whatever the customers need, the travel agency is ready to meet their requirements.
Furthermore, with the Hué Plaza Commercial - Cultural - Service Complex officially opening in November 2025, it will offer visitors more experiences during the Lunar New Year holiday in Hue, especially in shopping, dining, arts and entertainment, and exploring heritage values.
Mr. Do Ngoc Co, Chairman of the City's Travel Association and Director of Viet Green Tourism Co., Ltd., said that travel businesses have made thorough preparations to serve both international and domestic tourists, not only to meet revenue targets but also to promote and enhance the brand of Hue as a destination.
Source: https://huengaynay.vn/du-lich/thi-truong-du-lich-tet-soi-dong-162790.html
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