Hue’s Push Into Europe: Positioning a Heritage Capital on the Global Travel Map
As global travel rebounds and cultural experiences rise in demand, Vietnam’s ancient capital of Hue is intensifying its efforts to strengthen destination branding and tourism positioning in Europe. Through a series of well-curated cultural showcases, promotional programs, and international collaborations, Hue is aiming to unlock stronger growth from key European markets in the coming years.
Introducing Hue to the European Traveler
In June, the historic center of Warsaw became a vibrant showcase of Vietnamese culture during a national tourism promotion program hosted by the Vietnam National Authority of Tourism. Among the highlights was the presence of Hue, whose display space, rich with imperial motifs and traditional experiences, captured the curiosity of Polish visitors.
The delegation from Hue City People’s Committee introduced iconic heritage sites alongside signature cultural assets such as Royal Court Music, “Hue – The Capital of Ao Dai,” and “Hue, The Culinary Capital.” Members of the delegation appeared in traditional ao dai, creating a visual experience that distinguished Hue from other destinations and attracted international attention.
This promotional effort was part of a broader European campaign held from June 22 to July 2 in Poland, the Czech Republic, and Germany. Despite their differences in travel styles, all three markets share a growing preference for immersive tourism that blends culture with leisure, a strength Hue is uniquely positioned to deliver.
Rising Demand from Key European Markets
The tourism potential demonstrated in these countries has been supported by strong performance indicators. In 2024, Vietnam welcomed 51,000 Polish visitors, a 25% increase compared to 2019. In just the first five months of 2025, nearly 37,000 Polish travellers arrived, a 44.5% rise year-on-year. Poland has now become Vietnam’s sixth-largest European source market.
Germany remains equally important, consistently ranking among Vietnam’s top 15 source markets. Nearly 250,000 German visitors traveled to Vietnam in 2024, with almost 140,000 arrivals recorded in the first five months of 2025.
Meanwhile, the Czech Republic recorded 25,800 visitors to Vietnam in 2024, representing a 39% increase over 2019, making it one of the region’s most promising growth markets.
Travel experts expect continued demand, particularly given that travelers from Poland, Czechia, and Germany now benefit from visa exemptions under recent Vietnamese government policies.
Creating Memorable Cultural Impressions
Beyond promotional booths, Hue has been building a more distinctive presence in Europe through cultural programs, culinary showcases, and business networking. Activities such as the “Colors of Vietnamese Culture” exhibition, B2B conferences, and cuisine presentations in Prague and Munich have deepened engagement with both tourism businesses and international audiences.
According to Tran Thi Hoai Tram, Director of the Department of Tourism, the most impactful strategy lies in how Hue’s identity is presented. The imagery of ao dai against imperial architectural motifs, paired with traditional melodies reinterpreted in a modern musical language, has helped convey Hue as both timeless and evolving. This combination positions Hue not only as a heritage destination but as a contemporary cultural experience.
Strengthening Hue’s Global Brand
These recent promotional programs represent Hue’s second major European campaign of the year. Earlier, from May 4 to 13, Hue brought its heritage, gastronomy, and cultural tourism offerings to Italy, Switzerland, and France. All efforts align with a meaningful milestone: Hue’s role as host of Vietnam’s National Tourism Year 2025 under the theme “Hue – Ancient Capital, New Opportunity.”
Hue is home to eight UNESCO-recognized world heritage titles, hundreds of folk and royal festivals, and one of Asia’s most distinctive imperial culinary traditions. Yet, geographic distance and limited access to information have meant many European travelers still overlook its offerings. Strengthened promotion therefore plays a strategic role in building new travel demand and enhancing cooperation with international businesses.
Toward a Stronger Presence in the European Market
Through these targeted campaigns, Hue City People’s Committee and its tourism sector are creating new pathways for government organizations, travel companies, and service providers to understand market trends and expand business partnerships. As destination marketing deepens and visa policies become more favorable, Hue is steadily positioning itself as a sustainable, culturally rich, and internationally appealing destination for European travelers.
In the era of experience-driven travel, Hue is not only sharing its past, it is shaping its future on the world tourism map.
Australian Hospitality Alumni Network Vietnam 