Hue’s potential has long been recognised across various dimensions: as a World Cultural Heritage City, a Festival City. According to national planning, is has been a key cultural and tourism hub of Viet Nam.

The Tam Giang–Cau Hai lagoon system in Hue is a perennial draw for visitors.

Striking a balance between advantages and sustainability

Located in the central stretch of the country, Hue’s climate differs from that of the southern provinces. Rather than the distinct dry and rainy seasons, Hue experiences a “wet season” and a “less-wet season.” This climatic nuance lends the city its unique charm as an ancient and romantic ambience tinged with nostalgia.

Capitalising on this distinctive character, Hue has developed a wide array of tourism products suited to its climate.

These include heritage tourism (with eight UNESCO-recognised forms of heritage, most notably the Complex of Hue Monuments); marine tourism (Thuan An, Canh Duong, Lang Co, and Vinh Thanh); adventure tourism (the Tam Giang–Cau Hai lagoon system, Phong Dien Nature Reserve, Bach Ma National Park, and the Sao La Conservation Area); ecological tourism (forests, lakes, lagoons, and marine ecosystems); and agricultural farm tourism (offering visits, discovery, and hands-on farming experiences).

In recent years, visitors have also shown growing interest in wellness tourism, which combines relaxation and healing at natural hot springs such as Thanh Tan and My An, and around large reservoirs in the upland areas.

Other emerging segments include healthcare tourism, leisure and entertainment, sports tourism (especially through community sports events), and cultural community tourism in the ethnic minority districts of A Luoi and Nam Dong.

According to aggregated data from the past two years, tourists tend to stay in Hue for only a short time, about 1.8 days on average.

In an effort to stand out and extend visitors’ stays, Long Ma (Dragon Horse) Trading and Travel Company (Drase Travel) has focused on curating experiences steeped in local tradition, offering a more holistic perspective of the city.

Doan Cong Quoc Tuan, Director of Drase Travel, shared that the company designs its tour programmes based on three key pillars: environment, economy, and society.

Bicycles and electric cars are prioritised as modes of transport to create a closer connection with the surroundings and enhance visitor engagement, while also mitigating environmental impact.

In the past five years, local residents have gradually adopted a more professional approach to tourism, becoming directly involved in guiding and managing tour logistics.

“The relationship between tour operators and local communities can only be sustainable when the environment at tourist destinations is protected. Equally crucial is ensuring that residents enjoy stable and consistent incomes. For example, we are supporting Bui Thi Ngoc Dien, who is a daughter and heir of artisan Cong Ton Nu Tri Hue in reviving the craft of royal pillow making. Visitors can now come to experience this traditional Hue art form firsthand. This is a model for how we aim to preserve and support both traditional crafts and artisans,” said Doan Cong Quoc Tuan.

Differentiation to avoid monotony

In early 2024, while conducting research on green tourism and climate change, Director of iVietnam Travel Ngo Hoang Nguyen Anh, launched the "Net Zero Tour" project.

Her team comprises young professionals, bringing with them fresh and dynamic perspectives and innovative approaches to tourism. The project was awarded Second Prize at the 2024 Thua Thien Hue Provincial Innovation Startup Competition.

The Net Zero Tour integrates environmental protection into its activities through a three-phase transition process. Firstly, the carbon emissions generated by each trip are accurately calculated. Secondly, emissions are reduced by adopting sustainable tourism practices. Lastly, efforts are made to plant more trees and support forestry projects.

iVietnam Travel has set a goal to work alongside the city of Hue to expand mangrove reforestation, restore coastal ecosystems, and contribute to climate change adaptation.

Although the average cost of a Net Zero Tour is 10–15% higher than that of a traditional tour, the benefits are substantial such as reducing waste emissions into the environment, fostering a sustainable tourism community, and shifting customer mindsets.

Hue is also known for the Tam Giang–Cau Hai lagoon system, which spans more than 22,000 hectares and stretches over 60 kilometres, with some sections up to 6–8 kilometres wide.

This lagoon system is home to diverse ecosystems and extensive agricultural space, considered unique in central Viet Nam.

Leveraging these advantages, Luong Thi Hien from Ngu My Thanh Village, Quang Loi Commune, Quang Dien District, has developed tour packages that bring visitors to her village.

Over the past four years, her eco-tourism stopover-Huong Vi Tam Giang (Flavours of Tam Giang)-has gradually improved its infrastructure.

According to Hien, locals in Ngu My Thanh have started adapting to economic development through tourism. Former fishing households have become tour guides, leading visitors around the village with a “seasonal specialities” approach.

Guests can pick watermelons, harvest peanuts, and fish alongside villagers. At the end of the day, the return boat often carries a few bags of rubbish collected during the trip, a collaborative effort between residents and visitors to preserve the environment and promote green tourism.

Looking ahead to the future of local tourism, Hien expressed her hope: “We have high expectations for the impact of the Net Zero Tour project. Tourism is not just about the present, but it is also about future value. When visitors return and see green covering every corner of the countryside, they will be glad they came.”

Director of the Hue City Department of Tourism Tran Thi Hoai Tram stated: “With exemplary tours like the Net Zero Tour by iVietnam Travel, the benefits are evident. However, for such models to succeed and scale, we need to develop a local Net Zero tourism evaluation system tailoured to Hue’s conditions. Additionally, State support is essential, ranging from priority licensing policies and media promotion to encouraging businesses to develop innovative green tourism products. Stronger connections between businesses, government, and communities are needed to ensure a unified approach and shared responsibility”.

The potential is enormous, but to ensure that Net Zero tours operate sustainably, local residents must be trained in customer service, homestay management, and sustainable tourism practices. Ecotourism planning must also be systematic and strategic if Hue tourism is to truly reach new heights.

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