Not only a destination for heritage and cuisine, Hue is recording a new tourism trend as more and more tourists seek resort experiences, health care and mental recovery on their journey to explore the Ancient Capital.
In the first 6 months of 2026, Hue welcomed more than 4.3 million tourists, an increase of about 30% compared to the same period last year; tourism revenue is estimated at 10,300 billion VND, an increase of 56.2%. Notably, international visitors reached about 1.5 million, reflecting the increasing attraction of this destination to the international market.
In addition to traditional products such as visiting the Hue Ancient Citadel Relic Complex, experiencing cuisine, festivals or spiritual tourism, the local tourism industry is aiming to develop high value-added product lines such as night tourism, culinary tourism, river tourism and health care tourism (wellness) to extend the length of stay and increase tourist spending.
In that trend, Hue has just added a health care product combining body-heart therapy and bell meditation, opening up more choices for tourists after heritage tours.
The program is designed in the form of an experiential workshop, combining body care with therapy bell meditation. Participants are guided to regulate breathing, listen to the body through vibrations and frequencies of therapy bells, aiming for deep relaxation, emotional balance and energy regeneration.
According to the organizing unit, this therapy is expected to contribute to reducing stress, improving the quality of rest and bringing mental relaxation. Representatives of Maia Imperial Spa said that the service is developed on the basis of cooperation with Silent Space, combining body care and sound relaxation methods, towards a comprehensive health care model.
The appearance of new products also shows that the trend of tourism consumption is changing. If previously, tourists coming to Hue mainly spent time visiting the Imperial Citadel, tombs or enjoying royal cuisine, now many people choose slow holidays, prioritizing physical and mental recovery after work pressure.
With the advantages of peaceful landscape, hot spring system, traditional medicine and heritage space rich in identity, Hue is assessed to have many conditions to develop wellness products associated with resorts, meditation, yoga, spa, mineral baths and body and mind therapy activities.
This is also a direction suitable for the goal of improving the quality of growth of the local tourism industry, shifting from quantitative development to increasing the value of experience, meeting the increasingly diverse needs of domestic and international tourists.
