Record tourism revenue
In 2026, Hue tourism is showing a remarkable shift. From a destination that favors heritage sightseeing to a city with more experiences for tourists to stay longer and spend more.
The recent National Day of September 2nd is a clear example. Hue is estimated to welcome more than 651,000 visitors, an increase of about 231% compared to the same period in 2025. Notably, tourism revenue is estimated to reach more than 1,500 billion VND, an increase of about 383%.
The increase in revenue is significantly higher than the increase in the number of visitors, showing that not only are more people coming to Hue, but the spending capacity of tourists is also improving.
One of the factors creating the change is that Hue is gradually innovating the way it exploits heritage advantages.
If before tourists often came to Hue to visit the Citadel, tombs, pagodas and then leave, now the journey has more choices. Music, art, cuisine, festivals and nightlife activities are being incorporated into tourism products, creating a more vibrant Hue but still retaining its own identity.
During the recent holiday, Hue Wonderverse Music Fest 2026, held for the first time, attracted a large number of audiences. In just the first two days, the event was estimated to welcome about 120,000 visitors, along with side activities, bringing the total number of participants to more than 300,000.
Hue International Music Week 2026 also creates more highlights when bringing art programs into the city's typical spaces, including the stage on the Perfume River, with the participation of international art troupes.
These events not only create instant visitor numbers. More importantly, they help change the reasons why tourists choose Hue.
Diverse types of experiences
A young person can come to Hue for a music night, but then spend time visiting heritage sites, enjoying cuisine, experiencing the space along the Perfume River and staying for one or two more nights.
Mr. Le Duc Long, a tourist from Quang Tri, said that Hue today has more activities than before, not only limited to visiting relics. "My family of 4 goes to Hue for 2 days, the journey starts from the Imperial Citadel, then lets the children explore the history museum, then return to Tam Giang lagoon to experience. At the end of the afternoon, the whole family stops by the center to watch a music festival. Easy to move and almost everything is cheap and delicious," Mr. Long shared.
Along with product innovation, cost advantages are also helping Hue increase its competitiveness. The exemption of tickets to visit relic sites belonging to the Hue Ancient Capital Relic Complex on September 2 creates conditions for people and tourists to access the heritage. Leaders of the Hue Ancient Capital Relic Preservation Center said that during the holiday, the relic sites welcomed more than 152,000 visitors; on September 2 alone, there were about 67,000 domestic visitors.
In the opposite direction, service quality and service capacity are also decisive factors to retain tourists.
The average room occupancy rate during the holidays reached about 95%, many accommodation establishments were fully booked during peak days. The city's tourism industry also strengthened inspection of accommodation quality, environmental sanitation, food safety, fire prevention and fighting and price listing.
Looking at the numbers of the September 2nd holiday, it can be seen that Hue's appeal is no longer only in the heritages that have been known to the world.
Heritage is still the foundation, but diversity in experience is becoming a new driving force. When culture meets music, cuisine is associated with exploration, and heritage space is connected to modern activities, Hue has more reason for tourists to return.
