Number of visitors increases
In the first 6 months of 2026, Hue tourism recorded impressive growth with more than 4.3 million visitors, an increase of about 30% compared to the same period last year. However, besides positive signals about the number of visitors, the tourism industry still faces the problem of nighttime economic products being able to retain tourists and increase customer spending.
According to Hue City Department of Tourism, in the first 6 months of the year, the locality is estimated to welcome more than 4.3 million visitors, of which about 1.5 million international visitors and 2.8 million domestic visitors. Tourism revenue is estimated to reach 10,300 billion VND, an increase of 56.2% compared to the same period.
According to data from Hue City Department of Tourism, the total number of overnight visitors is estimated at about 1.5 million, an increase of 19.3%; of which international overnight visitors reached about 511,000, an increase of 16%.
Domestic tourists continue to be the main market with demand for resorts, heritage sites, cultural experiences, cuisine and festivals. Meanwhile, traditional international markets such as France, the US, Germany, the UK and Australia still maintain stable growth. Notably, Canada and China emerged as fast-growing markets, increasing by about 49% and 36% respectively.
Along with traditional products, Hue is expanding ecotourism, community tourism, craft villages, health care, green tourism and Net Zero; exploiting waterway tourism routes on the Ngu Ha River, Dong Ba, An Cuu connecting Bao Vinh and Gia Hoi ancient towns.
With this result, Hue has completed nearly 60% of the target of welcoming from 7.3-7.5 million visitors in 2026.
Although the number of visitors is increasing rapidly, Hue has not yet effectively exploited the night economy for many years. This is also the reason why the average spending of tourists is not commensurate with the potential of a heritage city.
Developing the night economy to retain tourists
According to Mr. Hoang Viet Trung - Director of the Hue Ancient Citadel Relic Preservation Center, in the third quarter of 2026, cultural, artistic and culinary nightlife experiences programs will continue to be organized regularly.
Notably, from September 2026, Hue Citadel is expected to open nightly regularly in many spaces such as Phu Noi Vu, Thieu Phuong Garden, Duyet Thi Duong and Co Ha Garden, creating an additional product chain to serve visitors after 6 pm.
According to Mr. Hoang Viet Trung, the goal is not only to promote heritage but also to extend stay time, increase spending and promote nighttime economic development. From a destination that was once commented as "sleeping early", Hue is gradually creating new experiences to make heritage more vibrant at night.
In parallel with that, Hue City's tourism industry will promote the brand "Hue - city of heritage, culture and nightscape" on digital platforms; strengthen the linkage between travel businesses, accommodation establishments and service business units to form a synchronous night tourism product chain.
The development of experiential spaces, cuisine, art, shopping and nighttime cultural activities is expected to help Hue not only continue to increase the number of visitors but also increase spending, extend stays and complete the revenue target of about 20,000 billion VND in 2026.
