These distinctions offer Hue a significant advantage as it pursues the path of green tourism development.

Embracing a new trend

According to Hue City’s Department of Tourism, the local tourism market has continuously expanded and diversified in recent years. For domestic visitors, the majority come from major urban centres such as Ha Noi, Ho Chi Minh City, Da Nang and Quang Ninh.

International tourists mainly arrive from Northeast Asian countries like the Republic of Korea, Thailand and Taiwan (China), along with a steady flow from European nations such as France, Germany and Spain. These are typically high-spending travellers with longer stays and a preference for cultural, nature-based and community tourism experiences, favouring “green”, “clean” and “meaningful” values.

Recognising this trend, Hue has identified green tourism as a strategic shift in its development approach. This direction is seen as a “key” to revitalising cultural values and propelling Hue forward without sacrificing its unique identity.

At the East Asia Local and Regional Government Congress held in Hue, city officials stressed: “In the face of increasingly widespread climate change impacts, tourism models based purely on natural resource exploitation are reaching their limits. Green and sustainable tourism is no longer a trend but a necessary path to ensure tourism continues to grow without compromising the environment, culture or community welfare.”

A green and sustainable tourism ecosystem is being methodically developed through collaboration between local authorities, businesses, communities and visitors. All tourism models aim to promote green messages and environmental protection through concrete actions, such as leveraging local resources, reducing waste, and encouraging the use of eco-friendly transport.

Some of the popular green tourism activities in Hue include: cycling tours to the ancient village of Phuoc Tich; visits to traditional garden houses in Kim Long, Thuy Bieu and the Thanh Toan tiled-roof bridge area; exploring fishing villages around the Tam Giang – Cau Hai lagoon; cultural experiences in traditional ethnic villages in A Luoi and Nam Dong; and eco-tours to the tomb of Emperor Gia Long by bicycle, electric bike or electric car.

A representative from the Hue Department of Tourism noted that the city is pioneering green tourism development through a community cycling campaign themed “Hue – Pioneering Green Heritage Tourism and the Bicycle City”.

The city is gradually implementing green initiatives such as promoting public bicycle use, expanding electric vehicle services, enlarging pedestrian zones, offering eco-boat tours on the Huong River, and digitising tourism services with e-tickets and AR/VR experiences.

Action for a sustainable future

As part of the sustainable green tourism strategy, dozens of businesses, including hotels, travel agencies, restaurants and attractions, have committed to reducing single-use plastic. With support from local authorities, four standout low-plastic tourism sites have been developed in tandem with green tour routes: Thuy Bieu tourism site, the Thanh Toan community tourism area, Ngu My Thanh – Con Toc community site, and Dam Chuon lagoon tourism site. These destinations, which have implemented practical measures to reduce plastic waste, have received positive feedback from visitors.

Choosing Hue specifically for its green tourism offerings, Tran Ngoc Ha from Ha Noi shared that she has visited the city three times in the past four years. On her most recent 4-day, 3-night trip, she stayed at an eco-homestay in Thuy Bieu—the first tourism site in Hue to implement plastic waste reduction. At the homestay, all items were eco-conscious, from bamboo and paper straws to fabric bags and natural-material toiletries. Guests were given glass water bottles instead of plastic ones, with complimentary refill stations in the garden. Cycling and electric vehicles were encouraged for sightseeing. These seemingly small efforts made a strong impression on Ms Hà and many other travellers.

“I really appreciate how Hue has not only created green, clean and beautiful spaces, but also fostered a community that takes action together. The way Hue develops green tourism is both genuine and measured. Here, green tourism is no longer just a choice, it is gradually becoming a way of life,” she said.

Nguyen Thanh Binh, Standing Vice Chairman of Hue City People’s Committee, affirmed that sustainable green tourism is a long-term strategy. Moving forward, the city will focus on developing high-quality, diverse and distinctive green tourism products that offer added value and enriched visitor experiences, building on Hue’s strengths in culture, heritage and natural resources. The city also plans to strengthen regional links, attract investment, and apply digital technology in managing and promoting green tourism.