On May 12, in the heart of Paris, Hue concluded its European tourism promotion journey with a cultural showcase that blended heritage, cuisine, and artistic expression—a fitting finale to a three-stop campaign across Milan, Geneva, and France’s capital.
The event was part of Vietnam’s broader Culture and Tourism Week in Europe, hosted by the Vietnam National Authority of Tourism with support from Hue City, Vietnam Airlines, and international travel partners. It aimed to spotlight Hue as a must-visit destination for European travelers, especially the strategic French market, where interest in Vietnam continues to rise.
France currently ranks as Hue’s largest source of international visitors, accounting for over 10% of its foreign arrivals in 2024. Favorable visa policies and increasing flight connectivity have fueled this growth, with French arrivals to Vietnam nearing pre-pandemic levels.
A Cultural Affair in Paris
Hue’s presence in Paris wasn’t limited to brochures and speeches. Guests were treated to a sensory journey into the ancient capital’s soul:
- Royal court music (Nhã Nhạc), performed by Hue artists, brought UNESCO-recognized traditions to life.
- Renowned culinary artisans prepared Hue’s symbolic royal dishes on site, including nem công chả phượng and traditional cakes, alongside specialties like bún bò Huế and lotus leaf confections.
- Local handicrafts, especially eco-friendly lotus leaf handbags and conical hats, captured the attention of French attendees, resonating with the current sustainability trend in European lifestyles.
Travel businesses, cultural institutions, and media outlets in Paris responded warmly. Many expressed interest in developing themed cultural and gastronomic tours, aligning with the French market’s growing demand for authentic, immersive travel experiences.
Looking Ahead to 2025
Hue also took the opportunity to promote its role as host of Visit Vietnam Year 2025, themed “Ancient Capital, New Horizons.” Through video screenings and printed materials, the city highlighted its blend of imperial heritage and modern creativity, inviting European travelers to be part of its next chapter.
The Paris showcase, more than just the conclusion of a roadshow, served as a gateway to deeper international engagement, paving the way for new collaborations and renewed interest in Hue as a leading cultural tourism destination in Southeast Asia.