Hue steps up destination promotion to elevate its tourism brand
Hue’s People’s Committee has issued its 2026 plan to implement the “Hue Destination Communication and Promotion Strategy for 2026–2030”, aiming for clear gains in the quality and effectiveness of communications and a unified image of “Hue – Land of Happiness” that raises the city’s standing and appeal to residents, visitors, investors and international friends.
In 2026 the city focuses on finalising its destination positioning and brand identity — a brand map, audience-specific messaging and a brand guideline; building a shared database and launching a multilingual tourism portal to grow its international presence step by step; and running 3–4 domestic and international famtrip/presstrip programmes.
The city is also producing 15-, 30- and 60-second promotional TVCs in several languages for airlines, airports, public screens and digital platforms, while strengthening communication of signature brands such as “Hue – Capital of Cuisine”, “Hue – Capital of Ao Dai”, the Hue Festival and its outstanding cultural and heritage values.
Quick questions
What is Hue’s destination brand positioning?
“Hue – Land of Happiness”.
What does Hue’s 2026 plan focus on?
Finalising the brand identity, launching a multilingual tourism portal, running 3–4 famtrip/presstrip programmes and producing 15/30/60-second TVCs for airlines and digital platforms.
Which signature brands are being promoted?
“Hue – Capital of Cuisine”, “Hue – Capital of Ao Dai”, the Hue Festival and outstanding cultural and heritage values.
Sources
Written by the association from published reporting; figures and quotes follow the sources above.
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