The National Tourism Year is an annual event hosted alternately by different provinces and cities across Vietnam. Over 20 successful editions, it has played a crucial role in promoting domestic tourism, attracting a large number of international visitors, and showcasing Vietnam as a safe, friendly, peaceful, and hospitable destination on the global stage.

In 2025, the National Tourism Year returns to Hue for the second time, and it holds great significance as Thua Thien Hue officially became a centrally governed city on January 1, 2025.

Speaking at the opening ceremony, Deputy Prime Minister Mai Van Chinh emphasized that tourism is a key economic sector that not only creates jobs and improves income for millions of workers but also helps many remote households escape poverty. He noted that tourism revitalizes forgotten historical sites, enhances cultural exchange and international cooperation, fosters friendship and peace, and popularizes Vietnam's unique cultural values both domestically and internationally.

The Deputy Prime Minister affirmed that Vietnam possesses ideal conditions for tourism development. The Party and State have always prioritized tourism, leveraging the country’s human, cultural, and natural resources, as well as its coastal and island advantages, to establish tourism as a leading economic sector. Thanks to the political commitment of local authorities and the efforts of tourism enterprises, the local tourism industry has not only recovered from the COVID-19 pandemic but also exceeded expectations in terms of both visitor numbers and service quality.

In just two years, 2023 and 2024, Vietnam’s tourism industry has made a remarkable recovery, exceeding all planned targets and emerging as a bright spot in the national economy. Vietnam has become the fourth largest destination in ASEAN in terms of visitor arrivals and total tourism revenue. This is not only a sign of strong recovery but also proof of Vietnam’s lasting appeal on the global tourism map.

Vietnam continues to receive prestigious tourism awards, including Asia's Leading Tourist Destination and the World's Leading Heritage Destination, along with hundreds of other accolades for its tourism businesses. These international recognitions reaffirm the country’s tourism potential and attractiveness, serving as a strong motivation for further breakthroughs in the coming years.

According to the Deputy PM, 2025 is expected to be a milestone year marking the resurgence of Vietnam's tourism industry, with ambitious goals of welcoming 22–23 million international visitors, attracting 120–130 million domestic tourists, and aiming for a total tourism revenue of approximately VND1 quadrillion (about US$40 billion).

"Vietnam is entering a new era where tourism is not just about experiences but also a bridge for friendship, cooperation, and sustainable development," stressed the Deputy PM.

Looking ahead, he said, the tourism industry must implement the directives of the Prime Minister’s Instruction No. 08/CT-TTg in February 2024 to develop tourism in a comprehensive, rapid, and sustainable manner, based on core values such as unique tourism products; professional services; simple and convenient procedures; reasonable pricing; clean and beautiful environment; and safe, civilized, and friendly destinations. He emphasized that these core values will help position Vietnam as a leading global destination in the coming years.

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o accomplish these goals, the Deputy PM urged the Ministry of Culture, Sports, and Tourism, along with relevant ministries, agencies, and localities, especially Hue city, to build on past achievements, overcome challenges, and work collaboratively to implement several key tasks.

The tasks include implementing holistic planning and investment strategies to create distinctive and high-quality tourism products; integrating cultural heritage values into tourism development to offer unique and authentic travel experiences; leveraging digital technology to enhance tourism promotion and marketing for Hue, the Central Coast, and Vietnam as a whole; and developing new tourism spaces while minimizing environmental impact, protecting natural resources, and preserving cultural heritage and landscapes.

He stressed the need to foster a civilized, friendly, and sustainable tourism environment; promote green tourism initiatives and use heritage values as a driving force for tourism growth; and position tourism as a foundation for heritage conservation, restoration, and cultural promotion.

He also reminded the industry to enhance tourism workforce training, equipping professionals with the necessary skills and mindset for high-quality service.

The opening ceremony featured a grand artistic performance titled “The Love Song of the River”, meticulously choreographed to recreate the legends and beauty of the Perfume River. Over 800 artists and performers from Vietnam and abroad participated in this spectacular event.

Official poster for Hue National Tourism Year 2025 unveiled

VOV.VN - The Organising Committee of the Hue National Tourism Year 2025 has announced an official poster for the event, which draws inspiration from main activities to be held throughout the year.