en.Wedoany.com Reported - Recently, at the seminar "Innovative Applications to Promote Hue Tourism and Heritage" held in Hue City, Cung Trọng Cường, Director of the Hue City Development Research Institute, stated that the Perfume River has become the city's largest goods exchange point. Many tourists do not use specific accommodation addresses but instead choose to receive goods at locations along the river, placing orders via apps while resting by the riverside. Cung Trọng Cường believes this clearly demonstrates the digital transformation process, where technology is integrating with traditional cultural spaces to create new experiences for tourists.
This trend occurs against the backdrop of the global tourism industry transitioning towards green and sustainable development. A survey by Booking.com shows that in 2023, 76% of tourists wished to travel more sustainably, requiring destinations to continuously innovate their service delivery methods to meet tourist demands.
Võ Hoàng Liên Minh, Head of the Tourism Management Department under the Hue City Tourism Bureau, introduced that in the first half of 2026, Hue is expected to welcome 4.3 million tourists, a year-on-year increase of 30%, with revenue reaching 10.3 trillion VND, up 56.2%. The city currently possesses eight World Heritage sites, which Minh considers an "unreplicable" advantage. However, behind these growth figures lies a phenomenon of "value leakage," as many tourists have short stays and limited spending. Minh attributes this to tourists only accessing the superficial value of heritage, lacking deep experiences. To enhance the economic value of heritage, coordinated measures are needed to extend tourist stays and boost spending.
At the seminar, experts agreed that digital transformation is key to solving these challenges. Technology not only effectively promotes destinations but also helps establish connections between management agencies, tourism enterprises, and tech companies, forming a shared ecosystem. A typical example is integrating cyclo services into digital platforms. Nguyễn Phương Vi, Marketing Director of Grab Vietnam, stated that since the launch of the Grab Xích Lô service in August 2025, 100% of driver partners have remained on the platform. This model not only serves tourists but also meets the travel needs of local residents. Additionally, order volumes at food and beverage establishments have increased, the number of female driver partners has grown by over 2.2 times, and average income in 2025 was 20% higher than the general level. Cung Trọng Cường noted that digital services and food promotion activities have shaped a new, more dynamic image for Hue tourism while enhancing experiences for both residents and tourists.
In the long term, Hue has defined its tourism development direction based on the principle of "conservation for development," with the overarching view that "conservation is fundamental, culture is the foundation, and people are the center." Phạm Bá Hùng, Director of the Hue City Tourism College, recommended building shared data infrastructure and vigorously promoting the application of artificial intelligence (AI) in tourism product development to more accurately analyze tourist needs and enhance personalized experiences. However, he emphasized that technology only plays a supporting role and cannot replace the actual feelings tourists experience when directly engaging with heritage.
Võ Hoàng Liên Minh proposed four sets of solutions: conservation, development, and reinvestment; promoting digital transformation; innovating promotional methods; and greening tourism routes. The Tourism Bureau is developing a "Digital Imperial City" proposal, utilizing VR/AR technology and 3D models to digitize relics and artifacts. It also plans to develop a 3D food museum to preserve and showcase traditional recipes, while researching the application of the metaverse and AI to provide personalized experiences for tourists. From the story of orders along the Perfume River to large-scale heritage digitization projects, Hue is demonstrating a significant shift in its tourism operations, aiming to effectively tap into existing cultural values and move towards a sustainable heritage economy model.
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