The workshop Applying Innovation in Tourism and Heritage Promotion in Hue was jointly organised by the Hue Institute for Development Studies and the city's Department of Construction.
Cung Trong Cuong, director of the Hue Institute for Development Studies, said Hue viewed digital transformation as a key driver for improving visitor experiences and unlocking the value of its cultural heritage.
The event featured discussions on innovation partnerships, digital tourism development and strategies to boost the competitiveness of Hue's tourism sector in the digital era.
Vo Hoang Lien Minh of Hue's Department of Tourism said one of the city's main challenges was "value leakage", with visitors spending little time and money despite its rich cultural heritage.
He said limited visitor engagement at heritage sites, a lack of strong investment mechanisms and an underdeveloped night-time economy continued to constrain tourism growth.
Tourism officials and Hue Tourism College called for a heritage-based development strategy linked to digital transformation and sustainable growth, while strengthening Hue's tourism brand.
Businesses and digital content creators shared proposals on using digital platforms to improve visitor experiences and promote Hue's cuisine, culture and nightlife to wider audiences.
Grab Vietnam highlighted the impact of its partnership with Hue, including the launch of the Grab Cyclo service in August 2025 to digitise the traditional transport mode and promote local culture.
The company said driver-partner numbers had risen by more than 50 per cent since the service was launched, while average trip volumes increased by 9 per cent. Female driver-partners more than doubled through the Grab Chi Em programme.
Grab added that tourism-related transactions on its platform had increased by 56 per cent through cooperation programmes with local tourism authorities, helping local businesses expand their presence on digital platforms.
Participants discussed opportunities and challenges facing Hue's heritage tourism sector in the digital era and proposed measures to strengthen the use of technology in tourism promotion and development.
