The Hue City People's Committee held a conference on October 31 to announce tourism promotion plans and introduce new attractions and events through 2027.
"We cannot simply let visitors sit over a cup of coffee, watch the rain in Hue and then leave. We need attractive experiences that encourage them to stay longer," said Tran Huu Thuy Giang, vice chairman of the municipal People's Committee.
Giang said new tourism products must be practical, commercially viable and tailored to visitors' needs. Rather than remaining ideas on paper, they should be properly developed with meaningful business participation and offer distinctive experiences.
At the conference, Giang also unveiled plans for the Hue International Light Festival, a major event of the Hue Festival scheduled for June 11-13, 2027.
The festival will take place on a floating stage behind the Quoc Hoc Monument along the Perfume River.
The phoenix, one of the four sacred creatures associated with Hue's royal culture, will serve as the festival's main symbol.
The opening ceremony is expected to feature a phoenix rising from the Hue Imperial Citadel and flying towards the Perfume River, symbolising the city's aspirations in a new era.
The event is expected to attract 10 international teams competing in two categories: light displays and drone performances.
Although the festival will coincide with the established Da Nang International Fireworks Festival, Giang said Hue's event would have its own identity, with the two festivals complementing each other and offering visitors different experiences.
The Hue International Light Festival is expected to become an annual event after 2027, with ambitions to establish itself among Vietnam's leading festivals.
Two other major events planned for 2027, Hue International Music and Heritage Week and an innovative reality television programme, were also introduced.
The city also announced tourism promotion initiatives through 2027, including business incentives and a medical tourism development scheme.
The scheme aims to combine medical treatment, healthcare, wellness retreats and tourism experiences, building on Hue's existing strengths to develop a new tourism segment.
City leaders urged businesses to capitalise on the planned events by developing tour packages, services and visitor experiences that encourage longer stays and higher spending.
Hue also introduced an artificial intelligence platform designed to help tourists create personalised travel itineraries.