Vietnam showcases cultural wonders and tourism treasures in Europe
In an effort to captivate European travellers, Vietnam is launching a series of tourism promotion programs in key regional markets for the 2025 tourism year.
THE HANOI TIMES — Led by the Ministry of Culture, Sports and Tourism, the campaign aims to showcase the country's stunning landscapes, vibrant cultural heritage, and the warm hospitality that defines its people.
The Khai Dinh Tomb in Hue, former royal city in the central Vietnam. Photo: Truong Dinh/ Check-in Vietnam
Accordingly, seven major promotional events are set to unfold throughout the year, with a particular focus on France, Italy, and Switzerland in May. Highlights include tourism showcases and business-to-business networking events designed to foster collaboration between Vietnamese tourism stakeholders and European partners, taking place in Milan on May 6, Geneva on May 8, and Paris on May 12.
The centerpiece of the campaign is a special performance of Hue Royal Court Music at the iconic Trocadéro Square in Paris on May 11 evening. This art form, listed by UNESCO, offers European audiences a glimpse into Vietnam’s imperial legacy and timeless cultural elegance.
Representatives from the Vietnam National Tourism Agency together with master artisans, celebrated artists, and leading figures in the hospitality, travel, and aviation industries will present a vivid portrait of Vietnam’s tourism offerings, including its golden beaches, terraced highlands, ancient cities, and bustling urban life.
The timeless beauty of UNESCO-recognized Hue Imperial City. Photo: Visit Vietnam
The central city of Hue is a particular focus, as it is a key destination for the 2025 Vietnam National Tourism Year. Renowned for its imperial citadel, spiritual depth, and refined aesthetics, Hue is promoting itself with captivating slogans such as “Hue — Heaven of Royal Cuisine,” “Hue — Kingdom of Ao Dai ,” and “Hue — Home to Vivid Festivals.” These themes are designed to entice international travelers seeking authentic, immersive cultural experiences.
Nguyen Trung Khanh, Head of the Vietnam National Tourism Agency, said that Europe remains a crucial market for Vietnamese tourism. Visitors from Europe are known for their long stays and high spending. Over 1.8 million European tourists visited Vietnam in 2024, primarily from the UK, France, Germany, Spain, and Italy. This momentum has continued into 2025, with European arrivals increasing by nearly 20% during the first quarter alone, totaling over 791,000 visitors.
The royal sweet treats of Hue. Photo: Vietnam Oi
Specifically, travelers from France, Italy, and Switzerland have shown strong interest. In 2024, Vietnam welcomed 279,000 people from France, 89,000 from Italy, and 33,000 from Switzerland. Just in the first quarter of 2025, 102,000 French, 31,000 Italian, and 12,000 Swiss visitors explored the country’s diverse attractions.
Hoang Nhan Chinh, Head of the Tourism Advisory Board (TAB) secretariat, emphasized the importance of a multifaceted strategy to promote Vietnam on the global stage. "To make a lasting impression on our international friends, we must combine traditional media with modern technology and continuously improve the quality of our services."
Vietnam is ready to welcome the world, one cultural heartbeat at a time, with its enchanting scenery, centuries-old heritage, and friendly people.
