According to the organizers, the title recognizes Hue's persistent efforts in building its image as a destination rich in identity, fostering sustainable development, and adapting to market fluctuations.

Foreign visitors tour Hue Imperial Citadel in late 10/2025, after floodwaters receded from the citadel. *Photo: Vo Thanh*

Tran Thi Hoai Tram, director of Hue City Department of Tourism, stated that the title is a source of pride for Hue's government and people. It also serves as motivation for the city's tourism sector to continue innovating its approach, improving product and service quality, with the goal of sustainable development and creating long-term value for the community. Moving forward, Hue plans to prioritize green tourism, digital transformation, human resource development, and stronger regional collaboration.

The Hotlist Travellive Editor’s Pick is an annual award organized by Travellive Media Group, recognizing brands, destinations, and individuals who have made outstanding contributions to Vietnam's tourism industry. The selection process incorporates expert perspectives, relying on evaluation by domestic and international advisory boards, and criteria including quality, innovation, social impact, and sustainable development potential. Each year, the Hotlist reflects market trends and helps guide responsible Vietnamese tourism models that respect local identity.

For 2025, the Hotlist adopted the theme "Journey from Seed to Rice," inspired by the rice grain, a symbol of wet-rice civilization. This theme highlights long-term vision, perseverance, and social responsibility, particularly as Vietnam's tourism sector confronts challenges like climate change, evolving tourist behavior, and global competition.

An aerial view of Hue Imperial Citadel. *Photo: Nguyen Phong*

Hue's recognition in the Destination of the Year category reflects high appreciation for the local tourism development direction. Shifting from its role as a heritage center, Hue is transforming into a green, friendly destination offering rich, in-depth experiences, balancing conservation with development. Many tourism products linked to tangible and intangible heritage, four-season festivals, community-based tourism, ecotourism, and culinary experiences are being refreshed, creating a unique identity for the destination.

In 2025, Hue welcomed over 6,3 million visitors, generating a total tourism revenue of 13,188 trillion VND.

Hue's recognition on the 2025 Hotlist is expected to pave the way for its next phase of development, solidifying its position as an inspiring destination on Vietnam's tourism map.

Tuan Anh