Connecting and increasing the number of tours and routes to Hue.

Travel agencies are surveying lagoon tourism products in Ngu My Thanh (Dan Dien commune).

Searching for new products

After experiencing Hue cuisine at lunchtime, three buses took representatives from 105 businesses to the Bao La Bamboo and Rattan Production and Service Cooperative (Dan Dien commune) and Tam Giang Lagoon. This survey trip had many new features, as the experiential space was expanded beyond the "core" heritage area, with types of tourism that many travel businesses in other provinces and cities have not had the opportunity to experience, such as lagoons, craft villages, and eco-tourism.

The Bao La Bamboo and Rattan Production and Service Cooperative welcomed the tour group with the rustic scent of bamboo, handcrafted products, and dozens of people diligently working at their craft. The tour guide only provided basic information, then dedicated most of the time to allowing the tour groups to exchange ideas and interact directly with the product makers.

The members of the group stopped for quite a while to learn more. They not only asked about how the products were made but were also interested in the stories behind them: How long does it take a craftsman to complete a product, what stages of production can tourists experience, and whether these products could become souvenirs. Many members noted down these questions for further research and to develop tourism products suitable for Hue .

Ms. Pham Thi Thanh Tam, Product Director of Gbest Vietnam Joint Stock Company, shared: “We have noticed that experiences like participating in rattan and bamboo weaving in Bao La are very popular with foreign tourists. The important thing is that this place can create new experiences and new stories for tourists.”

Leaving the Bao La Bamboo and Rattan Production and Service Cooperative, the tour operators continued to Ngu My Thanh to experience the rhythm of life in the Tam Giang lagoon area. The surveyors not only took boat trips to experience the lagoon's atmosphere and paddled SUPs, but also experienced setting fish traps, listened to locals tell stories about their trades, fishing methods, farming techniques, and how to select and prepare dishes associated with the lagoon region.

During the experience, the team members filmed, observed, and exchanged ideas. Many questions were raised, offering scenarios for travel companies to consider when developing products: If bringing guests here in the morning, what activities could they experience? If going in the afternoon, could they combine watching the sunset with enjoying local specialties? How would the program be adjusted if the weather changed?...

Ms. Truong Thi Phuong Nga, Chairwoman of the Board of Members of Gia Lai Ecotourism Trading Company Limited, shared: “This is the first time I have experienced such activities. After the survey trip, I have formed some ideas for new products, including a cycling trip to Bao La craft village connected with the Tam Giang lagoon experience.”

To offer more products to retain customers.

The Bao La rattan weaving village and Tam Giang lagoon were just two stops on our survey journey. However, from here we can see a broader story about Hue tourism: how to transform local resources into products that meet market demands.

Mr. Do Ngoc Co, Vice President of the Tourism Association and President of the City's Travel Agency Association, shared that to date, Hue has organized the "Hue - Ancient Capital, New Experiences" famtrip program four times. The tourism industry aims not only to attract more travel businesses to conduct surveys, but also to provide businesses with data and experiences through each trip to help Hue develop and promote new products.

According to Mr. Co, in the current period, Hue needs to shift from a mindset of "showcasing what it has" to a mindset of "what the market needs and what products Hue can create to meet that need." This requires the collaboration of travel businesses - the units that directly bring tourists to Hue and expand its market.

Ms. Doan Thi Thanh Tra, Deputy General Director of Saigontourist Travel Service Co., Ltd., believes that to genuinely increase the number of international tourists to Hue, the destination needs to simultaneously address four key areas: correctly identifying the market; expanding gateways and connecting routes to bring tourists in; creating distinctive and marketable products; and establishing mechanisms for effective cooperation and exploitation. According to her, increasing the number of tourists is the direct goal, but increasing the length of stay, spending levels, and contributions to heritage and the community are the factors that should be targeted.

According to travel agencies, developing tourism products should begin with the question: What will tourists do when they come here? For example, in craft villages, visitors can meet artisans, observe the production process, complete a product themselves, and take it home as a souvenir. In lagoon areas, they can take boat trips, learn about the livelihoods of the locals, enjoy local produce, and admire the scenery at the most beautiful times of the day.

With the right approach, Hue can develop many different product groups. Heritage sites can be showcased through themed tours focusing on architecture, music , royal court rituals, and cuisine. Traditional craft villages and rural areas can be connected with activities such as cycling, hands-on experiences in crafts and cooking, garden visits, and community engagement. The Perfume River, lagoons, the sea, and surrounding areas can offer eco-tourism, relaxation, and nature exploration experiences. Meanwhile, nighttime offerings will provide additional reasons for tourists to stay longer.

Travel agencies believe that to encourage tourists to stay longer, Hue needs itineraries that can guide visitors from heritage sites to daily life, from city streets to rural villages, from royal palaces to waterways, from a meal to the story of the person who prepared it. This is also a way to ensure that Hue's inherent values ​​are not only introduced but also become experiences that tourists choose.