More opportunities to discover the uniqueness
In the serene space of a pagoda in Hue, the sound of a bell echoes amidst the wafting scent of incense, visitors were guided in meditation by the resident monks. After learning to quiet their minds, they were invited to enjoy a cup of tea, allowing their spirits to settle. In that moment, all their worries and fatigue seemed to melt away. One visitor simply remarked: “A truly mindful journey in the heart of the ancient capital”.
Mr. Nguyen Ngoc An, Director of Connect Travel Co., Ltd. (Connect Travel) shared that the “tea meditation” tour offered visitors a new and unique experience on their journey to Hue. At Duc Son Pagoda in Thuy Xuan Ward, tourists could also enjoy tea, practice meditation, listen to the monks’ teachings, visit and chat with orphaned children. From these trips, many travelers expressed that they felt the deep spiritual and cultural values, and a profound sense of healing.
Spiritual cultural tourism is increasingly considered one of the most attractive tourism products for both domestic and international visitors. Hue is home to a wide range of religious sites and spiritual monuments, including pagodas, churches, communal houses, temples, and shrines, etc. This diversity creates a favorable environment for the development of spiritual cultural tourism.
Taking the annual Quan The Am (Guanyin Bodhisattva) Festival held at the Quan The Am Buddhist Spiritual Tourism Center on Tu Tuong Mountain in Thuy Xuan Ward as an example, the festival not only attracts a large number of pilgrims and worshippers but also draws many domestic and international tourists, especially those interested in Buddhist culture and traditional Vietnamese heritage. Similarly, the annual Hue Nam Temple Festival consistently attracts tens of thousands of devotees of the Mother Goddess belief from across the country to Hue to take part in the event.
According to representatives from Hue City Tourism Association, Hue is home to more than 300 pagodas and Buddhist halls of various sizes, including around 100 ancient pagodas. The timeless architecture of these pagodas has been largely preserved, embodying the spiritual, cultural, and historical values of the former imperial capital. This remarkable heritage continues to inspire pilgrims, sightseers, and worshippers from across the country to visit Hue. The reality is clearly shown at Thien Mu Pagoda, not only on full moon days or the first day of the lunar month, but almost every day of the month, the site welcomes a great number of visitors from all over.
Another highlight is the vegetarian cuisine of Hue. This distinctive culinary tradition is not only rich in nutritional value but also deeply connected to spiritual beliefs. Many visitors to Hue make it a point to seek out vegetarian restaurants and eateries as part of their travel experience. For them, it’s not just about enjoying the flavors of Hue’s cuisine, but also about immersing themselves in the region’s spiritual and cultural essence.
Promoting the development of spiritual cultural tourism
Despite having many favorable conditions, Hue still offers relatively few spiritual cultural tourism products. In addition to concerns about how to develop this type of tourism without negatively impacting the culture, environment, or sacredness of spiritual sites, there remain limitations in the collaboration between agencies and travel businesses, as well as in the investment and research dedicated to developing tourism products.
With the aim of promoting tourism, in 2024, representatives from Hue City People’s Committee, along with various departments and agencies, held a working session with the Executive Board of the Vietnam Buddhist Sangha in Hue to discuss the development of spiritual cultural tourism linked to local Buddhist establishments. In the framework of the meeting, Mr. Nguyen Thanh Binh, Standing Vice Chairman of Hue City People’s Committee and member of the City Party Committee’s Standing Board emphasized that in order for spiritual tourism to grow in line with its inherent potential, a consistent and coordinated mechanism is needed among departments, local authorities, religious institutions, and travel agencies. He also highlighted the importance of proposing and developing appropriate policies to promote this type of tourism in a more professional and widespread manner, both domestically and internationally.
A more determined approach has recently been launched by Hue City People’s Committee, which has issued a plan titled “Developing Buddhist Cultural Exploration and Experience Tourism in Hue City” for the period 2025 - 2030.
In addition to setting out specific goals, such as summarizing and assessing the potential and current state of spiritual tourism products in Hue; surveying tourism products and evaluating services associated with Buddhist establishments to offer solutions that meet tourists’ needs and preferences, and creating favorable conditions for tourism businesses to develop this product. The plan also outlines and guides several Buddhist cultural tourism programs to be implemented and developed sustainably. At the same time, it encourages certain businesses and individuals to invest in tourism service models related to this product.
Ms. Tran Thi Hoai Tram, Director of the Department of Tourism, stated that the city’s tourism development strategy is oriented toward focusing on the development and refinement of tourism products in which Hue has strengths, ensuring they align with market demands to effectively harness the local tourism potential and resources. Among these efforts, the tourism sector will collaborate with travel agencies to systematically and appropriately develop spiritual cultural tourism products, aiming to discover the depth of spiritual culture and beliefs while providing experiences for visitors.
