HUẾ Once famed as a tranquil city of emperors and poets, Huế — with its Imperial Citadel, misty Perfume River and poetic tombs of the Nguyễn dynasty — has long embodied Việt Nam’s soul of quiet beauty. Today, that stillness is giving way to new energy, as the former imperial capital reinvents itself as a vibrant stage where heritage meets creativity

A ceremonial re-creation of the changing of the Imperial Guards. Photo courtesy of The HUE of HUẾ

Rather than relying solely on its historical charm, the city is embracing music, festivals and large-scale art events to captivate a new generation of travellers. Huế is no longer just a destination for quiet sightseeing – it is becoming a vibrant festival city where heritage and modern creativity converge.

A defining moment in this evolution is the upcoming Mega Booming Huế 2025 music festival, the grand finale of the 2025 National Tourism Year, scheduled for December 21.

Held at Ngọ Môn Square, the symbolic heart of the ancient capital, the event will transform this historic space into a dazzling stage. Audiences can expect immersive visual performances, cutting-edge stage technology and dramatic re-creations of royal rituals such as thiết triều (imperial audience) and the changing of the Imperial Guards.

The star-studded line-up includes Isaac, Hoàng Dũng, B Ray, Quân AP, Phạm Anh Khoa, LyLy, and Neko Lê, promising a night of electrifying performances that will resonate with both domestic and international audiences.

Ngọ Môn Square, in the former imperial city of Huế, will be transformed into a dazzling stage for the upcoming Mega Booming Huế 2025 music festival. Photo courtesy of Kết Nối Huế Thương

What makes this festival truly unique is its seamless integration with Huế’s tourism offerings. Visitors can explore the Imperial City and Nguyễn dynasty tombs by day, then enjoy the music festival by night, all while savouring local culinary delights such as bún bò Huế (Huế-style beef noodle soup), recently recognised as a national intangible cultural heritage dish.

This fusion of heritage and entertainment transforms the festival from a standalone event into a holistic cultural journey, enriching the visitor experience and strengthening the connection with Huế’s identity.

December typically marks the low season for tourism in Huế. By hosting a major music event during this period, the city injects fresh energy into its tourism industry, extends the travel season and attracts a wider range of visitors.

Rocker Phạm Anh Khoa will take the stage at the Mega Booming Huế 2025 music festival this December, joining a dynamic lineup of performers. Photo vietnam.vn

Huế’s strategy reflects a growing global trend towards event-based tourism. Internationally, Taylor Swift’s Eras Tour has shown the significant economic impact of music-driven travel, with each stop generating hundreds of millions of dollars for host cities.

In Việt Nam, concerts by Hà Anh Tuấn in Đà Lạt, Ninh Bình and Hội An, as well as shows such as Anh Trai Vượt Ngàn Chông Gai (Call Me By Fire) and Anh Trai Say Hi (Say Hi with Bros), have sparked similar tourism surges, proving that music can be a powerful catalyst for cultural and economic growth.

By embracing festivals, music and immersive cultural experiences, Huế is positioning itself at the forefront of sustainable tourism development. It is a city redefining its narrative – not just preserving the past but celebrating it in new and unforgettable ways. — VNS