THỪA THIÊN HUẾ — With tourism recovering rapidly and urban infrastructure expanding, Huế is emerging as a growing magnet for property and tourism investment, as both domestic and international developers seek opportunities beyond Việt Nam’s traditional coastal hotspots.

Once considered a largely seasonal destination known for its heritage appeal, Huế is repositioning itself as a year-round cultural and green tourism hub — and investors are taking note.

According to the Thừa Thiên Huế Department of Tourism, the province is projected to attract over five million visitors in 2025, with domestic tourists accounting for up to 80 per cent. Revenue from tourism is expected to reach VNĐ12 trillion (roughly US$460 million), with long-term ambitions to double annual arrivals to 12 million by 2030.

The first half of 2025 alone saw more than 1.22 million visitors to the city, a 26 per cent rise year-on-year, reflecting rising demand and improved connectivity, particularly with central Huế and nearby coastal zones.

These trends are contributing to growing interest in integrated real estate developments that can serve both tourists and residents, especially in riverside and central locations.

Urban development meets tourism ambitions

"Huế is no longer just about preserving heritage; it’s about leveraging it into economic development," said an industry analyst based in Đà Nẵng. “With supportive policies, improved infrastructure and demand for high-quality services, the city is becoming more appealing to mid- and long-term investors.”

A notable example is the Menas Zone Vỹ Dạ project, a multi-functional urban complex now under development in central Huế. The site is located along the Như Ý River, just 3km from the Imperial Citadel and within minutes of key cultural landmarks.

Unlike previous developments that focused primarily on hospitality, Menas Zone Vỹ Dạ combines commercial spaces, lifestyle services and cultural architecture in a model that developers say targets both tourists and urban residents.

The project’s design, inspired by traditional Huế architecture and featuring elements like a large-scale replica of a royal lantern, reflects a trend in which cultural identity is embedded into real estate branding.

Located near key transport routes like Phạm Văn Đồng Avenue and close to the rapidly growing An Vân Dương urban area, the site also benefits from rising land values along Huế’s east–west growth axis.

The project was previously recognised at the 2022 PropertyGuru Vietnam Property Awards for its urban residential design.

According to real estate observers, demand is increasingly coming from younger Vietnamese buyers looking for properties that offer both cultural appeal and access to modern amenities, as well as investors seeking to tap into tourism flows without relying entirely on seasonal hospitality.

“What we're seeing in Huế now is similar to what happened in Hội An or parts of Đà Lạt a few years ago — where culture-driven tourism begins to shape the real estate map,” said a representative of a property research firm in HCM City.

While Huế still lags behind Đà Nẵng and Nha Trang in terms of total transaction volume, recent quarters have seen rising interest in mixed-use and branded developments, especially those with riverside frontage and proximity to historic districts.

Experts say that Huế’s push toward green tourism, combined with national recognition through initiatives such as the National Tourism Year 2025, is reinforcing its appeal as both a destination and an investment market.

Despite the momentum, developers in Huế still face challenges like complex land clearance procedures, fragmented urban zoning and the need for deeper public-private coordination in tourism planning.

“Huế’s appeal lies in its cultural legacy, but to translate that into sustainable investment, policy and infrastructure need to keep pace,” noted a planning consultant working on tourism zoning in central Việt Nam.

As new developments like Menas Zone Vỹ Dạ take shape, many in the industry will be watching closely to see whether Huế can successfully balance growth with preservation — and whether investors can find long-term value in one of Việt Nam’s most storied cities. — VNS.