Traditional cyclos are now available through ride-hailing applications, allowing travellers to book sightseeing tours before they even arrive in Vietnam. The initiative is one of several digital transformation efforts underway in Hue as the city seeks to enhance service quality and strengthen its appeal as a destination.

The issue was discussed at the recent conference titled Applying Innovation in the Promotion of Hue Tourism and Heritage, organised by the Hue Department of Construction and the Hue Institute for Development Studies. Government agencies, industry experts, businesses and content creators gathered to examine how technology can help showcase the former imperial capital.

One of the projects highlighted at the event was Grab Cyclo, which has been piloted since August 2025 around the Hue Imperial Citadel and other attractions in the city centre.

During tours lasting about an hour, cyclo drivers serve not only as transportation providers but also as cultural ambassadors, introducing visitors to the unique traditions and heritage of Hue.

According to Dang Thuy Trang, Director of Public Affairs at Grab Vietnam, the goal is not to replace traditional cyclo services but to help them reach a wider audience in the digital era.

“We do not want to replace cyclos. We simply want to give this traditional service a new outfit - one shaped by technology,” she said.

Grab representatives noted that the concept of a "digital cyclo" has attracted attention at various tourism and e-commerce forums.

Digital platforms are also being used to connect different stages of a traveller's journey, from airport transfers and transportation to personalised recommendations and tailored service packages.

According to Vo Hoang Lien Minh, Head of Tourism Management at the Hue Department of Tourism, the city's objective extends beyond increasing visitor numbers.

“Our priority is not only to attract tourists to Hue but also to encourage them to stay longer,” he said.

The digital transformation effort extends beyond transportation. Food and beverage services are also becoming increasingly digitised.

Nguyen Thi Dong Phuong, Chief Executive Officer of TPG Hospitality, said online platforms allow visitors to access information about locations, prices, menus and reservations before visiting restaurants and cafes.

This helps reduce concerns about service quality and the risk of being overcharged when exploring a new destination.

However, promoting businesses online also raises questions about transparency and authenticity.

Ngoc Tran, known online as "Tran Oi", a Hue-based travel content creator, pointed to a common issue: the gap between the experience presented to influencers and the reality encountered by ordinary customers.

“When businesses invite KOLs to review their services, they usually provide the very best experience. But when regular customers arrive, they may be disappointed,” she said.

According to Tran, partnerships between content creators and businesses are only meaningful when the quality delivered to everyday customers matches what is promoted online.

She added that she is willing to remove content or refund partners if negative feedback from visitors suggests the experience does not meet expectations.

Discussions at the conference highlighted how technology is increasingly being viewed as a tool for connecting travellers with Hue's cultural, historical and tourism offerings in a more convenient way.

As travel behaviour becomes more deeply tied to digital platforms, the combination of traditional heritage and modern technology is expected to enhance visitor experiences while creating new momentum for the sustainable development of Hue's tourism industry.

Du Lam