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Thailand is one of the top 10 potential international tourist markets for Thua Thien Hue province. According to estimates from the province's tourism industry, approximately 1000 Thai tourists visit Hue daily.
However, recently, a new phenomenon has emerged: these tour groups only visit and take photos outside the historical site, instead of buying tickets to enter the Imperial Citadel as before. Every 5-10 minutes, a group of Thai tourists on a tour arrive in front of Ngo Mon Square and the Ngu Phung Pavilion. At first glance, it seems joyful that tourists on tours are choosing to visit the site. But upon closer observation, many groups, following the instructions of their guides, quickly line up to check in. After taking enough photos, these groups move towards Quang Duc Gate. Almost none of them buy tickets to enter the Imperial Citadel. This phenomenon has been occurring for some time and mainly involves tourists from Thailand; other markets still visit normally.
Tourists only came to take photos and refused to buy tickets to enter the Hue Imperial Citadel.
Regarding this situation, a male tour guide said: "Recently, many Thai tour groups visiting Hue are reluctant to buy tickets to enter the Imperial Citadel because they know the Thai Hoa Palace is under renovation. The Thais are very interested in this palace, but since they can't visit it, they only stop by the gate of the Imperial Citadel to take pictures and spend the rest of their time visiting other historical sites."
Another tour guide shared the reason why Thai tourists refuse to buy entrance tickets: "Previously, Thai tourists only wanted to visit the Thai Hoa Palace and then take the electric tram back outside. Now that the palace is being renovated and the ticket price hasn't decreased, they are even less inclined to go in."
The Thai tourist market is heavily influenced by tour prices. The fact that the Thai Hoa Palace is undergoing restoration but the entrance fee remains unchanged has led many tourism businesses to cancel tours to Hue. Worse still, not only the Imperial Citadel but also several other ticketed destinations within the Hue Imperial Citadel complex are not being chosen by Thai tourists. Many groups visit Hue for sightseeing, lunch, and a cyclo ride before returning to Da Nang on the same day, resulting in very low revenue from this tourist segment.
"Instead of the previous 4-day tour where tourists stayed in 3 provinces/cities - Quang Nam - Da Nang - Hue, now we're 'cutting' the destinations in Hue, only visiting for sightseeing, eating, and having fun there for the day before returning to Da Nang," the tour guide said.
