Under the agreement, the two airlines will provide support worth more than 1.1 billion VND (nearly 42,000 USD), helping to improve connectivity and promote the image of the former imperial capital to domestic and international visitors. They will assist in transporting international art troupes, delegates, invited guests and personnel participating in the festival's activities.

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The Hue Festival organizing committee signs a sponsorship deal with Vietnam Airlines and Pacific Airlines.

The airlines will also coordinate with the organizers to carry out promotional and communication campaigns to help popularize the Hue Festival 2026 among wider audiences at home and abroad. Their brand images will feature in festival programs, publications and media activities across various platforms and event venues.

The Hue Festival 2026 is the regular edition of the Hue International Arts Festival, held under the theme “Cultural heritage with integration and development.” The year-long series of events began with the festival announcement ceremony and the re-enactment of the royal Ban Soc ritual on January 1, 2026, and will conclude with a New Year countdown program on December 31, 2026.

Highlights include the Royal Palace by Night program scheduled for April 25–28 and the Hue International Arts Festival Week 2026 from June 13-18, featuring a wide range of performances by Vietnamese and international artists.

Speaking at the signing ceremony, Vice Chairman of the Hue City People’s Committee Tran Huu Thuy Giang acknowledged the valuable contributions and long-standing support of Vietnam Airlines and Pacific Airlines, noting that their continued partnership over the years has helped promote the unique cultural heritage of the former imperial capital and boost local tourism development.

Their participation in the Hue Festival 2026 once again underscores the aviation sector’s important role in enhancing destination connectivity, spreading Vietnamese cultural values and helping elevate Vietnam’s tourism standing on the global map.

Source: VNA