From vibrant festivals and grand parades to immersive craft-village tours and museum exhibits, this cultural trend is transforming tourism. It enriches travel experiences, fosters local pride, and drives the sustainable growth of cultural industries.
In recent years, Hanoi has led the way in elevating the ao dai—Vietnam’s traditional long dress—into a signature tourism attraction. The Hanoi Tourism Ao Dai Festival 2025, held in November, showcased a spectacular parade with 1,400 participants along the city’s main streets. Another highlight was the reenactment of a procession honoring the patron saint of Trach Xa, a thousand-year-old tailoring village recognized as part of Vietnam’s intangible cultural heritage.
The festival attracted tens of thousands of visitors eager to explore, photograph, and engage with interactive activities across Hanoi. Additionally, an open-top bus tour has gained popularity, allowing ao dai-clad visitors to discover heritage sites, capture memorable photos, and learn about the capital’s architectural and cultural stories. Rising visitor numbers underscore the appeal of experiences centered around traditional attire.
In Ho Chi Minh City, the 11th Ao Dai Festival drew 3.6 million visitors, including nearly 600,000 international tourists, over its month-long celebration. According to Nguyen Thi Kim Oanh, communications head at the Southern Women’s Museum, the ao dai is not only a cultural emblem but also a powerful commercial and tourism icon.
The city has introduced “cultural dressing experiences,” such as ao dai photo shoots at French-inspired landmarks, tailoring workshops, and fashion shows paired with live music. Designer Si Hoang, head of the Institute of Vietnamese Costumes, notes that while Vietnam has yet to officially designate a national costume, the ao dai is cherished by generations and recognized globally as a symbol of the country.
Beyond the ao dai, a movement to revive historical garments has gained momentum. Since 2022, the “Bach Hoa Bo Hanh” Vietnamese costume festival has captivated young people nationwide, drawing thousands of participants. It celebrates a diverse range of traditional attire, from the nhat binh and ao tac to the giao linh and vien linh, reflecting Vietnam’s rich historical tapestry.
The establishment of the Vietnam Ao Dai Culture Association on August 9 in Hanoi marks a significant milestone. It aims to cultivate a cultural-tourism ecosystem around traditional attire, ensuring structured research, promotion, and commercialization.
Vietnamese Ao Dai Dazzles at Budapest International Concert
VOV.VN – The ao dai took center stage at an international concert in Budapest, opening the performance of opera singer Miklósa Erika and the Budapest Jazz Orchestra in honor of Vietnamese Women’s Day on October 20.
