Hue’s Cu Lac – Ngu My Thanh Mural Road Transforms Fishing Village into a New Green Tourism Hub Promoting the Art and Plastic-Free Living in Vietnam

Published on October 22, 2025

In central Vietnam’s Hue, in the center of Ngu My Thanh village, a peaceful fishing village has become a living art gallery and icon of sustainable tourism. The recently opened Cu Lac – Ngu My Thanh mural road is not only an art destination but also a big message on minimizing plastic waste and environmental friendly travel. The project has rapidly emerged as a cornerstone of Hue’s tourism renewal, merging community pride, environmental sensitivity, and artistic expression.

A Community’s Journey Toward Sustainable Tourism

The mural road is part of the “Hue – A Plastic Smart City in Central Vietnam” initiative, funded by the World Wide Fund for Nature (WWF) in Norway through WWF-Vietnam. Designed and painted by young artists, local volunteers, and villagers, the murals bring to life the daily rhythm of the Tam Giang Lagoon fishermen—their boats, markets, and traditions—while delivering powerful messages about environmental protection, plastic reduction, and sustainable lifestyles.

During the launch ceremony on October 21, project manager Hoang Ngoc Tuong Van emphasized that the initiative embodies a shared responsibility between residents, authorities, and tourists to protect the environment. “This road stands as a bridge between art, tourism, and sustainability,” she said, noting that it will be preserved and maintained by the community as part of Ngu My Thanh’s identity.

For visitors, walking along the mural road is a journey through color and conscience—a visual reminder that every act of environmental care contributes to the protection of Hue’s cultural landscapes and eco-tourism future.

Turning a Fishing Village into a Tourism Landmark

The Ngu My Thanh – Con Toc plastic reduction tourism site, launched in early 2025, has rapidly become a model for community-led eco-tourism. Eight local tourism businesses have committed to minimizing plastic waste in their daily operations. With support from WWF and local authorities, these businesses received glass water bottles, water filtration systems, eco-signage, and waste-sorting bins to create a standard for sustainable hospitality.

For travelers, this means that visiting Ngu My Thanh is not just about sightseeing—it’s about participating in responsible tourism. Guests can join eco-friendly boat tours across the Tam Giang Lagoon, enjoy traditional seafood meals served without plastic, and engage with local families who share stories of their fishing heritage and sustainable practices.

The village’s transformation is breathing new life into the local economy while preserving its natural environment—a perfect illustration of how tourism can empower communities rather than disrupt them.

Murals as an Artistic Attraction and Tourism Magnet

The ten murals along Cu Lac – Ngu My Thanh road have turned what was once an ordinary path into a destination in itself. The paintings depict life along the lagoon—fishermen casting nets, mangrove forests swaying in the wind, and children playing by the water’s edge. They also carry clear messages: Reduce plastic, protect marine life, and preserve Hue’s beauty for future generations.

For tourists, these murals serve as Instagram-worthy backdrops that connect visual art with eco-activism. The initiative is attracting both domestic and international travelers, particularly those who value cultural immersion and sustainable travel experiences.

This art-based tourism model is helping Hue diversify its image—from a historical royal city known for its imperial monuments to a modern, environmentally conscious tourism hub. The mural road has already become part of local eco-tour itineraries, encouraging travelers to spend more time in surrounding villages and explore the area’s cultural and ecological richness.

Eco-Education and Tourism Collaboration

The project also showcases a strong partnership between education and tourism. The Hue Tourism College has collaborated with local travel agencies to develop eco-tours themed around plastic reduction and sustainability. These tours take visitors along the mural road, introduce them to plastic-free hospitality initiatives, and offer interactive activities such as recycling workshops and upcycling sessions led by local artisans.

Such collaborations are redefining Hue’s tourism landscape by merging learning experiences with travel experiences. Tourists aren’t just passive visitors—they become active participants in the city’s green transformation.

For young locals, these initiatives provide valuable training in eco-tourism management, customer engagement, and environmental education, helping them build future careers that align with Hue’s commitment to sustainability.

Linking Art, Environment, and the Tourism Economy

The Cu Lac – Ngu My Thanh mural road has proven that art and tourism can drive meaningful environmental change. By transforming public spaces into storytelling canvases, the project promotes eco-conscious behavior while generating economic benefits for the community.

Visitors drawn by the murals also explore nearby attractions such as the Tam Giang Lagoon, An Bang fishing village, and Thanh Toan Bridge, contributing to the broader tourism economy of Thua Thien-Hue Province. Restaurants, homestays, and tour operators around Ngu My Thanh have reported rising interest from eco-tourism agencies and responsible travel groups, positioning the area as a leading model for sustainable rural tourism.

As Hue continues to expand its green initiatives, projects like this reinforce the city’s image as Vietnam’s “green tourism capital.” From the mural road to plastic-free hotels and heritage protection projects, Hue is building a blueprint for balancing economic growth, cultural preservation, and environmental sustainability.

A New Chapter for Sustainable Travel in Vietnam

The success of Ngu My Thanh’s mural road mirrors a wider movement across Vietnam, where community-based tourism and eco-art initiatives are reshaping the visitor experience. As global travelers increasingly seek destinations with authentic and ethical tourism models, Hue’s innovative approach is attracting international recognition.

The combination of local creativity, grassroots collaboration, and global support from WWF sets a precedent for how small villages can make a big impact in the global tourism landscape. The project is not only a triumph of environmental awareness but also a reflection of how tourism can serve as a force for social change and environmental preservation.

Art Inspires Action, Tourism Drives Transformation

Cu Lac – Ngu My Thanh mural road is a living testament to how art, tourism, and community involvement can come together for one cause: saving the planet. A humble beginning that aimed to help eliminate plastic waste has turned into a tourism draw, uniting travelers, artists, and local residents alike to collaborate and build a sustainable future.

Each mural is a story—of fishermen who make their living by the ocean, of young artists who envision a cleaner world, and of travelers who leave no footprints, but inspiration. As Hue continues to lead Vietnam into eco-tourism, the mural road is a colorful reminder that sustainable travel isn’t necessarily about where we travel—it’s about how we travel, and what we leave behind along the way.