Thua Thien Hue province, which is already home to many green businesses and grassroots circular initiatives, is certainly no exception. The ancient capital of Hue City, which was home to the Nguyen dynasty for more than 150 years, welcomes around 3–4 million visitors annually and aspires to transition to green tourism. That said, transitioning to a circular economy is no easy task: it requires new models and respective shifts in how policy and investment decisions are made, as well as the data to support those decisions.