To keep Thanh Hoa as an attractive destination.

In the overall picture of Vietnam's tourism in 2025, Thanh Hoa continues to affirm its position as one of the most attractive destinations, maintaining impressive growth in both visitor numbers and revenue. The impressive figures and the continuous development of new products have created a crucial foundation for Thanh Hoa's tourism to maintain its growth momentum and nurture its aspiration to become one of the leading attractive destinations in the country.

International tourists visit Yen Trung Tourist Village.

It is evident that the province's key tourist destinations are gradually renewing their image through the development and revitalization of existing products, focusing on core product lines: beach tourism, cultural, historical-spiritual tourism, and community-based ecotourism. From vibrant beaches like Sam Son, Hai Tien, and Hai Hoa, to the pristine green spaces of Pu Luong, and highland villages associated with community tourism; from the Lam Kinh historical site and Ho Dynasty Citadel to the Nua Temple - Am Tien... each destination is being "awakened" daily with professional, diverse, and culturally rich tourism products and services.

Within this overall picture, the Sam Son coastal tourism urban area continues to play a leading role in the province. By 2025, Sam Son ward alone is expected to welcome approximately 8.8 million visitors, with total tourism revenue exceeding 17 trillion VND. The urban landscape of the tourism area in the ward is becoming increasingly modern and attractive with a series of new projects and products being put into operation, such as: the beach square and festival landscape axis, Sun World Water Park, and various entertainment and service spaces along the coast... These projects not only create scenic highlights but also expand the experiential space, extend the length of stay, and increase the spending of tourists.

At a meeting with the Provincial Tourism Development Steering Committee on January 23rd, the Chairman of the Sam Son Ward People's Committee, Trinh Tien Dung, affirmed that the locality clearly defines its approach to tourism development as being linked to building the image of a safe, friendly, and civilized destination. Besides investing in infrastructure and diversifying products, the ward pays special attention to urban beautification, organizing business activities, addressing sidewalk encroachment, and improving the quality of accommodation and food services.

“Every citizen and every business establishment is considered a ‘tourism ambassador.’ The satisfaction and positive feelings of tourists are the measure of management effectiveness and the foundation for Sam Son to spread its image as a safe, civilized, and friendly destination,” emphasized Trinh Tien Dung, Chairman of the Sam Son Ward People's Committee.

Also during the past year, the successful organization of a series of 150 cultural, sports , and tourism events created a continuous "flow of events," contributing to extended stays and increased spending by tourists. The application of digital transformation in tourism was promoted through the development of digital maps and QR codes introducing destinations, accommodations, cuisine, historical sites, and unique products, making it easier for tourists to access information and enhance their experiences. In addition, the province proactively expanded regional linkages and cooperation both domestically and internationally, participating in many major tourism fairs and events, and welcoming famtrip and presstrip delegations to survey and connect tour routes. These activities not only contributed to promoting the image of the destination but also created opportunities for tourism businesses to access the market and develop new products that suit the needs and trends of tourists. As a result, in 2025 the entire province is expected to welcome over 16.28 million visitors, with total tourism revenue reaching over 45.6 trillion VND. This result not only reflects the increasingly clear attractiveness of destinations but also demonstrates the effectiveness of a systematic approach to tourism, focusing on the quality and experience of tourists, rather than just chasing quantity.

However, alongside the achievements, Thanh Hoa's tourism sector still faces some difficulties and limitations. Tourism activities remain heavily influenced by seasonality; most new products only reach the mid-range tourism market and have not yet reached the high-end market or international tourists. Furthermore, the infrastructure for resorts, shopping, and organizing major cultural, tourism, and sports events is still lacking and not synchronized enough to create a strong impetus and enhance its position and competitiveness in the new situation. Notably, while tourism is entering a new phase of development, the shortage of tourism personnel, especially high-quality personnel, continues.

The Rooster and Hen Islet on Truong Le Mountain, Sam Son Ward - an attractive destination for tourists visiting Thanh Hoa province.

According to Le Van Trung, Director of the Department of Culture, Sports and Tourism, in the context of increasingly fierce competition among destinations, maintaining a leading position depends not only on the number of visitors, but more importantly on the quality of products, services, and experiences.

“Thanh Hoa is committed to developing tourism in a sustainable direction, with tourists at the center and tourist satisfaction as the benchmark. In the coming time, the industry will continue to improve the quality of human resources, diversify products, promote regional linkages and multi-platform communication to create long-term competitiveness for Thanh Hoa tourism,” emphasized Le Van Trung, Director of the Department of Culture, Sports and Tourism.

From the achievements in 2025 to the goals and solutions for the 2026-2030 period, it is clear that Thanh Hoa's tourism is developing step by step with a long-term vision and high determination. The synchronized involvement of all levels, sectors, localities, businesses, and people is the foundation for Thanh Hoa to continue affirming itself as a "safe, civilized, and friendly" destination, while spreading the image of "Fragrance of Four Seasons" to tourists and international friends.

Text and photos: Hoai Anh

Source: https://baothanhhoa.vn/de-thanh-hoa-tiep-tiep-la-diem-den-hap-dan-276929.htm