Sam Son beach offers many team-building activities organized during the summer.
According to travel agencies, the number of family bookings in June increased sharply by 20-25%, continuing to be the main market for summer tourism this year. As students enter their long holidays, the demand for family trips to visit, relax, and experience new things increases. Unlike before, when most families prioritized nearby destinations and short stays, many families are now willing to choose longer holidays of 3-5 days, with higher demands for service quality, resort spaces, and amenities catering to all ages.
At hotels and resorts in Sam Son, Hai Tien, Hai Hoa, and Bai Dong, the number of bookings for June and July has increased significantly compared to the start of the summer tourism season. Besides the extensive beaches, there are also entertainment areas, eco-tourism destinations, cultural experiences, and an increasingly diverse range of accommodation options. In particular, the combination of beach relaxation with visits to cultural heritage sites and scenic spots has created a competitive edge for Thanh Hoa tourism.
Ms. Le Thi Phuong, Director of Lac Hong International Tourism Services Joint Stock Company (Hac Thanh Ward), said: “Through surveys and the number of bookings from mid-May to now, we have noticed that family groups and students account for a high percentage. Besides that, there are also groups of union members, agencies, and businesses organizing tours combining relaxation and group activities. Notably, the trend of tourists traveling in groups of friends and booking services through digital platforms is also showing a positive increase. These are all potential markets for Thanh Hoa tourism this summer.”
Along with family groups, the corporate and union tourism market is also considered a "gold mine" during the summer travel season. After focusing on production and business activities in the early months of the year, many businesses choose the period from June to August to organize tours and vacations for their employees. This segment involves large groups, relatively stable lengths of stay, and the simultaneous use of multiple services such as accommodation, dining, conferences, gala dinners, and team building.
To effectively tap into this customer base, many 3-5 star hotels and resorts in the province have developed unique product packages, combining relaxation with group activities. Special offers for groups of 20 or more, all-inclusive event planning services, and team-building activities are becoming more professionally developed to meet the increasingly diverse needs of corporate clients. Simultaneously, young travelers and groups of friends are also emerging as a highly promising segment. This requires businesses to focus on product innovation to create appeal and increase competitiveness.
Anh Phat Hotels & Resorts, a complex of resorts, entertainment, and recreation, is a popular choice for families during their summer vacations.
In the Sam Son coastal tourist area, many new accommodations have been invested in with a modern design, integrating diverse amenities to meet the needs of various groups of guests. Ms. Mai Anh, Head of Sales at Anyla Sam Son Hotel, said: “Upon opening (April 2026), Anyla Sam Son Hotels has brought a unique product to the area: a 5-star hotel with an integrated cinema. We aim not only to meet the needs of guests for relaxation but also to create more entertainment and recreation spaces right at their accommodation. This is one of the amenities that many families and groups of young people are interested in, especially during the summer.”
According to Ms. Mai Anh, in addition to investing in modern facilities, the hotel has also developed several service packages specifically for families, such as a children's play area, experiential programs, and enhanced indoor entertainment activities to improve the guest experience throughout their stay.
In reality, competition among destinations today is no longer about the number of rooms or the size of accommodation facilities, but is gradually shifting towards the quality of the experience. Tourists have more choices and are willing to spend on services that offer unique value. Therefore, specifically researching the needs of each customer segment to build suitable products is becoming a decisive factor in effectively exploiting the market. Many businesses are boosting communication on digital platforms, combined with promotional programs and discounts tailored to customer groups. Real-life experience videos, destination introduction programs, and travel combo packages are contributing to bringing the image of Thanh Hoa tourism closer to tourists nationwide.
The summer tourist season lasts only a few months but accounts for a large proportion of the total number of tourists and revenue for the entire year. Effectively exploiting diverse tourist markets will be the "key" for Thanh Hoa province's tourism to take advantage of growth opportunities during this year's peak summer tourist season. Proactively identifying the right target market, investing in suitable products, and improving service quality will not only help businesses increase their efficiency but also contribute to enhancing the attractiveness of destinations in the province.
Text and photos: Hoai Anh
Source: https://baothanhhoa.vn/don-song-thi-truong-khach-du-lich-he-290119.htm
