Thanh Hoa beach tourism

Summer paints the socio -economic landscape of Thanh Hoa province with bright, vibrant colors thanks to the boom in beach tourism. The beautiful coastal city of Sam Son is "radiant with color," the Hai Tien ecological beach resort "sings a love song," and Nghi Son, a region of "pearl sea - Aspiration for further growth,"... Decoding this appeal solely through advantages in natural scenery, historical depth, unique culture, and cuisine is insufficient. It is the culmination of the efforts and endeavors of all levels and sectors of the province throughout different periods, and of the localities themselves that are developing tourism.

Thanh Hoa's coastal tourism - imbued with the colors and scents of all four seasons. Tourists excitedly capture beautiful moments at Flamingo Hai Tien (Hoang Hoa). Photo: Hoang Linh

Having visited Sam Son two or three times, Mai Thi Nhung's family (from Hai Duong) is always surprised by the dramatic changes this tourist city has undergone. While strolling around the beach square with her husband and children, Ms. Nhung frankly stated: “The first time I went to Sam Son was during the dating phase with my now-husband. We were both very excited and looking forward to it. However, to be honest, we had a few unpleasant experiences here.” After that initial impression, Ms. Nhung and her husband vowed that there would be “no next time.” But then, subsequent trips with her company and close friends brought Nhung back to Sam Son, and she had a completely different perspective and feeling: “The rapid changes in Sam Son during my visits convinced me to completely change my previous preconceived notions. In just a few years, this area has become a truly modern seaside tourist city. Luxurious resorts, high-end restaurants, and hotels have sprung up everywhere; tourism products are diverse and innovative. The quality of service is constantly improving in a civilized and friendly direction. Tourists no longer have to worry about being ripped off, being harassed to buy goods, take photos, or being cheated by restaurants...” - Nhung said with a smile.

Listening to their mother's conversation, Nhung's two children joined in with their curiosity and excitement about the outdoor amusement park complex – Sun World Sam Son, a leading park in Northern Vietnam in terms of investment scale and area. "It's a shame we didn't get to the water park opening this time. My two kids don't like the blue sea, white sand, and golden sunshine as much as amusement parks like this. We plan to pack up and go back to Sam Son next year so the kids can have a blast," Nhung said to her children.

In recent years, Thanh Hoa's coastal tourism has undergone a strong transformation in all aspects; the number of tourists and revenue from tourism activities have continuously increased, making a significant contribution to the overall results of the province's tourism industry. In the first five months of 2024, the total number of tourists visiting Thanh Hoa reached nearly 6.77 million, an increase of 16.8% compared to the same period. Total tourism revenue is estimated at 11,889 billion VND, an increase of 30.8% compared to the same period. In May alone, approximately 1.815 million tourists visited Thanh Hoa; total tourism revenue in May is estimated at 4,520 billion VND, an increase of 36.8% compared to the same period. Notably, Thanh Hoa ranked first nationwide in terms of tourist numbers and tourism revenue during the recent April 30th and May 1st holidays. With these impressive results, Sam Son deserves to be considered a "magnet" attracting tourists. In the past five months, Sam Son City welcomed nearly 3.7 million visitors, reaching 106.9% compared to the same period last year and 43.5% of the plan; served 6.8 million visitor-days, reaching 114.6% compared to the same period last year and 41.1% of the plan; tourism revenue is estimated at over 5,728 billion VND, reaching 116.2% compared to the same period last year and 36.4% of the plan.

Along with impressive breakthroughs in infrastructure and services; intensified promotion, investment attraction, and linkages; and thorough preparation of conditions and the development of plans for the beach tourism season, the continuous innovation and launch of new tourism products have truly brought new vitality and energy, extending Sam Son's "tourism guide" throughout all four seasons. The opening night of the Sam Son Beach Tourism Festival, meticulously and grandly organized, is always a highly anticipated event, serving as an impressive "opening salvo" for the beach tourism season. Many tourism products are launched during the beach tourism season, such as: the beach square area, the festival landscape axis of Sam Son City; and the outdoor amusement park complex - Sun World Sam Son Park. The pedestrian street combines shopping for souvenirs and refreshments with the display and introduction of OCOP (One Commune One Product) products. Every year, Sam Son City hosts approximately 30 festivals, including 5 city-level festivals that are characteristic tourism products, deeply rooted in the culture and beliefs of the coastal region. Numerous artistic activities, street parades, and sporting events (National Beach Tennis Championship, Ho Chi Minh City Television Cup Cycling Race, etc.) have created a vibrant summer in this beautiful coastal area.

Thanh Hoa's coastal tourism - imbued with the colors and scents of all four seasons. Sam Son has always been a "magnet" for tourists. Photo: Hoang Dong

Step by step, Sam Son is building itself into a city of festivals. This year's beach tourism season will see visitors participate in 17 major events. “Sam Son City is both the host and organizer of a series of events spanning throughout the year. Through cultural, artistic, and sports and tourism programs, we aim to introduce to the people and domestic and international tourists the positive changes and strong transformations in the urban landscape and the quality of Sam Son's tourism services, with its unique tourism products; affirming that Sam Son City is gradually building and developing into a key national tourism city, an ideal destination for domestic and international tourists,” said Ms. Tran Thi Tinh, Deputy Head of the Culture and Information Department of Sam Son City.

While lacking the long-standing tradition, investment scale, and rapid development of Sam Son, Hai Tien Beach Ecotourism Area (Hoang Hoa) has become an attractive destination, drawing tourists every summer. After more than 12 years of operation, Hai Tien Beach Ecotourism Area is undergoing a strong transformation, gradually establishing its brand on the Thanh Hoa tourism map. Tourism infrastructure and technical facilities are being invested in with a focus on modernity and synchronization; service quality is constantly improving; and a green, clean, and beautiful tourism environment is being built to better meet the needs of tourists, aiming for the "three essentials" (synchronized tourism infrastructure, a civilized tourism environment, and friendly and hospitable tourism people). The opening of Flamingo Hai Tien has also added to the appeal and elevated the level of Hoang Hoa's beach tourism. In the first five months of 2024, Hoang Hoa district welcomed approximately 400,120 visitors for sightseeing and relaxation, reaching 138% compared to the same period in 2023; estimated revenue exceeded 500 billion VND.

It can be affirmed that Thanh Hoa's coastal tourism has established a prominent brand in the Northern and North Central regions, becoming a large-scale, competitive, and attractive tourism product, serving as a driving force for the province's tourism development. To achieve these results, besides the advantages of natural landscapes and cultural tourism resources, the most important factor is the concerted effort to mobilize resources and implement comprehensive solutions by all levels, sectors, localities, businesses, and the collective efforts of the people. Coastal tourism remains the most vibrant and distinctive aspect of Thanh Hoa's tourism.

Hoang Linh

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