Many numbers exceeded expectations
According to statistics from the Department of Tourism, from May 23 to 31, 2025, the whole province welcomed about 485,000 visitors, an increase of nearly 70% compared to the Tourism Week in 2024. In particular, international visitors reached over 120,000, nearly doubling, tourism revenue during the Tourism Week is estimated at 750 billion VND, far exceeding the previous forecast. The occupancy rate of hotel rooms in the whole province reached 70-75%. The Tam Coc area, the center of the Tourism Week, was almost "full of rooms" on peak days, especially the opening night and the Forestival show with room occupancy reaching nearly 100%. Major tourist destinations such as Trang An, Hang Mua, Bai Dinh, Hoa Lu... also recorded a sudden increase in the number of visitors, many places had to open additional hours to welcome them.
Comrade Bui Van Manh, Director of Ninh Binh Department of Tourism, commented: “This year’s event was organized methodically, on a large scale and with close coordination between departments, sectors and businesses. We have noted the clear effectiveness of product innovation, improving service quality, and especially communicating Ninh Binh tourism image in a more creative and professional way”. The results achieved are even more meaningful when placed in the context of the end of May, the transitional season, often considered the beginning of the low season for domestic tourism.
The sharp increase in the number of visitors proves a fact: If there are attractive tourism products, professional organization and effective communication, the low season can be completely "activated", opening up new growth cycles outside the traditional seasonal framework.
The highlight of this year’s Tourism Week is not only the participation of many tourists but also the cultural depth in the activities. Right from the opening program on Ngo Dong River, visitors enjoyed the reenactment of the traditional flag procession, regional product procession, and gong performance in a unique live space.
Ms. Isabelle Morin, a tourist from France, shared during a photo tour in Tam Coc: “I have been to many places in Asia, but I have never seen a festival held among rice fields and limestone mountains like here. The landscape, the people and the traditional Vietnamese art really moved me.” During the week, a series of events such as performances of Xam singing, Cheo singing, and folk songs from three regions; art photo exhibitions; demonstrations of traditional craft villages, OCOP products and local dishes... attracted tens of thousands of visitors.
Not only a destination, Ninh Binh is gradually becoming a vibrant cultural experience space, where visitors can “live like a local” on their own journey. The fashion show “Ninh Binh Heritage for Life” and the creative music festival Forestival held at Trang An Heritage area have truly conquered young people and international tourists. Famous artists and designers have brought images of nature and heritage into the language of contemporary fashion and music, creating a unique resonance between indigenous culture and global trends.
Mr. Nguyen Manh Tung, a famous travel blogger from Ho Chi Minh City, shared: “I have been to Ninh Binh many times but have never seen such a youthful and modern festival atmosphere. Forestival can become a new music brand, creating a unique mark for Ninh Binh on the festival map of Vietnam”. Although the number of visitors has increased sharply, the organization and safety work has been effectively implemented. Traffic is scientifically divided, accommodation areas and tourist attractions maintain good environmental hygiene and tourism civilization. Crowding and unreasonable price increases almost never occur, leaving a good impression in the eyes of visitors.
Open new doors
Ninh Binh Tourism Week 2025 is not only a series of regular cultural and tourism events, but also a starting point for greater expectations in the province's sustainable tourism development strategy. From expanding "green tourism" products, enhancing practical experiences, to promoting cultural industries and connecting Trang An Heritage with the regional heritage chain, Ninh Binh province is gradually asserting its new position.
Director of the Department of Tourism Bui Van Manh added: “We do not consider Tourism Week as a single event, but an important link in the process of building Ninh Binh into a Millennium Heritage City. The challenge is to constantly renew ourselves, but it is also an opportunity to break through and create our own mark”. Another highlight of this year’s Tourism Week is the clear emergence of night-time economic and cultural industry elements. Activities such as the Forestival show combining music-light-fashion held at night in Trang An, not only create a different experience for visitors but also open up a new service market: high-quality accommodation, night-time cuisine, health care-entertainment services, etc.
Ms. Nguyen Thi Lan, owner of a homestay in Ninh Hai commune, shared: “Compared to previous years, this year guests stay longer. They like to participate in rice planting, baking, and learning folk songs. We also receive media support, guidance on civilized behavior, and upgraded services to serve international guests.” Not only do cultural programs convey the depth of identity, connecting the community with heritage. Hundreds of households around Tam Coc directly participate in agricultural tours, photo tours, craft village demonstrations, OCOP products, etc., helping to spread economic benefits evenly, instead of focusing only on large tourism businesses. This is a practical solution for tourism to not only be a growing industry, but also an industry that spreads and is closely connected to the lives of local people. From a strategic perspective, Tourism Week 2025 plays an important role in the process of implementing larger goals of Ninh Binh province.
According to the orientation to 2035, Ninh Binh aims to become a centrally-governed city with the characteristics of a Millennium Heritage City, a creative city; one of the major centers with high brand value in tourism, cultural industry, and heritage economy of the country and Southeast Asia. To achieve that goal, the tourism industry needs to overcome inherent challenges such as: seasonality, poor products in the low season, uneven service quality, and lack of synchronization in regional connectivity.
Tourism Week, as a regular event, is a model for modern tourism organization thinking, combining many sectors (culture, arts, media, technology), mobilizing many subjects (management agencies, businesses, people) and clearly orienting the destination brand. In the journey to realize the aspiration of becoming a Millennium Heritage City, each event like Tourism Week will be a foundation brick, gradually raising the position of Ninh Binh on the tourism map of Vietnam and the world.
Source: https://baoninhbinh.org.vn/hieu-ung-lan-toa-tu-tuan-du-lich-ninh-binh-2025-621539.htm
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