Image of a friendly destination

Refreshing the image of tourism is not something that happens overnight, but rather a persistent process requiring coordinated efforts.

In early March 2026, a video circulated on social media showing a seafood vendor at Dinh Co beach, Long Hai commune (Ho Chi Minh City) using a substandard scale when transacting with tourists.

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The video shows a vendor weighing 2.6 kg of crab for 530,000 VND and 1.2 kg of shrimp for 340,000 VND, but the weighing equipment is inaccurate, and the actual weight is incorrect. The video quickly attracted thousands of interactions, negatively impacting the image of local tourism.

Bai Sau Beach in Vung Tau attracts many tourists who come to swim on weekends.

Immediately after receiving the information, the local authorities promptly launched an investigation. Authorities summoned the individuals involved for questioning, confirming the use of inaccurate scales during trading. During the meeting, the trader admitted to using old, damaged scales, leading to unintentional errors. After being reminded of the regulations, the trader committed to ceasing the violation, destroying the substandard scales, and equipping themselves with new, compliant equipment, ensuring transparent and accurate weighing and pricing. The local authorities also urged businesses to strictly comply with regulations and protect the rights of tourists.

In reality, social media occasionally features reports of price gouging, fraud, and selling goods at prices higher than the listed price in coastal tourist areas. Although isolated incidents, each case quickly attracts public attention and negatively impacts the image of tourism.

Local residents say that destinations like Vung Tau, Long Hai, Binh Chau, and Phuoc Hai have at times suffered from notorious practices related to price gouging and aggressive touting of tourists. However, in recent years, thanks to the decisive intervention of the authorities and a change in the awareness of business owners, the tourism environment has seen many positive changes; the situation of aggressive touting and arbitrary price increases has significantly decreased, contributing to gradually regaining the trust of tourists.

A transparent and trustworthy destination.

Tourist Phan Thanh Tam (from Lam Dong province) said she had visited Vung Tau many years ago but the experience was not complete. According to her, the aggressive sales tactics for seafood, along with being overcharged by taxi drivers, made her family's vacation stressful. "A vacation that should have been relaxing turned into arguments with restaurant owners, taxi dispatchers, and even street vendors," Ms. Tam shared.

Returning to Vung Tau after many years, Ms. Tam was surprised by the positive changes in the destination. According to her, the aggressive sales tactics and inflated prices are almost nonexistent, replaced by a warm and professional approach from businesses. "This time, I clearly feel the difference. Prices are clearly displayed, and any questions are answered properly. I no longer feel like I'm being 'led astray' or worried like before. My family can comfortably enjoy a truly relaxing vacation," Ms. Tam commented. She also said she would be happy to return in the future.

As a hotel businesswoman in the bustling area of ​​Vung Tau, Ms. Ngoc Tram, owner of One Season Hotel, said that accommodation establishments are increasingly focusing on improving service quality, transparent pricing, and building long-term reputation, contributing to improving the destination's image in the eyes of tourists. "To survive in the long term, we must change ourselves; we cannot engage in opportunistic business practices, chasing short-term profits at the cost of losing our reputation in the long run," Ms. Tram said.

In fact, to achieve the increasingly civilized and friendly tourism image it has today, coastal localities in the Vung Tau area (Ho Chi Minh City) have implemented many comprehensive solutions to eliminate price gouging and build a transparent and trustworthy destination image. Mr. Ngo Thanh Phuc, Chairman of the People's Committee of Long Hai commune, said that having clearly identified the previous shortcomings, the local government has determined that building a transparent and healthy tourism environment is a key, long-term task.

According to Mr. Phuc, measures such as tightening price management, requiring public price listing at business establishments, strengthening inspections, and strictly handling violations are implemented regularly and continuously. The goal is not just to impose penalties, but more importantly, to change the mindset of business owners, aiming to build an image of a friendly destination and create trust for tourists.

Mr. Vu Hong Thuan, Chairman of the People's Committee of Vung Tau Ward, emphasized that Vung Tau is no longer just the familiar coastal urban tourism; it is transforming towards high-quality, green, and sustainable tourism. According to Mr. Thuan, to achieve this, authorities have maintained regular inspections, especially during holidays, Tet (Lunar New Year), and weekends, when visitor numbers are high. Actions such as failing to display prices, selling at prices higher than listed, and soliciting tourists are all strictly dealt with.

Many violations have been penalized, even resulting in suspension of operations, thereby creating a deterrent effect and restoring order in tourism business activities. In addition, channels for receiving tourist feedback, such as hotlines and online platforms, have been established, helping authorities to promptly handle emerging situations.

Continuously improving quality

Along with the government's involvement, the tourism business community has also seen significant changes. In coastal tourist areas, price listing at hotels, restaurants, and eateries has become a mandatory requirement.

Many establishments are proactively improving service quality and staff attitudes, viewing customer satisfaction as a decisive factor for sustainable development. Furthermore, accommodation facilities here are also promoting the application of technology, publicly displaying prices on online platforms, and limiting arbitrary price increases during peak seasons.

Source: https://nld.com.vn/hinh-anh-diem-den-than-thien-196260413222707749.htm