Overcoming the seasonality of Tam Dao tourism

Thanks to the implementation of many tourism stimulus solutions, Tam Dao Tourist Area is increasingly attracting a large number of tourists to visit and relax, contributing to creating jobs and increasing income for people and businesses. However, Tam Dao tourism is still heavily seasonal, affecting the business performance of tourism enterprises. To overcome this weakness, businesses need to create different tourism products to attract tourists throughout the year.

To attract tourists, 90S Tam Dao homestay focuses on improving the quality of services. Photo: Kim Ly

Tam Dao has many potentials and advantages for tourism development. Not only does it have a cool climate all year round, Tam Dao also attracts tourists with many impressive destinations such as Silver Waterfall, Heaven's Gate, TV Tower, Stone Church, Square, Temple of the Lady of the Upper Realm... Thanks to its convenient transportation system, about 80 km from the center of Hanoi , near Noi Bai airport, Tam Dao becomes an ideal tourist destination for visitors on weekends.

In order to take advantage of and promote the potential and advantages of Tam Dao to develop tourism, in recent years, the province has paid special attention to investing and perfecting infrastructure, encouraging businesses to improve service quality to attract tourists. In 2022, Tam Dao Tourist Area was recognized as a national tourist area; received the award " World's Leading Tourist Town" by World Travel Awards - a prestigious organization in the world in tourism.

The number of tourists to Tam Dao has increased sharply over the years. In 2023, Tam Dao is estimated to welcome about 365 thousand visitors (an increase of 17% over the same period in 2022); of which, overnight visitors are 113 thousand (an increase of 40% over the same period in 2022); foreign visitors are 535 (an increase of 42% over the same period in 2022).

The cool climate and beautiful natural landscape have created a highlight that helps Tam Dao become an ideal resort attracting tourists in the summer. This place is considered as the "Da Lat" of the North. Summer also coincides with long holidays and summer vacations for students... During these days, tourism service businesses must operate at full capacity to serve tourists.

Meanwhile, during the winter months and midweek, the number of visitors drops significantly, causing many businesses to fall into a state of “emptiness”. This shows that Tam Dao tourism is still heavily seasonal, affecting the business activities of units and businesses.

The concentration of tourists in peak months puts pressure on service providers, causing prices of tourism services and products to increase. Hotels, motels, and restaurants are prone to unhealthy business practices that are based on quick profits; authorities must increase their workforce to ensure the safety of tourists. On the other hand, infrastructure and tourism resources are rarely used during low months, causing great waste; tourism workers are likely to switch to other occupations due to lack of jobs during low months.

To reduce the dependence of tourism businesses on seasonality, businesses need to research the market and offer unique and different tourism products outside of peak season, such as Tam Dao mountain climbing experiences and developing MICE tourism (tourism combined with conferences, seminars, events, etc.) at the end of the year.

Mr. Dinh Cong Hai, Manager of 90S Tam Dao homestay said: "To attract tourists in the low season, the unit has implemented many incentive programs aimed at potential tourist groups. Currently, many young people tend to come to Tam Dao to visit, relax and explore in the winter.

To attract this group of customers, the homestay has launched a program of room discount for students, improved the quality of services (nice view rooms, restaurants, bars, etc.), and at the same time, launched new services such as Hanoi - Tam Dao shuttle service, rental of costumes for check-in photos, etc. The homestay has cooperated with partners to introduce services and launch discount promotions. Thanks to that, during low months, the homestay's room occupancy rate is still maintained at 50%."

In recent years, the trend of combining tourism with music enjoyment has become increasingly popular with tourists, especially young people. To meet the needs and tastes of tourists, in 2023, many hotels, homestays, and cafes have become venues for professional music stages in Tam Dao tourist area, this is a promising direction to help overcome the seasonality in tourism activities of Tam Dao.

Mr. Hoang Ngoc Hung, representative of Minh Nga Event Organization Company Limited, the organizer of Hoa Bay show, said that organizing mini concerts and outdoor live music shows brings new experiences to tourists. Especially in winter, Tam Dao's scenery exudes a wild and majestic beauty. Tourists coming here can sightsee, hunt clouds, listen to music and enjoy grilled food in the cold weather. In the last months of the year, the company organizes many impressive shows with famous singers as guests to attract tourists. To support tourists' convenient travel, the Organizing Committee cooperates with a number of bus companies to pick up and drop off passengers in Vinh Yen city before and after the show.

By identifying potential tourist groups; building appropriate business strategies; building unique and different tourism products to attract tourists, businesses have gradually overcome the seasonality of Tam Dao tourism, maintaining the efficiency of business operations; contributing to promoting the image of Tam Dao tourism to friends and domestic and international tourists.

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