Developing sustainable tourism from a source market approach.

Thanh Hoa's tourism industry is experiencing positive growth, with tourism revenue in the first six months of 2024 reaching nearly 20 trillion VND, a 30.2% increase compared to the same period in 2023. Notably, this growth is significantly contributed by visitors from several key tourist destinations nationwide.

Developing sustainable tourism from a source market approach. The Thanh Hoa Provincial Tourism Association signed a cooperation agreement on tourism development with provinces and cities in the expanded Red River Delta (April 2024).

Identifying linkages and cooperation with key domestic tourism destinations is one of the important solutions for sustainable tourism development. Since the beginning of 2024, Thanh Hoa province has organized a variety of tourism promotion activities such as: the Ninh Binh - Thanh Hoa - Nghe An - Ha Tinh Tourism Promotion Conference “One Journey - Many Experiences” (an event held alongside the VITM International Tourism Fair - Hanoi 2024); the Thanh Hoa Provincial Tourism Development Linkage Conference with the expanded Red River Delta provinces, held in Bac Giang province; welcoming famtrip and presstrip delegations from provinces and cities in the Northwest and Southeast regions; promoting Thanh Hoa tourism at major domestic airports and on the international television channel CNN; and working with representatives of the BBC Group (United Kingdom) on a plan for future cooperation in promoting Thanh Hoa tourism...

According to a report by the Department of Culture, Sports and Tourism, in the first six months of 2024, tourist areas and destinations throughout the province welcomed nearly 9.8 million visitors, an increase of 16.1% compared to the same period in 2023. Total tourism revenue is estimated at VND 19,848.5 billion, an increase of 30.2% compared to the same period in 2023 and reaching 61.3% of the 2024 plan.

Representatives from several travel agencies in the province believe that Thanh Hoa province's strategy for accessing source markets in the new situation has been implemented correctly, bringing clear business results for tourism service businesses. Simultaneously, it was stated that the results achieved in the first half of 2024 were positively contributed by the influx of tourists from major domestic sources such as Hanoi, Hue, Da Nang, and Ho Chi Minh City. Vietravel's Thanh Hoa branch director, Tran Thi Nga, affirmed: “From the beginning of the year until now, the number of tourists from several key tourist destinations nationwide has shown positive growth, increasing by about 20% compared to 2023. With the current market demand, especially with the official opening of Sam Son Water Park, not only Vietravel but also other travel agencies will certainly be able to attract a large number of tourists to Thanh Hoa for sightseeing and relaxation from provinces and cities in the Southeast and some provinces and cities in the North.”

According to forecasts, in the last months of the year, the market for tourists from key tourist destinations nationwide, including traditional tourist markets from northern provinces and cities to Thanh Hoa, will continue to grow positively, especially the MICE and leisure tourism segments. Along with that, beach tourism products will have an extended operating period this year, and cultural and eco-tourism products will be fully exploited by travel businesses to attract tourists in the final months of the year.

According to Phan Thi Ha, Deputy Director of Le Gia Trading and Tourism Joint Stock Company (Thanh Hoa City): “Recently, tourists have chosen Thanh Hoa as their favorite destination not only for beach tourism and nature exploration but also because of their curiosity about new products and services. Furthermore, large-scale and attractive cultural, sports, and tourism events have created favorable conditions for travel agencies to boost the exploitation of tourists from key tourism markets. With a strategy of renewing existing products and continuously launching new tourism products, Thanh Hoa has the foundation to become one of the hottest destinations in the North in the last months of the year. Tourism service businesses are hoping that state management agencies will pay attention to guiding the development and construction of products, aiming to bring to the market high-quality, suitable tours and routes that meet the needs of tourists from the key tourism destinations that the province is targeting.”

According to the plan, from now until the end of 2024, Thanh Hoa province will continue to organize activities to promote tourism development in collaboration with key tourism-developing provinces and cities, with a focus on Lam Dong province. Along with this, emphasis will be placed on organizing several tourism promotion and marketing activities such as: announcing new tours and tourist destinations; welcoming famtrip and presstrip delegations from the Southeast, Central, and Central Highlands regions to survey and evaluate tourism products and connect tourism routes in Thanh Hoa; welcoming famtrip delegations from Asian countries to survey and evaluate products and organize thematic workshops on solutions to attract international tourists to Thanh Hoa, and advising on improving tourism routes... Through these activities, the aim is not only to attract tourists from key domestic tourism markets but also to attract international tourists, contributing to sustainable tourism development.

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