Sam Son aims for a breakthrough in summer 2026, targeting millions of tourists.

VTV.vn - The 2026 summer tourism season is witnessing a strong acceleration in Thanh Hoa's tourism, with the coastal city of Sam Son as the focal point.

With a surge in visitors right from the start of the season, continuously updated tourism products, and noticeable improvements in infrastructure and service quality, Thanh Hoa's coastal city is solidifying its position as one of the most vibrant tourist destinations in the country.

From the very beginning of summer 2026, Sam Son entered its peak season with an unprecedented level of vibrancy, as a continuous stream of tourists flocked in, often resulting in localized overcrowding at beaches and accommodation facilities. From the beach square and central streets to the long stretch of beach, it was always packed with visitors.

Sam Son tourism is expected to welcome over 1.2 million visitors at the beginning of summer 2026.

Reporters observed that crowds flocked to the beaches from early morning. By nightfall, the seaside streets remained brightly lit with ongoing entertainment, food , and recreational activities. Numerous hotels and guesthouses operated at near full capacity, and many restaurants were packed during peak hours.

The vibrant atmosphere right from the start of the season shows the growing appeal of Sam Son tourism, further affirming its leading role in the overall growth picture of Thanh Hoa tourism.

According to the Thanh Hoa Department of Culture, Sports and Tourism, during the two holidays of Hung Kings' Commemoration Day and April 30th - May 1st, 2026, the province welcomed approximately 1.72 million tourists, with total revenue estimated at around 4,330 billion VND. Sam Son beach resort alone received about 1.2 million visitors, becoming the most popular tourist destination in the province and among the most vibrant coastal tourist cities nationwide at the beginning of summer.

Not only has the number of visitors increased significantly, but this year's tourist season has also seen noticeable improvements in service quality, the tourism environment, and security and order. Sam Son is showing an increasingly modern, professional, and friendly appearance.

From the end of April, the coastal city kicked off the summer tourism season with a series of large-scale cultural, artistic, and entertainment activities. The highlight was the Sam Son Beach Tourism Festival 2026, held at the beach square, featuring a spectacular art program and a dazzling fireworks display, attracting a large number of locals and tourists.

The vibrant atmosphere continued with a series of cultural, sporting, and entertainment activities taking place throughout. At Sun World Sam Son Water Park, the Tropical Carnival offered a youthful festival atmosphere with lively performances, interactive games, and multi-experience entertainment activities, attracting a large number of visitors, especially young people and families.

The continuous innovation of tourism products is helping Sam Son gradually move beyond the seasonal model of beach tourism. Besides traditional beach activities and relaxation, the locality focuses on developing experiential products, entertainment spaces, community festivals, and nighttime services to extend the length of stay for tourists.

The appearance of the tourist city has also seen many positive changes. Central roads have been renovated to be clean and beautiful; the lighting system and coastal landscape have been invested in comprehensively. Many hotels, restaurants, and accommodation establishments have upgraded their facilities and added more amenities to serve tourists during peak season.

At the beaches, environmental sanitation is regularly maintained. Rescue teams, security personnel, and cleaning crews are on constant duty to ensure the safety of locals and tourists. This is one of the important factors contributing to the improvement of Sam Son's tourism image in recent times.

According to statistics, in the first four months of 2026 alone, Sam Son welcomed over 2.7 million visitors, an increase of 8.1% compared to the same period; total tourism revenue is estimated at over 4,163 billion VND, further affirming its leading role in the development of Thanh Hoa's coastal tourism.

Along with attracting tourists, the locality places special emphasis on improving the quality of the tourism environment. Accommodation establishments, restaurants, and food service providers are required to strictly comply with regulations on food safety and hygiene, publicly display prices, and improve service quality.

While in the past, the practice of soliciting customers and inflating service prices negatively impacted the tourism image, in recent years, management in Sam Son has been tightened. Local authorities have intensified inspections and enforcement of violations, while also promoting awareness among residents and businesses to build a civilized and friendly tourist destination.

In addition, the application of digital technology in tourism promotion and management has also been intensified. Many accommodation establishments and tourism businesses have implemented online booking platforms, cashless payment systems, and promoted their services on digital platforms, making it easier for tourists to access these services.

Not only Sam Son, but the tourism landscape of the entire province in 2026 also shows many positive signs. Destinations such as Hai Tien, Hai Hoa, Pu Luong, Lam Kinh, Ho Dynasty Citadel, and Cam Luong fish stream all attract a large number of tourists, showing the increasingly diverse appeal of Thanh Hoa tourism with many types ranging from beach and ecological to cultural and historical.

In 2026, Thanh Hoa aims to welcome approximately 16.8 million tourists, including nearly 937,000 international visitors; total revenue is expected to reach around 49,500 billion VND. Sam Son alone strives to welcome over 9 million tourists with revenue of approximately 19,000 billion VND.

To realize this goal, the province is continuing to promote the restructuring of tourism space, improve infrastructure quality, strengthen regional linkages, and build a tourism environment that is professional, safe, and modern. Sam Son continues to be identified as the driving force of coastal tourism.

The surge in tourist numbers right from the start of the season not only provides a boost to the local tourism industry but also demonstrates Sam Son's increasingly prominent appeal on Vietnam's coastal tourism map. With its current growth momentum and a development orientation towards professionalism, modernity, and diverse experiences, this coastal city in Thanh Hoa province is gradually moving beyond a seasonal tourism model, aiming to become a year-round destination with increasingly high competitiveness.

Source: https://vtv.vn/sam-son-but-pha-he-2026-huong-den-don-hang-trieu-khach-du-lich-100260515061448769.htm