A panoramic view of the press conference.
Provincial Party Committee members Le Van Trung, Director of the Department of Culture, Sports and Tourism, and Le Van Tuan, Secretary of the Sam Son Ward Party Committee, co-chaired the conference.
The conference was attended by representatives from the Provincial Party Committee's Propaganda and Mass Mobilization Department; Thanh Hoa Newspaper and Radio and Television; and representatives from central press agencies based in the area.
Delegates attending the press conference.
According to information from the press conference, the Sam Son Tourism Festival 2026, themed "Sam Son - A Brilliant Aspiration," will officially open at 7:30 PM on April 25th at the Beach Square Stage (Sam Son Ward).
The main contents of the program include the opening ceremony, a spectacular art performance, and a 15-minute low-altitude fireworks display; it will be broadcast live on Thanh Hoa Newspaper and Radio & Television; rebroadcast on newspaper and radio/television channels of several provinces and cities, and livestreamed on digital platforms.
Representatives from Sam Son ward provided information about the Sam Son Tourism Festival 2026 at a press conference.
This annual event, marking the beginning of the summer tourism season, is the province's biggest tourism stimulus of the year, aiming to promote the cultural values, beauty of the land and people of Thanh Hoa; and to showcase the significant changes in urban landscape, service quality, and new, unique tourism products.
This confirms that Sam Son Tourist Area is gradually building and developing into an ideal destination for domestic and international tourists. At the same time, it opens up opportunities to attract investment and exploit natural and social resources for tourism development.
By 2026, Sam Son aims to welcome over 9 million visitors, with total revenue estimated at approximately 19 trillion VND.
Along with the opening ceremony, a variety of cultural, sports, and tourism activities and events will take place throughout the summer in Sam Son in 2026. Highlights include the Sam Son Open Cycling Race "Brotherhood Cup," the Via Life Run Marathon - Sam Son Blue Sea 2026; a beverage festival, a Thanh Hoa culinary culture festival... along with many activities in the pedestrian street area and a water music show for tourists.
Comrade Le Van Tuan, Secretary of the Party Committee of Sam Son Ward, speaks at the press conference.
To prepare for the peak tourist season, relevant sectors and localities have proactively implemented a coordinated approach in accordance with the plan of the Provincial People's Committee and the Festival Organizing Committee. Plans for managing tourism activities; ensuring security and order, environmental hygiene, and food safety; organizing training to improve service quality; urban beautification, infrastructure and facility upgrades, price control; strengthening rescue and emergency response efforts; and ensuring the safety of tourists at beaches... have been developed and implemented.
To date, the basic preparations for the festival have been completed, ensuring that the festival will be organized in a solemn, safe, and effective manner.
Representatives of the press agencies gave their opinions at the press conference.
At the press conference, representatives from various media outlets exchanged views and discussed issues related to the organization of the festival, solutions to improve the quality of tourism services, diversify tourism products, urban beautification, ensuring security and order, environmental hygiene, and price control during peak season... all contributing to building a civilized, friendly, and attractive image of Sam Son tourism for visitors.
Speaking at the press conference, Director of the Department of Culture, Sports and Tourism Le Van Trung said that in recent years, Thanh Hoa's tourism has seen positive development. In 2026, the province aims not only to increase the number of tourists but also to focus on improving quality, building brand recognition, and developing depth. Sam Son, in particular, is transforming from a summer beach destination into a modern coastal tourism city, a center for large-scale events and experiences in the North Central region. The Sam Son Tourism Festival in 2026 is a milestone clearly demonstrating this direction.
Director of the Department of Culture, Sports and Tourism of Thanh Hoa Province, Le Van Trung, speaks at the press conference.
The Director of the Department of Culture, Sports and Tourism acknowledged, highly appreciated, and accepted the heartfelt contributions and suggestions from representatives of the press agencies at the press conference.
To effectively disseminate the message and promote the Sam Son Tourism Festival as well as Thanh Hoa tourism, on behalf of the Organizing Committee, the Director of the Department of Culture, Sports and Tourism requests that media agencies continue to promote and innovate their approach and communication methods regarding Sam Son; focusing on highlighting the diverse tourism image and ecosystem of Sam Son and Thanh Hoa to properly position Thanh Hoa tourism. At the same time, strengthen focused and targeted communication; effectively utilize digital platforms, vividly reflect reality, and provide responsible critique to work alongside the province, industry, and localities in building a professional, sustainable, and modern image of Thanh Hoa and Sam Son tourism.
Prior to the press conference, the Organizing Committee conducted on-site surveys of several hotels and accommodation establishments in Sam Son and South Sam Son wards, checking their preparations for welcoming tourists in the summer of 2026.
Thuy Linh
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Source: https://baothanhhoa.vn/san-sang-cho-le-hoi-du-lich-sam-son-nam-2026-285339.htm
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