Creating a new look, a new vitality.
Considered one of Vietnam's most beautiful beaches, Sam Son Beach was discovered by the French and began to be developed for swimming purposes in 1906. With a rich history of 120 years of tourism , Sam Son today boasts a new look and a new vitality.
With positive innovations ranging from service quality to infrastructure and facilities, by 2025, Sam Son tourism is expected to welcome approximately 8.8 million visitors, generating revenue of 17.4 trillion VND, further affirming its leading position in Thanh Hoa province and its status as an attractive, friendly, and safe destination for tourists.
To achieve that position, the entire political system from the provincial to the local level, along with the support of businesses and the people in the area, have been determined to overcome existing shortcomings in tourism activities. At the beginning of 2026, the People's Committee of Sam Son Ward simultaneously launched a campaign to review, assess the current situation, rectify, handle, and clean up illegal advertising throughout the ward; arranged 193 suitable sales points, and required business households to sign commitments regarding price declaration, price listing, and selling at the listed prices, and to comply with the ward's regulations on communication and conduct with tourists.
The ward also continued to issue plans for traffic organization, management of parking lots, supplementing the traffic sign system, and painting parking lines for cars, electric vehicles, cyclos, etc. Sam Son Ward organized many intensive campaigns to raise awareness and conduct patrols to ensure traffic safety, promptly detecting and handling cases of encroachment on roads and sidewalks that cause traffic safety hazards; and arranged 19 parking lots to serve seasonal needs. As a result, the parking lots have basically ensured safety, security, and order, meeting requirements for fire prevention, environmental hygiene, and publicly displaying regulations and prices for services.
In 2026, Sam Son ward will make a breakthrough in the management, inspection, and control of 474 pilot electric four-wheeled passenger vehicles and 250 cyclos. The ward will strictly handle violations related to vehicles soliciting customers, illegal parking, and speeding.
In addition, the ward organized 7 training courses for 1,967 managers and workers involved in service and tourism activities (receptionists, hotel and restaurant owners, photography businesses, electric vehicle operators, cyclo drivers, etc.) on topics such as legal regulations, solutions to improve service quality, and building a positive image of Sam Son people in the hearts of friends and tourists.
Also in 2025, Sam Son will put into operation many projects such as: the Memorial Area for the people, cadres, soldiers and students from the South who relocated to the North, the Beach Square project, the festival landscape axis, the Beach Square urban area, Sunworld Water Park..., contributing to fundamentally changing the urban face, creating a highlight in architectural and landscape space, creating new tourism products, increasing attractiveness to domestic and international tourists, and gradually overcoming the seasonality of Sam Son tourism.
To date, Sam Son ward has 999 accommodation establishments, including 118 tourist accommodations rated from 1 to 5 stars (1 5-star hotel, 4 4-star hotels, 24 3-star hotels, etc.); a total of 23,047 guest rooms meeting the criteria of "bright - clean - beautiful". The accommodation system continues to be renovated and upgraded to basically meet the needs of tourists.
Mr. Le Anh Tuan, in charge of the Sam Son Tourism Association, affirmed that in recent years, Sam Son tourism has developed very well, with an increasing number of tourists, creating jobs and increasing income for the people. According to Mr. Le Anh Tuan, to further promote the achievements, the People's Committee of the ward needs to continue focusing on developing infrastructure and technical facilities serving tourism such as green parks, parking lots, new tourism products, and tours and routes connecting Sam Son with other locations to provide tourists with more experiences. The locality needs to actively attract investors to accelerate the development of tourism in the southern part of Sam Son, with particular emphasis on resort tourism, food courts, and entertainment areas.
A major breakthrough in improving tourism quality.
Sam Son Ward has prepared and submitted to the Thanh Hoa Provincial People's Committee for approval the revised General Planning for the construction of Sam Son until 2040; coordinated the implementation of the preparation of sub-area plans according to regulations; approved and approved adjustments to detailed planning projects at a scale of 1/500..., creating an important foundation for managing, attracting investment, and developing Sam Son urban area in a sustainable, civilized, and modern direction.
In 2026, the People's Committee of Sam Son Ward assigned relevant agencies, departments, and specialized units to advise on the development and issuance of documents and plans for service management; specifying what is allowed and what is not allowed; the responsibilities and obligations of service businesses; and publicly announcing a hotline number for tourists to report any shortcomings in tourism activities to the authorities..., aiming to contribute to building a civilized and friendly image and brand for Sam Son tourism.
The ward has reviewed, adjusted, and supplemented management plans for tourism services to ensure they are appropriate and relevant to reality, especially the management of services on the beach area. It has widely disseminated information to businesses, residents, and tourists about the plan for arranging and managing tourism services in 2026; urban beautification, clearing of stalls and kiosks encroaching on sidewalks according to the commercial arrangement plan in the last months of 2025; and encouraged businesses to renovate, upgrade, and improve their facilities to serve tourists. The Sam Son Ward People's Committee has also proactively developed plans and organized and hosted cultural, sports, festival, and tourism events in 2026 within the ward to promote and attract tourists to Sam Son.
Alongside improving infrastructure, Sam Son ward consistently focuses on enhancing the quality of human resources involved in tourism services through hands-on training; improving management capacity for restaurant and hotel owners; gradually increasing professionalism in tourism activities; and striving for every Sam Son citizen to be a tourism ambassador and a communicator in promoting the beauty of Sam Son's land and people to friends and tourists.
In particular, Sam Son ward is researching the development of diverse tourism services to attract visitors to Sam Son even in the winter season, thereby creating jobs for local people and increasing local revenue.
Mr. Trinh Tien Dung, Chairman of the Sam Son Ward People's Committee, affirmed: "In 2026, we will continue to strengthen leadership, guidance, and management to create a strong breakthrough in the quality of tourism in Sam Son. Along with that, Sam Son will promote propaganda, advertising, and the application of digital transformation in tourism activities; call for investment in developing new products and diversifying experiences for tourists. Leveraging the role of the people and businesses in building a civilized and friendly tourism image is also considered a key solution, aiming to create a foundation for Sam Son to not only be a popular destination, but also a place to remember and love."
By 2026, Sam Son aims to welcome over 9 million tourists, with total tourism revenue reaching approximately 18.8 trillion VND. To attract tourists, the Sam Son ward authorities are required to continue diversifying and improving the quality of tourism products, with the quality of accommodation services and tourism human resources being crucial conditions for attracting a large number of domestic and international tourists to this beautiful coastal city of Thanh Hoa province.
Source: https://baotintuc.vn/du-lich/tao-dien-mao-moi-cho-do-thi-bien-sam-son-20260123100433139.htm
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