Thung Ui was disappointing.

Despite tours selling out before its opening, Thung Ui – a trending destination in Ninh Binh – continues to receive mixed reviews regarding ticket prices that don't justify the experience, its sparse landscape, and incomplete infrastructure.

ZNews•26/02/2026

Tourists take photos at Thung Ui tourist area during the Lunar New Year 2026.

Opened to visitors on February 17th, Thung Ui tourist area ( Ninh Binh ) has become a "hot" destination, with tourists lining up from early morning, waiting to visit during the 2026 Lunar New Year holiday.

Earlier in February, Thung Ui attracted an unprecedented number of tour bookings, even before its official opening. At that time, Mr. Hoang Binh Minh, General Director of Ninh Binh Tourism Services Joint Stock Company, said that Thung Ui was gradually completing the final stages and welcoming tour groups for surveying. The "explosion" in visitor numbers was predicted.

However, in its initial phase of operation, the infrastructure and operations did not keep pace with the large number of visitors. "Ticket prices are not commensurate with the experience," and "there are few scenic views" were some of the comments about this tourist area, once described as a "paradise."

Argumentative

Visiting Thung Ui tourist area on February 19th, Pham Thuan ( from Thai Binh province ) said that the landscape lacked natural beauty and was not yet fully developed. He bought a ticket for 300,000 VND which included boat and electric vehicle rides, but the experience was not worth the money.

"The reality was disappointing compared to the promotional videos. The landscape was still quite open, and you could see everything in about an hour. The only experience was a boat ride around Ngoc Lake. It's a new tourist area, but there are no guides. After this, I'll only be loyal to Trang An, Bai Dinh, and Tam Coc," Thuan said.

Boat trips are available at Thung Ui.

Sharing her experience at this tourist area on February 20th, Tam Dinh (Hanoi), who only had one visit, said she bought a ticket with a boat for 250,000 VND, but found the scenery and experience to be limited.

"Only the beginning section is complete; the lake isn't fully opened, so you can only ride a boat for a short distance. The facilities almost completely lack any spiritual elements and still feel like they're under construction. If I had to choose a place to stay in Ninh Binh today, Trang An would still be better," Tam expressed.

She said the resort needed more time to be completed. Opening too soon could negatively impact the initial impression and goodwill of many visitors.

For Le Minh Thuy (Hanoi), the architecture of the tourist area reminded her of Wuzhen (China). The cultural space of the Muong ethnic group was also not as clearly showcased as advertised.

The "hot" check-in spot at Thung Ui is likened to a setting from a historical drama.

Furthermore, according to Minh Thuy, the entrance tickets are paper tickets with a check-in code, but they are quite inconvenient as you have to keep them throughout your visit. Meanwhile, at other tourist attractions, visitors only need to swipe their tickets once. She advises that visitors only need to buy the 150,000 VND ticket to enter.

Meanwhile, some other opinions suggest that Thung Ui will satisfy tourists who prefer unspoiled, spacious, and dust-free environments, or who enjoy the experience of going to the temple to light incense and read the historical site's inscriptions.

What did the management say?

Speaking to Tri Thức - Znews , Ms. Hoang Phuong Ha, representative of the Thung Ui tourist area management board, said that they have noted mixed feedback from tourists regarding their actual experience and the level of completion of the new tourist area after the peak Tet holiday season.

According to her, the landscaping and main construction items at Thung Ui have been completed and are ready for operation before the opening on February 17th. Currently, 95% of the items are completed, and the accommodation and dining areas reached 100% capacity during the recent Tet holiday, with no construction materials scattered around.

Representatives from the management board acknowledged that opening during the Lunar New Year holiday caused a sudden surge in visitors, leading to localized overcrowding and difficulties in providing guided tours for all tourists. Between February 17th and 25th, Thung Ui welcomed approximately 70,000 visitors, with the peak being February 19th (the 3rd day of the Lunar New Year) with 15,000 visitors.

"When there's a huge influx of visitors in a short period, the experience might not meet expectations, especially for those who follow the crowd and haven't explored all the cultural aspects. During Tet (Lunar New Year), Thung Ui also organizes many activities such as tours, historical explanations, live performances, and electric shuttle buses within its spacious grounds," Ms. Ha said.

In addition to the above-mentioned attractions, many traditional stilt houses of the local Muong people have also been restored to enhance the cultural experience for tourists.

Regarding architecture and landscape, representatives of the Management Board emphasized that the entire concept and design at Thung Ui were developed based on research into Vietnamese history and cultural materials, by a team of domestic experts, architects, and consultants to ensure its distinctive character.

According to Ms. Ha, the architectural details, patterns, and materials used are all inspired by the local heritage and historical context of the ancient capital, aiming to tell the cultural story in its own way, without copying or imitating images from abroad.

"Beyond just a check-in spot, the tourist area is built with a focus on cultural and historical experiences combined with ecology, featuring architectural gates, altars, and traditional Muong stilt houses," she said.

In the future, Thung Ui will continue to complete auxiliary items, enhance the landscape once the trees are stable, strengthen the tour guide team, adjust the electric vehicle transfer process, and diversify experiential activities to improve service quality.

According to Mr. Bui Van Manh, Director of the Ninh Binh Department of Tourism, Thung Ui is a new tourism product within the local strategy of developing "cultural industry" linked to tourism. The Department has been working with the management unit and investors to learn from experience and adjust the organization.

Furthermore, ticket prices are now determined by businesses based on market conditions, and the state management agency no longer approves price frameworks as before.

A panoramic view of Thung Ui Valley from above.

Thung Ui Valley is located about 3 km from Bai Dinh Pagoda, within the Trang An Scenic Landscape Complex, Tay Hoa Lu Ward (Ninh Binh). Previously, this area was a pristine valley surrounded by limestone mountain ranges.

Since 2018, Ninh Binh province has been restoring many structures in this tourist area, including the Kinh Thien Altar, Kinh Dia Temple, Kinh Nhan Temple, stilt houses, along with a system of lakes and other supporting facilities.