Sam Son's appearance is constantly changing, attracting a large number of tourists to visit and experience it.
Sam Son is not only blessed with long stretches of sandy beaches and clear blue waters, ideal for relaxation and recreation, but it also preserves unique cultural values. Historical relics, folk festivals, and distinctive customs of the coastal inhabitants are preserved and promoted. Thanks to this attraction, Sam Son welcomes millions of visitors every year. In particular, with increasingly synchronized transportation infrastructure, tourists can easily travel from here to explore the typical destinations of Thanh Hoa province. This connectivity not only creates diverse exploration itineraries for tourists but also affirms Sam Son's position as an important "transit station," connecting beach tourism and cultural-historical tourism, contributing to making Sam Son an attractive destination on the national tourism map.
When visiting the Sam Son - Ba Trieu Temple historical and architectural site, tourists can admire the unique architectural work built during the reign of King Ly Nam De, to commemorate the heroic deeds of Trieu Thi Trinh - who repelled the Eastern Wu army. This site is located near National Highway 1A, at the foot of Gai Mountain, Phu Dien village, Trieu Loc commune, about 18km north of the former Thanh Hoa city and about 140km from Hanoi . The temple is built in the "inner courtyard, outer walls" architectural style with three main buildings: the front hall, the middle hall, and the rear hall. With its historical, cultural, and architectural values, Ba Trieu Temple was recognized as a national monument in 2014. In 2023, the Ba Trieu Temple festival was recognized as a national intangible cultural heritage.
Mr. Pham Nguyen Anh, from Phu Ly ward ( Ninh Binh province ) - a tourist experiencing the Sam Son - Ba Trieu Temple historical and cultural site and architectural art route, shared: "My family just had a very impressive trip combining a beach vacation in Sam Son with a pilgrimage to Ba Trieu Temple. While Sam Son offers the vibrancy and modernity of a high-end tourist city, Ba Trieu Temple opens up a tranquil space and helps me understand more deeply the heroic spirit of General Trieu Thi Trinh and the patriotic tradition of the nation. I believe this will be a key tourist route of Thanh Hoa province, attracting tourists who want to enjoy nature while enriching their knowledge of history and culture."
Along with the Sam Son - Ba Trieu Temple historical and architectural site tour, visitors to Sam Son can also experience other tours such as: Sam Son - Ho Dynasty Citadel (Tay Do commune) - Cam Luong sacred fish stream (Cam Tu commune); Sam Son - Lam Kinh National Special Historical Site (Lam Son commune);... In addition, there are several tours and routes connecting Sam Son with many famous natural landscapes, such as: Ben En National Park, Xuan Lien National Park, Pu Luong Nature Reserve...
Mr. Nguyen Ba Linh, Director of the Center for Conservation of Ho Citadel Heritage and Key Historical Sites in Thanh Hoa Province, said: "We believe that heritage preservation must go hand in hand with sustainable tourism development. Connecting Sam Son with the historical sites under our management not only diversifies the experiences for tourists but also raises community awareness and creates resources for reinvestment in heritage. To realize this goal, during the peak summer season of 2026, the management board proactively developed many attractive tourism products connecting with the surrounding areas. At the same time, we are promoting a stimulus program by reducing entrance fees by 20% for tour groups and providing completely free guided tours, aiming to best serve the needs of tourists."
Currently, connecting Sam Son beach tourism with historical and cultural sites and scenic spots is a strategic direction, contributing to increased experiences and satisfaction for tourists. Recognizing this trend, many travel agencies have proactively developed diverse tours and itineraries, advising customers on new and exciting experiences instead of just purely relaxing at the beach as before. Programs are often designed flexibly, combining the enjoyment of modern beach spaces with activities exploring the origins of the Ho Dynasty Citadel Heritage Site; Cam Luong Sacred Fish Stream; Lam Kinh National Special Monument; and the historical, cultural, and architectural monument of Ba Trieu Temple...
Ms. Phan Thi Ha, Deputy Director of Domestic, Inbound and Outbound Tour Product Development at Le Gia Trading and Tourism Joint Stock Company, stated: Recognizing our responsibility in preserving and promoting the heritage values of Thanh Hoa province, Le Gia Trading and Tourism Joint Stock Company has proactively developed and advised on unique tour programs, bringing tourists to key historical, cultural, and scenic sites in the province. Simultaneously, the company has actively connected with service and travel businesses outside the province to establish regional tours, bringing tourists from all over the country to the heritage region of Thanh Hoa. Through these efforts, the company not only aims to provide meaningful experiences for customers but also contributes to boosting the local tourism economy and affirming the position of cultural heritage in the modern tourism landscape. In addition, the company also organizes daily group tours from Sam Son to historical and cultural sites and scenic spots in the province, creating opportunities for small groups or solo travelers to explore and experience the heritage sites in the province.
In recent years, various levels of government, sectors, and travel agencies have proactively surveyed and developed more tourist routes connecting Sam Son to historical and cultural sites and scenic spots. Thanks to the diversification of tourism products and the reduction of seasonality, Thanh Hoa has been gradually asserting its position as one of the leading coastal tourism centers in the North Central region and the whole country. A clear example is that in 2025, the province is expected to welcome over 16.28 million visitors with revenue reaching 45,606 billion VND. In the first four months of 2026, the province is expected to welcome approximately 5.64 million visitors (a 6.9% increase compared to the same period), with estimated revenue of 10,694 billion VND (a 13.5% increase compared to the same period in 2025), achieving 21.6% of the 2026 plan.
Ms. Nguyen Thi Nguyet, Head of the Tourism Management Department (Department of Culture, Sports and Tourism), stated: To effectively promote the connection between Sam Son and historical and cultural relics in particular, and tourist areas and attractions in the province in general, it is necessary to form high-quality and attractive linked tours, including: linking the sea - culture - spirituality (Lam Kinh, Ho Dynasty Citadel, Ba Trieu Temple...); linking the sea - ecology - community (Pu Luong - Ben En, Ma village, fish stream...); linking the sea - urban - industrial (Hac Thanh ward; Nghi Son Industrial Park...). Based on this, reputable and capable businesses should be selected to operate these tours regularly. Emphasis should be placed on attracting businesses to invest in upgrading product quality and diversifying supplementary products to extend the length of stay for tourists. Longer stays are a prerequisite for boosting demand for inter-provincial linked tours. Simultaneously, the province is developing a digital tourism map of Thanh Hoa, widely introducing tourist destinations and thereby creating demand for visits and exploration among tourists. Based on this, it is organizing communication campaigns with themes such as "Thanh Hoa - A journey full of experiences"; "Come to Sam Son to discover Thanh Hoa,"... contributing to attracting tourists to explore the "Fragrance of Four Seasons" of Thanh Hoa tourism. This is also a major orientation of Thanh Hoa province in developing tourism into a key economic sector, linking sustainable economic growth with the preservation and promotion of heritage values.
Text and photos: Hai Hoa
Source: https://baothanhhoa.vn/tu-sam-son-den-cac-mien-di-san-xu-thanh-288068.htm
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