Why is Ninh Binh causing such a sensation?

From controversial spiritual stories circulating on social media, the buzz surrounding Sơn Tùng M-TP's music video, and impressive tourism growth figures, Ninh Bình has continuously been the center of attention.

In early June, the keyword " Ninh Binh " unexpectedly became a top search term on social media after a female tourist posted about her experiences during a 3-day trip to the area.

According to her account, she arrived in Ninh Binh on May 29th, combining work and tourism . During her visit to Trang An and while traveling around the area at night, she recounted encountering several unsettling situations, which she considered inexplicable phenomena.

The post quickly attracted over 3 million views and tens of thousands of interactions and comments on the night of May 31st and the day of June 1st. From then on, Ninh Binh became a hot topic of discussion on social media.

Social media phenomenon

Speaking to Tri Thức - Znews , Mr. Bui Van Manh, Director of the Ninh Binh Department of Tourism, affirmed that the spiritual content circulating on social media is "completely inaccurate." According to him, the department has received the information and determined that it is "baseless," "unverified," and could cause public confusion and negatively impact the image of local tourism.

The head of the Department of Tourism emphasized that Ninh Binh has been a prominent destination for many years, attracting a large number of domestic and international tourists thanks to its unique natural landscapes and rich system of historical and cultural relics. He affirmed that Ninh Binh and the Trang An Scenic Landscape Complex are safe destinations, and tourists can feel completely secure when visiting and experiencing them.

Tourists line up to take a boat tour of Trang An on the morning of May 2nd. Photo: Dinh Ha.

Following the online buzz surrounding the "strange phenomenon," Ninh Binh became a sensation after appearing in Son Tung M-TP's music video "Come My Way ." Famous landmarks such as the Trang An Scenic Landscape Complex and Bai Dinh Pagoda impressed viewers with wide-angle shots, recreating the beauty of the majestic limestone mountain ranges, the turquoise waters, and the ancient atmosphere characteristic of this former imperial capital region.

Many viewers commented that the visuals in the music video felt like an international film. Numerous comments called Ninh Binh "Ha Long Bay on land," suggesting that Son Tung's new music video could become a "tourism promotional film" for Vietnam.

In fact, the "tourism-related music video" effect is nothing new. Previously, many localities have seen a significant increase in interest after appearing in popular entertainment products. For example, the music video "Bac Bling" contributed to a substantial increase in searches related to Bac Ninh on social media. The locality even launched free experiential tours to the locations featured in the music video to capitalize on the media effect.

In this context, Ninh Binh is also seen as a locality that can leverage the appeal of Son Tung's music video to develop tourism products associated with the landmarks featured in the song.

Trang An scenic area is one of the main settings in Son Tung M-TP's music video "Come My Way, " released on May 28th. Photo: M-TP.

Destination appeal

Ninh Binh's popularity isn't just reflected on social media; it's also evident in its tourism statistics. During this year's April 30th - May 1st holiday, the province led the country in visitor numbers with nearly 2.8 million arrivals. Of these, 2.5 million were domestic tourists and 274,563 were international visitors, a 123.9% increase compared to the same period last year. Tourism revenue is estimated at over 4,200 billion VND , a 205.1% increase year-on-year.

The noteworthy aspect lies not only in the scale of growth but also in the distribution of tourist flows. While previously tourists were mainly concentrated in Trang An, Tam Coc, or Bai Dinh, this year, the coastal tourism area, which was first developed after the merger with Nam Dinh, attracted over 329,000 visitors. The approximately 92 km long coastline has further expanded the local tourism development space.

Other destinations continued to maintain high visitor numbers, such as: Trang An with 108,500 visitors, Bai Dinh - Thung Ui (54,103 visitors), Thung Nham (49,954 visitors), Tam Coc - Bich Dong (42,347 visitors) and the water park (52,182 visitors).

Accommodation occupancy rates also increased sharply during the holiday period. The average across the province reached over 75%, while key areas such as Hoa Lu, Nam Hoa Lu, Cuc Phuong, and coastal areas reached 95-100% on peak days. Many accommodation establishments reported being fully booked.

Tourists queue to buy boat tickets in Trang An on May 2nd. Photo: Dinh Ha.

One of the factors that helps Ninh Binh maintain its appeal is its favorable geographical location, being close to major centers in the North and having an increasingly完善 transportation system. The locality offers a variety of tourism types, from spiritual and ecological to resort tourism.

Destinations such as Trang An - Bai Dinh, Hoa Lu ancient capital, Mua Cave, Tam Coc - Bich Dong, Thung Nham, and Cuc Phuong National Park create a diverse ecosystem of products, catering to many different groups of tourists.

In addition, Ninh Binh is gradually becoming an important transit point in the journey of exploring Northern Vietnam for international tourists, located on the Hanoi - Ninh Binh - Ha Long tourism link.

Target: 20 million visitors

Ninh Binh's tourism growth continued in May. According to local data, the number of visitors to tourist areas and attractions in May was estimated at nearly 3 million, with total revenue from tourism activities estimated at over 3,139 billion VND .

In the first five months of the year, the province welcomed nearly 16 million visitors, an increase of 22.99% compared to the same period last year. Total revenue from tourism activities is estimated at nearly 16,298 billion VND , an increase of 21.7%.

In fact, according to a survey by Agoda, Ninh Binh is one of the most searched-for destinations by Vietnamese tourists this summer. Destinations such as Trang An, Tam Coc - Bich Dong, and the ancient capital of Hoa Lu continue to maintain their appeal to tourists who enjoy combining relaxation, nature exploration, and cultural experiences.

Tourists explore Thung Ui tourist area during the Lunar New Year 2026. Photo: Dinh Ha.

This year, Ninh Binh aims to welcome 20 million tourists, including 3 million international visitors. To achieve this goal, the locality plans to implement a comprehensive set of solutions, from improving policies and mechanisms, developing infrastructure, to restructuring tourism products and promoting the cultural industry.

The focus is on product diversification, developing high-quality tourism, applying technology, expanding MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism, events, music, and film, while promoting community tourism associated with local craft villages.

"We hope to expand the tourism space by diversifying products, increasing regional linkages, and enhancing the attractiveness of the destination. Ninh Binh will gradually affirm its position as an attractive, safe, and friendly destination, ready to welcome larger numbers of tourists in the future," the Director of the Department of Tourism emphasized.

Source: https://znews.vn/vi-sao-ninh-binh-gay-sot-post1656382.html