Vietnam’s tourism sector, celebrating its 65th anniversary this year, has undergone a remarkable transformation. From humble beginnings, it has become a significant contributor to the nation’s economic growth and a catalyst for cultural exchange and international integration. Within this dynamic landscape, Thanh Hoa province, a region rich in natural beauty and cultural heritage, is emerging as a powerful force, shaping the future of sustainable tourism in Vietnam.
A Province Poised for Growth: Leveraging Natural and Human Resources
Strategically located as a gateway to central Vietnam, Thanh Hoa possesses a wealth of natural and cultural resources of national and international significance. This, coupled with a steadily improving transportation infrastructure encompassing road, rail, airport, and deep-sea port facilities, positions the province ideally for tourism development.
Recognizing this potential, Thanh Hoa has actively courted strategic investors in the tourism sector. Currently, 76 tourism investment projects are underway, with 18 completed and 58 in progress. These projects represent a total registered capital of approximately 152 trillion Vietnamese Dong (approximately $6.4 billion USD). Several large-scale projects are already transforming the province’s tourism landscape:
- FLC Sam Son Resort and Golf Complex: This expansive development offers a range of luxury amenities and recreational opportunities.
- Sam Son Beach Square and Festival Scenic Axis: This project enhances the coastal area with modern infrastructure and event spaces.
- Ben En Eco-Tourism, Resort, and Entertainment Complex: This ambitious project aims to create a high-end destination combining nature and leisure.
- Sun Beauty Onsen Hot Spring Resort: This resort offers a unique thermal spa experience.
- Flamingo Linh Truong: This development adds another high-end resort option to the province’s offerings.
These projects, with their high-quality, integrated services, cater to both domestic and international high-end tourists.
Sam Son’s Transformation: From Traditional Coastline to Modern Resort Hub
The development of Sam Son beach exemplifies Thanh Hoa’s proactive approach to tourism. With the involvement of major corporations like FLC, Vingroup, and Sun Group, along with other strategic investors, this once traditional coastal area has been dramatically reshaped. The construction of the Sam Son Beach Square, the Sun Grand Boulevard, the Sun World amusement park, and numerous luxury hotels and resorts have fundamentally altered the landscape, creating a major tourism, leisure, and commerce center for the region. Sam Son has firmly established itself as a premier resort and entertainment destination in northern central Vietnam.
Beyond the Beach: Diversifying Tourism Offerings
Thanh Hoa’s tourism strategy extends beyond coastal resorts. The province is actively promoting community-based ecotourism, cultural-historical-spiritual tourism, and other niche offerings. Ecotourism destinations such as Pu Luong, Ban Ma, and Ban Ngam in western Thanh Hoa are being developed with a strong emphasis on preserving traditional culture. This approach, lauded by tourism experts, aligns with the global trend towards sustainable tourism, appealing to travelers seeking immersive cultural experiences and opportunities to positively impact local communities. Visitors are not simply seeking accommodation; they desire authentic cultural immersion and a chance to contribute to the well-being of the local population.
Strategic Marketing and Promotion: Raising Thanh Hoa’s Profile
The province’s commitment to promoting its tourism offerings is evident in its professional marketing and communication strategies. Targeted digital campaigns, domestic and international tourism promotion events, and the consistent organization of cultural, sports, and tourism events over the past four years have generated significant positive impact, attracting a steadily increasing number of visitors.
Impressive Tourist Numbers: A Testament to Success
Thanh Hoa’s tourism success is reflected in its impressive visitor numbers. In 2023, the province welcomed nearly 12.5 million tourists, ranking fourth nationally. In 2024, this figure rose to over 15.3 million, placing Thanh Hoa fifth nationally. In the first six months of 2025, the province anticipates welcoming nearly 10.5 million visitors, generating an estimated revenue exceeding 26.3 trillion Vietnamese Dong (approximately $1.1 billion USD). These impressive numbers underscore the province’s growing appeal and promising future prospects.
Government Support and a Vision for the Future:
Pham Nguyen Hong, Director of the Thanh Hoa Department of Culture, Sports, and Tourism, emphasizes the province’s commitment to attracting tourists through innovation, dynamism, and ambition. He states: “With its natural beauty, rich culture, improving infrastructure, and well-defined development strategy, Thanh Hoa is striving to attract visitors with a spirit of innovation, dynamism, and a desire to excel.” He further highlights that Thanh Hoa is not only maintaining its traditional tourist base but also actively seeking new markets and high-quality tourists. The province is dedicated to maintaining a civilized and friendly tourism environment, developing competitive tourism products, focusing on high-quality new offerings, and enhancing service quality. Future plans include facilitating and streamlining tourism investment projects to accelerate the development and launch of premium tourism offerings.
A Collaborative Effort: Government, Businesses, and Communities Working Together
The success of Thanh Hoa’s tourism sector is a collaborative effort involving government, businesses, and local communities. Through this unified approach, Thanh Hoa is steadily gaining recognition as a leading destination on the Vietnam tourism map. The province’s strategic investments, focus on sustainable practices, and commitment to cultural preservation position it for continued growth and success within the increasingly competitive global tourism market. Thanh Hoa’s journey showcases the transformative power of strategic planning and collaborative efforts in elevating a region’s profile on the global tourism stage.
