In a significant boost to Vietnam’s tourism sector, Thanh Hóa province has welcomed over 15 million visitors in the first nine months of 2025, marking steady growth despite seasonal challenges and underscoring the region’s rising appeal as a domestic and international destination.
Thanh Hóa’s tourism industry has shown remarkable resilience and expansion, with official figures indicating that the province is on track to meet its ambitious annual targets. According to the provincial Department of Culture, Sports, and Tourism, the total number of visitors reached an estimated 15.344 million, accounting for 95.9% of the year’s planned goal. This impressive figure includes 643,300 international tourists, a 16.8% increase compared to the same period in 2024. Additionally, tourism revenue soared to an estimated 42.597 trillion VND (about 1.68 billion USD), reflecting a 33.4% rise from the previous year. These statistics highlight the province’s effective strategies in attracting visitors amid a competitive regional landscape.
Visitor Statistics and Growth
The surge in visitor numbers can be attributed to targeted marketing and improved accessibility in key areas. Domestic travelers made up the bulk of the arrivals, drawn by Thanh Hóa’s diverse offerings, from pristine beaches to historical sites. International visitors, meanwhile, contributed to the revenue growth, with a notable uptick possibly linked to post-pandemic travel recovery and enhanced global promotions. Experts note that this performance exceeds expectations, especially given external factors like weather variability and global economic uncertainties. For instance, during the National Day holiday on September 2, the Pù Luông community ecotourism area emerged as the top attraction, hosting thousands of visitors seeking nature-based experiences. This event alone demonstrated the province’s ability to capitalize on peak seasons, with Pù Luông alone seeing a leading share of the province’s total traffic.
To put this in perspective, Thanh Hóa’s tourism growth aligns with broader national trends, where Vietnam is positioning itself as a top Southeast Asian destination. The province’s focus on sustainable and community-driven tourism has played a key role, as evidenced by the revenue increase, which supports local economies and job creation.
Popular Destinations and Attractions
Thanh Hóa boasts a variety of attractions that continue to draw crowds from both within Vietnam and abroad. Leading the list are the coastal gems like the Sầm Sơn beach resort and Hải Hòa beach, which offer sun-soaked relaxation and water activities, appealing to families and adventure seekers. Historical sites such as the Thành Nhà Hồ heritage area and the Lam Kinh historical site provide a deep dive into Vietnam’s rich past, with Lam Kinh particularly popular for its cultural significance and well-preserved ruins.
In the mountainous regions, the Pù Luông ecotourism area stands out as a prime example of community-based tourism. Visitors can explore lush forests, trek through terraced rice fields, and engage with local ethnic communities, making it an eco-friendly alternative to more crowded spots. Other emerging areas, like the Lamori Resort & Spa, are gaining attention as modern havens for rest and wellness, blending luxury with natural surroundings. These sites have benefited from recent infrastructure upgrades, such as better roads and facilities in remote areas, which have made them more accessible. For instance, improved internal transportation in mountainous districts has opened up previously hard-to-reach locations, allowing more tourists to experience Thanh Hóa’s full spectrum of offerings.
This diversity not only caters to different traveler preferences but also helps distribute economic benefits across the province, from coastal businesses to rural homestays.
Infrastructure and Service Improvements
Behind the scenes, Thanh Hóa has made concerted efforts to enhance the visitor experience and maintain high standards. In the first nine months of 2025, the province issued 65 new tour guide licenses, including 11 for international guides, to better serve foreign visitors. Conversely, five licenses were revoked to ensure quality control. The government also recognized 23 hotels ranging from one to four stars, along with two food establishments and one shopping venue that meet tourism standards. These measures aim to standardize services and address inconsistencies in quality across regions.
Local authorities have invested in training programs for staff, focusing on skills like language proficiency and customer service, which are crucial for international tourists. Additionally, promotional campaigns under the “Hương sắc bốn mùa” (Fragrance of Four Seasons) branding have effectively highlighted the province’s year-round appeal, from spring festivals to winter escapes. These initiatives have been rolled out through targeted marketing in key markets, such as neighboring Asian countries and Europe, boosting visibility on global platforms.
Challenges and Future Plans
Despite these successes, Thanh Hóa’s tourism sector faces hurdles that could impact long-term growth. Seasonal fluctuations remain a major issue, with visitor numbers peaking in summer and dropping during the rainy season. Service quality varies between urban and rural areas, and experiences for international tourists are still limited, often due to language barriers and underdeveloped amenities. These challenges underscore the need for balanced development to ensure inclusivity and sustainability.
Looking ahead, provincial leaders plan to address these gaps by organizing large-scale cultural and tourism events through the end of 2025. Efforts will focus on enhancing visitor experiences, upgrading infrastructure, and providing training for local workers. Strengthening regional partnerships, such as collaborations with nearby provinces, will also help expand reach and resources. These strategies are designed to propel Thanh Hóa toward its full-year targets of 16 million visitors and 45.5 trillion VND in revenue.
With its blend of natural beauty, history, and modern attractions, Thanh Hóa is poised to solidify its place on Vietnam’s tourism map, fostering economic growth through sustainable practices.
