According to information from the Thanh Hoa Department of Culture, Sports and Tourism, Sam Son Tourism Festival is identified as the opening event of a series of cultural, sports, and tourism activities throughout the summer, especially during peak periods such as Hung Kings Commemoration Day, April 30 - May 1.
The highlight is the art program "Sam Son - Radiant Aspiration", gathering many artists with fireworks displays, creating a vibrant atmosphere for the tourist season.
In addition to the opening ceremony, the locality will organize a series of large-scale events such as the Cau Phuc festival at Doc Cuoc Temple, the sea marathon, cycling race, Thanh Hoa culinary festival, banh chung - banh giay festival, Cau Ngu - swimming festival... Thereby, contributing to enriching tourism products and increasing the experience for tourists.
To prepare for the peak season, local authorities and related units have synchronously implemented many solutions to improve service quality and ensure safety. Training for forces participating in tourism activities is focused on; and at the same time tighten management of business types such as accommodation, transportation, and coastal services.
Along with that, the locality strengthens urban order management, rearranges business areas, and limits the situation of soliciting and causing trouble. Infrastructure, landscape, lighting, signs, beach areas... are also synchronously renovated. Hotlines are publicized to receive feedback from tourists, contributing to building a civilized and friendly destination image.
With synchronous preparation and a series of diverse activities, the 2026 tourism season is expected to create a boost for Thanh Hoa tourism, and at the same time continue to affirm Sam Son's position on the domestic tourism map. According to the plan, in 2026, Sam Son strives to welcome more than 9 million visitors, with total tourism revenue estimated at about 19,000 billion VND.
