Explosion of sea tourists during holidays
In Quang Ninh, during the 3-day holiday (from April 30 to May 2), this locality welcomed about 810,000 visitors, of which domestic tourists accounted for more than 782,000 visitors. Total tourism revenue is estimated at 2,510 billion VND. Key destinations such as Ha Long Bay, Bai Chay, Co To, Van Don all recorded high visitor growth, especially sea and island routes.
Sam Son, Hai Tien, and Hai Hoa beaches of Thanh Hoa welcomed more than 1 million visitors in just 3 holiday days. At many times, the beaches are crowded, and tourists have to jostle to have fun and swim.
The Central region also recorded strong growth. Da Nang estimates that the number of holiday visitors increased by more than 15% compared to the same period in 2025. The total number of flights to the city reached about 1,460 flights, an increase of 11% compared to the previous year, showing a clear recovery of both the domestic and international markets.
In Khanh Hoa, for the entire Hung Kings Commemoration holiday, the whole province welcomed about 432,000 overnight visitors, including 307,500 domestic visitors and 124,500 international visitors. The average room occupancy rate in the whole province reached about 80.24%, with some places exceeding 90%; total revenue from tourism is estimated at 2,638 billion VND.
Overall, from North to South, sea tourism has recorded positive growth in both visitor volume and revenue. This boom not only reflects the increased demand for tourism during holidays, but also shows the sustainable attraction of sea destinations in Vietnam's tourism product structure.
Innovate products, improve service quality to maintain growth momentum
From a market perspective, Ms. Tran Thi Bao Thu - representative of Vietlux Tours - said that domestic tourism demand is still maintained positively, but consumer behavior has changed significantly. The trend of personalization is becoming increasingly clear, forcing travel businesses to shift from providing mass tours to designing flexible products according to the needs of each group of customers in the summer. In addition, flexible combo packages, short-day tours or free & easy forms are also popular because they allow tourists to be proactive in their itinerary.
Mr. Nguyen Van Hieu - General Director of Vitamin Tour & Events - said that one of the prominent directions today is to develop regional linkage routes, associated with renewing sea tourism products.
In the Northern region, Quang Ninh and Hai Phong have officially operated a tourist route connecting Ha Long Bay - Lan Ha Bay with 4 inter-regional routes, allowing tourists to simultaneously explore caves, fishing villages, beaches and marine ecosystems in one trip. The connection of the two bay areas is expected to attract an additional 5,000 - 6,000 visitors per day.
This linkage trend is also being implemented by many localities such as Da Nang - Hoi An - Hue or provinces in the Mekong Delta and Southern regions, forming product chains combining sea, culture and heritage. When destinations are connected, tourists' journeys are no longer divided, thereby increasing stay time and spending.
In particular, to attract high-spending international tourists, many localities are promoting the development of the high-end sea tourism segment.
Products such as high-standard sea-night cruises, services equivalent to luxury hotels, experiencing fishing villages, living with fishermen or exploring local culture are becoming highlights. This is a group of customers who tend to stay for long days and spend heavily if the product is different enough" - Mr. Hieu said.
From the rapidly "heating" up reality of sea destinations during the holidays, the problem posed for the peak summer season is not only to attract more visitors but also to organize effective visitor reception, improve the quality of experience and reduce overload at destinations.
Mr. Nguyen Van Hoa - Director of the Department of Culture, Sports and Tourism of Khanh Hoa province - said that the locality will proactively and synchronously implement many solutions to prepare for the 2026 summer tourist season.
One of the key solutions is to proactively regulate the number of visitors during peak hours. Tourist areas and hotels need to have traffic diversion plans, arrange sufficient support personnel, and avoid jostling and overloading at beaches and crowded entertainment areas. Units must strictly implement listing and selling at the right prices, improve the quality of accommodation and dining services, and ensure food safety and hygiene.
In addition, inspection and supervision work must also be strengthened to prevent the situation of touting and price gouging, affecting the destination's image. In parallel, Khanh Hoa promotes the implementation of a set of green tourism standards, encourages reducing plastic waste, and builds a friendly and sustainable tourism environment.
