Possessing the Ha Long Bay World Natural Heritage site, an abundant system of historical relics and scenic spots, along with advantages in the marine economy, border gates, and transportation connectivity, Quang Ninh enjoys favorable conditions to expand its markets and develop distinctive tourism products. A reporter from Quang Ninh Newspaper and Radio-Television had an interview with Deputy Director of the Department of Culture, Sports and Tourism Nguyen Thuy Yen regarding directions and solutions to innovate tourism promotion, bringing the Quang Ninh tourism brand closer to domestic and international visitors.
Deputy Director of the Department of Culture, Sports and Tourism Nguyen Thuy Yen.
- Could you please tell us, amid increasingly fierce competition among destinations, how Quang Ninh defines the role of tourism promotion?
+ Promotion is a vital step in enhancing competitiveness, expanding markets, and attracting tourists. For Quang Ninh, the spirit we pursue is shifting from promoting what we have to introducing what the market needs, based on Quang Ninh's unique values that cannot be replicated anywhere else; from standalone promotion to synergy; from measuring effectiveness by the number of events to measuring it by connectivity, visitor volume, length of stay, spending levels, and satisfaction.
In 2026, Quang Ninh aims to welcome 23.5 million visitor arrivals, including 6 million international visitors. According to statistics, in the first 10 months of 2026, the entire city welcomed approximately 20.3 million visitor arrivals, up 10.23% year-on-year; total tourism revenue reached about 61,324 billion VND, up 26.8%. This result demonstrates the destination's appeal while reflecting the effectiveness of coordination among product development, infrastructure completion, service quality enhancement, and promotional activities.
In the context of a constantly changing market, Quang Ninh determines that promotion must align with the demands of each visitor segment and each market; transitioning from introducing potential to connecting, facilitating transactions, and bringing products closer to tourists. This is also the path to transform advantages in heritage, landscape, culture, and tourism infrastructure into visitor arrivals, length of stay, and actual revenue.
More than 30 vessels simultaneously launched fireworks to celebrate Vietnamese Women's Day on October 20.
- How will Quang Ninh innovate its promotion methods to effectively reach domestic and international markets while creating a distinct identity for the local tourism brand, Madam?
+ We determine the need to synchronously combine in-person promotion, international cooperation, and digital media, while strengthening business engagement to enhance substantive effectiveness.
Regarding the international market, Quang Ninh continues to participate in trade fairs, forums, and tourism promotional roadshows; proactively connecting with tour operators, airlines, distribution enterprises, and partners in potential markets. Japan, India, Russia, Australia, and several emerging markets will be researched and assessed to formulate appropriate approach strategies. Over the past time, the city has welcomed famtrip delegations from Pakistan, Japan, and India to survey, explore products, and connect with local tourism businesses. This is a practical form of promotion, creating opportunities for partners to directly experience the destination, evaluate service quality, and develop itineraries bringing tourists to Quang Ninh.
Along with market expansion, brand building needs to be based on the locality's distinctive values. For Quang Ninh, that is the combination of the Ha Long Bay World Natural Heritage site, a system of historical relics and scenic spots, Mining Region culture, ethnic identities, and sea, island, resort, and community-based experiential tourism products. Therefore, promotion needs to be tied to culture, history, art, and memorable events, rather than merely focusing on introducing landscapes.
Through these activities, Quang Ninh aims to build a distinctive tourism brand with strong brand recognition, associated with unique experiences and competitiveness in both domestic and international markets.
Cruise tourists prepare to visit scenic spots and attractions in Quang Ninh.
- In the final months of the year and the coming time, what solutions will Quang Ninh's tourism industry implement to stimulate demand, attract visitors, and improve promotional and marketing efficiency?
+ In the last 2 months of the year, Quang Ninh continues to implement autumn-winter tourism demand stimulation programs, combined with organizing numerous cultural, sports, and tourism activities to create more products and reasons for tourists to choose the destination. Notable activities include: the 2nd National Green Tourism Forum 2026; the OCOP Fair and Regional Specialties Exhibition "Quang Ninh Autumn Colors 2026"; Vietnam - Guangxi cultural exchange programs; the Quang Ninh Culinary Festival; the Yen Tu Autumn Festival; the Binh Lieu Tay Then Heritage Festival; and the Halong Heritage International Marathon 2026.
Along with the events, more than 20 three- to five-star accommodation establishments are rolling out discount programs from 20% to over 60%, bundling multiple services to attract guests. However, the effectiveness of demand stimulation relies not only on discount levels or the number of events, but also on the ability to connect information and provide convenient services. Therefore, programs must be promoted synchronously with clear information, linked to booking systems, tour operators, transport providers, and attractions so that tourists can easily find information, make choices, and enjoy the experience.
In the long term, the tourism industry will focus on market research, strengthening links among management agencies, businesses, media organizations, and domestic and international partners; accelerating digital transformation, and applying data and new technologies in promotion and marketing. In particular, it is necessary to continue developing distinctive products capable of year-round operation, connecting heritage with culture, cuisine, leisure, sports, and community experiences. Thereby, it will gradually overcome seasonality, extend the length of stay, increase tourist spending, and contribute to improving the quality and effectiveness of Quang Ninh's tourism development.
- Thank you very much, Madam!
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