Cruise in Halong Bay - Beyond merely focusing on increasing visitor numbers, Quang Ninh is shifting strongly toward market diversification, prioritizing international travelers who stay longer and have higher spending power. This is considered a crucial strategy to enhance quality and create room for sustainable tourism growth.
For international tourists who have visited Quang Ninh multiple times, a destination's appeal cannot rely solely on its inherent scenery. To retain visitors and encourage repeat visits, businesses are seeking ways to refresh the experience by incorporating local culture, the lives of fishermen, and the region's stories into their tourism products.
One such approach is the development of distinctive experiential products. Instead of just visiting familiar spots on Halong Bay, tourists can explore the bay on a "three-Sail boat" (Thuyen Ba Vach) - a mode of transport that allows for a leisurely pace and close proximity to the water and fishing village life. This journey is combined with a double-decker city sightseeing bus tour, offering visitors a chance to experience the marine environment while gaining new perspectives on the local lifestyle, scenery, and urban rhythm of Halong.
Jenifer from the US said: "What I liked most was the feeling of being so close to nature and the lives of the local people. The trip wasn't too long, yet it offered a completely different perspective on Halong". I was able to admire the scenery, listen to stories about life at sea, and gain a deeper appreciation of the local culture.
Alongside bay-based activities, Quang Ninh is revitalizing its tourism offerings by making indigenous culture a key part of the visitor experience. In Yen Tu, tourists can participate in traditional cultural activities; in Cam Pha, they can enjoy the "In Search of the Pearl's Trace" (Di Tim Dau Ngoc) live-action performance; while in Binh Lieu, Tien Yen, and Ba Che, the ripening rice harvests, reed flower seasons, and local festivals are becoming major attractions for international visitors. This approach helps extend the duration of trips, broaden the scope of experiences, and give tourists more reasons to return to Quang Ninh.
In addition to product development, Quang Ninh is shifting from broad tourism promotion to a targeted approach tailored to specific markets and customer segments. The province is strengthening international cooperation-implementing memoranda of understanding on culture, sports, and tourism with localities in Guangxi and Fujian (China)-and expanding relationships with international partners, thereby gradually establishing a more specialized market promotion and linkage network.
Among emerging markets, India is identified as a region with immense potential, particularly regarding high-spending travelers and those seeking tourism combined with events, conferences, and luxury weddings. It currently ranks as one of Quang Ninh's four largest international source markets. In early September 2026, the tourism sector organized a familiarization trip (famtrip) for 13 directors from leading Indian travel and MICE (Meetings, Incentives, Conferences, and Exhibitions) agencies to inspect high-end products and services. These included the Catherine Cruise, Hilton Quang Hanh Onsen Resort, the "In Search of the Pearl Trace" live-action show, and Vinpearl Resort & Spa Halong. Bringing partners directly to experience these products not only boosts promotional effectiveness but also enables businesses to better understand market demands and tailor programs to specific customer segments.
Alongside MICE tourism, cruise tourism continues to offer significant potential for increasing international visitor numbers during the final months of the year. Thanks to an increasingly developed seaport system and transport connectivity, the Halong International Cruise Port is becoming a regular destination for numerous international cruise lines. Recently, the Adora Magic City, a mega-cruise ship measuring over 323 meters in length with a gross tonnage of 135,500 GT-safely docked with nearly 4,500 international passengers on board, demonstrating Quang Ninh’s capacity to accommodate and serve large-scale tour groups. In the first seven months of 2026, the port welcomed 45 cruise ships-representing 122% of the figure for the same period the previous year-with a projected total of approximately 75 arrivals for the full year.
Cruise passengers typically have short stays but represent diverse nationalities and varied experiential preferences. Consequently, rather than simply taking guests to familiar sightseeing spots, travel agencies are designing short yet enriching itineraries. These combine cultural and culinary exploration and visits to the Museum-Library complex with experiences at the Tuan Chau and Van Don tourism hubs. Notably, linking two World Heritage sites-Halong Bay and the Yen Tu complex-is creating "Heritage Connection" journeys, allowing visitors to appreciate the multifaceted value of Quang Ninh within a single trip. Efforts to bridge the gap between products and the market are gradually yielding clear results. In the first eight months of 2026, Quang Ninh welcomed nearly 17.1 million...
Efforts to align tourism products with market demands are yielding clear, positive results. In the first eight months of 2026, Quang Ninh welcomed nearly 17.1 million visitors-including over 3.6 million international arrivals-generating approximately VND 51 trillion in total tourism revenue, a 23% increase year-on-year. As the autumn-winter season begins, the province is rolling out further stimulus programs and finalizing the dossier for the Van Don - Co To National Tourist Area. Simultaneously, it is developing the night-time economy and cultural industries to boost its appeal and encourage longer visitor stays.
The target for the fourth quarter of 2026-welcoming 5.82 million visitors and generating nearly VND 19.5 trillion in revenue-necessitates the continued effective tapping of international markets, particularly high-spending segments. From market expansion and product revitalization to the development of MICE and cruise tourism, Quang Ninh is gradually shifting its focus from sheer visitor volume to increasing the value of each trip. This strategy aims to drive further tourism growth and solidify the province's standing as a premier international destination.
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