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On the evening of April 25, 2026, the Sam Son Sea Tourism Festival 2026 opened at Sam Son Seafront Square in Thanh Hoa province, in coordination with Sun Group. Held under the theme “Sam Son – Bright Aspiration,” the event took place in a festive atmosphere at the start of the beach season, ahead of the Hung Kings’ Commemoration holiday and the April 30–May 1 break, drawing tens of thousands of locals and visitors from across the region.
The opening artistic program was staged with modern stage technology, integrated lighting and sound systems, and was divided into three acts featuring Thanh Hoa’s cultural identity.
Act one, titled “Ancient Sea Legend,” recreated the majestic and poetic beauty of Thanh Hoa through folk art.
Act two, “Sam Son, New Day,” featured artists including Pham Anh Duy, Thu Hang, and the Oplus group, presenting a dynamic and modern tourism city image.
The finale, themed “Bright Aspiration,” featured performances by well-known stars including Tung Duong, Ha Nhi, and Lam Bao Ngoc, and concluded with a fireworks display.
Speaking at the opening, Mr. Dau Thanh Tung, Vice Chairman of Thanh Hoa Province’s People’s Committee, said Sam Son is a flagship coastal tourism brand with more than a century of development. He noted that the theme “Sam Son – Bright Aspiration” conveys a message of continuous innovation grounded in traditional values, with the goal of building Sam Son into a civilized, modern, and friendly coastal tourism hub.
Provincial leaders also called on residents of Sam Son to act as tour guides and tourism ambassadors to help create a positive impression for visitors.
Sam Son’s development is supported by reported tourism performance and forward-looking targets:
The festival also highlighted the contribution of strategic investors such as Sun Group, including projects like Sun World Sam Son Water Park and the Seafront Square. These developments are intended to extend visitor stays and increase spending, supporting Sam Son’s positioning as an attractive destination throughout the year.
With continued investment and improvements in service quality, Sam Son is expected to remain a memorable destination that encourages repeat visits.
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