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Tourism in Thanh Hóa saw a strong rebound during two consecutive holiday periods, the Hung Kings Commemoration and the April 30–May 1 break, with total visitors reaching about 1.72 million and tourism revenue topping 4.33 trillion VND, according to a report from the Thanh Hóa Department of Culture, Sports and Tourism.
During the three-day Hung Kings holiday (April 25–27), the province welcomed about 680,000 visitors and recorded tourism revenue of over 1.7 trillion VND.
Building on this momentum, the April 30–May 1 holiday period saw stronger growth, with around 1.04 million visitors and revenue exceeding 2.6 trillion VND. The report cited favorable weather and the extended break as key factors boosting the local tourism sector.
Coastal attractions remained the main draw. The Sam Sơn Beach Tourism Urban Area led with about 1.2 million visitors across the two holidays.
Other destinations also recorded sizable visitor volumes, including:
Average room occupancy across accommodation facilities statewide during peak days exceeded 71%.
Industry observers attributed the results to proactive and professional preparation. Localities and businesses diversified tourism products beyond traditional seaside resorts, including cultural, sports and artistic programs, culinary experiences, and ecotourism and community tourism—measures that helped extend stays and increase tourist spending.
Alongside product development, tourism management was strengthened. The province implemented measures to ensure security and order, visitor safety, and compliance with price posting and prescribed pricing. Local authorities increased inspections and handled violations in tourism services to maintain overall destination security.
Despite the gains, the increase in visitors also created overcapacity in some coastal areas and traffic bottlenecks on access routes. The report noted that visitor feedback on prices and service quality was received and addressed by authorities.
Looking at the wider tourism picture, Thanh Hóa estimated total visitors in April 2026 at 2.794 million, up 6.7% year-on-year, including 37,100 international visitors. Total tourism revenue in April reached 7.570 trillion VND, up 11.2% year-on-year.
For the first four months of 2026, the province welcomed about 5.648 million visitors, up 6.9% year-on-year, equivalent to 33.6% of the annual target. International visitors totaled 80,400. Total tourism revenue for the period is estimated at 10.694 trillion VND, up 13.5% year-on-year and representing 21.6% of the year’s target.
In an interview with VnEconomy, Ms. Vương Hải Yến, Deputy Director of the Thanh Hóa Department of Culture, Sports and Tourism, said visitor counts follow Circular 16 and Circular 18 of the National Tourism Authority. Data are compiled from localities, facilities and destinations, with a 30–40% deduction factor applied as required.
For tourism revenue, the department coordinates with the provincial Statistics Office to conduct a sociological survey of guests staying at lodging facilities. For day-trip visitors, data are compiled from local reports.
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