Expanding tourism market to attract out-of-province visitors

With advantages such as diverse natural landscapes, a distinctive cultural identity, and a wide range of attractive experiential tourism products, Thai Nguyen is gradually strengthening its appeal to visitors from other provinces and international tourists. However, in recent years, tourist arrivals have not yet matched the province’s full potential and existing strengths. In response, Thai Nguyen is implementing comprehensive solutions to expand its tourism market and attract more visitors for sightseeing and experiences.

In recent years, the Tien Yen Tea and Community-Based Tourism Cooperative in Tan Cuong Commune has become a popular destination for both local and out-of-province visitors. Identifying community-based tourism linked with tea culture experiences as a key direction, the cooperative has invested in landscape improvements, creating green spaces that are close to nature. As a result, the site has consistently attracted tourists from inside and outside the province.

Ms. Nguyen Thi Thanh Lieu, a tourist from Hanoi, shared: “I’m really surprised, because in the middle of a mountainous area like this, there is such a beautiful experience site. Beyond that first impression, what left an even deeper impression on me was the sincerity, enthusiasm, and warmth of the local people. Since this morning, I’ve been wandering around this area. People I met, once they knew I was a tourist, were all very friendly and welcoming.”

However, in recent years, the number of visitors from other provinces and international tourists coming to Thai Nguyen has remained modest, especially the number of foreign visitors. Tourists to Thai Nguyen mainly come from provinces close to the area, focusing on eco-tourism and cultural sites such as Nui Coc Lake, Ba Be Lake, national relic sites, and tea-growing regions.

Ms. Nguyen Thi Ha, Deputy General Director of Gbest Vietnam Company in Hanoi, said: “For a long time, Hua Ma Cave has not been widely promoted, and not many people know about it compared to other caves in Vietnam. However, if visitors have the chance to come here, I believe they will definitely be surprised because the stalactites here are very beautiful. I think it is unlike any other cave in Vietnam.”

According to statistics from the provincial Department of Culture, Sports and Tourism, since 2022, domestic visitors have accounted for about 95% of the province’s total tourist arrivals. However, the average length of stay among domestic tourists remains low. The international visitor market has been developing slowly and remains unsustainable. In 2025 alone, the province welcomed around 292,000 international arrivals out of a total of more than 7.3 million tourist visits throughout the year.

Mr. Do Trong Hiep, Chairman of the Thai Nguyen Provincial Tourism Association, stressed: “We will strengthen linkages, expand and diversify cooperation activities, from brand promotion to more effective exploitation of tourism resources. At the same time, we will promote the strength of the Association and its members to improve service quality, contributing to enhancing the brand and reputation of Thai Nguyen tourism. I believe that with the attention and direction of provincial leaders, along with the unity of the business community, Thai Nguyen tourism will continue to grow strongly.”

By 2030, Thai Nguyen’s tourism sector aims to welcome at least 12 million visitors, including 11 million domestic tourists and one million international tourists. To achieve this goal, the province is stepping up tourism promotion and marketing in a more professional and modern manner, while focusing on infrastructure investment and the development of distinctive tourism products, gradually enhancing its attractiveness to both domestic and international visitors.