Positioning Thanh Hoa tourism brand on the national tourism map

In recent years, Thanh Hoa tourism has grown positively in both quantity and quality, increasingly affirming its position and brand. This is considered an opportunity to open the door for areas and destinations in the province to approach a large number of domestic and international tourists.

Positioning Thanh Hoa tourism brand on the national tourism map Lam Kinh Historical Relic Site (Tho Xuan) is increasingly affirming its position as a key cultural tourism destination of the province. Photo: Hoai Anh

Known as "Vietnam in miniature", Thanh Hoa possesses rich, unique tourism resources of national and international value. With 1 world cultural heritage, 5 special national relics, and many beautiful beaches such as Sam Son, Hai Tien, Hai Hoa..., Thanh Hoa attracts a large number of domestic and international tourists every year. Not only that, Thanh Hoa is also known for many famous landscapes such as: Ben En National Park, Pu Luong Nature Reserve, Cam Luong fish stream, Ham Rong - Ma River landscape... Thanh Hoa is also a land of cultural space of 7 ethnic groups, including: Kinh, Muong, Thai, Tho, Dao, Mong, Kho Mu, with unique traditional cultural values. All have become valuable "materials" for Thanh Hoa province to develop "Four Seasons of Fragrance" tourism, with outstanding tourism products such as: beach resorts, culture - history - spirituality, community ecology. Along with that are a number of other complementary tourism products such as: agriculture , experiences, events, adventures, shopping... to meet the trends and needs of tourists.

Currently, brand positioning is an important solution for Thanh Hoa tourism to increase its competitiveness and affirm its position as a destination on the national tourism map. Accordingly, the brand identity "Thanh Hoa Tourism - Four Seasons of Fragrance" was quickly built and announced on March 11, 2022 (before the time when tourism nationwide officially reopened after the COVID-19 pandemic). The slogan "Thanh Hoa Tourism - Four Seasons of Fragrance" is an affirmation of the diversity and richness of tourism resources; inviting and encouraging tourists from all over the world to experience and explore Thanh Hoa tourism anytime, anywhere. This is considered an important basis for identifying and elevating the Thanh Hoa tourism brand in the new period, creating consistency in promoting the image and attracting tourists to Thanh Hoa.

Thanks to the synchronous implementation of solutions and effective exploitation of existing potential and advantages, in recent years, Thanh Hoa tourism has always been in the top of the country in attracting tourists. In 2023, the whole province welcomed 12.485 million visitors, exceeding the annual plan by 4%; total tourism revenue reached 24.505 trillion VND. Continuing the growth momentum, in the first 4 months of 2024, Thanh Hoa tourism welcomed nearly 5 million visitors, an increase of 14% over the same period in 2023, total tourism revenue reached more than 7.3 trillion VND, an increase of 26.9% over the same period in 2023. Thereby, it shows that a good destination brand not only creates trust and attracts tourists but is also an important driving force to promote rapid and sustainable tourism growth.

Positioning Thanh Hoa tourism brand on the national tourism map Promoting the brand identity "Thanh Hoa Tourism - Four Seasons of Fragrance" on the sidelines of the VITM Hanoi International Tourism Fair 2024.

Based on the achieved results, Thanh Hoa province has been promoting tourism brands and reaching target markets. Focusing on key tourism markets in all three regions: North, Central and South. In April 2024, Thanh Hoa province coordinated with Ninh Binh, Nghe An and Ha Tinh provinces to organize a Tourism Promotion Conference with the theme "One journey - Many experiences" (an event on the sidelines of the VITM Hanoi International Tourism Fair 2024); at the same time, promoting and connecting Thanh Hoa tourism with the provinces and cities of the extended Red River Delta. Thereby, not only widely promoting the image of "Thanh Hoa Tourism - Four Seasons of Fragrance", but also a practical activity for the tourism development strategy.

At the Conference on Promoting and Connecting Thanh Hoa Tourism with the provinces and cities of the extended Red River Delta, Director of the Vietnam National Administration of Tourism Nguyen Trung Khanh highly appreciated the results that Thanh Hoa tourism has achieved in recent years. At the same time, he affirmed: With unique tourism resources, synchronous transport infrastructure, especially many large-scale tourism project complexes of large enterprises and corporations that have been and are investing, expected to soon come into operation, Thanh Hoa tourism has many favorable conditions to go further, becoming one of the key tourism destinations of the country. However, developing tourism in the new situation, Thanh Hoa province needs to pay attention to investing in developing unique tourism products with high quality and competitiveness. In particular, it is necessary to focus on exploiting cultural values in tourism development to position the destination brand in a sustainable way. In addition, it is necessary to continue to carry out a variety of tourism promotion activities, focusing on promoting the brand identity "Thanh Hoa Tourism - Four Seasons of Fragrance".

Article and photos: Hoai Anh

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