More than 10,000 tourists attended the Sam Son beach tourism festival 2026

The opening ceremony took place at Sam Son Beach Square with the theme “Sam Son – Brilliant Aspiration”, with a large scale, modern stage, combining light show technology, sound and visual effects. The elaborately staged art program, divided into many chapters, recreates Sam Son’s development journey from a traditional coastal area to a dynamic, modern tourist city.

The opening part with the theme “Legends of the sea”, portrays the natural and cultural characteristics of Sam Son and Thanh Hoa through music, dance, and folk art. Over millions of years of creation, nature has given the eastern region of Thanh Hoa province majestic landscapes, with high mountains, wide seas and many famous historical relics.

Chapter two has the theme “Sam Son in the new day”, showing the image of Sam Son in today’s development stage through performances by singers Pham Anh Duy, Thu Hang and the Oplus group. The content focuses on summarizing the transformation process of the coastal city, from the traditional cultural and historical foundation to the achievements in the innovation period. Past and present elements are connected, showing the comprehensive development orientation of the locality.

Continuing, chapter three “Brilliant Desire” stirs up the space of the sea square with the interference between modern music and folk features through the singing of Lam Bao Ngoc, Ha Nhi, Tung Duong… The artists perform “hits” with Vietnamese influences with vibrant rhythms, creating a brilliant image of Sam Son with a desire to excel. The festival night ended with a brilliant artistic fireworks display in the sky of Sam Son, officially opening the vibrant summer festival season.

According to a representative of the organizing committee, through diverse artistic languages ​​from choreography, light shows to contemporary mapping, the program honors natural beauty and conveys the local desire for innovation. Sam Son Beach Tourism Festival 2026 is an important push, helping Sam Son affirm its position as one of the leading beach destinations in the North.

In recent years, Sam Son has recorded a clear change in urban appearance and service quality. From a seasonal destination, this area gradually becomes a modern, multi-experience and sustainable tourist city. In 2025, Sam Son welcomes about 8.8 million visitors, serves 17.38 million visitor days and achieves a revenue of 17,480 billion VND, accounting for more than 50% of Thanh Hoa’s total tourism revenue. In 2026, the locality aims to welcome over 9 million tourists to Sam Son, with total revenue estimated at 19,000 billion VND.

This growth momentum comes from a synchronous infrastructure investment strategy, marine space planning and especially the participation of strategic investors contributing to creating a new look for Sam Son, including Sun Group. Not stopping at large-scale tourism and resort projects, Sun Group also develops a diverse experience ecosystem from accommodation, entertainment to cultural activities and festivals. The appearance of Sun World Sam Son Water Park, an entertainment complex, has become a “magnet” to attract tourists.

According to a Sun Group representative, the ecosystem development model, instead of individual destinations, is deployed in many localities and continues to be applied in Sam Son. This model aims to extend the length of stay and increase tourist spending.

The representative added that participating in festival activities helps promote local image and support tourism development. Accordingly, the goal is to build Sam Son into a destination that can attract visitors all year round, with a diverse product system and improved service quality.

Sam Son Beach Festival is not only the opening event of the summer tourist season, but also the first step for a series of cultural, sports and entertainment activities taking place throughout the year. Sun Group representative said that the combination of natural potential, methodical local development strategy and the companionship of large investors is creating growth momentum for Sam Son tourism in particular and Thanh Hoa tourism in general. In particular, Sun Group’s role not only stops at infrastructure investment, but also contributes to shaping a modern, sustainable development style for this destination.