Ninh Binh taps into spiritual tourism potential
Ninh Binh, renowned for its breathtaking natural landscapes, is also home to a wealth of cultural and spiritual heritage. This unique combination positions the northern province as a leading destination for spiritual tourism, playing a crucial role in local sustainable development.
Spiritual tourism blends cultural and historical exploration with the pursuit of inner peace. It offers visitors not only sightseeing and relaxation but also opportunities to connect with spiritual values, cultural beliefs, and philosophical reflections.
During the spring, Ninh Binh’s spiritual sites attract large crowds of visitors seeking blessings and tranquility. The Hoa Lu ancient capital, a special national relic site, remains one of the province’s most popular destinations.
According to the Hoa Lu Ancient Capital Historical and Cultural Relics Conservation Centre, visitor numbers during the Lunar New Year 2025 increased by over 10% compared to the same period in 2024, with an average of 3,000 visitors per day.
Le Thi Bich Thuc, Deputy Director of the centre, said the site draws a steady stream of tourists year-round. Ongoing efforts have been made to upgrade facilities and preserve cultural treasures, providing visitors with insights into the nation’s glorious history and a place for inner peace.
Le Kim Dung, a tourist from Hanoi, shared that her family chose Ninh Binh for its scenic beauty and sacred atmosphere. It’s not just about praying for health and happiness; it’s also an opportunity to teach her children about patriotism and the resilience of their ancestors.
Nguyen Thi Hang, Deputy Director of Ninh Binh Tourism Services JSC, noted that demand for spiritual and wellness tourism has risen sharply since the COVID-19 pandemic. She explained that this type of tourism provides both mental and physical benefits, helping visitors relax while enhancing their cultural understanding.
Spiritual tourism activities in Ninh Binh are diverse, ranging from sightseeing and worshipping to meditation, yoga, and participation in traditional festivals. Since the beginning of the Lunar New Year, the company has hosted hundreds of pilgrim tours, with a notable rise in international visitors.
According to Duong Thi Thanh, Chairwoman of the Ninh Binh Tourism Association, spiritual tourism significantly contributes to the province’s socio-economic and environmental development.
During the Lunar New Year (Tet) 2025 holiday, Ninh Binh’s tourism revenue surpassed 1 trillion VND (USD 41.8 million), placing it among the top 10 provinces with the highest tourism earnings nationwide.
Beyond economic impact, spiritual tourism helps preserve cultural traditions, raise public awareness of historical and cultural values, and promote environmental sustainability.
However, Thanh also highlighted challenges in managing and conserving historical sites while enhancing service quality and maintaining the sacred atmosphere of these destinations.
To address these challenges, Ninh Binh aims to develop a sustainable spiritual tourism strategy, train knowledgeable tour guides, and collaborate with neighbouring provinces to create appealing tourism products, such as connecting renowned Huong, Tam Chuc, and Bai Dinh pagodas or linking historical palaces from the Tran Dynasty.
As Ninh Binh continues to harness its spiritual tourism potential, the province remains committed to preserving its rich cultural heritage and offering high-quality experiences, solidifying its reputation as one of Vietnam’s top spiritual tourism destinations.
