Ninh Binh targets 3 million international visitors
Destinations attract international visitors during peak season
The period from around October 2026 to April 2027 is identified by many tourism businesses in Ninh Binh as the peak season for international arrivals, particularly visitors from Europe, including traditional markets such as France, Germany, Spain, Italy and the Nordic countries. These tourists tend to favour in-depth travel experiences and opportunities to explore local lifestyles rather than simply visiting well-known attractions.
In the province’s coastal area, Ecohost Hai Hau is among the models effectively attracting international visitors through community-based tourism products.
Ecohost’s tourism offerings are built around traditional architecture, rural culture and ecological experiences. The company operates three main facilities in Hai Hau, including one recognised as a five-star OCOP product, with a combined capacity to accommodate around 50-60 guests at a time. Its network welcomes an average of approximately 1,500 visitors annually, with international tourists accounting for around 70% of its regular clientele. During the peak international tourism season, room occupancy generated by specialised experiential tours exceeds 75%.
At Ecohost, visitors can cycle through rural villages, learn about water puppetry, listen to the traditional brass band music of Hai Minh, experience the salt-making craft in Bach Long, explore Xuan Thuy mangrove forest and sample local specialities. These activities offer an authentic insight into the daily life, culture and people of the coastal countryside.
According to Bui Thi Nhan, Director of Ecohost Investment Consulting JSC, visitors from traditional French-speaking markets remain the company’s main customer segment, given their particular interest in heritage, ancient architecture and the rich cultural traditions of Vietnamese families.
Meanwhile, the number of visitors from Germany, Spain, Italy and the Nordic countries has also shown encouraging growth. The company is currently stepping up promotion efforts to attract tourists from English-speaking markets.
To meet international demand during this year’s peak season, Ecohost is preparing to put five new facilities into operation, each with a capacity of 50-60 guests. It is also developing themed tours that offer deeper connections between traditional craft villages, cultural heritage and local cuisine, while expanding its experiential tourism model: Visit, Participate, Enjoy, Understand and Continue.
Alongside community-based tourism in coastal areas, Ninh Binh is home to numerous destinations that have established strong reputations among international visitors. Prominent attractions include the Trang An Landscape Complex, a UNESCO World Cultural and Natural Heritage Site; Tam Coc-Bich Dong tourist area; Van Long Wetland Nature Reserve; and Cuc Phuong National Park.
In the southern part of the province, cultural and spiritual attractions, architectural heritage sites and traditional craft villages also offer distinctive appeal, further broadening the range of experiences available to visitors.
Stepping up promotion and expanding markets
The target of welcoming 3 million international visitors in 2026 has been set against the backdrop of sustained positive growth in Ninh Binh’s tourism sector.
According to the provincial Department of Tourism, Ninh Binh is estimated to have welcomed more than 22 million visitors in the first 10 months of 2026, up 25.3% year on year. International arrivals reached nearly 2.7 million, equivalent to approximately 90% of the annual target.
Under Decision No. 2338/QD-BVHTTDL dated September 10, 2026, issued by the Ministry of Culture, Sports and Tourism, Ninh Binh is among 11 key tourism localities assigned a target of receiving 3 million international visitors in 2026, representing a 36.3% increase from 2025.
This target requires the provincial tourism sector not only to sustain its growth momentum but also to improve product quality, competitiveness and the effectiveness of efforts to tap international markets.
To capitalise on the peak season from around October 2026 to April 2027, Ninh Binh’s tourism sector will continue to renew its promotion and marketing activities, focusing on markets with high spending power, longer stays and strong interest in cultural, ecological and resort tourism products.
The province will also strengthen links with international travel companies, participate in tourism fairs, organise destination promotion programmes and product familiarisation trips, and expand cooperation with foreign partners. Digital communications and online booking platforms will also be further promoted.
Information on destinations, tourism products, accommodation facilities, transport services and visitor experiences will be updated in multiple languages, making it easier for international tourists to access information, explore options and plan their own itineraries.
According to Director of the Ninh Binh Department of Tourism Bui Van Manh, the sector will initially focus on stimulating year-end tourism demand, stepping up promotional activities and tapping markets such as Japan, the Republic of Korea and India. It will also proactively connect with travel partners and organise familiarisation programmes to introduce new tourism products.
In addition, the province will pay greater attention to improving workforce quality, accelerating digital technology adoption and enhancing the tourism environment, while ensuring security, safety and convenience for visitors.
The objective is not merely to attract more tourists, but, more importantly, to improve visitor experiences, increase the economic value generated by tourism and preserve the natural resources and cultural identity that have shaped Ninh Binh’s tourism brand.
With its established growth momentum, abundant tourism resources, expanding development space and proactive business community, Ninh Binh is well positioned to attract more international visitors during the peak season.
More importantly, shifting from simply exploiting existing advantages to developing distinctive, in-depth tourism products, improving service quality and strengthening connectivity will help build the destination’s long-term competitiveness. These efforts will provide a solid foundation for Ninh Binh to achieve its target of welcoming 3 million international visitors in 2026 and sustain tourism growth in the years ahead./.
