Boosting Summer Tourism on the Mui Ne–Phan Thiet Coast

Beyond local tourism providers, travel businesses across the country have joined forces to revive demand and bring renewed optimism for the upcoming peak season.

Kick-starting the summer season

The event created opportunities for stakeholders to connect, explore partnerships, and design suitable tour routes amid ongoing global tourism fluctuations.

Activities were held across coastal destinations in the eastern part of Lam Dong, introducing new experiences to better prepare for summer and enhance tourism products in Mui Ne – Phan Thiet.

Amid challenges caused by the prolonged closure of Lien Khuong Airport, the Phan Thiet Sales Group organized a famtrip program themed “Dance of the Sea,” bringing together travel agencies, transport providers, restaurants, and hotels nationwide.

The trip attracted 240 delegates from 150 travel companies in key markets such as Hanoi, Da Nang, Khanh Hoa, Ho Chi Minh City, and Can Tho—regions that regularly send visitors to Mui Ne and Phan Thiet.

Ms. Le Thi Nem of Saigon Luxury Transport noted that many transport providers, including her own, have recently seen a surge in bookings for Mui Ne–Phan Thiet, with fleets often running at full capacity. Through this famtrip, the companies aim to integrate into the national tourism supply chain to further boost arrivals and offer new experiences for travelers.

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I believe this survey trip will help Mui Ne connect with more travel companies across the country, strengthening business linkages and mutual support across the tourism sector.

Ms. Le Thi Nem, representative of Saigon Luxury Transport.

According to Ms. Nem, Mui Ne remains an attractive summer destination for visitors from Ho Chi Minh City due to its close proximity, beautiful beaches, and a wide range of resorts and attractions that meet diverse travel needs.

In addition to surveying accommodation and dining facilities, the famtrip delegation also explored new attractions popular on social media, such as Bau Trang (White Sand Dunes), the Silk Road check-in site, Mui Ne Hot Mineral Mud Center, and the Fish Sauce Museum.

These networking activities help businesses better understand traveler psychology, enabling them to forecast tourism trends and design suitable tour programs amid a constantly changing market.

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This time, there are two new highlights—the Silk Road attraction and the mud bath experience—which I really like. They enhance visitor experiences and extend their length of stay, helping service providers attract more customers and increase revenue

Mr. Nguyen Truong Giang of Phuong Nam Travel, Ho Chi Minh City.

Mr. Nguyen Truong Giang from Phuong Nam Travel (Ho Chi Minh City) noted that this was his second time joining the famtrip and expressed strong impressions, especially with the addition of new destinations that support the development of interlinked tour routes.

The survey trip brought together more than 150 travel companies, aiming to create new tourism products for Lam Dong Province. In previous years, his company mainly served group tours during summer, averaging 3–4 groups per week to Mui Ne, with total arrivals reaching 7,000–8,000 during the three peak months.

Connecting – Collaborating – Growing Together

According to Nguyen Tan Hung, Head of the Phan Thiet Sales Group, the organizing committee maintains the annual famtrip in March to get ahead of the summer season. The initiative focuses on connecting tourism businesses nationwide with partners in Phan Thiet to foster cooperation and develop new products.

Each year, new attractions are introduced. This year, participants explored additional offerings such as the Silk Road site and the Mui Ne Hot Mineral Mud Center.

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With 240 participants this year, we have agreed to support one another in bringing tourists and coordinating tours. Businesses will receive price support and additional services to ensure reasonable costs amid rising prices

Mr. Nguyen Tan Hung, Head of the Phan Thiet Sales Group, said the organizing committee maintains the annual famtrip program

Ms. Nguyen Thi Hai Hoa, representative of Tay Do International Travel Company (Hanoi), noted that tourists from Hanoi and northern provinces tend to prefer resort-style vacations, making Mui Ne a popular choice. In recent years, the destination has developed rapidly with a diverse and increasingly high-quality system of resorts and hotels, with most of her clients opting for 3-star accommodations or higher, especially 4-star properties.

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Through this famtrip, I expect to open up more effective cooperation opportunities. Field surveys help us select suitable partners, enabling us to provide the best services and maintain our reputation with customers

Ms. Nguyen Thi Hai Hoa of Tay Do International Travel Company, based in Hanoi.

Every summer, the number of domestic travelers and tour groups rises significantly. This year, bookings have been made earlier than usual; currently, summer occupancy at Ca Ty Resort has reached around 50%.

While summer is typically the low season for international visitors, this year the segment remains steady, accounting for nearly 30% of room occupancy. Meanwhile, individual travelers and families are also booking early, with reservations already filled through August.

Enjoying coastal cuisine in a romantic seaside setting is another highlight that enhances visitor experiences.

Tourism experts predict that visitor numbers to coastal areas in eastern Lam Dong will continue to rise strongly this summer—the most beautiful time of year for beach tourism and the peak season for domestic travel.

In the Mui Ne – Phan Thiet area, room occupancy for the next three months has already exceeded 50%. Strengthening linkages among tourism businesses not only promotes local tourism development but also helps distribute visitor flows effectively, maintaining the destination’s image as friendly, safe, and high-quality.