La Gi builds a tourism brand rooted in local identity
La Gi's appeal extends beyond Doi Duong Beach and its historical and cultural landmarks. Drawing on the distinct character of its coastal communities, the locality is shifting from relying on natural attractions to developing a sustainable, quality-driven tourism industry.
Unlocking tourism potential
La Gi Ward has strong potential for tourism development, thanks to attractions such as Doi Duong Beach, Hon Ba, the Van Tan Long historical and cultural site, and the distinctive lifestyle of its coastal communities, which has shaped the area's unique culture, cuisine and traditions.
Yet for many years, the locality relied largely on its natural attractions. Accommodation and tourism services remained fragmented, tourism products lacked diversity, and there were few experience-based activities to encourage visitors to extend their stay.
According to Dang Thi Hong Lam, Chairwoman of the La Gi Ward People's Committee, the most significant change in recent years has been a shift in the way tourism is managed and developed. Rather than focusing solely on promoting scenic attractions, the locality has prioritised building a safe, welcoming and well-managed tourism environment, which she described as essential to the destination's long-term competitiveness.
To support that goal, the ward authorities have strengthened oversight of the tourism sector while stepping up public awareness campaigns and guidance for tourism businesses on regulatory compliance, environmental protection and service quality.
Efforts have also focused on promoting responsible tourism practices, ensuring visitor safety, preserving public spaces, encouraging transparent pricing and improving food safety standards across accommodation providers, businesses and local communities.
Local officials see these measures as crucial, recognising that a destination's reputation depends not only on its scenery but also on the quality of its services and the hospitality of its people. As part of that effort, La Gi has promoted the "Every Resident an Ambassador for Tourism" campaign as a long-term strategy to strengthen its tourism brand.
Positive momentum
Efforts to strengthen tourism management and improve service quality are beginning to deliver results. In the first six months of 2026, La Gi Ward welcomed an estimated 82,700 visitors, including 25,500 overnight guests, reflecting the growing appeal of the coastal destination.
The ward is home to 73 accommodation establishments, comprising two resorts, 19 hotels, 41 guesthouses and 11 homestay-style rental properties. Although most remain small and medium-sized, they are generally able to meet visitors' accommodation needs.
The progress extends beyond visitor numbers. Improvements in destination management have enhanced the overall tourism experience, with authorities strengthening rescue services, public security, environmental sanitation and food safety at tourism sites.
The locality has also kept common tourism issues under control, with no reports of visitor harassment, price gouging or public disorder at tourist attractions.
Looking ahead, La Gi plans to strengthen digital promotion and encourage the use of technology in tourism services, while attracting investment in accommodation and recreational facilities. The locality will also continue to protect the environment, preserve its coastal landscape and build a destination defined by safety, hospitality and quality.
Through these efforts, La Gi aims to establish a tourism brand rooted in its unique local identity, positioning the sector as a key driver of local socio-economic development.
We will continue working closely with businesses, particularly tourism service providers, to improve service standards and foster a strong tourism culture. We also encourage enterprises to register their brands and develop distinctive coastal tourism products to diversify tourism offerings and enhance visitors' experiences.
Dang Thi Hong Lam, Chairwoman of the La Gi Ward People's Committee.