Just One Night and Gone – What’s Missing in Quang Ninh to Make Tourists Stay?
Dr. Pham Ha – Chairman of LuxGroup
European travelers arrive in Quang Ninh, spend a night on the bay, then quietly leave. No complaints, no requests for assistance. They don’t voice dissatisfaction — they simply don’t find what they’re looking for.
Ha Long is a world heritage site, a natural wonder gifted to Vietnam. It boasts stunning landscapes, rich culture, warm people, and enticing cuisine. Yet somehow, we still struggle to tell a compelling and soulful story about this land.
Not Everyone Wants EDM and Seafood Buffets
Western travelers don’t come to Vietnam to hear EDM, watch light shows, or feast at seafood buffets. They’re searching for slowness, depth, and cultural connection — something that the ancient fishing villages of Ha Long, with their centuries of livelihood, could offer if they weren’t turned into theatrical tourist sets.
Tourism in Vietnam — especially in Quang Ninh — is still measured by numbers: how many guests, how many boats, how many rooms. But the more relevant questions are: How long do visitors stay? How much do they spend? Would they return?
One night and gone — that’s not success.
Time for a New Approach
Vietnamese tourism needs a fresh perspective: genuine, meaningful, slow, and optional. Tourists are not data points — they are travelers seeking personal, emotional, and spiritual experiences.
Why not offer 3–5-day cruise journeys through Bai Tu Long – Co To – Quan Lan, connecting provinces across Lan Ha and Ha Long Bays? These routes explore untouched coastal zones where guests can:
• Kayak through water caves
• Practice sunrise yoga
• Paint in silence on secluded rocky islets
• Dine on freshly caught seafood
• Listen to local fishermen’s life stories
These are not grand spectacles — but they are profoundly moving.
Don’t Turn the Bay into a Floating City
At night, dozens of overnight boats anchor in the same area, creating a “floating city” of lights, noise, and waste. It’s no longer a natural escape — it becomes an artificial resort at sea.
International travelers, especially from Europe and America, dislike being crowded. They crave privacy, nature, and real stories — not staged presentations or loud entertainment.
Ha Long is more than limestone and water. It’s home to the ancient Van Don trading port, unique geological formations, and generations of sea-dwelling communities. When curated properly, these elements elevate the destination beyond sightseeing into something timeless.
Tourism Can’t Be Short-Term and Superficial
If we want tourism to be a form of “export at home,” we must treat it as a true economic sector — not just a pipeline of guest pick-up and drop-off. We are still lacking:
• Experts with destination management vision rooted in sustainability
• A dedicated national-level tourism agency with strategic leadership
• Creative, experience-driven marketing campaigns that tell unique stories
We can’t expect tourism to lead our economy when our approach remains fragmented, reactionary, and devoid of long-term planning.
The Government Must “Serve” So That Businesses Can Serve Tourists
Tourism enterprises can’t go it alone. They need support in infrastructure, streamlined processes, accessible visas, transparent tax refunds, and attractive duty-free shopping zones.
More importantly, Vietnam needs intellectual, distinctive tourism products that blend nature, culture, and human spirit. Each destination must be able to tell its own story — not copy others.
Take cruise boats, for example. Current regulations enforce outdated and unattractive boat designs that prioritize port logistics over aesthetics. Traditional brown-sailed wooden boats are vanishing. Licensing quotas for new vessels follow a legacy-era system that stifles creativity and beauty. It’s time to move from a control mindset to one of empowerment — fostering innovation and supporting SMEs.
Also, rethink access to nature: Why does the entire Ha Long Bay have only one designated beach (Ti Top Island)? Why are dozens of caves still closed to visitors? Bai Tu Long Bay, stunning in its own right, lacks even one accessible public beach. This imbalance limits options and suppresses potential.
From “Just One Night” to “A Place Worth Coming Back To”
Without a shift in mindset, many destinations will face a harsh truth: nobody wants to be just a stopover. Tourists will return only if they find something emotionally meaningful in the experience.
Only then can Vietnamese tourism carve out a true identity, a global standing, and a lasting impression on the world travel map. When a trip stirs the soul — when it invites not just admiration but longing to return — that’s when we’ve succeeded.
