The opening destination for the most vibrant beach tourism season in the North
Grand stage space, combined with technology to create impressive visual effects
This year's opening ceremony is large-scale with a modern stage, combining lighting, sound, and impressive visual effects technology. The art program is elaborately staged, divided into many chapters, recreating the development journey of Sam Son from a traditional coastal area to a dynamic, modern tourist city.
Traditional music and dance portray the rich identity of Sam Son
Chapter 1, themed "Legends of the Sea", depicted the portrait of the land of Sam Son and Thanh Hoa through music, dance, and folk art. Through millions of years of formation, nature has bestowed upon the eastern land of Thanh Hoa province a landscape that is both majestic and poetic, with high mountains, vast seas, and many famous historical sites.
Sam Son, which is strongly emerging and developing comprehensively to become a top tourist destination, is clearly depicted in Chapter 2: "New Day of Sam Son" through the performances of singers Pham Anh Duy, Thu Hang, the band Oplus... Today's coastal city fully embodies the potential and achievements of the renewal era along with the flow of traditional culture, history, and revolution. The continuous movement of the past, present, and future is creating a Sam Son that is strong in substance, beautiful in form, friendly, and developing in all fields.
Modern performances stir up the space, reflecting the dynamic urban life of the coastal city
Chapter 3 “Brilliant Aspirations” stirred up the beach square space with the intersection of modern music and folk elements through the voices of Lam Bao Ngoc, Ha Nhi, Tung Duong… Vietnamese-infused “hits” with vibrant rhythms created the image of a brilliant Sam Son with aspirations to rise. The festival concluded with a spectacular fireworks display blooming in the sky of Sam Son, officially opening a vibrant summer festival season.
Fireworks moments light up the sky, officially kicking off the vibrant summer tourist season
Through diverse artistic languages from choreography, light performances to contemporary mapping, the program not only honors natural beauty but also conveys the locality's aspiration for innovation. The Sam Son 2026 Sea Tourism Festival is a crucial impetus, helping Sam Son affirm its position as one of the leading coastal destinations in the North.
Sam Son Tourism Transforms Powerfully
In recent years, Sam Son has witnessed a clear transformation from its urban appearance to service quality. From a seasonal tourist destination, the coastal city is gradually becoming a modern, multi-experience, and sustainably developing tourism city. 2025 marks impressive figures for Sam Son tourism: 8.8 million visitors, serving 17.38 million visitor-days, with revenue reaching 17.48 trillion VND, accounting for over 50% of Thanh Hoa province's total tourism revenue. In 2026, Thanh Hoa province aims to welcome over 9 million tourists to Sam Son, with total revenue estimated at around 19,000 billion VND.
Numerous tourists flock to the opening night of the Sam Son Sea Tourism Festival 2026
This growth comes from a strategy of synchronized infrastructure investment, sea space planning, and especially the participation of strategic investors contributing to creating a new look for Sam Son, including Sun Group. Not only stopping at large-scale tourism and resort projects, Sun Group also develops a diverse ecosystem of experiences from accommodation, entertainment to cultural and festival activities. In particular, the appearance of Sun World Sam Son Water Park – a leading entertainment complex in the region – has become a "magnet" attracting tourists.
Sun Group's approach of building an ecosystem rather than a single destination has proven effective in many destinations across the country and is expected to continue to extend the length of stay and increase spending of tourists to Sam Son in the coming time.
Affirming its long-term commitment to Thanh Hoa, Mr. Nguyen Quang Huy, Chairman of Sun Group Northern Region, stated that accompanying the sea festival is not only aimed at contributing to creating a large-scale and attractive event but also an opportunity to promote the image of Sam Son, Thanh Hoa to a large number of domestic and international tourists. "We want to work with the locality to build Sam Son into a destination that is not only vibrant in the summer but also attractive year-round, with a diverse and high-quality tourism ecosystem," Mr. Huy emphasized.
Sam Son Sea Festival affirms the attraction of a top destination in the Northern region
The Sam Son Sea Festival is not only the opening event for the summer tourist season but also the beginning of a series of cultural, sports, and entertainment activities taking place throughout the year. With the companionship of large enterprises like Sun Group, Sam Son is gradually completing its tourism ecosystem, adding new products such as night tourism, festivals, and large-scale events... Through that, it not only attracts more tourists but also enhances the destination's experience. Concurrently, the locality also focuses on improving service quality, enhancing the tourism environment, aiming to build an image of a civilized, friendly, and professional Sam Son.
The combination of natural potential, the locality's methodical development strategy, and the companionship of major investors is creating a strong growth momentum for Sam Son tourism in particular and Thanh Hoa in general. In which, Sun Group's role is not only limited to infrastructure investment but also contributes to shaping the modern, sustainable development style for this destination.
