 |
| Beachfront resorts in Lang Co are increasingly favored by tourists. Photo: Laguna Lang Co |
Strengths still in a “rough” state
Hue possesses a long coastline with many beautiful beaches such as Lang Co, Thuan An, Canh Duong, Hai Duong, and Vinh Thanh…providing favorable conditions for developing resort tourism, ecotourism, community-based tourism, and fishing village experiences. However, it is evident that Hue’s marine resources remain largely untapped. Current coastal tourism activities are still limited to swimming, dining, and small-scale services, lacking large-scale resorts, marine sports, nighttime entertainment, and integrated experiences. In other words, Hue has resources but lacks a sufficiently strong service ecosystem to transform them into compelling tourism products.
In recent years, several large-scale high-end resorts have been developed and put into operation, such as Laguna Lang Co, Lang Co Bay Retreat, and SBH Gloria Hue, along with other projects under development or nearing completion. However, the number of high-end accommodation facilities remains limited, particularly the absence of international hotel and resort brands - an important factor in attracting high-end travelers.
According to Mr. Phan Trong Minh, Vice Chairman of Hue Hotel Association and General Director of Azerai La Residence Hue, for high-spending segments, the destination itself is only one factor, while accommodation, resort branding, and the service ecosystem are decisive. Without a strong presence of international brands and premium resorts, Hue’s coastal tourism still struggles to compete with neighboring destinations.
From the perspective of a travel company that has surveyed destinations in Hue, Ms. Nguyen Thi Kim Lien - Director of OTG Travel (Da Nang) noted: “Currently, coastal tourism in Hue mainly attracts local visitors. To draw international tourists and visitors from both ends of the country, greater investment is needed in infrastructure, transportation connectivity, services, and accommodation.”
In reality, tourists today show strong interest in coastal and resort tourism. Observations at Laguna Lang Co indicate a growing demand for resort tourism combined with sports and experiential activities, particularly among high-spending groups. According to Ms. Ton Nu Dieu Hien, Director of Sales at Laguna Golf Lang Co, approximately 60 - 70% of visitors are international tourists, while 30 - 40% are domestic. Notably, their length of stay is relatively long: mid-range visitors typically stay 2 - 3 nights, while high-end guests stay around 5 nights. This demonstrates that high-end resort tourism not only increases visitor numbers but also extends stays, boosts spending, and enhances economic efficiency for the destination.
However, resort and golf tourists have very high expectations regarding service quality, from accommodation and cuisine to accompanying experiences. Therefore, attracting and retaining this segment depends not only on scenic landscapes but also on high-quality accommodation systems, diverse experiences, and professional service standards. This underscores that sustainable resort tourism development must go hand in hand with service quality and experiential ecosystems, rather than relying solely on natural resources.
Local tourism authorities assess that coastal resort tourism in Hue still faces major challenges, including fragmented development and a lack of breakthroughs to become an independent “growth driver” for the local tourism sector. Key barriers include the absence of strategic investors and large-scale capital, as well as limited supporting products, services, and distinctive marine tourism experiences.
Strategic shifts for development
According to tourism authorities, in the coming period, Hue aims to develop marine tourism into one of the key pillars of its tourism sector, diversifying products and gradually reducing reliance on heritage tourism. The city is shifting from resource-based exploitation to developing high value-added tourism products, targeting high-spending segments, particularly international tourists and cruise passengers.
Recognizing the importance of infrastructure investment, several strategic transport projects have been and are being implemented to improve accessibility and regional connectivity, including a coastal road combined with a bridge across the Thuan An estuary, creating a new development corridor.
Hue is currently focusing on attracting strategic investors with strong financial capacity and experience in implementing large-scale, international-standard tourism projects. Priority is given to developing 4 - 5-star resorts, eco-tourism zones, entertainment complexes, and high-end tourism products capable of creating distinctive highlights, enhancing competitiveness, and leading the market.
Investor selection is tied to strict criteria on environmental protection and the promotion of local cultural values, aiming to avoid uncontrolled, mass development. Alongside administrative reform and the development of e-government to create a transparent and favorable business environment, the city is also emphasizing land clearance and land fund preparation to attract high-quality investment projects.
Developing coastal resort tourism is not merely about building resorts. More importantly, it requires the formation of a comprehensive ecosystem of services and experiential products. A high-end resort can only reach its full potential when supported by surrounding activities such as marine sports, ecotourism, fishing village experiences, local cuisine, night markets, entertainment services, and tour programs. In this way, visitors not only stay within resorts but also venture out, spend, and interact with local communities, ensuring that resort tourism development is integrated with the local economy and livelihoods.
In the long term, Ms. Nguyen Thi Kim Lien of OTG Travel emphasized the need for systematic research groups dedicated to developing marine tourism products, from market research and trend analysis to understanding segment-specific demands and building appropriate products and management models.
Hue also needs to strengthen investment promotion and promote its coastal tourism potential through online platforms and social media, targeting key and potential international markets in Europe, the Americas, Southeast Asia, Northeast Asia, and Australia. As the destination’s image and brand are elevated on the regional and global tourism map, Hue can become a preferred choice in travelers’ decision-making.