Visitors traveling to Quang Ninh, home to the world-famous Ha Long Bay, are now being welcomed with a special gift: a complimentary drink, either beer or soft drink, and a serving of chả mực, the province’s signature fried squid cake.
The initiative was announced by Nguyen The Hue, Chairman of the Quang Ninh Tourism Association, as part of a new tourism stimulus campaign launched by the provincial Department of Culture, Sports and Tourism. The program aims to attract over 20 million visitors this year, including 4.5 million international arrivals. “Chả mực is not just a dish—it represents the culinary essence of Quang Ninh, something we are proud to introduce to travelers from around the world,” Mr. Hue emphasized.
In addition to the food and drink promotion, hotels across the province are offering further incentives. Guests who stay for three nights will receive a complimentary meal equivalent in quality to their booking rate. Cruise services on Ha Long Bay, one of Quang Ninh’s strengths, have also been significantly upgraded. Buffets, which previously included about 25 dishes, now feature up to 45 dishes, while prices have been reduced by 10 to 20 percent depending on the type of service.
Mr. Hue explained that last year’s approach of lowering prices brought only modest results, while this year’s model of offering products directly to guests has received very positive feedback. According to him, tourists tend to appreciate authentic, hands-on experiences more than abstract percentage discounts.
So far, 83 tourism and service businesses across the province have joined the campaign, including 16 four- and five-star hotels, 26 cruise operators, and dozens of restaurants and service providers. The program is being rolled out alongside a series of cultural and entertainment events such as national-level sports competitions, water music performances, and fireworks shows to further enrich the visitor experience.
Quang Ninh aims to welcome at least 20 million visitors in 2025, with more than 3.8 million expected in the final months of the year alone. The broader ambition is to position Quang Ninh as a year-round destination, eliminating the distinction between high and low seasons. “With close coordination between local authorities, businesses, and the community—and a host of attractive incentives—we are confident that Quang Ninh can exceed its targets, especially as international arrivals peak in the final months of the year,” Mr. Hue said.
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