For many years, rows of women grilling herring along coastal roads in Cua Viet, Ben Hai and Cua Tung have been a distinctive sight for both locals and tourists visiting Quang Tri.
Under the harsh summer sun and hot Lao winds, vendors tend smoking charcoal stoves as the scent of freshly grilled fish drifts across the coastline.
The trade has become an important seasonal source of income for many fishing families while also helping promote Quang Tri's culinary culture.
Fresh catches are brought ashore early each morning before being cleaned and prepared for sale. During the peak tourism season, demand rises sharply, providing a significant boost to household incomes.
Truong Thi Lai, 55, from Cang Gian Village in Ben Hai Commune, said she had spent more than three decades selling grilled fish. The herring season typically runs from the second to the eighth lunar month.
The best fish are selected for grilling and sold directly to visitors, while damaged fish are sold as bait.
Lai said she typically sells 40-50 kilogrammes of grilled herring a day, with demand often increasing on weekends and holidays.
Another vendor, Truong Thi Dao, said the trade requires experience rather than complex techniques, with careful control of the charcoal fire needed to ensure the fish remains tender and flavourful.
“Fresh fish is essential. The fish must be turned constantly while grilling to achieve the right texture and flavour,” she said.
Growing tourist numbers at beaches such as Gio Hai, Trung Giang, Cua Tung and Cua Viet have helped support sales in recent years.
Fresh herring is sold for VND 25,000-30,000 per kilogramme, while grilled fish sells for around VND 50,000-60,000 per kilogramme. Many roadside stalls provide seating where visitors can enjoy the fish immediately after it comes off the grill.
Served with chilli fish sauce or salt, pepper and lime, the grilled herring has become one of Quang Tri's best-known coastal dishes.
Local tourist Bui Huy Quyen, visiting from Halong City with his family, said he stopped after smelling the grilled fish while driving along the coast.
"The fish is fresh, sweet and full of flavour. Eating it right by the sea while it is still hot is a memorable experience," he said.
Local authorities said the trade had become an important livelihood for coastal residents and contributed to promoting tourism in the area.
Nguyen Van Hong, chairman of Ben Hai Commune People's Committee, said grilled herring had long been a signature local product and continued to attract visitors to the province's beaches.
Amid the sound of waves and the smoke rising from charcoal stoves, the tradition remains an enduring symbol of life along Quang Tri's coast, preserving local culture while supporting generations of fishing families.
