At a press briefing on April 21, authorities announced preparations for the Sam Son Tourism Festival 2026, which opens on April 25 at the beachfront square on Ho Xuan Huong Street under the theme Sam Son-Radiant Aspiration.
Chairman of the ward People’s Committee Trinh Tien Dung said the locality has rolled out detailed plans covering environmental management, urban aesthetics and traffic flow, alongside preparations to operate facilities under the eastern Ho Xuan Huong coastal tourism project.
These include beachfront kiosks and freshwater shower services handed over by FLC Group, which are being refurbished for the peak summer period.
The ward will remove unsightly pavement stalls and reorganise trading areas to balance livelihoods with urban order, while stepping up digitalisation, including heritage mapping and cashless payments.
Persistent issues from previous seasons were highlighted, particularly electric cart drivers touting for passengers and steering them to affiliated businesses for commissions, harming the city’s tourism image.
To address this, Sam Son will strictly regulate four-wheeled electric carts, with dedicated lanes, signage and digitised routes. A total of 474 carts will operate, with 95 designated pick-up and drop-off points to curb touting and overcharging.
Sam Son aims to welcome more than 9 million visitors and generate around VND 19 trillion (USD 722 million) in tourism revenue in 2026.
