The campaign, themed 'Thanh Hoa Tourism-Four Seasons of Charm', combines discounted services with cultural events, sporting activities and new tourism products. Discounts and their validity periods vary by provider.
Provincial authorities hope the incentives will encourage autumn and winter travel while helping tourism businesses maintain operations after the summer peak.
In Sam Son, a major beach destination, efforts are under way to diversify attractions beyond swimming and seaside holidays.
The first Sam Son Kite Festival, held in late August, brought together 100 kite artists from 15 clubs and featured around 300 kites of various shapes and sizes.
The three-day event included giant kites, illuminated LED kites and kite-making activities, demonstrating how the coastal area could attract visitors outside the peak season.
The Thanh Hoa Food and Culture Festival, held from October 8 to 11 at Hoi An Park in Hac Thanh Ward, showcased local specialities and traditional cuisine while connecting tourism businesses and service providers.
More events are planned for November, including the Sao Mai Gala from November 13 to 15 at Sam Son Beach Square, alongside displays of locally produced goods under the One Commune One Product (OCOP) programme.
Visitors are also expected to receive free admission to the Lam Kinh Special National Historical Site and the UNESCO-listed Ho Dynasty Citadel on November 23 and 24.
The province is seeking to link attractions such as Lam Kinh, the Ho Dynasty Citadel, Pu Luong and Cam Luong's sacred fish stream with Sam Son to develop itineraries combining beach holidays, heritage and nature experiences.
A proposed fishing village experience in Sam Son would allow visitors to learn about traditional net fishing, explore fish markets and prepare and sample local seafood.
Cultural, spiritual, culinary, community-based and conference tourism are also being promoted to encourage longer stays throughout the year.
However, seasonality remains a major challenge. One accommodation provider in Sam Son reported full occupancy during summer but only around 5% in winter, when guests are mainly business travellers or conference groups.
The sharp contrast highlights the need for more diverse attractions, consistent service quality and better-connected travel routes rather than relying solely on short-term discounts.
Thanh Hoa welcomed approximately 15.94 million visitors in the first nine months of 2026, generating an estimated VND 42.84 trillion (USD 1.64 billion) in tourism revenue.
The province has set a full-year target of 16.8 million visitors and VND 49.5 trillion in revenue, leaving it needing about 864,000 additional visitors and VND 6.66 trillion in revenue during the final quarter.
Authorities are encouraging closer cooperation among travel agencies, accommodation providers, restaurants and tourist attractions, along with clearer information on event schedules, prices and promotional conditions.
The province hopes that developing year-round cultural, culinary, nature and community-based experiences will help establish Thanh Hoa as a four-season destination.
