Thoi Son Islet, also known as Lan Islet, covers more than 12 square kilometres on the Tien River and is one of four islets traditionally known as Long, Lan, Quy and Phung. It has developed community-based ecotourism since the 1980s.
Recently, sampan rides combined with photo shoots have gone viral on social media, drawing large crowds to the islet. During peak hours from 9 am to 11 am, visitors can wait for hours for a ride.
The surge in visitors has caused congestion along the nearly two-kilometre canal, which is narrow enough for only two boats to pass, leaving sampans inching forward during peak hours.
Most visitors arrive at the boat piers early in the morning, considered the best time for photos. The Mekong Delta scenery, with waterways lined by lush nipa palms, provides a picturesque backdrop.
A recent highlight of Thoi Son is the sight of young women posing in traditional ao ba ba outfits on the waterways, prompting many female visitors to rent the clothing for photo shoots.
Phan Thi Truc Phuong, 21, travelled nearly 100 kilometres from HCM City after seeing photos on social media, saying the two-hour journey was worthwhile for the peaceful scenery away from the city's bustle.
Each sampan carries six people, including two rowers and four passengers, on a roughly 30-minute journey covering nearly two kilometres of the Mekong Delta waterways.
Conical hats and ao ba ba outfits have become popular accessories for visitors seeking photos reflecting the character of the region.
Nguyen Thanh Phuong, 23, travelled by motorbike from HCM City with a friend after seeing a video online, choosing a weekday to avoid weekend crowds. She said the day trip cost just over VND 500,000 (USD 19), including petrol and food.
Nguyen Thi Khao, 71, a long-time boat rower, said visitor numbers had surged over the past month, sometimes keeping her working from 8 am to 6 pm and earning around VND 200,000 on busy days.
According to Duong Thi Kim, 50, she had never seen the islet so crowded. She had called her son to take over rowing so she could briefly go ashore for lunch.
Local authorities said Thoi Son welcomed 44,744 visitors in July, including 17,700 international tourists, or nearly 40 per cent of the total, generating an estimated VND 21.4 billion (USD 814,000) in tourism revenue.
Authorities plan to diversify tourism products, develop community-based, ecological and agricultural tourism, upgrade infrastructure and strengthen environmental protection, while promoting digital tourism and improving service quality and foreign-language skills.
