Thoi Son Islet in Dong Thap Province is experiencing a sharp rise in visitor numbers after photographs of tourists posing on traditional three-plank sampans went viral on social media.
Tan Duc, 24, a tour guide who has worked on the island for four years, said visitor numbers had increased significantly since images of Chinese tourists taking photographs aboard the wooden boats spread widely online.
"Weekends are much busier than usual. At peak times, visitors have to wait for up to an hour before boarding a boat," he said.
Sampans backed up along a coconut canal at Con Thoi Son (Photo: Tan Duc).
According to Duc, most recent visitors have been families and groups of young travellers from Ho Chi Minh City and neighbouring provinces. Many arrive dressed in ao dai, ao ba ba and traditional conical hats, bringing makeup and photography equipment to recreate the now-famous images among the island's nipa palm waterways.
"In the past, most visitors simply came to look around before leaving. Over the past two weeks, many young people have come specifically to take photographs wearing traditional Vietnamese clothing. Some have even returned after previous visits just to follow the latest trend," he said.
The sampan journey covers approximately two kilometres and takes between 12 and 17 minutes, depending on water levels and currents. Each boat normally carries two to three passengers, providing enough space for sightseeing, filming and photography. During busy periods, operators deploy additional boats, although capacity remains limited.
"Nowadays, visitors spend almost the entire boat trip taking photographs and filming videos. Many also ask guides to recommend the best angles and poses," Duc said.
Nhu Y, a representative of Mekong Dong Thap Tourist, also confirmed that visitor numbers at Thoi Son Islet had risen noticeably, particularly at weekends.
"The three-plank sampan service currently has the longest waiting time. During peak hours, visitors may have to wait between one and two hours before boarding," she said.
Around 300 sampans are currently operating on the island. However, weekend demand frequently exceeds capacity, forcing tour operators to carefully manage departures to reduce congestion.
Because of the heavy weekend crowds, operators now prioritise combined group departures to improve efficiency. Shared weekend tours cost around VND 150,000 (USD 5.73) per person, while private groups are charged according to group size. On weekdays, pre-booked tours are typically priced at VND 200,000 (USD 7.64) per person.
Dang Nhat Linh, a visitor from Ho Chi Minh City, travelled on a weekday when the island was still busy but avoided the long queues seen at weekends. She joined a shared tour costing VND 200,000 (USD 7.64) to experience the destination that has become an online sensation.
Dang Nhat Linh visited Con Thoi Son on a weekday and avoided long waits caused by boat congestion.
Travel company Vietluxtour said enquiries about tours to My Tho and Thoi Son Islet had increased significantly since the destination gained widespread attention online.
According to the company's preliminary figures, interest in the tours has risen by 20 to 25 per cent, while confirmed bookings have increased by 10 to 15 per cent. Younger travellers now account for a larger share of visitors, most travelling in small groups or arranging services independently to allow more time for photography.
Con Thoi Son has long been a favourite destination for many foreign visitors (Photo: Provided by the subject).
Tran Thi Bao Thu, marketing and communications director at Vietluxtour, said Thoi Son Islet has long been one of the company's flagship Mekong Delta destinations for travellers departing from Ho Chi Minh City. Its convenient location allows visitors to experience river life, orchards, local cuisine and traditional culture within a single day.
About 70km from Ho Chi Minh City, Thoi Son Islet has long become a favourite destination for many domestic and foreign visitors (Photo: Provided by the subject).
According to Vietluxtour, the destination attracts visitors throughout the year but is busiest during the summer, public holidays, weekends and the fruit harvest season from May to August.
The company noted that while social media can rapidly boost visitor numbers, it also presents challenges in managing capacity. To maintain the island's long-term appeal beyond a short-lived online trend, operators will need to ensure visitor safety, manage crowds effectively and continue developing experiences centred on the Mekong Delta's rural culture and way of life.
Located on the Tien River in Thoi Son Commune, Dong Thap Province, Thoi Son Islet is one of the Mekong Delta's best-known ecotourism destinations. Visitors can enjoy traditional sampan rides through nipa palm canals, explore fruit orchards, listen to don ca tai tu folk music, sample honey tea and discover local handicraft villages.