Quang Ninh is stepping up tourism promotion through familiarization trips, or famtrips, bringing travel companies, international partners and media representatives to local destinations to explore new tourism products and strengthen business connections.
The trips allow travel operators to assess attractions and services firsthand, identify market opportunities and develop itineraries that meet the increasingly diverse needs of visitors.
Famtrips help develop new tourism products
In early November, more than 100 travel companies joined a familiarization trip to Mong Cai 1 Ward, visiting major attractions in Vietnam's northeastern border region.
The itinerary included Tra Co Beach, Sa Vy Cape, Tra Co Temple and Mong Cai International Golf Course.
The trip gave travel operators an opportunity to experience local attractions, evaluate service quality and explore the potential for developing new tourism products.
Industry representatives said Mong Cai offers opportunities for multi-destination tours combining beach resorts, sightseeing, cultural experiences and border tourism.
Ms. Hoang Thi Thanh Huyen of Sovico Trading and Services Joint Stock Company in Thai Nguyen said improved expressway connections have significantly reduced travel times, making Mong Cai more attractive for three-day, two-night itineraries.
Her company plans to explore tours to Mong Cai for the year-end holiday season and Lunar New Year 2027, while increasing promotion through social media platforms.
Quang Ninh organized another major famtrip in late September as part of the 2026 National Travel Conference and National Tourism Promotion Conference.
More than 100 leading travel companies, media organizations and partners from across Vietnam participated.
The group experienced traditional three-plank boat tours on Ha Long Bay, attended the immersive performance "Searching for the Hidden Pearl" at Ngoc Rong cave in Cam Pha ward, and visited Quang Ninh Museum and attractions in Ha Long and Bai Chay wards.
Participants also attended a tourism promotion and business-to-business networking event, where travel operators met service providers, explored new products, discussed pricing policies and developed potential tour packages.
By combining firsthand destination experiences with business meetings, the program helped turn tourism promotion into opportunities for commercial cooperation.
Reaching international tourism markets
Quang Ninh is also welcoming international famtrip delegations as part of its efforts to reach emerging tourism markets.
In September, a delegation from Pakistan, led by the Pakistani ambassador to Vietnam, visited Quang Ninh with representatives from more than 20 leading Pakistani organizations and businesses in tourism, aviation and media.
The delegation explored accommodation, dining and conference services at FLC Grand Hotel Ha Long, experienced an overnight cruise on Ha Long Bay and visited other local attractions.
The visit highlighted opportunities to attract travelers from Pakistan and the broader Muslim tourism market.
These visitors often have specific cultural and religious requirements, including halal food, prayer facilities and services suited to their customs.
Together with promoting its natural attractions, resorts and premium tourism products, Quang Ninh is working to improve services for Muslim travelers.
These efforts include developing halal-friendly dining options, providing suitable prayer spaces and offering experiences that respect visitors' cultural practices.
Preparing such services during the tourism promotion stage could help Quang Ninh strengthen its competitiveness and build a foundation for sustainable growth in these markets.
Turning destination experiences into business opportunities
The success of famtrips depends not only on the number of participating companies or attractions visited, but also on whether travel operators turn those experiences into marketable tour packages that attract visitors and generate local revenue.
Quang Ninh is increasingly promoting connected tourism experiences that bring together different destinations and activities.
Ha Long Bay's natural heritage, Yen Tu's spiritual and cultural attractions, resorts and entertainment facilities in Ha Long, island destinations and border tourism sites can all form part of longer itineraries.
Such connections could diversify tourism products, encourage visitors to stay longer and increase tourism spending.
In the first 10 months of 2026, Quang Ninh welcomed more than 20.3 million visitors, up 10% from the same period in 2025. Tourism revenue exceeded 61.3 trillion dong, an increase of 27% year on year.
Famtrips give travel companies a clearer understanding of destinations and service standards before offering tour packages to customers.
They also provide opportunities for travel operators and service providers to negotiate prices, coordinate services and design itineraries tailored to different markets.
In order to improve their effectiveness, tourism authorities and businesses need to organize famtrips around the specific needs of target markets, select suitable participants and develop focused itineraries.
Maintaining contact after each trip is equally important, allowing partners to refine tourism products, coordinate marketing campaigns and monitor whether the programs generate actual visitor arrivals.
Ultimately, consistent service quality, professional hospitality and effective coordination among tourism businesses will determine whether positive first impressions translate into repeat visits and long-term tourism growth.
