THANH HOÁ — Despite its status as one of the tourism industry's bright spots in the nation's recovery and development process, Thanh Hóa's tourism sector has encountered numerous obstacles.

Pù Luông-Bá Thước eco-tourism area is gradually becoming an attractive destination for tourists who love community-based tourism with Mường and Thái ethnic villages and awe-inspiring landscapes. VNA/VNS Photo Trọng Đạt

Since tourism completely reopened after the pandemic, Thanh Hóa Province has concentrated on directing all levels and branches to implement policies and solutions, creating favourable conditions to draw investment in the tourism sector.

Thanh Hóa has seen rapid growth in its tourist industry up to this point, consistently ranking among the nation's top destinations for visitors.

According to Thanh Hóa's Department of Culture, Sports, and Tourism, 12.4 million tourists are estimated to visit the province overall in 2023, accounting for 103.5 per cent of the year's plan. Total tourism revenue is projected to reach VNĐ24.5 trillion (US$...) or 101.2 per cent of the plan.

However, one issue that many tourism firms bring up is having a limited pool of customers. The primary factor mentioned is the nearly total elimination of airline routes to and from Thanh Hóa Province.

There used to be nine domestic routes to Thọ Xuân Airport. However, currently, there is just one flight route to HCM City.

The number of travellers to Thanh Hóa Province has drastically decreased as a result of numerous airlines cutting back on both flights and itineraries. By December 19, 2023, there would be a 23 per cent decline in the number of passengers passing through Thọ Xuân Airport compared to December 19, 2022.

"Travel agencies now face major challenges in creating itineraries, routes, and connecting visitors from various markets to Thanh Hóa Province due to the reduction of flight routes from the province to key tourist markets," said Phạm Tiến Hải, Director of Long Hải International Tourism and Trade Co.

"Airline-based tours will cost extra for lodging, meals, and transportation services. Thus, reducing flight frequency and routes not only reduces the pool of potential tourists to Thanh Hóa but also has a major impact on the financial performance of travel services and the overall tourism industry results of the province."

Along with the shrinking tourist source, tourism businesses in the province have been facing many difficulties and challenges such as lack of reinvestment capital, and difficulty in attracting high-quality human resources.

Besides, internal problems in the Thanh Hóa tourism industry have not been overcome in recent times, such as low professionalism and a lack of unique, experiential products and ineffective policies and plans to support tourism service businesses.

Most tourism projects are behind schedule, infrastructure is not synchronised, and advertising and promotion work is still limited.

Due to prevailing challenges, numerous lodging and dining establishments in the Pù Luông Community Ecotourism Area have had to devise short-term fixes to maximise profitability.

"Travel agencies are less likely to retain rooms as they once did. To optimise revenues, besides our customer base from travel agencies and internet booking channels, since 2023, we have proactively addressed customers directly," said Bùi Việt Anh, manager of Pù Luông Jungle Lodge Resort.

"Furthermore, many Pù Luông resorts have been more proactive in marketing, creating immersive experiences, novel destinations, and services to attract visitors."

"While there are encouraging signals for the province's tourist industry, enterprises in the tourism sector face numerous challenges in securing investment capital, growing the market for visitors, and attracting high-quality human resources," said Trần Đình Sơn, Vice Chairman of Thanh Hoá Tourism Association.

"Furthermore, several small and medium-sized businesses have not recovered since they have not kept up with development trends and have been sluggish to convert to digital."

Thanh Hoá Province currently attracts 81 tourism business investment projects with a total investment of VNĐ146 trillion.

"In 2024, Thanh Hoá Tourism Association will focus on implementing several key solutions in business linkages, digital transformation in business, and human resource training and development," Sơn added. — VNS