Bà Đen Mountain in Tây Ninh is one of the most popular tourist destinations in the country, attracting large numbers of visitors from across Việt Nam. Photo: sgtourism.vn

TÂY NINH Tây Ninh has welcomed more than 3.2 million tourists in the first five months of this year, generating over VNĐ2.38 trillion (US$93.6 million) in revenue, according to provincial authorities.

The number of visitors increased by 4.1 per cent compared to the same period last year, while total tourism revenue surged by 48.8 per cent, or nearly 88 per cent of the year’s target.

In May alone, the province attracted around 370,000 visitors, with tourism revenue exceeding VNĐ190 billion — a rise of over 40 per cent year-on-year.

According to the Tây Ninh Department of Culture, Sports and Tourism, the positive figures reflect the effectiveness of the province’s tourism promotion efforts, human resource training and digital transformation.

Tây Ninh has actively participated in domestic tourism fairs such as the Việt Nam International Travel Mart (VITM) in Hà Nội and the HCM City Tourism Festival. It has also strengthened collaboration with localities like Bình Phước to develop inter-provincial tourism products under the theme "One route – Two destinations".

The province has introduced several new cultural and ecological tours, including a Khmer ethnic heritage tour in Trường Tây Commune (Hòa Thành District). It features traditional Chhay-dăm drumming performances, Khmer script learning sessions, local cuisine and folk games.

Meanwhile, key tourist destinations such as Bà Đen Mountain, Gò Kén Pagoda, the Cao Đài Holy See, Ba Phong Strawberry Farm continue to attract high numbers of visitors thanks to improved infrastructure and services.

In recent months, Tây Ninh has focused on developing sustainable and eco-friendly tourism, integrating environmental protection activities into tourism services and increasing community awareness about green practices.

The province is also enhancing its online presence through promotional videos, short films, infographics and partnerships with travel influencers, aiming to position Tây Ninh as a clean, safe and hospitable destination.

With more than 240km of border with Cambodia, Tây Ninh is also exploring cross-border tourism opportunities. Local authorities are currently studying the development of short-day tours that incorporate cultural exchanges and visits to border communities and markets.

The province’s tourism sector continues to face challenges, including the need for improved public infrastructure, service quality management, and stronger regulation to prevent overcharging and other tourist scams.

However, provincial leaders remain optimistic, citing the impressive growth as evidence of Tây Ninh’s growing appeal among domestic and international travellers.

The tourism department said it would continue expanding promotional activities, training staff, and diversifying its offerings to maintain growth momentum throughout 2025. VNS