QUẢNG NINH — The northern province of Quảng Ninh has embarked on a bold endeavor, approving a four-month tourism campaign proposed by Hạ Long Sun Ltd. Co., a subsidiary of the Sun Group, to rekindle the cham of Hạ Long Bay in the final months of 2025.

Sun Carnival Square, where will host weekly fireworks displays from August 16 to December 31. — Photo ivivu.com

Hạ Long Sun outlined a series of events designed to shake off seasonal slumps, and turn Hạ Long Bay into a safe, vibrant, year-round destination. It aims to revive Quảng Ninh’s tourism scene after tough times, luring domestic travellers with a constellation of fireworks displays, cultural performances, and culinary showcases.

Central to the plan is the transformation of Hạ Long Bay into a “sleepless tourism hub”, a night-time economy that could cement Quảng Ninh’s status as “northern Việt Nam’s biggest tourism epicenter” in a new growth phase.

The campaign’s centerpiece is a series of weekly fireworks displays, scheduled every Tuesday, Thursday, and Saturday from August 16 to December 31, at Sun Carnival Square. These pyrotechnic spectacles are designed to dazzle, broadcasting a clear message that “Hạ Long is always vibrant, welcoming visitors year-round”. The company will also sponsor venues for major festivals, including “Dragon Bay Takes Flight”, “Dragon Bay Surfs the Waves”, “Dragon Bay Gathers”, “Dragon Bay Shines”, and the Hạ Long Foodtour culinary market, while driving media campaigns and resource mobilisation.

The provincial People’s Committee and the Department of Culture, Sports, and Tourism were proposed to oversee music and dance performances tied to the fireworks events and the Hạ Long Foodtour market. They should also steer monthly themed festivals, such as a kite-flying fest in September, a boat racing showdown in October, a celebration of Quảng Ninh’s ethnic diversity in November, and a Christmas and New Year blowout in December.

Chairman of the provincial People’s Committee Phạm Đức Ấn underscored an aggressive promotion strategy to project Quảng Ninh as a vibrant, four-season tourism destination that thrives both day and night, saying that the province must shed the constraints of short-term visits and seasonal lulls, forging a nightlife economy that is distinctly its own.

This year, Quảng Ninh targets 20 million visitors, including 4.5 million foreigners, with around 55 trillion VNĐ (US$2.11 billion) in tourism cash on the line. — VNA/VNS