Long appreciated for its breathtaking landscapes, notably the UNESCO World Heritage-listed Ha Long Bay, Quang Ninh province in Vietnam is strategically repositioning itself on the international tourism map. Gone are the days of simple mass tourism; the region is now rolling out an ambitious vision · that of becoming a world-class luxury destination, capable of attracting affluent clientele seeking exclusive experiences. This transformation is based on the development of high-end hotel infrastructure, a diversification of offerings, and an approach resolutely focused on quality and personalisation.
The shift is clear: Quang Ninh no longer rests solely on its natural assets. It is building a sophisticated tourism ecosystem, integrating prestigious hotel complexes, refined leisure activities, and an enhancement of its rich cultural heritage. The objective is to offer a holistic experience, from arrival at the airport to wellness activities, encompassing gastronomy and shopping, all with impeccable service and a heightened awareness of sustainable development issues.
Quang Ninh: A Bold Transformation Towards Luxury Tourism
The Rise of an Exceptional Hotel Offering
At the heart of this strategy lies the spectacular development of luxury hospitality. The recent inauguration of the Hilton Quang Hanh Onsen Resort at the end of April, a partnership between Sun Group and Hilton, symbolises this ambition. Managed by the prestigious Hilton brand, this complex offers 178 Japanese-style villas and 38 rooms, complemented by a public onsen, a central element of wellness culture. However, Hilton has also added exclusive and ultra-premium services: a Clubhouse housing the Eforea spa, an indoor pool offering breathtaking mountain views, a 24/7 fitness centre, as well as yoga studios and several restaurants. This ensemble is designed to guarantee guests an optimal experience of relaxation, entertainment, and well-being, meeting the highest expectations.
The arrival of Hilton, introduced by the Sun Group, is perceived as a major asset for Quang Ninh’s tourism industry. As Nguyen Viet Dung, Director of the Department of Culture, Sports and Tourism, affirmed:
Quang Ninh Province Has Always Prioritised Resort Development
« Quang Ninh province has always prioritised the development of high-end, original, and sustainable tourist resorts. The arrival of the Hilton brand, introduced by the Sun Group, has been a major asset for its tourism industry, enabling it to attract affluent international clientele with high purchasing power who stay for long periods throughout the year. »
This initiative is not isolated. Over the years, Quang Ninh has successfully attracted other renowned international hotel chains such as Accor, InterContinental, Wyndham, Hyatt, and Radisson. They have helped build an impressive network of high-end resorts, including the iconic Intercontinental Ha Long Bay, the Vinpearl Ha Long Bay Resort, the Tuan Chau International Tourism and Entertainment Complex, the FLC Ha Long Ecotourism Complex, and the majestic Legacy Yen Tu. This range of options confirms the province’s commitment to offering diverse choices for discerning clientele.
Diversification of Experiences: From Golf to Cruises
Beyond hospitality, Quang Ninh capitalises on a diversified offering of luxury activities. Golf tourism, in particular, proves to be a highly attractive segment for affluent clientele and forms a pillar of the development strategy. The province has already established a vast network of golf courses in Ha Long, Dong Trieu, Mong Cai, and Tuan Chau, all designed to meet international standards. The next step is even more ambitious, with the forecast to create several dozen new courses, harmoniously integrated into high-end tourist and resort complexes. These infrastructures are essential for attracting golfers from around the world and encouraging extended stays.
Concurrently, international cruise tourism offers Quang Ninh considerable opportunities. Ha Long International Cruise Port has become a preferred stopover for luxury vessels. The early months of 2026 saw numerous high-end cruise ships dock, bringing with them thousands of foreign tourists, particularly from Europe, North America, and Northeast Asia. This dynamism reflects a positive recovery in the sector and consolidates Quang Ninh’s position on the map of luxury cruise destinations in Southeast Asia.
MICE and Wellness Tourism, Pillars of Growth
Quang Ninh province is not limited to traditional leisure activities. It actively develops its offering for high-net-worth clients through several specialised niches. Wellness tourism, particularly with its luxury onsens and spas, art tourism which promotes local heritage, and exclusive seaside and island resorts, significantly enrich the ecosystem. Particular attention is paid to enhancing cultural heritage and lived experiences, beyond the simple exploitation of natural resources. Investments are being made in new products, such as spiritual and cultural stays in Yen Tu, ecotourism complexes on the islands and beaches of Van Don, unique border experiences in Mong Cai, and community tourism in mountainous areas inhabited by ethnic minorities.
Business and conference tourism (MICE, Meetings, Incentives, Conferences, Exhibitions) has been identified as a strategic segment to enhance the quality of the tourism offering and attract high-value clientele. Thanks to its modern infrastructure, extensive hotel network, and capacity to organise international-scale events, Quang Ninh aims to become a major MICE hub in Northern Vietnam.
MICE Tourists Represent a Highly Profitable Segment, Due to Their Spending
« MICE tourists represent a highly profitable segment, due to their high expenditure, the length of their stays, and their strong likelihood of returning. More importantly, this type of tourism generates considerable economic benefits across numerous sectors such as aviation, transport, trade, services, and event management. »
A Targeted Approach to International Markets
To ensure the success of this upscale strategy, Quang Ninh actively targets specific potential tourism markets. The Russian market, for example, is a key focus. Georgiy Chabrov, General Manager for Southeast Asia at the Fun and Sun travel agency, highlighted the characteristics of this clientele:
« Russian tourists are characterised by travelling with family, including young children, and attaching great importance to privacy. Quang Ninh perfectly meets these expectations. In the coming months, we will collaborate with the province to organise familiarisation trips, press trips, and visits by influential Russian figures to Quang Ninh to study the market, destinations, and tourism services, to promote Quang Ninh’s culture, tourism, and people, and thus strengthen ties with the Russian community and tourists. »
This Proactive Approach Illustrates the Province’s Desire to Understand and Respond
This proactive approach illustrates the province’s desire to precisely understand and meet the expectations of various high-end clienteles, by creating bespoke programmes and enhancing Quang Ninh’s visibility in these key markets.
To retain these demanding tourists, Quang Ninh province has fully understood the importance of offering a seamless and flawless experience at every stage of the stay, from airport arrival to leisure activities, shopping, and personal care. This attention to detail is crucial for a clientele accustomed to excellence. Beyond service, the global trend towards green tourism and sustainable development imposes new requirements. High-end tourists are now particularly sensitive to environmental aspects, local specificities, and the destination’s social responsibility. Quang Ninh is therefore compelled to reconcile its tourism development with the preservation of its natural and cultural resources.
The Challenge is to Transition from Mass Service to a Service
The challenge is to transition from mass service to a highly personalised service, and from rapid growth to qualitative growth. By adopting this approach, Quang Ninh intends to gradually build a new image for its tourism sector, increase its attractiveness to high-spending travellers, and achieve its ultimate goal: to make the province a leading international tourism hub and an emblematic national destination for Vietnamese luxury and excellence.
Frequently Asked Questions
What is Quang Ninh’s Strategy for Luxury Tourism
Quang Ninh focuses on developing a high-end tourism ecosystem, integrating luxury hotel complexes, personalised experiences, and the enhancement of cultural heritage, to attract affluent international clientele seeking extended stays.
What New High-End Hotel Establishments Have Opened in Quang Ninh
The Hilton Quang Hanh Onsen Resort, managed by Hilton and developed by Sun Group, is one of the notable recent openings, offering 178 villas, 38 Japanese rooms, an onsen, and exclusive services.
Which Luxury Tourism Segments are Prioritised by the Province
Quang Ninh focuses on golf tourism, international luxury cruises, wellness tourism (spas, onsens), business tourism (MICE), as well as high-end cultural and ecotourism stays.
How Does Quang Ninh Attract International Clientele
The province targets specific markets, such as Russian clientele, with familiarisation and press trips, and develops an offering of seamless and personalised experiences, while emphasising its commitment to green tourism and social responsibility.
Sources and References
- Creating a World-Class Tourist Brand, Báo Quảng Ninh
