Breakthrough opportunity for border tourism in Lang Son

With strong determination from local authorities, active participation from businesses, and a well-organized tourism promotion strategy, the Lang Son tourism industry is undergoing vigorous growth to become a key economic driver in the new phase.

Lang Son is also renowned for its unique local specialties that are beloved by visitors, such as Trang Dinh grass jelly, roasted duck, Bao Lam persimmons, and Chi Lang custard apples, etc.

Positioning the tourism brand of Lang Son

Blessed by nature with majestic landscapes, an extensive system of historical and cultural relics, and more than 300 unique traditional festivals, Lang Son boasts a wealth of attractions. Tam Thanh – Nhi Thanh Caves, To Thi Mountain, Mau Son Ecotourism Area, and Lang Son UNESCO Global Geopark all contribute to the province’s distinctive appeal.

Building on its existing strengths, Lang Son Province has identified the development of ecotourism, wellness tourism, spiritual tourism, community-based tourism, and border tourism as its strategic focus. The diversity of tourism types provides a solid foundation for creating specialized travel products tailored to various visitor segments.

Alongside this, the province hosts a variety of large-scale annual cultural and tourism events such as the Lang Son Peach Blossom Festival, Culture and Tourism Week, and the Cultural Day of Ethnic Groups in Lang Son. These events help celebrate local cultural values and attract the attention of both domestic and international tourists.

Chairman of the Lang Son Provincial People’s Committee, Mr. Ho Tien Thieu, affirmed that in recent years, the province has taken decisive action and mobilized various resources to invest in tourism infrastructure and product development. The active participation of major businesses, along with strong public support, has enabled Lang Son’s tourism sector to make significant and visible progress.

General Phan Van Giang, Minister of National Defense of Vietnam, and General Dong Jun, Minister of National Defense of China, along with other officials, toured and experienced Lang Son’s local specialties during the 9th Vietnam-China Border Defense Friendship Exchange program.

To date, many of the province’s tourism products have gradually established their position. Notably, Lang Son Geopark was recognized as a UNESCO Global Geopark; the Huu Lien community tourism village was certified to ASEAN standards; and the Yen Thinh homestay cluster met ASEAN standards.

The result of these efforts is that Lang Son welcomed over 4.2 million visitors in 2024, including more than 142,000 international tourists. In the first quarter of 2025 alone, the number of visitors reached nearly 2 million, a growth of over 40% compared to the same period last year. With continued investment and innovation in tourism development, the goal of attracting 4.4 million visitors in 2025 is entirely achievable.

Enhancing promotion and expanding the tourism market

To develop tourism sustainably and effectively, Lang Son places special emphasis on promoting and marketing its local image to both domestic and international visitors. These efforts are carried out comprehensively, including event organization, multimedia communications, technology applications, and expanding international cooperation.

Mr. Hoang Xuan Thuan, Director of the Lang Son Investment, Trade, and Tourism Promotion Center, stated that the province has established investment attraction mechanisms to facilitate the involvement of major enterprises such as Sun Group, Vingroup, and Sovico,... in the tourism sector. In addition, strong efforts are being made to promote tourism through digital platforms, regional connectivity, and expanded international cooperation to help Lang Son’s tourism reach a broader market.

Lang Son – India cultural exhibition (Photo: Lang Son Radio and Television Newspaper)

Since the beginning of 2024, the province has organized over 280 festivals and participated in more than 30 cultural and tourism fairs and events both domestically and internationally. Communication campaigns have been intensified through tourism publications, video clips, documentaries, livestreams, and by inviting KOLs and KOCs for firsthand experiences. Alongside these efforts, technology is being applied to develop smart tourism, enhancing interaction and engagement with visitors.

Notably, the recent 2025 Lang Son Tourism Promotion Conference held in Hue City, themed “Ai len xu Lang cung anh…” to celebrate the National Tourism Year – Hue 2025, opened up opportunities for collaboration between Lang Son and Central Vietnam provinces. At the event, the Lang Son and Hue Tourism Associations signed a memorandum of cooperation, contributing to the development of interregional tour routes and enhancing the connectivity of tourism products.

Not limiting itself to the domestic market, Lang Son has expanded internationally through conferences and seminars held in China, ASEAN countries, Europe, and more. In March 2025, the Provincial Promotion Center collaborated with the National Caving Associations of the United States and France, along with exploration companies, to develop adventure tourism at the Lang Son UNESCO Global Geopark. The province is also actively promoting tourism in potential markets such as India and South Korea.

Alongside promotional activities, Lang Son is also intensifying training and capacity for businesses, accelerating digital transformation in tourism. Organizing 4.0 technology and digital transformation training courses for travel agencies and accommodation providers helps enhance competitiveness, contributing to building a modern, smart, friendly, and sustainable tourism industry in Lang Son.

With a clear vision, concrete action plans, and support from multiple stakeholders, Lang Son is steadily transforming its presence on the national tourism map. Systematic investment in promotion, marketing, and cooperative partnerships not only helps Lang Son solidify its position as an attractive destination but also drives the tourism sector to become a key driver of socio-economic development in the new phase. 

“On May 30-31, 2025, the International Yoga Festival and India Cultural Exchange 2025 in Lang Son, themed "Yoga – Connecting Cultures, Strengthening Friendship", left a deep impression on both domestic and international visitors. This event featured a rich and diverse range of activities, including the successful "India – Lang Son Meeting 2025" conference, which opened up numerous opportunities for developing tourism, culture, agriculture, and strengthening the friendship between Vietnam and India”.