HẢI TIẾN — Early in the morning, as the sun casts a golden glow over the Gulf of Tonkin, visitors at Hải Tiến Beach join local fishermen knee-deep in the surf to rake for clams. Nearby, other travelers wander through traditional fishing villages, explore centuries-old historic sites, and immerse themselves in the unhurried rhythm of coastal life.
These immersive daily routines are rapidly becoming central to Hải Tiến’s evolving tourism identity. Located within Thanh Hóa Province’s vibrant coastal tourism corridor, this picturesque destination spans the communes of Hoằng Tiến and Hoằng Thanh. Blessed with an expansive coastline, winding rivers, and a rich estuary ecosystem, the region offers exceptionally favorable natural conditions for nature-based and community-centered travel. Yet, behind the serene landscapes and rising visitor numbers, local residents and municipal leaders have long recognized the complex challenges that accompany rapid and seasonal tourism growth.
In past years, coastal hotspots across the country have grappled with the dark side of unchecked popularity, including mounting household waste, severe pressure on fragile coastal ecosystems, and stifling overcrowding during peak summer months. Determined to avoid these pitfalls, local authorities, business owners, and community members in Hải Tiến have united to pivot toward a more sustainable, resilient model of destination management.
At the heart of this transformation is a concerted push to elevate environmental protection standards and enhance overall service quality. Tourism businesses throughout the Hoằng Tiến and Hoằng Thanh communes have been strongly encouraged to publicly list their prices, maintain transparent and stable rates, and strictly avoid aggressive customer solicitation or inflated pricing. By fostering a fair and transparent marketplace, local leaders aim to build Hải Tiến’s reputation as a clean, welcoming, and reliable coastal destination while simultaneously securing a stable, long-term source of income for the local population.
Beyond the Beach
A primary pillar of this sustainable strategy is the diversification of the local tourism economy, specifically focusing on offering engaging activities that extend well beyond the traditional peak summer season. While the pristine sandy shores remain the primary draw, municipal authorities and tour operators are successfully linking beach excursions with a rich network of surrounding cultural and historical landmarks.
Travel itineraries now seamlessly incorporate visits to the revered Bụt Pagoda, the bustling Lạch Trường fishing port, the historic Khúc Phụ traditional fish-sauce village, the tranquil Hội Long Pagoda, and the majestic Tô Hiến Thành Temple. These cultural anchors provide visitors with a deeper appreciation of the region’s heritage, transforming a standard seaside vacation into a multidimensional cultural journey.
Furthermore, hands-on agricultural and coastal experiences have proven exceptionally popular. In addition to morning clam-raking sessions alongside local fishers, visitors can participate in digging for lốc khốc, a distinct local shellfish species found along the tidal flats. These interactive activities offer travelers an intimate, unfiltered look at the daily lives, labor, and traditions of the local coastal community.
For Phạm Như Quỳnh, a visitor traveling from Hòa Bình Ward in Phú Thọ Province, this authentic, community-focused environment was the decisive factor in choosing Hải Tiến for her family’s summer holiday.
"We wanted somewhere peaceful. The beach is clean, and the local people are friendly. There is no aggressive selling or inflated pricing like at some other coastal destinations," she shared, looking out over the water. Her children, she noted, particularly cherished the early morning excursions with local fishermen to harvest clams. "It was a real experience for them and something they will remember from this summer," she added.
A Powerful Community Effort
This shift toward sustainable tourism is not merely a top-down administrative initiative; it is deeply rooted in grassroots participation. Residents of all ages have stepped up to actively protect the coastline and support incoming travelers, injecting grassroots energy into the local economy.
A prime example of this grassroots mobilization is the Hải Tiến Beach Tourism Club, an organization established by dynamic young residents deeply invested in the long-term prosperity of their hometown. The club’s dedicated members routinely organize large-scale beach clean-ups and actively lobby local hospitality and dining businesses to phase out single-use plastics.
Since 2025, the club has played an instrumental role in mobilizing the collection of tens of tonnes of marine debris and coastal waste, while successfully raising funds to support local waste treatment infrastructure. Beyond environmental conservation, the club runs a dedicated, complimentary tourism advisory service. Members provide visitors with expert recommendations on local attractions, direct them to reputable establishments, and facilitate smooth connections with local service providers.
"Tourism development is a long-term process," explained Cao Văn Biển, chairman of the Hải Tiến Beach Tourism Club. "Many destinations have paid a price for developing tourism in a seasonal and fragmented way. We want to help local people develop tourism more effectively, while building Hải Tiến’s reputation and improving their incomes and living standards over the long term."
Local government officials have warmly embraced and supported these grassroots efforts. Lã Xuân Hoàn, deputy secretary of the Hoằng Tiến Party Committee and chairman of the commune People’s Committee, emphasized that the youth-led club has made invaluable, practical contributions to the locality. According to Hoàn, members have consistently gone above and beyond by organizing clean-ups, bridging gaps between scattered tourist sites, assisting visitors in navigating the area, and even lending vital support during local search and rescue operations.
Leveraging Social Media for Transparency
In tandem with grassroots environmentalism and cultural diversification, Hải Tiến has embraced modern communication tools to foster greater transparency and connectivity with the traveling public. Digital platforms, particularly Facebook pages and community-managed groups, have become vital conduits for real-time information exchange between locals and prospective visitors.
These online spaces publish verified details regarding accommodation tariffs, dining menus, and municipal service fees. Travelers can readily inquire about unpredictable weather patterns, tidal schedules, recommended dining spots, and hidden cultural attractions before even packing their bags. Furthermore, these platforms establish a direct, accountable feedback loop, allowing tourism operators and local residents to promptly address visitor questions, resolve grievances, and incorporate constructive suggestions.
Environmental campaigns are also prominently featured across these digital channels. Regular updates regarding community beach clean-ups, plastic-reduction initiatives, and photo galleries showcasing authentic visitor participation are widely shared, cultivating a shared sense of environmental stewardship among tourists.
Trần Mạnh Đức, a visitor from Hà Đông Ward in Hà Nội, noted that this digital transparency fundamentally shaped his perception of the coastal destination. "As someone interested in green tourism, I appreciate the environmental information shared on Facebook," he remarked. "Posts reminding people to dispose of waste properly and reduce single-use plastics also make visitors more conscious of their behaviour." Impressed by the community’s proactive ethos, Đức confirmed he plans to return to Hải Tiến with his family in the coming travel seasons.
For Hải Tiến, the magnificent coastline and warm ocean waves will always remain the foundational anchor of its appeal. Yet, by proactively tackling the systemic challenges of seasonal tourism, diversifying cultural offerings, empowering grassroots youth movements, and maintaining transparent digital communication, local stakeholders are successfully giving travelers enduring reasons to arrive, linger, and return year after year.
