Ha Tinh welcomed 3.7 million visitors in the first half of this year, up 8.1% against last year, according to the provincial Department of Culture, Sports, and Tourism. Ha Tinh has successfully engaged the community in building distinctive, high-quality, and sustainable tourism products that are drawing more and more visitors.

Thanks to increased investment, Thien Cam beach is emerging as a tourist hotspot. After being tied to fishing for generations, locals are embracing marine tourism. Dozens of locally owned hotels and restaurants have been built to serve the growing demand. Some hotels, inaugurated on April 30, 2025, have already welcomed large numbers of guests.

Lai Van Huong, owner of the Sunrise Hotel—one of the four new hotels in Thien Cam—said that during peak tourist season, tourists have to book in advance—otherwise, there’s no room. “My hotel has 20 rooms, and every Friday, Saturday, and Sunday we’re fully booked. Weekdays are sometimes full, sometimes not. But guests always say the sea is wonderful, and the food here is excellent," said Huong.

Locals have earned more income during the peak season by opening cafés, refreshment stalls, or children’s play areas—making the beach livelier and busier.      

First-time visitor Nguyen Duc Son, who brought his family for a holiday, told VOV their first time in Thien Cam, “We’ve been pleasantly surprised. The beach is beautiful; the waves are gentle—perfect for kids and safe for swimming. The food is fresh and delicious. The locals are very friendly. In the evenings, my wife and I take the kids to the central square for games. We have a great time."

As night falls, Thien Cam becomes even more lively. Strings of lights illuminate the shore, and DJ beats and cheers from the crowd create an irresistible excitement. In the past, many Thien Cam residents left home to earn a living elsewhere.

But in just over two years, the beach has become a tourist magnet for organized tours and independent family trips. The steady stream of visitors has created a demand for new services, helping local households bump up their incomes.

Thien Cam has transformed itself from a poor fishing village into a profitable tourism hub. Tourism generates revenue, reshapes the local mindset, diversifies livelihoods, and improves the local standard of living.

Fishing boats still set out from Thien Cam’s shores, but along the shore there are now hotels and restaurants filled with visitors. The shift from a traditional marine economy to one powered by tourism has opened a new chapter for the residents of Ha Tinh’s coast.