Coastal life - the potential for experiential tourism.
The diverse natural environment, along with the unique and distinctive aspects of the fishermen's daily lives, could become a "specialty" attracting tourists. At that point, fishermen would not only make a living from their fishing trips, but also from the very values of their local heritage.
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Simple life by the sea
Dr. Pham Thi Thanh Ha – Vice President of the Nghe An Tourism Association, General Director of Song Ngu Son Joint Stock Company, commented: The North Central region in general and Nghe An in particular is one of the regions with exceptional tourism potential in Vietnam. It possesses all the necessary elements, from diverse natural resources and cultural heritage to a rich history. Each estuary and harbor is not only a place of livelihood but also a part of the unique cultural layers of its inhabitants.coastal regionThese unique features can be fully adapted into a tourism model that explores local life and culture, combined with visits to historical sites and origins.
Indeed, upon arriving at Cua Hien – a famous beach with its long stretch of fine white sand and the Ngu Hai rocky coastline – visitors can feel the uniqueness in each fishing net, each boat, each story... Amidst the jagged rocks, the towering "Chessboard of the Immortals" appears with its smooth surface, associated with the legend of the immortal beings.
What makes it unique is also the sweet and refreshing taste of the fish soup cooked with chayote, the image of innocent children fishing and playing on the rocks, and the cafes along the breezy coastal road...
At Cua Lo beach, the "fishing market" with its basket boats creates a vibrant experience: tourists can pick fish, choose squid, and chat with fishermen – things you can't find at any resort. Freshly caught crabs and squid are immediately removed from the water, ensuring they are incredibly fresh. The fishermen are also happy to let visitors sit in their boats for photos and enthusiastically offer tips on choosing delicious seafood…
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Not far away, Nghi Thuy fishing port has a different atmosphere. From 3-4 am, the port is brightly lit, welcoming the returning fishing fleets. The holds are overflowing with mackerel, scad, and herring, unloaded amidst bargaining and the roar of trucks starting their engines, waiting to transport the goods to distant villages. Notably, the fishing port is no longer purely a trading hub; tourists from the northern provinces flock here in large numbers. They wake up at 5 am to witness the hustle and bustle and personally select seafood as souvenirs.
At Hon Cau beach (Hai Chau commune), the uniqueness lies in the rafts and the tractors pulling them. In Kim village, tourists can choose seafood directly from the boats, sit by the glowing charcoal braziers to prepare and enjoy it right on the beach. Quynh beach still retains its tranquility with a system of stalactite caves such as Dragon's Eye Cave and Buffalo's Nose Cave. The lives of the fishermen here are closely linked to traditional fish sauce production and the habit of pulling nets every early morning...
Without any staging, life itself is a unique tourism product.
“Having experienced many regions, I have always cherished the idea of creating more promotional videos for my hometown, showcasing the unique and simple life of the people, especially the lives of people in Western Nghe An and coastal areas,” shared Tran Nguyen Van Quynh (born in 2001, from Anh Son commune), an influential figure on social media for tourism with the nickname May Lenh Denh.
Resources for tourism development
Interestingly, what locals consider ordinary, even arduous and insignificant, can become inspiring glimpses of beauty for those who appreciate aesthetics.
Recently, the photograph "Fish's Eye"—a portrait of fishermen in Hoi An—helped an amateur photographer win the top prize in a photography competition in London, England. In early April 2026, a series of photographs depicting deep-sea fishing in the East Sea, formerly Tra Vinh province, taken by Vietnamese photographers, suddenly went viral on all social media platforms, gaining popularity both domestically and internationally.
Previously, many photographs depicting the sea, islands, and the lives of Vietnamese fishermen have won international awards. Moments like a woman mending nets in the afternoon sun, the radiant faces of fishermen welcoming a bountiful catch, or skillful net casting... these are all simple, unpretentious images, requiring no staging but possessing immense artistic merit. And many photographers and artists have fallen in love with the fishing ports, beaches, the simple innocence, and the courage and bravery of the fishermen of Nghe An in this way.
Alongside this, a new wave is quietly changing the face of coastal areas: the trend of experiential tourism. Tourists, especially young people, are no longer interested in luxury hotels or amusement parks. They seek out pristine, rustic coastal areas to immerse themselves in the lives of fishermen. Many young KOLs (Key Opinion Leaders) have even quickly grasped the essence of fishermen's lives, transforming everyday stories of fishing villages into viral videos with millions of views on social media.
Accounts like "The Diver," "Wandering in Rach Gia," "Ha Long Bay in the Wind," etc., post on social media scenes of mothers mending nets, fathers grilling fish, relatives selling fish, and fishing at sea... in a raw, unpretentious way, yet captivating. Right here in...Cua Lo, Hien Gate,Hai Chau…some social media accounts of young people are also focusing on exploiting this element to promote local tourism. Typical examples include channels like “Cua Lo chill phet”, “Chill Cua Lo”, “Bui Van Nam”…
"Tourism is shifting from 'sightseeing' to 'living with,' from consuming services to experiencing culture. Young people today are no longer attracted by packaged luxury, but seek out genuine values, real emotions, and things that truly meet the 'authentic' needs of tourists," shared Dr. Pham Thi Thanh Ha.
In many domestic and international tourism documents in recent years, the keyword "fishing tourism" has been attracting attention from many countries. Many experts have pointed out that for year-round marine tourism to thrive, fishermen should not only be "exploiters of seafood" but also become active participants in the experience – storytellers – and service providers. Tourists can participate in a day-long experience as a fisherman, engaging in activities such as fishing, mending nets, processing seafood, and repairing boats.
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"With that potential, fishermen can not only live off fish and shrimp, but also on the cultural stories of their lives. If we properly exploit cultural elements, resources, experiences, etc., and promote them to the right market at the right time, then coastal tourism can absolutely develop year-round," affirmed Dr. Pham Thi Thanh Ha.
