Quang Binh becomes Quang Tri: what does this mean for tourism?

Quang Binh becomes Quang Tri: what does this mean for tourism?

On May 14, 2025, the tourism landscape in Vietnam will be reshaped by a significant change. Quang Binh and neighboring Quang Tri Province will merge and adopt the name Quang Tri. This administrative redesign raises questions about the future of Quang Binh's brand identity, which has been a popular tourist destination for years. Vietnam.vn reports that….

Tourism in Quang Binh experienced a boom that began in 2003 with the recognition of Phong Nha-Ke Bang National Park as a UNESCO World Heritage Site. In particular, the Son Doong cave, the largest cave in the world, has received international attention. Media such as CNN and BBC regularly report on this impressive natural attraction. Strong marketing campaigns, particularly Quang Binh's inclusion in the film "Kong: Skull Island", have contributed to the region's popularity.

A look back at tourism

In 2024, Quang Binh recorded more than 5.2 million visitors, highlighting the region's diverse tourism offerings. Despite the impending name change, the Quang Binh brand remains firmly anchored in the minds of tourists. Searches for “Quang Binh Tourism” amount to 12,100 per month, while queries for “Son Doong” and “Phong Nha” stand at 22,200 each. Quang Binh Tourism highlights that…

Tourism products and their independent value are expected to be less affected by the administrative changes. Historical examples show that places with name changes have often been successful in maintaining their brand value. It aims to preserve Quang Binh's identity and cultural values ​​to strengthen the brand under the new name.

The upcoming merger is seen as a step towards administrative reform and sustainable development. In response to these changes, the tourism adaptation industry will be required to develop new products and rethink its marketing strategies. Questions of awareness and recall will become more important in the coming months.

The discovery of Son Doong

A central point of Quang Binh's tourist attraction is the Son Doong Cave, which was discovered by Ho Khanh in 1990 in the Phong Nha-Ke Bang National Park. At first, Ho Khanh was just looking for food and wood until he came across the cave. Despite the impressive discovery, he initially forgot about it. It was meeting Howard and Deb Limbert from the British Cave Research Association (BRCA) that encouraged him to revisit the cave.

In 2008, after several attempts, Ho Khanh finally found the cave again. A year later, he led a team of cave professionals to open the cave, which, according to the first survey, has the largest cross-section of any cave in the world. This discovery further cemented the region's international fame and reinforces Quang Binh's potential as a popular tourist destination.