The decision was signed by Tran Song Tung, Vice Chairman of Ninh Binh Provincial People's Committee, on 17/6. Accordingly, the Giao Ninh tourist area (formerly Quat Lam, located in Giao Thuy district, old Nam Dinh province) is now directly managed and operated by the Giao Ninh Commune People's Committee.

This renaming takes place as Ninh Binh province expands its development space following the merger of Ninh Binh, Nam Dinh, and Ha Nam provinces.

Speaking to VnExpress on 18/6, Bui Van Manh, Director of Ninh Binh Department of Tourism, stated that this change is not merely an administrative adjustment but a step to refresh the brand.

The area will shift its development focus to coastal cultural spaces, cuisine, traditional craft villages, unique religious architecture, and coastal community life.

"Quat Lam needs a brand refresh, changing how tourists perceive it, and moving towards more in-depth tourism products," Manh said.

Quat Lam beach is currently undergoing renovations. *Photo: Le Hoang*

Ninh Binh Department of Tourism is collaborating with Giao Ninh commune to develop a new brand identity. The official announcement program is scheduled for 10/7. This is considered a specific step in Ninh Binh province's cultural industry and tourism development strategy for the 2026-2030 period, with a vision to 2045, with coastal tourism serving as a pillar to connect with heritage sites, eco-tourism, craft villages, and communities.

Quat Lam beach is about 3,5 km long and has been a tourist destination for over 30 years, once a popular seaside retreat for many tourists from the northern region.

However, for many years, Quat Lam saw the emergence of various illicit services, which negatively impacted the destination's image. From 2012 to 2021, hundreds of beachside service kiosks operated densely, including establishments disguised as karaoke, massage, traditional massage, and sauna parlors to facilitate disguised prostitution.

In 2021-2022, authorities cleared all beachside kiosks to renovate the area, aiming to build a civilized and healthy tourist destination. In 4/2025, Quat Lam beach was recognized as a provincial-level tourist area, but the area remained quiet due to a lack of new tourism products.

Coastal village scenery near Quat Lam. *Photo: Le Hoang*

The tourism sector expects that phasing out the Quat Lam name and building the Giao Ninh brand will be a crucial link connecting the sea, heritage, community culture, and eco-tourism.

In the first six months of this year, Ninh Binh welcomed nearly 17,6 million visitors, an increase of more than 23% compared to the same period last year. Total tourism revenue is estimated at nearly 17,840 billion VND (up 20,86%). Accommodation, restaurant, and transportation services all recorded growth rates ranging from 17% to 24%.

Explaining these results, Ninh Binh Department of Tourism leaders stated that this year the locality organized a series of major cultural and tourism activities, such as: Hoa Lu Festival, the Dong A Khai Hoan immersive art program, and Ninh Binh Tourism Week 2026, contributing to promotion and attracting visitors.

Le Hoang