On the afternoon of 6/10, three-plank boats were sparsely docked at the piers of Thoi Son Islet, My Tho ward. The previous scene of tourists jostling to board boats, common when the destination went viral on social media from June to August, was gone. Many rowers rested their oars, waiting for customers.

Visitors waiting for customers at Ba Ngoan canal, afternoon of 6/10. Photo: Thi Hoang

Nhat Lam, 26 years old, from Ho Chi Minh City, expressed surprise that the islet was not as crowded as depicted in social media videos. Lam's group of four could board a three-plank boat immediately upon arrival, avoiding any jostling at the stops. Lam noted that the quiet atmosphere made "the trip feel like returning home".

Nguyen Thi Xuan Mai, Vice Chairwoman of Thoi Son Ward People's Committee, stated that visitor numbers decreased by nearly 70% compared to June-August. Hoang Thi, a member of the Boat Rowers' Union, confirmed a clear drop in visitors since early September, following the end of the summer peak. On weekends, each boat now makes only two to three trips per day, a significant decrease from the previous 7-9 trips. On weekdays, there are only one to two trips, with rowers sometimes waiting all morning or afternoon for customers.

A representative from Mekong Dong Thap company reported that during the peak season, the company typically welcomed about 300 visitors on weekdays, doubling that on weekends. Currently, weekend numbers only reach about 30% of summer levels, and some days see no tour bookings. According to local tour guides, despite favorable weather in early 10, there are not many advance bookings for october tours.

Tran Thi Bao Thu, Marketing and Communications Director of Vietluxtour Travel Company, suggested that while Thoi Son Islet became a phenomenon thanks to social media, its appeal diminishes as trends saturate. She noted that core services, such as boat rides and listening to don ca tai tu (southern Vietnamese folk music), have seen little innovation. "A destination can rise due to trends, but sustainable existence relies on service quality", Thu said, emphasizing the need to enhance cultural and culinary experiences and develop products with unique stories.

Tien Hung, who visited Thoi Son Islet with his family on the morning of 6/10, remarked that the experiential activities were almost unchanged from his visit about 10 years ago. "I brought my relatives here for the experience, but if there's nothing new, I likely won't return", Hung stated.

Locally, Mai affirmed that the ward recognized the pressure to maintain appeal after a trend passes from the beginning. During the peak, the ward upgraded infrastructure, increased personnel, streamlined tour routes, and tightened environmental hygiene along the riverbanks, piers, and canals. The ward is currently piloting community-based tourism, having completed a flower trellis at Ba Ngoan canal, renovated the landscape of road 94C, and upgraded Bo Cau pier. Investing in completing the piers is a key focus this year.

Visitors experiencing three-plank boat rides on Ba Ngoan canal, afternoon of 6/10. Photo: Thi Hoang

The ward also collaborates with the Dong Thap Tourism Association to increase income for rowers. According to the Association, a price roadmap was agreed upon in 7, after 17 years of maintaining the price at 15,000 VND per trip. From 1/10, the price increased to 30,000 VND, and will subsequently increase by an additional 10,000 VND every six months, reaching 50,000 VND after 12 months.

Thoi Son Islet (also known as Thoi Son islet or Lan Islet) is the largest of the four islets (Long, Lan, Quy, Phung) on the Tien River. It is located in Thoi Son ward, Dong Thap province (formerly My Tho City, Tien Giang province), and has been exploited for tourism since the 1990s. Popular tours depart from My Tho Tourist Port, including visits to orchards and three-plank boat rides on Ba Ngoan canal, priced at approximately 150,000-450,000 VND per visitor.

Tuan Anh