Sam Son enters a new era: Portrait of a vibrant, modern coastal city gradually emerges

Escaping the image of a short-term tourist destination, Sam Son is striving to become a modern, vibrant coastal city 365 days a year. Sun Group's synchronous investment in tourism infrastructure has given Sam Son a new look: a brilliant "city that never sleeps", where festivals, cultural experiences and entertainment explode 24/7.

Sam Son Beach Square – The new festival center of Thanh Hoa.

" Transformation" from traditional coastal town to brilliant festival city

The 2.6km long, 120m wide Dong Son Avenue – the main artery of Sam Son city – leads to the 2ha sea square, where brilliant fireworks displays and German technology water music shows with 3D mapping lighting effects create explosive moments full of emotions. No longer limited to major holidays, the festival atmosphere is now the daily rhythm of Sam Son. The sea square has now become a night entertainment destination for people and tourists coming to Thanh Hoa.

“I didn’t expect Sam Son to be so vibrant! I came back after nearly 10 years, and it felt like I was in an international destination,” said Ngoc Mai, a tourist from Hanoi .

And the tourist figures are even more vivid. In the first 5 months of 2025, Thanh Hoa welcomed more than 7 million tourists, with total revenue reaching nearly 16 trillion VND. During the recent April 30 and May 1 holidays alone, Thanh Hoa welcomed 1.6 million visitors, ranking second in the country, after Ho Chi Minh City; of which Sam Son contributed more than 900,000 visitors.

The Pathway contributes to promoting the night economy and increasing the length of stay of tourists.

These impressive figures and new experiences are the result of a well-planned investment attraction strategy in Thanh Hoa. Among them, there is the role of building the Sun Group ecosystem in Sam Son (Sun World Sam Son water park, Sun Grand Boulevard urban complex, sea square and festival landscape axis, shows, art programs). These diverse tourism products have brought a new look to the coastal city: attractive, new and multi-experienced.

Shaping the “city that never sleeps”

The rise of Sam Son comes from a well-planned investment strategy in tourism infrastructure, in which the 1,260-hectare urban-resort-entertainment complex of Sun Group plays a key role. Dong Son Boulevard connects special “emotional stations”: from Sun Grand Boulevard – a modern urban complex, to Sun World Sam Son – a large-scale entertainment complex and the sea square – the heart of Thanh Hoa’s festivals.

The "never-sleeping" urban - resort - entertainment complex in Thanh Hoa.

Sun Grand Boulevard redefines the standards of coastal resort cities, while Sun World Sam Son adds entertainment, extending the length of stay and spending of tourists. This combination completes the picture of tourism infrastructure, completing the portrait of "the leading coastal resort city in the North", bringing Sam Son out of the shadow of seasonal tourism, becoming a year-round destination with a vibrant lifestyle. After 2 years of inauguration, a series of accommodation facilities, tourism services, and cuisine have been operating vigorously at Sun Grand Boulevard shophouse. Sun World Sam Son Water Park is crowded with visitors, especially during the summer holidays.

Sun World Sam Son Water Park – An attractive entertainment destination in the North.

More specifically, the "city that never sleeps" Sam Son is the starting point to connect to other projects in the Sun Group ecosystem. Thanh Hoa. Starting from Sam Son, the Sun Group ecosystem extends to the Quang Xuong hot spring resort complex, the Huyen Tich Am Tien spiritual and cultural tourism complex and eco-tourism in Ben En. A closed, multi-experience, sustainably invested ecosystem is being formed, elevating the status of the entire land.

The Pathway: A Symbol of Value at the Heart of a Breakthrough

In the vibrant urban landscape, The Pathway stands out as a new symbol of Sam Son - a pioneering high-rise apartment complex close to the sea, shaping the standard of modern living and relaxation. Launched in May 2025, the two towers P2 and P3 own a prime location on Dong Son Avenue, adjacent to the sea square, just a few steps to the beach and Ho Xuan Huong tourist street.

With a height of 20 floors, the apartments range from studios to 3 bedrooms, flexibly meeting the needs of residence and investment. Building P2 stands out with 80% of the apartments having a direct sea view, creating a different value. Building P3 inherits the traffic and landscape advantages from Dong Son Avenue. The high-class internal utility system - gym, yoga, community room, underground parking, shophouse podium and bustling commercial street - brings a classy living experience.

Building P2 and P3 – The heart of The Pathway.

In the context of the scarcity of coastal resort apartments in the North, The Pathway is an ideal “entry point” for investors looking for properties that are both residential and have the potential for price increase and stable cash flow. When the Nam Song Ma Boulevard is expanded to 8 lanes, completed at the end of 2025, The Pathway will be located in the “traffic artery”, welcoming tourists from all over the North.

The Pathway is not only a place to live or a long-term investment channel, but also a symbol of a new standard of living and outstanding profitability on the coast of Sam Son - where a modern coastal city is growing strongly.

NL

Source: https://baothanhhoa.vn/sam-son-buoc-vao-ky-nguyen-moi-chan-dung-do-thi-bien-soi-dong-hien-dai-dan-lo-dien-252817.htm