Awakening the Economic Potential of Nightlife

As tourist arrivals continue to rise, the demand for entertainment and experiential activities after sunset is becoming increasingly apparent. However, at many destinations across Phu Tho, nighttime economic activities remain relatively modest, falling short of fully exploiting the potential to drive growth in services, tourism, and consumer spending.

At 9:00 PM on a mid-June evening in 2026, crowds of people still bustle through the Tam Dao Tourist Area. Hotels and homestays are buzzing with activity, and coffee shops are packed with customers. Yet, after strolling through the streets and taking in the sights, many tourists find themselves at a loss as to what experiences to pursue next as the night deepens.

Mr. Nguyen Huy Dung, a tourist from Hanoi, shared that on weekends, Tam Dao often hosts cultural programs, art performances, and street food festivals that draw large crowds. However, on weekdays when no events are scheduled, the atmosphere becomes quite quiet, lacking nighttime entertainment and recreational activities.

Tourists experiencing the evening street atmosphere at Tam Dao Tourist Area.

This reality is not unique to the Tam Dao Tourist Area but is also evident at many other tourist spots across the province. While tourist arrivals steadily increase and the accommodation system expands through investment, nighttime economic activities have not developed commensurately, failing to meet the increasingly diverse demands of visitors.

Following the regional merger, the space for tourism development has expanded, connecting the cultural tourism of the Ancestral Land, hot spring retreats, eco-tourism, community-based tourism, and new urban service areas. With the rise in tourist numbers, many localities have established walking streets, culinary spaces, and experiential spots to serve visitors. However, the majority of tourism activities are currently still concentrated during the day. After 9:00 PM, many tourist areas fall silent. This implies that a highly potential economic resource has yet to be effectively harnessed.

Mr. Tran Anh Tu, Chairman of the Tam Dao Commune People’s Committee, stated: "Today’s tourists do not just stop at finding accommodation; they look forward to nighttime experiences and entertainment. Without these services, both the length of stay and the spending level of tourists will be restricted."

Reality shows that in many developed destinations, revenue from nighttime activities accounts for a large proportion of total tourism revenue. Products such as walking streets, night markets, art performances, shopping, culinary experiences, street music, or modern entertainment models are becoming driving forces for service growth.

Meanwhile, Phu Tho currently possesses many favorable conditions to develop its night economy. Viet Tri city is gradually shaping the landscape of a more modern service urban area with its system of squares, parks, and public spaces. Thanh Thuy district holds an advantage in leisure and hot spring tourism. Ecological lake areas, mountainous regions, and community-based tourism villages also possess great potential to develop nighttime experiential products.

However, the current night economy remains largely spontaneous and small-scale. Many areas still lack synchronized planning regarding service spaces, lighting infrastructure, parking lots, and entertainment products with a unique identity. Nighttime activities mostly stop at dining services or fragmented coffee shops.

According to Mr. Lam Van Trung, the investor of Encamp Camping Site in the Dong Cau area (Xuan Hoa ward), retaining tourists cannot rely solely on landscapes or accommodation services; it requires creating additional nighttime experiences such as camping, cultural exchanges, enjoying local cuisine, outdoor activities, and nature-based products.

This demonstrates that the crucial puzzle today is not simply extending service operating hours, but building an attractive night economy ecosystem to incentivize tourists to stay longer and spend more.

According to experts, if properly organized, the night economy not only boosts tourism development but also drives trade, services, culture, and job creation. This is also an opportunity for the private sector, particularly young businesses and innovative startup models, to thrive.

Currently, several new business models have begun to emerge, such as acoustic coffee shops (live music cafes), check-in spaces, night markets/cuisines, mobile food trucks, or weekend art performance programs.

Ms. Dao Lan Hương, 24, owner of a mobile vending stall in the Ho Chi Minh Square area (Vinh Phuc ward), shared: "Young people nowadays are not just looking to satisfy their dining needs; they also desire to experience, explore, and enjoy new spaces. When there are appealing products and a suitable environment, their spending will increase significantly."

Nevertheless, the night economy is not merely about extending the opening hours of shops and restaurants. For sustainable development, synchronized investment is required—ranging from urban planning, transport infrastructure, lighting systems, social security and order, and environmental sanitation, to the organization of unique cultural activities. Among these, the cultural identity of the Ancestral Land stands out as the province’s unique advantage. These traditional cultural values can be fully leveraged to shape signature night tourism products, such as folk art performances, community cultural experiences, festive spaces, or regional culinary activities. This is also the direction that helps the night economy develop in depth, creating a distinctive mark compared to many other localities.

The night economy not only contributes to boosting tourism but also unlocks development opportunities for trade and services, creating more jobs and raising incomes for local residents. As the length of stay is prolonged and tourists' spending increases, multiple sectors—from accommodation, transport, and retail to entertainment services—will reap the benefits.

Quang Nam