The tourism industry in Khánh Hòa, particularly in Nha Trang, is on a rapid recovery trajectory following the COVID-19 pandemic. Last year, the province served over 7 million tourists, with the beach city accounting for approximately 70 per cent of the total figure. The rapid growth of Nha Trang’s tourism can be attributed to the unique value of Nha Trang Bay, one of the most beautiful bays in the world. The bay features 19 large and small islands that create a magnificent and picturesque landscape. It also preserves many unique cultural heritage values closely related to the marine and island environment. The province has built a brand with the biennial Nha Trang - Khanh Hoa Sea Festival, boasting a 20-year history with 10 events held since 2003. Recently, it initiated the Nha Trang Sea Tourism Festival, along with numerous annual cultural and tourism events. They have so far helped the city draw large numbers of domestic and foreign tourists to explore the local culture and festivities./.