A discount campaign in the ancient town of Hoi An has encouraged nearly 60 percent more domestic tourists to visit the ancient town this year.

The city government attributed the increase in visitor numbers to a VND4 billion (US$225,288) campaign to stimulate local tourism and upgrade infrastructure and local attractions, as well as the national “Impressive Vietnam” campaign.

Hoi An City People’s Committee Deputy Chairman Truong Van Bay said 317,000 tourists visited the World Heritage-listed in the first three months of this year, an overall increase of 5.8 percent on the first quarter of last year.

During the quarter, the number of domestic tourists rose by 57.6 percent over the same period last year.

The hotel occupancy rate in Hoi An, famous for its monthly lantern festival, is now 82.7 percent, higher than the usual rate of 75 to 80 percent.

Tourist services in Hoi An, in central Quang Nam Province, are being offered at discounts of up to 50 percent as part of the “Impressive Vietnam” tourism-stimulating campaign launched by the national government in January.

Hoi An businesses, including 26 travel agencies, transport, accommodation service providers and retail businesses, are offering discounts of 20 to 50 percent.

By offering discounts and hosting a variety of cultural events, Hoi An increased its appeal to bargain-loving Vietnamese travelers in spite of the global economic downturn. Other major tourist destinations, including Ho Chi Minh City, have are welcoming fewer visitors as potential tourists tighten their belts.

“The increase in tourist numbers does not mean Quang Nam Province has overcome its difficulties,” the province’s Department of Culture, Sports and Tourism Director Dinh Hai said.

Hai said his department planned to select one of Hoi’s 40 annual festivals to become a lavish “super-festival.”

“The chosen festival will be celebrated with its own uniqueness to give Hoi An a fresh atmosphere and make it more appealing to tourists,” he said.

Tour operators in Hoi An are also exploring the tourism potential of new sites. Some tours now take in local craft villages and Cu Lao Cham Island, which were never previously included on tour itineraries.

The city government is planning to launch even more promotional campaigns this year to boost Hoi An’s appeal to domestic and international tourists.

Hoi An is also set to get more exposure in the international media, with 54 tour operators from China and Europe planning to include the city in press tours.