Building a Tourism Ecosystem: Differentiating to Breakthrough

Quality Services – Unique Products – Sustainable Development serve as the “North Star” for Phu Tho’s tourism breakthrough in this new era. By clearly positioning its signature product lines and boosting promotion through digital platforms, the Ancestral Land aims to become a leading regional destination, competitive on the international tourism map.

Spiritual tourism associated with Hung Kings’ Temple and the UNESCO-recognized “Hung Kings' Worship Belief” is Phu Tho’s identity brand for domestic and international tourists.

In the context of fierce competition, identifying core values is vital. The expansion of Phu Tho’s development space following the administrative reorganization has created a diverse “ecosystem” of resources rarely found elsewhere—a unique blend of midland and mountainous terrains with the nation’s spiritual heartland.

Consequently, Phu Tho has identified four strategic product lines as its competitive "spearhead.“First and foremost is spiritual and cultural tourism centered on Hung Kings“Temple, the”Hung Kings” Worship Belief" heritage, and Xoan Singing art. This is considered an absolute competitive advantage and the hallmark of Phu Tho’s brand identity for both domestic and international tourists. The next is the ecological and hot spring resort tourism in Thanh Thuy and Kim Boi—home to rare mineral content with significant health benefits, perfectly aligning with the rising global trend of "Wellness Tourism."

In addition, community-based cultural tourism combined with agricultural experiences in ethnic minority villages is creating a fresh appeal. The high-end segment, including Golf and MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism—supported by a system of international-standard golf courses—will also be the key to attracting high-spending travelers, international visitors, and experts.

To transform potential into growth, Phu Tho is moving beyond traditional exploitation to create “leading” products. A key project is the development of outdoor real-scene shows at Hung Kings’ Temple, offering a vivid way to preserve heritage while adding depth to the visitor experience.

Phu Tho Xoan Singing holds a special appeal for international visitors.

The province also aims to establish inter-regional green tourism corridors, such as the Tam Dao – Kim Boi – Mai Chau route or the Xuan Son National Park – Thanh Thuy – Hoa Binh Lake axis. Furthermore, investment in the “Night-time Economy” (night markets, walking streets, and night tours at Hung Kings' Temple) in Viet Tri and Thanh Thuy aims to solve the “short-stay” challenge. Phu Tho is shifting from selling souvenirs to “selling life experiences,” including creative spaces along the Lo and Red Rivers, healing retreats, and educational tourism.

In particular, the “night-time economy” model and modern tourism products are receiving significant investment in key urban areas like Viet Tri and Thanh Thuy. Night markets, walking streets, and the “Hung Kings' Temple Night Tour” are expected to solve the challenge of "short-stay visitors.“Instead of merely selling souvenirs, Phu Tho is pivoting toward”selling life experiences"—where visitors truly immerse themselves in creative and artistic spaces along the Lo and Red Rivers, or participate in healing and educational tourism activities.

A great product cannot reach its full potential without proper promotion. Recognizing this, Phu Tho’s tourism sector is deploying an omni-channel communication strategy, using digital technology as a lever. Developing a synchronized and professional brand identity for Phu Tho tourism is a top priority to ensure consistency across all media platforms.

Blessed by nature with health-beneficial hot springs, Thanh Thuy is accelerating the development of eco-resort tourism.

In the digital era, Phu Tho is an active player in the technology game. A smart tourism information system, including digital maps, multilingual websites, and mobile apps, provides comprehensive data on destinations, festivals, and services with just a single touch. Notably, partnerships with KOLs/KOCs (social media influencers) are being strengthened to bring the image of the Ancestral Land closer to younger generations and international markets in the most natural and effective way.

Cultural diplomacy, through the heritage of the “Hung Kings' Worship Belief” and “Xoan Singing,” is also being reinforced. The province aims to transform Phu Tho into a national and international “event hub” by hosting major sporting events such as football, volleyball, and professional golf tournaments. These events not only attract a large volume of on-site visitors but also provide opportunities to showcase OCOP products and local specialties.

To enhance connectivity, Phu Tho is stepping up tourism cooperation programs with the expanded Northwest provinces and Ho Chi Minh City—the country’s largest source market. Collaborating with major domestic and international travel corporations will help establish transnational tourism routes, bringing visitors from key markets in Asia, Europe, and the Americas to the Ancestral Land.

By 2026, tourism is targeted to become a spearhead economic sector with significant contributions to the provincial budget. Under the motto “Quality Services – Unique Products,” Phu Tho is striving to build green, eco-friendly tourist areas and destinations, aiming for ASEAN Green Hotel standards to attract sustainable tourism flows.

It can be affirmed that with clear orientations and determination, Phu Tho tourism is converging all the necessary factors for a breakthrough. No longer just a spiritual destination, today’s Ancestral Land is transforming into a modern, smart, and identity-rich tourism center, worthy of its status as the nation’s roots.

Le Hoang