Creating Breakthroughs for Tourism in the Land of the Ancestors

After the administrative merger, Phu Tho Province has entered a new development phase with great potential in culture and tourism. The province has identified heritage preservation as its foundation and tourism as the driving force for economic growth, aiming to spread the cultural values of the ancestral land into contemporary life and contribute to building the image of “Phu Tho – A safe, friendly, and attractive destination.”

Following the merger of three provinces, the new Phu Tho has a broader development space, more diverse potential, and richer cultural identity. The province encompasses the characteristics of the midland, mountainous, and lowland regions, serving as a gateway that connects Hanoi with the northwestern provinces—advantageous for both trade and creating breakthroughs in tourism development.

As the ancestral land of the Vietnamese people, Phu Tho takes pride in its rich cultural heritage system. Prominent among these are the Hung Kings Temple Special National Historical Relic Site and two intangible cultural heritages of humanity recognized by UNESCO: the Hung Kings Worship Belief and Xoan Singing of Phu Tho. The province is also home to a vibrant cultural and festive space, with hundreds of traditional festivals, handicraft villages, and the unique cultural life of the Muong, Dao, Tay, and Thai ethnic groups—together forming a rare and distinctive identity.

Community-based tourism is one of the tourism models that has been developing strongly in Phu Tho, reflecting ethnic cultural identity while showcasing the pristine natural beauty of the region. Many ethnic villages of the Muong, Thai, Dao, Tay, Cao Lan, and Mong people still preserve their unique traditional culture, creating ideal conditions for the sustainable development of community tourism.

By preserving traditional cultural values, the Mo Village Tourist Area in Da Bac Commune has become a popular destination attracting many visitors to explore and experience.

Promoting its strengths, Phu Tho Province has determined that linking cultural preservation with tourism development is the main direction in the new development phase. Since early 2025, the province has implemented the project “Preserving and Promoting the Traditional Cultural Values of Ethnic Minorities in Association with Tourism Development”; completed the draft resolution on tourism development for the period 2026–2030; and consolidated the Phu Tho Provincial Steering Committee for Tourism Development, creating a legal basis for the synchronized and sustainable growth of the tourism industry.

In recent years, community-based tourism in Phu Tho has developed strongly, becoming a national model for community tourism development. The province boasts a network of branded community-based tourist sites that attract large numbers of visitors, such as: Mai Chau Tourist Area with Lac, Van, and Poom Coong Villages; Mong Xa Linh Village and Hang Kia Village in Pa Co Commune; Mo Village in Thung Nai; Da Bia and Ngoi Villages in Hoa Binh Lake Tourist Area; Sung Village in Da Bac, Coi and Du Villages in Xuan Son National Park; the ancient village of Hung Lo in Hung Lo Commune; and community tourism villages in Long Coc. These community-based tourism areas currently attract over 1.3 million visitors annually.

Community-based tourism not only offers authentic and profound experiences to visitors but also helps preserve and promote traditional cultural values, increase local income, and foster sustainable economic growth closely linked with environmental and resource protection. Currently, Phu Tho has six community-based tourist sites rated 3–4 stars under OCOP standards.

In addition to preserving intangible heritage, the province has invested in the restoration and upgrading of cultural, spiritual, and ecological tourist sites. The Hung Kings Museum is completing the dossier for recognition as a provincial tourist site; many tourist areas are being comprehensively planned in terms of landscape, infrastructure, and environment; and regional connections are being expanded to form a chain of unique tourism products.

At the same time, tourism promotion and marketing activities have been strengthened through digital platforms. The province has launched the MyPhuTho.vn smart tourism application, three landing pages introducing Hung Kings Temple Night Tour, Hung Lo Ancient Village, and the Hung Kings Historical Relic Site; and enhanced promotion via YouTube, TikTok, Facebook, and the official website visitphutho.vn, contributing to spreading the image of “Phu Tho – A safe, friendly, and attractive destination.”

As a result, in the third quarter of 2025, Phu Tho was estimated to welcome around 865,000 overnight visitors, including more than 41,000 international tourists. Total tourism revenue reached VND 2.62 trillion, up 6% year-on-year. During the National Day (September 2) holiday alone, the province welcomed about 300,000 visitors, ensuring safety, security, and a healthy tourism environment.

Huong Lan