Creating Breakthroughs Through Tourism Stimulus Programmes in the Land of the Ancestors

With a target of welcoming 15 million visitors and generating VND 16.3 trillion in tourism revenue in 2026, Phu Tho Province is actively implementing comprehensive tourism stimulus strategies. By combining distinctive tourism products, attractive promotional offers and improved service quality, the province is reinforcing its position as a green, safe, friendly and experience-rich destination.

A large number of tourists came to visit and experience the Hung Lo ancient village in Van Phu ward.

From Signature Events to Memorable Visitor Experiences

Since the beginning of the year, Phu Tho’s tourism sector has made a strong impression through a series of major promotional events. Among the highlights were the “Colours of the Ancestral Land Tourism” programme and the launch of the 2026 Phu Tho Tourism Stimulus Campaign, organised as key activities within the Hung Kings Commemoration Day and Hung Temple Festival. These events celebrated the province’s cultural heritage while promoting its distinctive identity.

Building on that success, the Tourism and Culinary Exhibition and tourism stimulus campaign themed “Tam Dao – A Rendezvous Above the Clouds”, held at Tam Dao National Tourist Area from 22–25 May 2026, created a vibrant tourism experience by connecting OCOP products with visitors and offering a wide range of attractive promotional packages.

The lively tourism atmosphere has left a lasting impression on many visitors. Nguyen Van Hung, a tourist from Quang Ninh Province, shared his experience after visiting Tam Dao:

"I was truly impressed by Tam Dao’s cool climate and picturesque natural scenery. Besides sightseeing, I had the opportunity to enjoy local specialties at booths showcasing products from the Land of the Ancestors and received attractive accommodation discounts. The professional and welcoming tourism services made my family very satisfied, and we will certainly return."

Promotional activities featuring the province’s signature products help attract more visitors.

Since the beginning of the year, tourism promotion activities have been actively implemented. Phu Tho has participated in and organised exhibition booths introducing the province’s tourism destinations, signature tourism products and outstanding OCOP products at 11 major domestic events, including the Ninh Binh Tourism Culinary Festival, Spring Fair 2026, Au Co Mother Temple Festival 2026, Spring Press Festival 2026, Dien Bien Ban Flower Festival 2026, Tay Thien Festival 2026, Vietnam International Travel Mart (VITM) Hanoi 2026, the 22nd Ho Chi Minh City Tourism Festival, and the “Connecting Thailand in Phu Tho” programme.

The province also participated in conferences to strengthen tourism cooperation among the expanded Northwest provinces while actively organising familiarisation trips for tourism businesses and supporting international travel delegations visiting Phu Tho.

These sustained promotional efforts have delivered encouraging results during the first six months of 2026. The province is estimated to have welcomed more than 10.5 million visitors, including over 3.2 million overnight guests and 74,000 international visitors. Total tourism revenue reached an estimated VND 10.755 trillion. These achievements provide a solid foundation for Phu Tho to realise its full-year target of 15 million visitors and VND 16.3 trillion in tourism revenue.

A Comprehensive Strategy for the Second Half of 2026

To maintain this growth momentum, the Provincial People’s Committee issued Plan No. 239/KH-UBND on 22 June 2026, launching a tourism stimulus programme aimed at boosting the service sector during the second half of the year. The plan seeks to create favourable conditions for attracting both domestic and international visitors, particularly high-spending tourists and those with longer stays, thereby increasing tourism revenue and promoting sustainable service-sector growth.

The strategy focuses on four key groups of solutions.

Priority will be given to developing diversified tourism packages while encouraging businesses to offer service discounts ranging from 15% to 30%, coupled with improvements in service quality. The province will continue developing distinctive tourism products, including spiritual tourism, Hung Temple night tours, hot mineral spring wellness tourism, eco-community tourism, and golf and MICE tourism.

At the same time, Phu Tho will intensify tourism promotion through the communication campaign “Phu Tho Tourism – A Spectrum of Experiences”, making greater use of digital technology and social media to showcase the province’s attractions. Famtrip and Presstrip programmes will also be organised to introduce tourism products to travel businesses and media representatives.

As part of the tourism stimulus campaign linked to World Tourism Day, the province will organise cultural exhibitions, OCOP product showcases and activities promoting the development of a civilised, green, clean and beautiful tourism environment.

In parallel, provincial authorities will strengthen state management by closely monitoring service prices, public security, environmental sanitation and food safety at tourist destinations, ensuring the legitimate rights and interests of visitors.

With strong commitment from provincial authorities, active participation by businesses and the support of local communities, the effective implementation of these tourism stimulus programmes is expected to further accelerate service-sector growth and help Phu Tho achieve its ambitious tourism targets for 2026. These efforts will continue to strengthen the brand of Phu Tho Tourism as a safe, attractive and trusted destination for both domestic and international travellers.

Huong Lan