Developing Key Tourism Product Chains in the Ancestral Land

In the context of the new socio-economic development space, tourism in the Ancestral Land is characterized by strong connectivity, integration, and abundant growth potential. The provincial tourism sector is building and orienting key product chains based on the role, function, and development axis of each region.

The Hung Kings Temple Festival Center Gate, with its grand traditional architecture and beautiful space, creates a striking highlight for visitors to the Hung Kings Temple Historical Relic Site.

According to Mr. Dang Tuan Hung, Head of the Tourism Management Division under the Department of Culture, Sports and Tourism, after the administrative merger, Phu Tho Province gained new momentum in infrastructure and high-quality tourism, leveraging its historical, cultural, and landscape advantages to become a center for spiritual-cultural tourism and eco-wellness tourism. Among these, spiritual-cultural tourism is the signature product of the Ancestral Land, with destination chains that recreate cultural and historical spaces and traditional folk beliefs: Hung Kings Temple – Ba Vi – Thanh Thuy – Hoa Binh linked to the legend of Son Tinh – Thuy Tinh, Saint Tan Vien, and the Mother Goddess worship of the Vietnamese; Hung Kings Temple – Tam Dao – Soc Son linked to the legend of Prince Lang Lieu, Mother Goddess Tay Thien, and Saint Giong; Hung Kings Temple – Au Co Mother Temple – Lao Cai linked to the legend of Lac Long Quan – Au Co and the Mother Goddess worship tradition.

The province continues to develop community-based tourism products that explore cultural identity, traditional arts, customs, attire, and ethnic minority homesteads of the Muong, Thai, Dao, Tay, and Mong peoples in locations such as Lac Village (Mai Ha Commune); Hang Kia, Cha Day, Pa Co Villages (Pa Co Commune); Sung Village (Cao Son Commune); Chien Hamlet (Van Son Commune); and other hamlets and villages in Hoa Binh Lake Tourist Area, Xuan Son National Park, Long Coc, My Lung, Trung Son, Bach Hac, and Hung Lo. For eco-wellness tourism, the province focuses on developing product chains connecting hot mineral spring destinations in Thanh Thuy, Kim Boi, and Dai Lai, alongside high-end wellness services such as healthcare, spa, and nature-based healing.

In addition, Phu Tho prioritizes MICE tourism in urban centers, with large hotels, conference halls, and high-end amenities integrated with regional, national, and international events. The province also seeks to build eco-tourism products combined with adventure sports, trekking, cycling, mountain climbing, and boating in conjunction with national parks and unique natural attractions such as Xuan Son National Park, Tam Dao, Ao Chau, Ao Gioi – Suoi Tien, Dai Lai Lake, Xa Huong Lake, Hoa Binh Lake, Thung Nai, and Mai Chau. The province also promotes visits to significant historical-cultural relics (such as the Hung Kings Temple Historical Site, the Muong Cultural Museum, and the Vietnamese Scientists Heritage Park) combined with traditional education, intangible cultural heritage experiences, craft village tours, agricultural production, and traditional folk games.

In the first six months of 2025, Phu Tho’s tourism sector recorded considerable growth. Tourist sites attracted tens of millions of visits, with the number of overnight guests rising to an estimated 2.9 million, contributing to an average 11% increase in total tourism revenue compared to the same period in 2024.

Alongside the orientation of building key tourism product chains, the province is enhancing promotional efforts to bring the image of the Ancestral Land closer to domestic and international visitors. This includes maintaining effective tourism communication channels such as the Smart Tourism Portal, the Phu Tho Tourism website, and the Phu Tho Tourism fanpage and Zalo account. By widely promoting attractive destinations and tourism advantages, these efforts help tourists access accurate, convenient, and effective information, thereby expanding markets and boosting tourism activities.

Bui Minh