Digital Transformation: The Driving Force Propelling Ancestral Land Tourism to New Heights

In the era of the Fourth Industrial Revolution, digital transformation is not only an urgent requirement but also a vital catalyst for the breakthrough development of the province’s tourism industry. By proactively applying modern technology, building a smart tourism ecosystem, and diversifying promotional activities on digital platforms, the image of a sacred Ancestral Land rich in cultural identity is being transmitted widely, rapidly, and effectively to both domestic and international tourists.

Tourists scan QR codes to access information at the Hung Vuong Museum – Hung Kings’ Temple Historic Site.

Returning to the Hung Kings’ Temple Historic Site, we happened to meet a group of students from the Foreign Trade University (Hanoi). They were astonished by the convenience brought by technology. Right at the entrance of the Hung Vuong Museum, the students quickly used their smartphones to scan QR codes placed at convenient locations. Within seconds, comprehensive information regarding the history and significance of the relic, as well as a detailed tour map, appeared on their screens. Inside, each artifact and antiquity is assigned a unique QR code, allowing visitors to access a multimedia narration system including text and vivid imagery. Instead of waiting for a tour guide or reading lengthy placards, the students could proactively explore the cultural treasures of the Hung Kings’ era according to their personal interests, making historical knowledge more accessible and engaging than ever.

The wave of digital transformation has extended far beyond the Hung Kings’ Temple, spreading strongly to various tourist areas, relic sites, and accommodations across the province. From community tourism spots like Mo Village to scenic landscapes and historical sites such as Chua Tien, Lang Suong Temple, or unique festivals like the Tro Tram Festival and the Muong Khai Ha Festival—all are being systematically "digitized." Phu Tho Province has successfully developed a Smart Tourism Portal and a mobile tourism application, creating an ecosystem that closely connects tourists, authorities, and businesses. Through this system, visitors can easily search for services, compare prices, choose accommodations, and book tours with a few simple taps, maximizing savings in both time and costs. Notably, the emergence of digital tourism maps integrated with full information on hotels, restaurants, bus stations, and even ATMs has made the travel planning process much more convenient and flexible.

Determined to make DX a core task, the Department of Culture, Sports, and Tourism has synchronously implemented various modern communication solutions. Social media channels such as Facebook, Zalo, and particularly the “Ancestral Land” YouTube channel and “Phu Tho Tourism” TikTok account have attracted millions of views through video clips showcasing beautiful scenery, cuisine, and local daily life. Collaborating with influencers has created a positive ripple effect, catching the trends of the younger generation and expanding the international market. Even homestay owners and ethnic minority households involved in tourism have begun to shift their mindset, utilizing the power of social media to promote their traditional costumes, festivals, and family services, thereby removing geographical barriers.

These relentless efforts in digital transformation have borne “sweet fruit” for the tourism industry. In 2025 alone, Ancestral Land tourism achieved impressive results. Total tourist arrivals reached 14.5 million, including 676,000 international visitors. Total tourism revenue was estimated at 14,800 billion VND, a figure demonstrating the allure and effectiveness of digital promotion strategies. Staying guests reached approximately 4.57 million, indicating that tourists are not only visiting for the day but are tending to stay longer to experience the province’s culture and services. These results serve as a solid foundation for Phu Tho to confidently set a target of 16,300 billion VND in revenue and 15 million visitors for 2026.

Regarding future orientations, Mr. Dang Tuan Hung – Head of Tourism Management (Department of Culture, Sports, and Tourism) emphasized: The province will continue to innovate the content and format of propaganda toward a more modern and flexible direction. Focus will be placed on upgrading the Tourism Portal and digital maps within new development spaces to increase utility for visitors. High-tech solutions such as Artificial Intelligence (AI) through chatbots, 24/7 virtual assistants, and integrated smart translation will be deployed to break language barriers for international guests. Additionally, tourism promotion will be expanded on global platforms like Google Arts & Culture to introduce the province’s cultural heritage and landmarks to the international community. With a systematic strategy and the consensus of the entire industry and community, digital transformation will continue to be a sustainable bridge bringing Ancestral Land tourism to the global stage.

Huong Lan