Phu Tho Integrates OCOP Products into the Tourism Value Chain

Phu Tho is actively integrating OCOP (One Commune One Product) items into tourism development, gradually transforming local specialties, craft villages, and production areas into experiential destinations. In 2026, the province continues to focus on developing OCOP products and building multi-value agricultural models tied to agricultural and rural tourism. Through these efforts, it aims to increase the value of agricultural produce, expand local livelihoods, and forge a sustainable tourism value chain.

During the September 2 National Day holiday, Long Coc commune continued to prove its appeal by welcoming over 7,000 visitors for sightseeing, experiences, and stays, opening up numerous opportunities for the locality to develop green and community-based tourism.

Following the regional merger, Phu Tho boasts a diverse agricultural landscape, creating favorable conditions for signature products linked to visitor experiences. Over recent times, sectors, localities, and enterprises have actively coordinated to bring tourists to raw material areas, processing facilities, and craft villages to learn about production processes, enjoy tastings, and purchase products on-site.

At many destinations, OCOP items are becoming an integral part of the visitor journey. From high-tech agricultural models, vegetable, flower, and mushroom zones featuring 4-star OCOP cordyceps products in the Vinh Phuc area, to Long Coc tea, Doan Hung pomelos, Hung Lo rice noodles, as well as oranges, pomelos, honey, reservoir fish, and indigenous specialties in the Hoa Binh area—these enterprises not only produce high-quality goods but also unlock opportunities for organizing tours of raw material areas, hands-on production experiences, tastings, and direct purchases.

This approach generates dual value: producers secure additional sales channels, while tourists gain deeper experiences of local culture and life. A pack of tea, a bottle of honey, or processed agricultural products are no longer mere commodities; they become gifts carrying the story of the land.

Ms. Tran Thi Mai Anh, a tourist from Tay Ho district, Hanoi, shared: “What I enjoy most is seeing with my own eyes where products are made, hearing about the raw material zones, and enjoying tastings right at the facility. When I understand the story behind an OCOP product, I feel more confident and eager to buy them as gifts. If production sites are connected into experiential tours, the trip becomes much more attractive.”

According to the Department of Agriculture and Environment, the entire province currently has over 600 valid OCOP products, including 88 4-star products and 9 5-star products. Among the new product group are Curcumin honey, royal jelly honey, wild forest honey, and passion fruit honey from Tam Dao Bee Joint Stock Company; king oyster mushrooms from Phung Gia Mushroom Co., Ltd.; and dried export bananas from Banaco Export Processing Technology Joint Stock Company...

These products can serve as stops along travel itineraries if organized into suitable experiential spaces. Many products have applied quality management systems such as ISO, VietGAP, HACCP, and FSSC 22000, while expanding consumption through distribution systems, digital platforms, and export markets.

5-star OCOP products of Tam Dao Bee Joint Stock Company.

According to Ms. Le Thi Nga, General Director of Tam Dao Bee Joint Stock Company (HONECO), the enterprise pays special attention to controlling input raw materials, processing quality, and food safety. HONECO samples and tests 100% of incoming raw materials, while controlling product quality according to standardized processes and retaining samples to serve traceability when necessary.

HONECO currently has 4 products recognized as national-level 5-star OCOP items. The company’s products have been exported to the United States, Germany, Singapore, South Korea, Japan, and several other markets, with export volume accounting for approximately 20–30% of factory output.

From this perspective, tourism can serve as a direct brand promotion channel. Tourists not only buy products but also learn about raw material sources, production processes, quality control, and the narrative behind each item. This also offers an opportunity for businesses to grasp market demand and develop suitable gift packages, packaging, and experiential bundles.

To truly embed OCOP products into the tourism value chain, forming links among producers, tour operators, accommodation establishments, restaurants, and attraction sites is essential. Products can be incorporated into gift baskets, menus, specialty shops, or become part of experiential tour programs.

Opening production facilities to welcome visitors not only promotes products but also allows consumers to directly verify quality. For products with compelling stories, specific raw material zones, and distinct production processes, this offers a competitive advantage to create uniqueness for destinations.

From a management standpoint, the province is step-by-step building mechanisms to connect these values. In March 2026, the Department of Agriculture and Environment reported to the Provincial People’s Committee on the draft Scheme for “Developing circular, multi-value integrated agriculture for key local agricultural specialties, linked with building OCOP products and rural/agricultural tourism for the 2025–2030 period.” The scheme aims to integrate agricultural production with processing, OCOP, and tourism, while applying science, technology, innovation, and digital transformation to increase value per production unit.

According to Mr. Nguyen Van Quan, Deputy Director of the Phu Tho Department of Agriculture and Environment, building product trademarks and certifying OCOP products should be accelerated and closely tied to developing community-based and experiential tourism.

For this direction to achieve high efficiency, exemplary products must be selected to build brands associated with specific local areas. Each destination needs signature products that ensure quality, are convenient to carry, and possess stories compelling enough to leave an impression on tourists.

Alongside this, experiential sites must continue to be standardized, service quality elevated, reception skills trained for local residents, seasonal tours developed, and connections with tour operators strengthened. Digital transformation also needs to be accelerated, spanning from product traceability to promotion, service booking, and product distribution.

Residents of Pa Co commune preserve and promote the value of ancient Shan Tuyet tea trees, creating livelihoods and raising incomes.

Gradually making OCOP products part of the tourism offering—connecting production areas, craft villages, and specialties with visitor experiences and consumption—is opening up new development avenues for the rural economy. Through this, a complete value chain from production and experience to consumption is formed, elevating agricultural produce value and generating additional livelihoods for local people.

Integrating OCOP with tourism not only secures outlets for agricultural produce but also promotes local cultural values, landscapes, and people, contributing to driving Phu Tho toward sustainable green tourism, multi-value agriculture, and a prosperous rural economy.

Ngoc Lam