Phu Tho’s tourism imprint in the new development space.

The year 2025 marks a powerful transformation for tourism in the Ancestral Land. In particular, the formation of a vast, multi-faceted development space following the merger of Hoa Binh, Vinh Phuc, and Phu Tho has brought about unprecedented stature and appeal. From sacred ancestral cultural heritage to modern eco-resorts, Phu Tho tourism has created a journey of “three nuances” converging into a unified, promising tourism space, poised for a breakthrough and sustainable development in the coming years.

International tourists interacting and experiencing Xoan singing.

The merger opens an expansive development horizon for Phu Tho, characterized by diverse topography and rich cultural identity. Strategically located as the gateway to Hanoi, Phu Tho holds a prominent advantage in regional connectivity, facilitating the attraction of both domestic and international visitors.

As the cradle of the Vietnamese nation, Phu Tho possesses exceptional cultural resources. Highlights include the Hung Kings Temple Special National Historical Site and two UNESCO-recognized Intangible Cultural Heritages of Humanity: “Hung Kings’ Worship in Phu Tho” and "Phu Tho Xoan Singing." This rich cultural tapestry—featuring hundreds of traditional festivals, craft villages, and the vibrant cultures of the Muong, Dao, Thai, and Tay ethnic groups—blends seamlessly with spiritual, ecological, and wellness destinations to create a diverse and compelling product system.

Phu Tho also boasts one of the richest and most diverse natural ecosystems in Northern Vietnam, including: high mountainous areas with cool climates year-round such as Tam Dao, Xuan Son, and Mai Chau, suitable for resort tourism, trekking, and adventure sports; rare hot springs in Thanh Thuy and Kim Boi, offering great potential for health and wellness tourism and high-end resorts; and a system of natural lakes, rivers, streams, and caves such as Hoa Binh Lake, Dai Lai Lake, Van Hoi Lagoon, and Ao Gioi - Suoi Tien, which are favorable for developing ecotourism, exploration, and water sports.

In line with the strategic documents, this region is converging and closely integrating three main sources: culture and history, ecology and recreation, and the local community along with modern entertainment. This is a huge competitive advantage, as tourists can experience diversity and richness in a single trip.

After defining the new development space, functional departments, especially the Department of Culture, Sports and Tourism, the Tourism Information and Promotion Center, and the Provincial Tourism Association, have implemented many synchronized activities. During the year, the province effectively implemented the 2025 tourism stimulus program with the theme “Phu Tho - Travel to Love”. Regarding tourism product development and planning, Phu Tho organized a conference to develop MICE tourism products; developed cultural and historical experience products at the Hung Vuong Museum; and supported the former Tan Lac highland communes to become provincial-level tourist areas by 2030.

Promotion and marketing efforts have been robustly deployed through Presstrips and participation in major events to enhance Phu Tho’s tourism brand recognition within the new development space. In 2025, the province actively participated in prestigious trade fairs, such as the ITE HCMC (International Travel Expo Ho Chi Minh City), showcased at the “Northwest Essence Festival” in Dien Bien, and organized targeted promotion programs in key markets like South Korea. Notably, digital transformation and innovative communication have been prioritized.

Mr. Dang Tuan Hung, Head of the Tourism Management Division (Department of Culture, Sports, and Tourism), stated: "The division has focused on achieving the objectives set for 2025, with a strong emphasis on modernizing communication. This includes ramping up the production of short videos and interactive clips to promote the province’s image on digital platforms such as Facebook, YouTube, and TikTok." Additionally, IT and media skill training workshops were organized to empower staff with digital expertise. Closer coordination between departments, sectors, localities, and enterprises is considered the core solution to ensure seamless investment and tourism development.

Thanks to the synchronized implementation of various activities, tourism results in 2025 achieved impressive figures. Total revenue from tourism and services is estimated at 14,800 billion VND. The total number of tourists reached 14.5 million, of which over 4.5 million were overnight stays. The province has a total of 1,525 accommodation establishments. Room occupancy rate reached 38.5%.

Mo Hamlet, Thung Nai Commune, preserves Muong culture and attracts tourists.

To achieve the goals set for 2026 and to effectively implement the Resolution and Project on tourism development of Phu Tho province for the period 2026-2030 after its promulgation, the Department of Culture, Sports and Tourism has set out key tasks: Research, develop, and promote the province’s distinctive tourism products, focusing on building high-quality, competitive products in the new tourism landscape. Developing a new brand identity for Phu Tho tourism, befitting its position as a center of cultural heritage and a key hub in the regional tourism network. Strengthening communication, promotion, and cooperation in tourism development, and gradually implementing digital transformation in the province’s tourism sector...

With clear directions and effective cooperation in this new development space, Phu Tho tourism is facing a golden opportunity to create a strong impression, not only as a place to return to its roots but also as a multifaceted destination attracting millions of domestic and international tourists in the coming years.

Huong Lan