Phu Tho Tourism Association in the New Development Space: Connecting Potentials – Awakening Ancestral Land Values

In the new development space, as Phu Tho expands its scale and repositions itself in regional linkages, tourism is no longer just a service sector. It has become a bridge to spread identity, awaken potential, and shape the image of an ancestral land rich in tradition.

Delegates press the button to launch the Phu Tho Tourism Stimulus Program within the new development space.

As the gateway connecting the Northern Midlands and Mountains with Hanoi, Phu Tho possesses favorable conditions for sustainable and distinctive tourism development. The core value of Ancestral Land tourism lies not only in resources but also in cultural depth—the crystallization of the national spirit over thousands of years. With two UNESCO-recognized intangible cultural heritages—the Hung King Worship Belief and Phu Tho Xoan Singing—the province holds a prominent advantage in spiritual and cultural tourism. Every journey to the Ancestral Land is more than a trip; it is a return to the nation’s roots.

In the new development orientation, Phu Tho’s tourism is gradually taking shape through an integrated approach, with core pillars that are interconnected and mutually supportive. Highlights include resort and sports tourism with destinations such as Tam Dao, Dai Lai, Thanh Thuy, and Kim Boi; spiritual tourism associated with the Hung Temple Historic Site and Tay Thien National Mother Temple; and community-based cultural tourism rich in the identities of regions around Hoa Binh Lake, Mai Chau, and Xuan Son. These elements are step-by-step creating a diverse tourism ecosystem, contributing to the enhancement of the destination’s overall value.

Within this framework, the Phu Tho Tourism Association serves as the representative organization, connecting the business community and acting as a liaison between enterprises and state management agencies. Through member support, promotion, product development, and strengthened linkages, the Association is asserting its role as a companion in the industry’s growth.

As the 2026 Hung Kings' Commemoration and Ancestral Land Culture-Tourism Week approaches, these connectivity efforts become even more evident. This is an occasion to honor traditional values and an opportunity for Phu Tho’s tourism to demonstrate its organizational capacity, promote its image, and affirm its position on the national tourism map.

An international BUYER delegation surveys tourism in Phu Tho province.

In this new phase, the Association identifies linkage as the key, innovation as the driver, and enterprises as the center. The goal is to build a united, professional tourism business community that creates high-added-value products, elevating the image of Ancestral Land tourism.

Besides strengthening member connections, the Association actively promotes Phu Tho to domestic and international tourists while proposing policies to create a favorable business environment. However, for a true breakthrough, Phu Tho requires groundbreaking mechanisms. First, it is essential to clearly position Phu Tho’s role within the Hanoi – Phu Tho – Vinh Phuc – Hoa Binh regional linkage, forming a “Heritage – Resort – Eco-tourism Belt” that is interconnected and complementary.

Furthermore, specific mechanisms for tourism development in the Northern Midlands and Mountains are needed, prioritizing infrastructure investment, attracting strategic investors, and supporting businesses in enhancing competitiveness. Promoting digital transformation and smart tourism products is also crucial to meeting new market trends.

With a unique cultural foundation, the companionship of the business community, and the connective role of the Tourism Association, Phu Tho is “awakening” its potential—transforming values into a driving force for a sustainable, deep, and identity-rich tourism industry.

Nguyen Ngoc Lan – Chairman of the Phu Tho Tourism Association