Phu Tho tourism: Expanding space, elevating position

The integration of Phu Tho, Vinh Phuc, and Hoa Binh has ushered in a new era for Phu Tho tourism. Within this expanded development space, tourism is playing an increasingly vital role in the province’s economic structure. It is now recognized as a comprehensive sector—interweaving culture, history, people, and natural resources to foster sustainable growth. This transformation presents an opportunity and a foundation for Phu Tho to restructure tourism products, expand its market reach, strengthen regional linkages, enhance brand positioning, and establish itself as a safe, friendly, and distinctive destination in the Northern Midlands and Mountainous region.

Effectively promoting its potential and strengths, Phu Tho is becoming an increasingly attractive destination for tourists. Photo by Le Hoang.

Emerging potential and strengths

Phu Tho, along with Hoa Binh and Vinh Phuc, has gradually affirmed its tourism identity and brand. Key performance indicators in the sector show an average growth rate of 10-15% per year. The number of tourism-related establishments, service providers, and businesses continues to rise, attracting significant investment. The region offers a wide range of tourism products, including cultural and historical tourism, ecotourism, entertainment and leisure, community-based tourism, and rich, diverse culinary experiences. These have shaped numerous well-regarded tourism sites, drawing over 10 million visitors annually across the three provinces.

Following the integration, Phu Tho now possesses three distinct cultural, historical, and ecological zones: the sacred heritage of the Hung Kings, modern industrial urban areas, and untouched ecotourism spaces rooted in indigenous culture. This diversity opens up rich potential for high-connectivity tourism development.

For generations, the Land of the Hung Kings has stood as a spiritual and cultural symbol of Vietnam. Thousands of relics honoring the Hung Kings and hundreds of associated festivals across the ancestral land exemplify the deep-rooted solidarity of the Vietnamese people. Meanwhile, the Tay Thien Scenic Complex offers a unique spiritual space through the worship of the Mother Goddess and the presence of the Truc Lam Tay Thien Zen Monastery, reviving a historic Buddhist site from the Ly and Tran dynasties. In the western part of the province, the Muong ethnic culture is preserved in its entirety, from stilt houses and gong music to unique agricultural festivals—providing a living cultural landscape for exploration. Traditional festivals associated with these relics and scenic spots further enhance the province’s distinctive cultural identity.

In addition to spiritual tourism, Phu Tho also excels in ecotourism and community-based tourism. From Xuan Son National Park to the Tam Dao tourist area, each destination offers a unique natural and cultural appeal. Visitors can enjoy ecological spaces and scenic beauty while engaging with the local culture. In cultural tourism villages such as Xuan Son, Long Coc, Ban Lac (Mai Chau), Ke Hien Luong, Da Bia (Tien Phong), and Mo (Thung Nai), travelers can join local residents in preparing bamboo rice, collecting medicinal herbs, or learning traditional wax painting techniques of the Muong, Dao, and Thai ethnic groups.

Mr. Nguyen Tien Dat, a tourist from Hanoi, shared, "Before the merger of the three provinces, my family and I often visited Tam Dao, Vuon Vua, and Xuan Son. Now, with these destinations unified into a single regional tourism space, it’s much more convenient to travel and explore."

Blessed with natural beauty, ranging from primeval forests and serene lakes to rare hot mineral springs, Phu Tho offers fresh air and striking landscapes. It is also an ideal resort destination with a wide range of recreational options, particularly golf tourism, boasting seven golf courses across the province.

Cuisine is another highlight of the tourism experience. Visitors can enjoy the rustic yet refined Muong leaf tray meal, often served with local rice wine and specialties such as Rocky Mountain goat, Da River fish, Viet Tri catfish, Thinh fish, Thanh Son sour pork, Tam Dao chayote, Xuan Son wild vegetables, Long Coc tea, and Doan Hung grapefruit. These flavors reflect the essence of the Ancestral Land.

The Tam Dao tourist area is often referred to as the Da Lat of the North.

Stimulating tourism demand

Mr. Nguyen Duc Hoa, Director of the Phu Tho Tourism Promotion Information Center, stated, “To effectively tap into the province’s tourism potential, we have developed eight unique tours that offer heritage journeys, historical site visits, and scenic explorations across the Ancestral Land”. Notable tours include “Journey to the Source”, “Fragrance of Muong Land”, “The Green Land of the Ancestral Land”, golf and MICE tourism packages, and linkages with the expanded Northwest tourism route. These tours promise new and enriching experiences for both domestic and international travelers.

Phu Tho’s 2025 tourism stimulus program includes attractive and diversified products and services, along with discounts ranging from 10 to 30 percent. Offerings span accommodation, conferences, dining, transportation, resorts, entertainment, cultural shows, and community experiences. The Hung Temple Historical Relic Site is offering travel agencies discounted combo packages, 20 percent lower than listed prices. Lai Len Temple is offering incentives for Xoan singing experiences at VND 1.5 million per group of 50 or more. Saigon Phu Tho Hotel is providing free room upgrades equivalent to 10 percent of the total room count and discounts across all service categories. Long Coc Ecolodge is offering early-week room discounts of 40 percent, weekend discounts of 20 percent for bookings over 50 guests, and complimentary cassava cake-making for groups over 20, as well as free community performances or bamboo pole dancing for groups over 100 guests.

Lac Hong Investment Joint Stock Company is operating three tourism service projects in the province. It is offering a 50 percent discount on electric car and cable car services at Tay Thien Scenic Area for residents of the new Phu Tho Province (valid until August 31, 2025), along with 10 to 20 percent discounts at Venus Tam Dao Hotel and 10 percent off at Thanh Lanh Golf Course. Serena Resort Kim Boi is also offering 10 to 45 percent discounts on listed prices. These attractive packages ensure affordability without compromising quality, promising memorable journeys through the land of national origin.

Peaceful Ban Lac – Mai Chau.

Toward sustainable growth

As Vietnam accelerates its transition to a green economy, knowledge economy, and digital transformation, tourism is expected to remain a key driver of local growth. Moving forward, provincial departments and localities must enhance inter-sectoral and regional coordination, improve planning quality, and promote investment and destination branding. The aim is to establish Phu Tho as a leading cultural, ecological, and resort tourism hub in the Northern Midlands and Mountainous region.

It is also essential to raise public awareness and foster a sense of shared responsibility for tourism development. With its newly expanded socio-economic space, high connectivity, and abundant development potential, Phu Tho has positioned tourism as a core economic pillar. It will continue contributing to economic restructuring, job creation, cultural preservation, and sustainable growth. With solidarity and innovation, the Phu Tho tourism sector is determined to elevate the province’s profile on Vietnam’s tourism map.

Hong Nhung