Ready for the 2025 Summer Tourism Season: “Phu Tho—Go to Love”

Summer 2025 is shaping up to be a key moment for Phu Tho tourism to gain momentum. With a proactive, flexible, and innovative spirit, the province is implementing a wide range of comprehensive solutions to enhance infrastructure, services, and tourism products—all aimed at offering visitors a safe, joyful, and fulfilling summer experience in the Land of the Ancestors.

To meet the growing demand for travel and relaxation during the domestic tourism peak season, Phu Tho has taken the initiative to upgrade infrastructure at major attractions such as the Hung King Temple Historical Site, Xuan Son National Park, Thanh Thuy Hot Spring Resort, and Ao Gioi–Suoi Tien. Roads have been renovated, expanded, and improved to ensure convenient connectivity from Viet Tri City to ecological, cultural, and spiritual destinations across the province.

Visitors enjoy the culinary culture space at Xuan Son National Park, Tan Son District.

Support facilities—including parking lots, signage, public restrooms, and rest stops—are being developed in a synchronized, tourist-friendly manner.

Phu Tho is also encouraging the growth of a diverse accommodation system, ranging from modern hotels to community-based homestays in highland districts such as Tan Son and Thanh Son. Visitors can not only unwind but also experience the rich indigenous cultures of the Muong and Dao ethnic groups.

Tourism services are becoming increasingly professional. Many sites have introduced electric vehicles, developed teams of local tour guides, organized traditional culinary spaces, and opened specialty shops selling local products. These efforts aim to create convenient, authentic, and memorable journeys for travelers.

Notably, the province is continuously innovating its tourism products to offer vibrant, engaging summer experiences. Popular trends include spiritual, ecological, and community-based tourism designed around exploration and relaxation. Standout short-term tours combine leisure with discovery—such as trips to the mesmerizing Long Coc tea hills, ethnic villages in Xuan Son National Park, and cultural immersion experiences that include tasting moss dishes, grilled stream fish, and sipping bamboo-tube wine. Thanh Thuy’s hot spring tours have been upgraded with spa services, wellness treatments, and eco-resorts.

Tourists take part in traditional cultural and artistic performances of the Muong and Dao ethnic communities.

Spiritual tourism continues to thrive with a system of revered sites, including the Hung King Temple in Viet Tri, Lang Suong Temple in Thanh Thuy, and Mau Au Co Temple in Ha Hoa. These locations are integrated into meaningful journeys to the sacred roots of the Vietnamese people. At the same time, the province is promoting its culinary and handicraft treasures—such as tai cake, fermented pork (sour meat), and Hung Lo rice noodles—allowing visitors to both indulge and purchase local gifts.

To ensure the 2025 summer tourism season is successful and safe, Phu Tho is prioritizing service quality and fostering a civilized, friendly tourism environment. The introduction of new products that reflect the identity of the ancestral land not only enriches tourist options but also brings to life the tourism promotion campaign, “Phu Tho—Go to Love.” This is a concrete response to the Prime Minister’s Directive No. 34/CD-TTg, dated April 10, 2025, on tourism development, supporting the goal of achieving double-digit economic growth this year.

The road network connecting destinations in Tan Son district has been upgraded, effectively linking ecotourism and community tourism spots in the area.

Service providers are required to guarantee absolute safety, especially in areas involving water-based activities. Vehicles that fail to meet technical standards are banned from operation. Tourist service points must publicly display their prices, sell at the listed rates, and avoid overcharging—helping protect visitors' rights and maintain a positive travel experience.

Amid the rapid rise of online tourism platforms, the province is also intensifying communication to raise public awareness and prevent online scams. The Department of Culture, Sports, and Tourism is coordinating with relevant authorities to manage traffic flow, prevent congestion, and ensure smooth travel for tourists.

Inspection and quality control efforts are being taken seriously. The department’s inspectorate, in collaboration with other sectors, is conducting field checks at tourist areas and promptly addressing violations related to safety, pricing, and service quality—reinforcing Phu Tho’s image as a safe and welcoming destination.

Local restaurants are fully prepared to welcome an influx of tourists this summer.

Alongside infrastructure and service investments, tourism communication and promotion remain top priorities. Under the theme “Phu Tho—Go to Love,” campaigns are being flexibly deployed across a wide range of platforms—from traditional media to digital channels. The department is working with news outlets to publish feature stories and columns spotlighting destinations, festivals, and local specialties.

On digital platforms—such as fanpages, websites, and YouTube—content is being produced with dynamic visuals and engaging storytelling, making it easier for travelers to access information and plan their visits.

Phu Tho Province participates in the exhibition “Tourism Space, Cultural Heritage, Scenic Spots, and Traditional Handicrafts” in Hue.

Online engagement is also a major focus. The province is organizing livestream tours and producing promotional videos highlighting cultural heritage assets like Xoan singing, Tram singing, and highland cuisine. These efforts help spread the distinct cultural identity of Phu Tho to both domestic and international audiences. Participating in tourism fairs and forums in major cities is another way the province is promoting its image as a sacred and hospitable land.

With a modern, proactive, and visitor-friendly approach, Phu Tho is steadily solidifying its position as a standout destination on the national tourism map—ready to welcome travelers from near and far for a vibrant, experience-filled summer season.

Nhu Quynh