Stimulating tourism demand from the Hung King Temple Festival

The Hung King Temple Festival and the annual Culture and Tourism Week of the Ancestral Land are meaningful occasions for every Vietnamese person, both at home and abroad, to turn their hearts toward the Ancestral Land—the cradle of the Vietnamese nation. These events are also valuable opportunities for Phu Tho to showcase its unique cultural identity, boost tourism promotion, attract domestic and international visitors, and increase the number of high-spending, long-staying tourists, thereby contributing to the province’s socio-economic development.

Promoting the traditional specialty—Chung cake—to tourists.

The vibrant colors of Phu Tho tourism

The Hung King Temple Festival and the Culture and Tourism Week of the Ancestral Land in the year of At Ty 2025 are held from March 29 to April 7 (or from the first to the tenth day of the third month of the lunar calendar), featuring a wide range of joyful and healthy activities closely associated with culture, sports, and tourism. These events vividly reflect the unique cultural essence of the ancestral land.

Ms. Vu Thi Hoai Phuong, Deputy Director of the Department of Culture, Sports, and Tourism, shared, “The Hung King Temple Festival and the Culture and Tourism Week of the Ancestral Land in 2025 offer Phu Tho a chance to introduce to both domestic and international visitors the distinctive beauty of the land of origin—with its sacred Hung King Temple, soulful melodies of Xoan singing, vast Long Coc tea hills, therapeutic Thanh Thuy mineral springs, majestic Xuan Son National Park, and the poetic landscapes of Ao Gioi–Suoi Tien. All of these elements together create a vivid tapestry of nature and culture that captivates and draws visitors to Phu Tho.”

A key highlight of the program is the event titled “Colors of Tourism of the Ancestral Land—Phu Tho 2025,” which aims to promote and showcase Phu Tho’s tourism image, iconic products of the Ancestral Land, and those from neighboring localities with linked tourism development strategies. The event features approximately 80 booths displaying and promoting tourism services, scenic destinations, handicraft products, OCOP items, and local specialties from Phu Tho and other regions nationwide.

Visitors can also enjoy interactive experiences and photo opportunities, sample local cuisine, and explore tourism products in a dedicated exhibition space. Throughout the event, vibrant cultural, artistic, and street music performances continuously entertain and engage both locals and tourists.

Mr. Cao Dang Duy, Director of the Hung Lo Rice Noodle Cooperative (Viet Tri City), shared, “Our cooperative hopes to connect with more distribution partners to expand the reach of our products, not only in Phu Tho but also from other provinces, bringing them to consumers across the country. This event presents a great opportunity for businesses and localities to introduce their specialty products to a wider audience, both domestically and internationally.”

Ms. Tran Thi Huyen Van, a tourist from Hanoi, remarked, “I really enjoyed visiting the booths, learning about, and tasting the typical products of Phu Tho and other provinces during the ‘Colors of Tourism of the Ancestral Land’ program. My friends and I got to explore a variety of agricultural products, cakes, and dishes crafted by skilled hands—full of authentic flavor and beautifully packaged—perfect as souvenirs.”

“Colors of Tourism of the Ancestral Land” serves as an open invitation for travelers to explore the land of origin, immerse themselves in its nature, and embrace the rich cultural traditions of Phu Tho.

Promoting tourism potential, craft village products, OCOP items, and regional specialties to a broader audience.

Phu Tho—An Ideal Destination

The Hung Kings’ Commemoration Day and the Culture and Tourism Week of the Ancestral Land in the year of At Ty 2025 reaffirm Phu Tho’s position as a leading destination for cultural, ecological, and spiritual tourism in Vietnam. With over 300 festivals, Phu Tho—the land of origin—boasts one of the highest concentrations of traditional festivals in the country. These folk celebrations still retain their distinct cultural features, including the Lang Suong Temple Festival (Thanh Thuy District), Tru Mat Temple Festival (Phu Tho Town), Van Luong Temple Festival, the Hung King Teaching People to Grow Rice Festival (Viet Tri City), Ba Temple Festival (Phu Ninh District), Ngoc Tan Communal House Festival (Doan Hung District), Gia Du and Quang Huc Communal House Festivals (Tam Nong District), and many others.

In addition, Phu Tho is home to numerous historical and cultural relics and stunning natural landscapes. Notable sites include the Hung King Temple Historical Complex—a sacred cultural landmark for the Vietnamese people; the tea hills of Long Coc and My Thuan; Ao Chau and Van Hoi lagoons; and the Mo Waterfall—all of which create a serene and poetic midland landscape.

“Phu Tho—Go to Love” is a tourism stimulation campaign featuring attractive promotional offers and vibrant experiences designed to draw tourists not just during holidays, but throughout the year. These include discounts and packages aimed at making Phu Tho a destination full of colorful cultural adventures.

To further enhance its appeal, the provincial tourism sector has coordinated with businesses and travel agencies to launch a series of incentive programs. These include 15–30% discounts on accommodation and dining, along with free vouchers for experiences such as Xoan singing, dam duong performances, tea picking, Hung Lo rice noodle making, Chung cake wrapping, and Giay cake pounding. The campaign aims to expand promotional activities, renew and diversify tourism offerings, strengthen links between tourist areas and services, improve the overall visitor experience.

Deputy Director Vu Thi Hoai Phuong noted, “The province will carry out communication campaigns to officially launch the 2025 Phu Tho Tourism Stimulus Program, featuring various tourism products, services, and discounted tour packages—especially through social media, tourism websites, and e-portals. We’ll also engage media outlets, travel agencies, and stakeholders to maximize outreach and participation in the stimulus campaign.”

Phu Tho will also host a variety of cultural and sporting events, seminars, and celebrations for key dates such as Vietnam Tourism Day and World Tourism Day. The focus will be on multi-channel promotion, visitor safety, environmental preservation, and creating a positive, professional, and sustainable image for Phu Tho tourism—one that is safe, welcoming, and appealing.

It can be said that the Hung King Temple Festival and the Culture and Tourism Week of the Ancestral Land in the Year of At Ty 2025 are not only significant cultural events but also vital platforms to attract both local and international tourists. Promoting tourism during this time helps elevate Phu Tho’s image as a must-visit destination on Vietnam’s tourism map. The province affirms its commitment: the ancestral land is not only a sacred place preserving invaluable cultural heritage and national pride but also a thriving tourist destination where historical and cultural values are preserved, connected, and sustainably developed.

Ngoc Tuan