Stimulating tourism to the festival

As one of the country’s major festivals, the Hung Kings' Commemoration Day—Hung King Temple Festival is held annually, attracting millions of compatriots and tourists from all over the country to the land of their ancestors. To contribute to promoting and stimulating local tourism during the festival, the Phu Tho Tourism Association has actively coordinated with the provincial tourism industry and travel agencies to implement various solutions aimed at introducing and promoting the province’s high-quality tourism products and services to both domestic and international tourists.

The Provincial Tourism Association has coordinated with domestic travel agencies to create a “Return to the Roots” tour, which combines visits to the Hung King Temple Historical Site with experiences of Xoan singing in ancient villages.

Hung Kings' Commemoration Day, an important historical and cultural event, provides an opportunity to attract Vietnamese people, overseas Vietnamese, and international tourists to the land of their ancestors to visit and pay tribute. This year, the Hung Kings' Commemoration Day and the Cultural and Tourism Week of the Ancestral Land will take place from March 29 to April 7 (i.e., from March 1 to 10 of the lunar calendar), featuring about 30 engaging cultural and sports events and activities. The holiday coincides with the weekend, and the weather is cool and fresh, making it a prime opportunity to attract tourists from across the country and around the world to Phu Tho.

With the goal of establishing Phu Tho as a unique and attractive destination offering quality tourism products and services during the Hung Kings' Commemoration Day, the Provincial Tourism Association has been actively improving the quality of tourism products and services since early February (lunar calendar). The Association has organized promotional activities, developed new tour programs, focused on promoting intra-provincial tourism, explored community-based eco-tourism products, and connected historical and cultural attractions to enhance the appeal of Phu Tho tourism.

Domestic travel agencies have participated in discussions on creating the Hung King Temple—Thanh Son tour for the Hung Kings' Death Anniversary and the Cultural Tourism Week of the Ancestral Land in 2025.

Accordingly, the Association has worked with the provincial Department of Culture, Sports, and Tourism to organize Famtrip and Presstrip programs for delegates to survey and experience community cultural tourism products and services. Tours have been connected to destinations such as Hung King Temple—Thanh Son—Long Coc, Hung King Temple—Thanh Thuy, and Hung King Temple—Xuan Son—Long Coc. Additionally, programs have been organized for discussions and experience exchanges with travel agencies in the province and northern mountainous regions to improve service quality and tourism standards. The Association has actively participated in the “Colors of Tourism of the Homeland” program in 2025 (held from March 6 to March 10 of the lunar calendar).

Moreover, the Association has developed plans and coordinated with local branches to organize community training courses to enhance basic knowledge and skills in hospitality services, such as reception, room service, table service, bar preparation, kitchen service, and tour guide training. It has also focused on developing attractive tourism products and services, maintaining a balance between cost reduction and high-quality service, to stimulate demand and attract tourists.

Ms. Bui Thi Lich, Director of Indochina Tourist & Trade Company in Hanoi, stated, "If every year we primarily focus on interprovincial tours with Phu Tho as the first destination during the Hung King Temple Festival, this year, the source tours will be 2 days 1 night or 3 days 2 nights, combining tourism services with cultural experiences and resorts in Phu Tho. Tourists coming to Phu Tho will not only visit and pay tribute at the Hung King Temple Historical Site but also experience cultural activities such as Xoan singing in ancient villages. They will also enjoy culinary experiences from the North, Central, and South regions through the “Colors of Tourism in the Ancestral Land” program, visit Long Coc tea hill, explore the cultural diversity of the Muong and Dao ethnic minorities in Tan Son, enjoy hot mineral baths, and experience resort services at Thanh Thuy. These will undoubtedly be attractive tourism products, creating highlights for the Hung King Temple Festival tourism season in 2025."

According to reports from local travel businesses, the number of customers booking tours and tourism services from March 29 to April 4 (i.e., March 1 - March 7 of the lunar calendar) reached about 10% of the plan, and this number is forecast to increase significantly during the two weekends and the main holiday of March 10.

Members of the Provincial Tourism Association participated in the “Colors of Tourism of the Ancestral Land” program on the occasion of the Hung Kings' Death Anniversary, in response to the stimulus program initiated by the Ministry of Culture, Sports, and Tourism in 2025.

Mr. Nguyen Ngoc Lan, Chairman of the Provincial Tourism Association, said, "The Association currently has 108 members, including travel businesses, tourism services, and accommodation providers. 100% of the Association’s members have registered to participate in tourism stimulus programs during the Hung Kings' Commemoration Day and the Ancestral Land Culture and Tourism Week".

To effectively promote and stimulate tourism during the festival, the Association is continuing to strengthen coordination with local branches to inspect and supervise members, ensuring they provide high-quality services and competitive prices. The Association encourages tourism service enterprises to extend their participation in tourism stimulus programs to offer people and tourists the opportunity to experience activities at the Cultural and Tourism Week of the Ancestral Land in a safe and attractive manner.

This initiative contributes to establishing Phu Tho as an appealing destination and leaves a lasting impression on the hearts of tourists.

Bich Ngoc