Unlocking the Potential of Cultural and Spiritual Tourism

As the sacred Ancestral Land, Phu Tho possesses a rich system of historical relics, scenic landscapes, and spiritual cultural values. The harmonious blend of natural resources and traditional beliefs creates a competitive advantage for the province to develop spiritual tourism into a signature product, attracting visitors and driving sustainable growth.

Tourists experiencing the night tour "Hung Temple: Shimmering Origins."

Diverse Destinations

With a thousand-year history of civilization and rich traditions, Phu Tho serves as a captivating spiritual tourism destination for visitors from all walks of life.

Following the administrative merger, the province now boasts 979 ranked relics, including 6 Special National Relics: the Hung Temple Historic Site; the Tay Thien - Tam Dao Historic Site and Scenic Landscape; Binh Son Tower; Tho Tang Communal House; the Huong Canh Communal House Cluster; and the Xom Trai Cave & Lang Vanh Rock Shelter. Along with 176 national-level relics, 797 provincial-level relics, and hundreds of traditional festivals, these sites constitute a vital resource for tourism development, particularly in the realm of cultural and spiritual tourism.

Complementing these are 176 national-level relics, 797 provincial-level relics, and hundreds of traditional festivals.

The focal point is the Hung Temple Special National Historic Site (Hy Cuong Commune) — the sanctuary for worshipping the Hung Kings, featuring ancient architecture and intangible heritages recognized by UNESCO, such as the Worship of Hung Kings and Xoan Singing. Other highlights include the Mother Au Co Temple (Ha Hoa) and the Tam Giang Temple cluster (Thanh Mieu), famous for the traditional boat racing festival at the Bach Hac confluence.

Following the merger, Phu Tho has integrated more prominent spiritual sites. The Tay Thien Historic Site (Dai Dinh) — a convergence of Buddhism and Mother Goddess worship — attracts millions of pilgrims annually. Additionally, the Vinh Phuc sector (formerly) contributes sites like the Mother of the Highlands Temple (Tam Dao) and Ha Tien Pagoda. To the South (formerly Hoa Binh province), Phat Quang Pagoda and the majestic Lord of Thac Bo Temple (Thung Nai) offer unique spiritual lures tied to Muong and Dao ethnic legends.

Palanquin procession at the Tay Thien Festival.

Unleashing Potential

Cultural and spiritual tourism stems from the religious, religious, and spiritual needs of people. Moving beyond simple sightseeing, this form of travel offers profound cultural experiences, helping visitors find balance and tranquility in their lives. In recent years, spiritual tourism has increasingly asserted its vital role in the province’s overall tourism landscape. It is not only a product with stable appeal but also a catalyst for spreading economic value to various other service sectors.

In 2025, Phu Tho welcomed over 14.5 million visitors, including more than 13.8 million domestic tourists and 676,000 international guests, with estimated revenue reaching 14.8 trillion VND.

The Hung Temple Special National Historic Site continues to be the highlight, attracting approximately 5 million visitors annually. In particular, on the Hung Kings' Commemoration Day (the 10th day of the 3rd lunar month), millions of people and tourists from across the country make a pilgrimage here, creating a solemn atmosphere rich in cultural identity.

Beyond Hung Temple, other destinations like the Tay Thien Special National Historic Site have also recorded a sharp increase in visitor numbers. In the early days of 2026 alone, it welcomed over 40,000 people and tourists for sightseeing and worship. Dai Dinh commune and the site management units have prioritized upgrading infrastructure and environmental landscapes, improving service quality, and organizing unique artistic activities by ethnic minorities to promote and spread the Mother Goddess worship belief.

Developing Towards Sustainability

Despite its potential, spiritual tourism in Phu Tho faces challenges such as seasonality and a lack of synchronized connectivity. To exploit this “smokeless industry” effectively, Phu Tho’s tourism sector has launched the digital campaign “Phu Tho Tourism – A Multi-Colored Experience,” applying digital maps and QR codes across all sites.

Hundreds of travel agencies have collaborated to design specialized spiritual tourism packages tailored to diverse visitor segments, with a particular focus on international tourists and the younger generation. Notable itineraries include the “Hung Temple: Shimmering Origins” night tour; the Hung Temple – Lai Len Temple – Hung Lo Ancient Village circuit; the Hung Temple – Hung Lo Ancient Village – Xuan Son National Park – Thanh Thuy Hot Spring Resort journey; and the Hung Temple – Tay Thien – Thac Bo Temple experience.

Mr. Bui Xuan Truong, Deputy Director of the Department of Culture, Sports, and Tourism, stated: "After the merger, the province’s tourism space has expanded, harmonizing cultural, ecological, and resort resources. Visitors can start their journey at the spiritual realm of Tay Thien, connect back to their roots at Hung Temple, and then relax at the Long Coc tea hills or Thanh Thuy hot springs... forming a continuous circuit that extends stays and increases average spending."

With a goal to welcome 15 million visitors and reach 16.3 trillion VND in revenue in 2026, cultural and spiritual tourism is identified as a vital pillar in the strategy to diversify products and position Phu Tho as a sustainable economic driver.

Ngoc Tuan