PHU THO — The merger of three northern provinces – Phu Tho, Vinh Phuc, and Hoa Binh – not only opens up a new economic space but also creates invaluable potential for tourism development.

With a comprehensive strategy focused on professionalism and a blend of heritage preservation and modern technology, the tourism sector in the newly formed Phu Tho Province is experiencing a remarkable transformation. It is steadily emerging as a premier destination in the northern region, attracting millions of visitors and generating substantial revenues.

Long Coc Tea Hills, a tourist attraction in Phu Tho. Photo bvhttdl.gov.vn

When Heritage and Nature Converge

Prior to the merger, three provinces had their distinct tourism advantages - Phu Tho with its spiritual and ancestral tourism linked to the Intangible Cultural Heritage of the Worship of the Hùng Kings, who established Vietnam’s first nation - Van Lang; Vinh Phuc renowned for its resort, eco-tourism, and golf (Tam Dao, Tay Thien, Dai Lai); while Hoa Binh captivated visitors with the pristine beauty of Hoa Binh Lake and the unique cultural identity of the Muong and Thai ethnic groups.

The historic merger has transformed these individual pieces into a comprehensive, vibrant, and highly appealing tourism mosaic. Visitors to Phu Tho now can design unique combined tours. They can visit Hung Kings' Temple to pay homage to the Kings and reconnect with their ancestral roots in the morning and then leisurely cruise on the majestic Hoa Binh Lake in the afternoon. In the evening, they can enjoy the fresh, cool atmosphere at a resort atop Tam Dao.

Visitors to Hung Kings’ Temple, a must-visit destination in Phu Tho Province. VNA/VNS Photo Quoc Khanh

Recognising the advantages of this "three-in-one" model, the tourism sector of the province has swiftly developed new strategies and products, linking destinations to create seamless and enriching experiences. Traditional festivals such as the Hung Kings' Death Anniversary, Tay Thien Festival, and the Muong Ethnic Group's Khai Ha Festival are no longer local events but have been elevated to cultural and tourism events for the entire province, organised on a larger scale with richer content and greater outreach.

In particular, the Hung Kings’ Commemoration and Ancestral Land Culture - Tourism Week has become a distinctive tourism brand of the region. This event encompasses not only formal ceremonies but also a series of vibrant cultural, artistic, sports, and culinary activities, attracting hundreds of thousands of visitors from across the country and around the world, creating a significant boost for the entire sector.

Digital Transformation

In the context of the Fourth Industrial Revolution, smart tourism is an inevitable trend. Recognising this, Phu Tho Province has taken pioneering steps in adopting digital transformation to enhance visitor experiences and improve management efficiency.

A tourist scans a QR code for information at Hung Lo Community Cultural Tourism Destination in Phu Tho. Photo bvhttdl.gov.vn

A digital tourism ecosystem is gradually taking shape. Mobile applications featuring interactive maps allow visitors to easily search for information, locate destinations, book hotel rooms, purchase tickets, and access other services with just a few taps.

Multilingual automatic audio guides have been implemented at key heritage sites like the Hung Kings' Temple, enabling international tourists to explore and gain a deeper understanding of the historical and cultural significance of the heritage.

Technology infrastructure at tourist sites is being significantly upgraded. Free Wi-Fi systems and check-in spots utilising augmented reality (AR) and virtual reality (VR) technologies are becoming increasingly popular, providing unique and exciting experiences. This encourages visitors to share images and promote the province's tourism on social media platforms.

Tourism promotion and marketing efforts have also been thoroughly "digitised." Instead of traditional methods, the province has intensified its marketing on digital channels, collaborating with travel bloggers and influencers (KOLs) to spread the beauty and appeal of the Land of the Ancestors' tourism to a wide audience, especially the youth.

Impressive Figures

In the first nine months of 2025, the tourism landscape of Phu Tho has brightened with impressive figures. The province welcomed 3.65 million overnight visitors, including 95,000 international tourists. Total revenue from tourism services reached nearly VNĐ12 trillion (US$500,000), a remarkable figure that underscores tourism's emergence as a key economic sector.

Many large corporations have decided to invest in tourism and resort projects worth thousands of billions of dong. The groundbreaking of the Cuoi Ha cable car system and the Serena Resort are promising signs that are expected to transform the tourism landscape, creating high-quality products that meet the diverse needs of both domestic and international visitors.

Alongside this, the intangible cultural heritage values continue to receive investment for preservation and promotion. The completion of the documentation for four heritage items to be included in the national intangible cultural heritage list, and especially the submission of the Mo Muong dossier to UNESCO for recognition as an urgently needed intangible cultural heritage, is not only a source of pride but also creates unique cultural tourism products that are one of a kind.

A performance of xoan singing, an intangible cultural heritage of Phu Tho Province, within the Hung Kings’ Commemoration and Ancestral Land Culture - Tourism Week 2025. VNA/VNS Photo Ta Toan

The journey to make Phu Tho tourism a key economic sector is still ahead. However, with the unique blend of heritage and nature, tradition and modernity, along with innovative thinking and the strong involvement of the entire political system, businesses, and people, it is believable that the potential of the Land of the Vietnamese Ancestors is being "awakened."

A new tourism centre of the nation, an unmissable destination on the tourism map of Vietnam and internationally, is gradually taking shape, promising to bring sustainable prosperity to the ancestral land. VNS