Turning heritage into a tourism "asset".

Possessing a vast and rich cultural heritage, Phu Tho is realizing its aspiration to transform its heritage into an "asset." The impressive figures regarding the number of visitors, revenue in 2025, and visitor satisfaction are clear evidence of a sound development strategy, affirming the ancestral land's position on the national tourism map.

Tourists visit Hung Temple during the end of the year.

With a history spanning thousands of years of nation-building, Phu Tho is considered a "living museum" with a system of 2,778 historical sites, of which 979 have been classified and 5 are UNESCO-listed heritage sites. This high density of historical sites, along with the harmonious combination of tangible and intangible cultural heritage, has created a strong endogenous resource. Beyond its potential, 2025 marks a spectacular transformation for the province's tourism industry, with a record total of 14.5 million visitors, an increase of over 1.4 million compared to 2024. Notably, the number of international visitors reached 676,000, representing an 11.8% growth.

Tourists enjoy taking photos and exploring the culture of the Dao people in Du village, Xuan Dai commune.

The appeal of tourism in the ancestral land is clearly demonstrated during peak seasons. For example, during the four-day National Day holiday on September 2nd, 2025, the province welcomed approximately 300,000 visitors, a 5% increase compared to the same period. Total tourism revenue during this period reached 305 billion VND.

Sharing his feelings about his visit to the ancestral land, Mr. Nguyen Hung Nam from Ba Vi (Hanoi) said: His extended family chose Phu Tho as their destination to both offer incense at Hung Temple and experience the cultural space of Hung Lo ancient village, where both adults and children can participate in activities. I believe that the combination of the sacred space of the ancestral land and the rustic, ancient charm, along with the experiential activities at the traditional craft village, brings special emotions, helps to bond family members, and educates children about their roots.

Tourists learn about Muong culture at homestays in Long Coc commune.

Not only Mr. Nam's family, but millions of other tourists have also discovered new experiences thanks to the province's innovative approach to tourism. In 2025, the stimulus program, with the participation of 38 businesses and attractive incentive packages, proved effective. The accommodation system has developed strongly with 1,525 establishments, including eco-resorts and high-end resorts that consistently achieve 90-95% occupancy rates during holidays.

Unique and distinctive products, closely linked to local culture, contribute to enriching the visitor experience.

A key factor shaping the new face of tourism in Phu Tho is its geographical advantage following the administrative consolidation. The province now possesses three distinct ecological zones: the midland hill region, the mountainous region, and the riverine plain. This expansive space has created favorable conditions for diversifying tourism products, from cultural and spiritual tourism, ecological and resort tourism to new forms such as MICE tourism, night tourism, sports and entertainment, and agriculture. Key tourist areas such as Hung Temple, Thanh Thuy, Xuan Son, and Hoa Binh Lake have therefore seen upgraded infrastructure and expanded services, helping to retain tourists for longer periods.

To achieve these results, alongside exploitation, conservation has always been a top priority for the province, guided by the principle of "the State and the People working together." Total investment in historical sites over the past period has reached more than 1,100 billion VND, helping to restore hundreds of sites and revive many intangible cultural heritages. However, challenges remain, as some archaeological sites and intangible heritages are still at risk of disappearing, and social mobilization of resources in some localities is still limited.

With a solid heritage foundation and strong growth momentum in 2025, Phu Tho is continuing to refine its mechanisms and policies to attract investment. The province is determined to continue to synchronously connect inter-regional tourism routes, making the most of the multi-layered ecosystem after the merger to make heritage a key driving force for sustainable economic and cultural development.

Le Hoang

Source: https://baophutho.vn/de-di-san-thanh-tai-san-du-lich-244105.htm