Driving forces for tourism development in Son Thuy highland commune.

Possessing unique natural and cultural resources, Son Thuy commune has great potential for tourism development, but for a long time, these resources have mainly remained in the form of "raw resources," failing to create clear livelihoods. The issuance of the Son Thuy Commune Socio-Economic Development Plan associated with community tourism for the period 2026-2030 is expected to create a turning point, gradually shaping tourism into a sustainable development driver for the locality.

Tu Ma Hai Dao Temple - a spiritual destination in Chung Son village, Son Thuy commune.

Potential waiting to be "awakened"

Following National Highway 217, we headed up to Son Thuy commune, a land rich in layers of landscape and cultural heritage. This area has long been known for the Bo Cung cave, the Muong Xia festival associated with General Tu Ma Hai Dao, and the Pha Dua mountain range, perpetually shrouded in clouds, harboring vibrant legends of the Thai people of Muong Xia.

A highlight of the area's tourism resources is the Bo Cung cave in Chanh village. According to the Thai ethnic group, "Bo Cung" means "Shrimp Mine." This is a complex of caves over 1km deep, with a multi-layered structure and a rich system of stalactites and stalagmites in many fantastical shapes, creating a space that is both mysterious and magnificent. Beyond its scenic value, this area also offers opportunities for developing various forms of tourism, including exploration, experiential, and even adventure tourism, a trend that is becoming increasingly popular.

Nestled amidst the mountains and forests, the Tư Mã Hai Đào Temple in Chung Sơn village serves as a spiritual anchor for the Thái ethnic minority. The temple is dedicated to a hero who defended the border and protected the peaceful lives of the villagers. Associated with the temple is the Mường Xia Festival, a unique cultural event held annually on the 9th and 10th of the second lunar month. The festival was revived in 2010 and recognized as a national intangible cultural heritage in 2023. It is not only a religious activity but also a place to recreate traditional cultural values ​​through the xòe dance, the sound of the bamboo flute, folk games, and local cuisine .

The interplay between spiritual elements and community life has created a unique appeal, contributing to positioning Son Thuy commune on the tourism map of Thanh Hoa's highlands. The recent festival season saw a surge in visitors, demonstrating that the attraction stems not only from the natural landscape but also from the local cultural values ​​– a "soft pull" that helps retain tourists and create lasting impressions. However, these immense potentials have yet to be developed into specific tourism products; the local people have not been able to prosper from tourism.

Aiming for long-term goals

According to Mr. Mac Van Toi, Chairman of the People's Committee of Son Thuy commune, the locality's tourism potential is clear, but the current attraction is mainly temporary and has not created sustainable changes. The biggest "bottleneck" is infrastructure and services. Access to tourist destinations still depends heavily on natural conditions; inter-village transportation is not synchronized; essential items such as parking lots, restrooms, rest stops, signposts, etc., have hardly been invested in. Accommodation and food services are small-scale, spontaneous, and lack professionalism. Meanwhile, the local economy is mainly based on agriculture and forestry, people's incomes are still low, and there is no source of investment. Tourism is only in its formative, initial stage, has not yet formed a value chain, and lacks investment participation from businesses.

Against this backdrop, Son Thuy commune has issued a socio-economic development plan linked to community tourism for the period 2026-2030, outlining a clear direction: developing tourism in conjunction with restructuring agriculture and forestry, building new rural areas, and achieving sustainable poverty reduction. Specialty livestock farming models, fruit tree cultivation, and medicinal plant cultivation are being oriented towards becoming tourism products, gradually forming a "agriculture - tourism - OCOP" value chain. Community tourism is identified as the main development axis, with the selection of several villages with favorable conditions to build homestay models, develop experiences of local life, cuisine, and cultural activities. Simultaneously, the plan aims to gradually develop tourist routes and destinations such as Bo Cung Cave - Xia Stream and the Muong Xia cultural space. The plan also emphasizes the role of digital transformation in promoting and connecting tours, applying booking applications, and promoting cashless payments. This is coupled with a prioritized roadmap for upgrading transportation infrastructure, investing in essential projects, and training local human resources.

“The goal is not just to attract tourists during seasonal festivals, but to develop Son Thuy commune into a year-round destination with diverse products and increasingly improved service quality. To achieve this, Son Thuy commune urgently needs the cooperation and joint efforts of the business community; and guidance and support from relevant provincial agencies,” Mr. Toi hoped.

Text and photos: Dinh Giang

Source: https://baothanhhoa.vn/dong-luc-phat-trien-du-lich-o-xa-vung-cao-son-thuy-286971.htm