The appeal of Phu Tho as a destination

Implementing a comprehensive approach encompassing promotion, infrastructure upgrades, product diversification, and digital transformation, the 2025 tourism stimulus program has created a strong impetus for Phu Tho's tourism sector to accelerate. With an 11.1% increase in visitors and revenue reaching 14,800 billion VND – the highest ever – the province affirms its correct and effective direction in the new development landscape.

Tourism stimulus program:

Following the administrative merger, Phu Tho possesses three distinct ecological zones: the midland hill region, the mountainous region, and the riverine plain. This provides ample space for the development of cultural-spiritual tourism, ecological-resort tourism, community-based tourism, and agricultural tourism. The province boasts a rich cultural heritage, most notably Xoan singing and the Hung King worshiping belief – two UNESCO-recognized heritage sites. Furthermore, it has a particular strength in spiritual tourism associated with the Hung Temple Historical Site – a center for the convergence and dissemination of Lac Viet culture. The system of rivers, mountains, special-use forests, caves, valleys, and the Thanh Thuy hot springs create favorable conditions for the development of health and wellness tourism products, and exploratory tourism at Xuan Son National Park, Hoa Binh Lake, Long Coc tea hills, etc. The Hung Temple National Tourist Area, Tam Dao, and the Muong-Dao-Thai community tourism chain open up a region with rich potential for connectivity. This is a major advantage for Phu Tho to attract investment, develop new products, and expand its market in the period 2025-2030.

Visitors experience the Phu Tho province's booth at the Quang Ninh Food Festival 2025.

Choosing Phu Tho as her weekend getaway destination, Ms. Nguyen Thu Ha, a tourist from Cau Giay ward (Hanoi), said: "My family was very impressed with the tourism stimulus package the province is currently implementing. We booked a combo including accommodation, hot spring tickets, and a tour to Hung Temple at a price reduced by nearly 25%. The online payment system was fast, and scanning the QR code to view destination information was very convenient. The service was much better than when I visited two years ago."

According to Ms. Ha, not only are the prices good, but the tourist areas and attractions have also been upgraded and improved, from the roads leading to the eco-tourism areas to the parking lots and experiential spaces... everything is neater and more welcoming. This experience accurately reflects the efforts of tourism establishments in improving service quality in conjunction with the stimulus program.

In implementing the Action Plan for the deployment of Official Dispatch No. 34/CD-TTg and the tourism stimulus program of the Ministry of Culture, Sports and Tourism, Phu Tho province organized and participated in a series of important events. Notable promotional activities include: the Hoa Ban Festival 2025; the 21st Ho Chi Minh City Tourism Festival; the VITM Hanoi International Tourism Fair; the Northwest - Dien Bien Quintessence Festival 2025; the ITE HCMC Fair, etc. The province welcomed many Famtrip and Presstrip delegations to survey tourism products, such as "Colors of the Ancestral Land - Travel to Love," "Discover Xuan Son," as well as delegations from Thailand, Central Vietnam, and international tourism businesses.

The digital communication campaign "Phu Tho Tourism - Diverse Experiences" was strongly implemented on social media, short video platforms, and livestreams of festivals and culinary experiences. Digital products such as tourist maps, destination introduction clips, and QR codes at tourist sites were widely applied, helping to enhance the visitor experience.

In 2025, the entire province will have 38 businesses participating in the tourism stimulus program with discounts of 10-30%, applied to accommodation-food-entrance ticket packages, family vouchers, and seasonal discount codes. The total number of visitors is expected to reach 14.5 million, an increase of over 1.4 million compared to 2024; international visitors will reach 676,000, an increase of 11.8%. The accommodation system is developing strongly, with 1,525 establishments and 92 hotels ranging from 1 to 5 stars. Key tourist areas such as Hung Temple, Thanh Thuy, Xuan Son, Tam Dao, Hoa Binh Lake, etc., have recorded a high increase in visitors thanks to infrastructure upgrades, expanded services, and the creation of many new products such as MICE tourism, community tourism, agricultural tourism, night tourism, and sports and entertainment services.

According to Mr. Bui Xuan Truong, Deputy Director of the Department of Culture, Sports and Tourism, the 2025 tourism stimulus program has yielded many clear results: The province's tourism has improved in both quantity and quality: the number of visitors has increased, revenue has increased, and the image of destinations has become more professional. Products have been diversified, businesses have proactively participated in stimulus packages, infrastructure has been upgraded, and digital transformation has made significant progress. Regional linkages continue to expand, creating stable and sustainable attraction.

However, the Department of Culture, Sports and Tourism recognizes several limitations: the average length of stay is only 1 or 2 days; spending is still low; distinctive products are not truly outstanding; human resources lack foreign language and management skills; and some services are not yet synchronized. Digital transformation efforts lack a complete ecosystem, and data is not interconnected or updated in real time.

To enhance the effectiveness of stimulating demand in the coming years, the tourism industry will focus on key tasks: Developing distinctive tourism products: cultural and spiritual tourism (Hung Temple, Tay Thien, Thac Bo Temple), ecological and resort tourism (Thanh Thuy, Kim Boi, Xuan Son), agricultural tourism, community tourism, MICE tourism, and night tourism. Promoting digital transformation across the entire industry: Completing the smart tourism ecosystem with tourism applications, digital maps, online payments, and real-time statistics systems. Attracting strategic investors to build large-scale resorts and entertainment complexes. Focusing on improving the quality of human resources. Expanding regional linkages with Hanoi, Vinh Phuc, Hoa Binh, Son La, Ninh Binh, etc., to form inter-provincial tours and cross-regional products.

It can be affirmed that the 2025 tourism stimulus program has created positive changes in the image, quality, and attractiveness of Phu Tho as a tourist destination. The positive growth in visitors, revenue, infrastructure, and products demonstrates the efforts of the entire political system, management agencies, and businesses. This is an important foundation for Phu Tho to continue its breakthrough, building green, smart, and sustainable tourism, becoming a key economic sector in the new development phase.

Huong Lan

Source: https://baophutho.vn/suc-hut-cua-diem-den-nbsp-phu-tho-243748.htm