A video showcasing the natural beauty and Muong ethnic cultural heritage of Van Son commune has attracted widespread public attention. The presenter, Party Secretary Nguyen Duy Tu, appears in a simple shirt, rolled-up trousers and a pair of traditional Vietnamese sandals. Shortly after being posted on social media, the video racked up more than 1.2 million views, along with thousands of likes, comments, and shares.
“What motivated me was Van Son’s great tourism potential. The commune is home to attractions such as Thung Waterfall and Bai Pang campsite, but its tourism potential had yet to be fully tapped. When I came here to work, the locality was still poor and facing many difficulties. So I decided to use my phone to create videos and promote Van Son to a wider public,” Tu said.
In July 2025, Nguyen Duy Tu took up his new assignment in Van Son commune. Alongside his responsibilities as a local official, he was determined to find ways to unlock its tourism potential that had long remained untapped.
Located in the highlands of Phu Tho province, Van Son boasts a cool climate, beautiful natural landscapes, and the rich culture of its Muong ethnic community. Ancient Shan Tuyet tea hills, rice fields turning gold on the hillsides, and a traditional way of life offer strong potential for tourism development.
But before tourism could flourish, Tu believed Van Son first needed to become better known. “At first, developing homestays was very challenging. People were hesitant to get involved, and many families lacked the money to invest. Changing their mindset and raising awareness about tourism, particularly the idea of investing in homestays, wasn’t easy. But as we continued to promote the area, more tourists began to visit, and the local people saw that tourism could provide additional income. Today, 32 households have registered to operate homestays.”
Bui Van Khanh, a Van Son resident, said, “I found Tu approachable and deeply committed to developing tourism and creating livelihoods for local people. Thanks to his involvement in tourism development, the number of visitors to Van Son has almost doubled compared with last year.”
What makes Tu happiest is not the millions of views and interactions his videos receive, but the tangible responses they generate. He gets calls from tourists seeking more information about Van Son, inquiries about local attractions and cuisine, and feedback from people who have discovered the commune.
“I think what I’m doing can send a message to many local people, encouraging them to use digital technology. They can promote their own communities and, in the future, we can work toward being digital citizens and selling Van Son’s agricultural products on digital platforms,” Tu said.
