Ha Noi leverages OCOP programme to boost rural tourism

Highlights of OCOP tourism products

The city will launch four new experiential tourism products in September 2026 as part of its strategy to promote rural tourism as a driver of cultural preservation, new-style rural development and agricultural economic growth.

The first product, titled "South Thang Long–Ha Noi Heritage Route – A Journey to the Homeland," connects prominent suburban destinations including Binh Da, Quang Phu Cau and Phung Xa, together with a network of traditional craft villages and historical sites.

Visitors will be able to explore cultural and spiritual sites, traditional crafts and local cuisine, with highlights including Noi Binh Da Communal House, the Quang Phu Cau incense stick-making village and the Phung Xa weaving village. The route also links to attractions such as Non Chuong hat-making village, Boi Khe Pagoda, Cu Da ancient village and Huong Pagoda, along with other craft villages and agricultural and eco-tourism destinations.

The second tourism product, "South Thang Long–Ha Noi Heritage Route" under the theme "The Essence of Vietnamese Craft Villages," introduces visitors to southern Ha Noi's rich cultural and historical heritage through renowned craft villages including Ngau, Phuc Am and Cuu. The programme features traditional handicraft experiences, village life, local cuisine and OCOP products, while connecting visitors with lacquerware, mother-of-pearl inlay and bespoke suit-tailoring villages as well as nearby eco-tourism destinations.

The third tourism product, "Path of Learning," at Ha Mo Tourism Site highlights Viet Nam's long-standing educational tradition. The experience takes visitors on a journey through the nation's academic heritage, from ancient Thang Long and the Temple of Literature to Van Hien Temple, showcasing the enduring values of learning throughout the country's history.

The fourth product, "The Blossoms of Tuong Phieu," focuses on rural tourism in Phuc Tho Commune, offering visitors opportunities to experience traditional village landscapes, flower gardens, community life, agricultural activities and the distinctive customs of the Xu Doai region.

To support the rollout of the new tourism products, the Ha Noi Department of Tourism has called on tourism associations and travel companies to strengthen promotional activities, develop tour packages linking the new routes and incorporate OCOP destinations into sightseeing and shopping itineraries. A list of 35 OCOP destinations has already been distributed to relevant organisations and businesses for implementation.

The tourism initiatives form part of Ha Noi's broader strategy to capitalise on the success of its OCOP programme, which has become one of the city's key drivers of rural economic development.

Over recent years, the OCOP and rural tourism programmes have contributed significantly to economic restructuring by unlocking local strengths, increasing the value of agricultural, handicraft and service products, and creating stable employment opportunities for rural communities.

According to the Ministry of Agriculture and Environment, Ha Noi currently has the largest number of OCOP products in Viet Nam. The city has evaluated and classified 3,463 OCOP products, accounting for approximately 21 per cent of the national total. These include nine five-star products, 1,576 four-star products and 1,859 three-star products, while another 19 products are considered potential candidates for five-star recognition.

Under the city's 2026 OCOP Program Implementation Plan, Ha Noi aims to further improve product quality by developing an additional 300 products rated three stars or above, including at least 20 products proposed for national five-star evaluation.

The plan also places greater emphasis on enhancing product competitiveness and strengthening OCOP branding. Priority will be given to products that reflect local identity, traditional craft villages, tourism and cultural gifts, reinforcing the link between economic development and cultural preservation.

To strengthen market access, the city plans to establish an additional eight to 10 OCOP product display and sales outlets, alongside five creative design centres dedicated to promoting OCOP and traditional craft village products in connection with tourism. Authorities will also expand support for online sales and livestream marketing to help OCOP products reach a wider customer base.

Digital transformation is another key component of the city's strategy.

Under Plan No. 256/KH-UBND, dated June 5, 2026, the Ha Noi Department of Tourism encouraged tourism businesses and service providers to register their products and services for the "Digital Storefront – Elevating Capital City Merchants" program.

As part of the initiative, Ha Noi will cooperate with Shopee Company Limited to establish the "Ha Noi Capital Products Storefront" on the Shopee e-commerce platform. The digital marketplace will serve as a hub for promoting and selling the city's signature products, goods and tourism services.

For the 2026–2030 period, the programme aims for all OCOP products and half of businesses in other sectors across the city to participate in the digital storefront. The initiative will also connect with the Ha Noi Technology Exchange to support technology commercialisation, intellectual property protection and product traceability, while laying the groundwork for expanding the platform into a broader "Capital Region Products Storefront."

Eligible participants include tourist accommodation providers, domestic and international travel companies, visitor attractions, community-based tourism sites, traditional craft villages, eco-tourism destinations and other tourism-related businesses.

The Ha Noi Department of Tourism said the digital storefront programme, scheduled for launch before June 30, 2026, is expected to accelerate digital transformation in the tourism sector while improving the promotion, connectivity and market development of the capital's tourism products and services./.