Thu Lam boosts tourism through culture and heritage

THE HANOI TIMES — Long known for its historic relics and vibrant traditions, Thu Lam Commune is shaping a cultural journey along Hanoi’s northern edge as it takes decisive steps to improve services and present its heritage to a growing number of visitors.

A land of deep roots and emerging opportunities

This direction was highlighted at the conference “Raising Service Quality and Linking Tourist Destinations of Thu Lam Commune with Travel Businesses in Hanoi” held on November 28 by the Hanoi Department of Tourism in collaboration with the Thu Lam People’s Committee.

Vice Chairman of the Thu Lam People's Committee, Nguyen Thanh Luan, said the commune is an area of diverse heritage after it officially operated on July 1 under the two-tier local government model with the merger of Thuy Lam, Van Ha, Lien Ha, Xuan Non and parts of several neighboring communes. 

Thu Lam now has 96 cultural relics, including the revered Sai Temple, which attracts millions of visitors each year. The commune also maintains 31 traditional festivals, from the king’s procession to fire-making and rice-cooking competitions and the rare snake dance festival, each offering a vivid glimpse into Vietnam’s rural past.

Beyond its festivals, Thu Lam preserves some of Vietnam’s most valued traditional arts. In Lo Khe Village, the ethereal sound of UNESCO-recognized Ca tru (a complex form of sung poetry) still echoes through old communal courtyards. Nearby, Dao Thuc Village maintains its famed water puppetry, a National Intangible Cultural Heritage that captures the rhythms of agrarian life.

The commune is also known for its craft villages, including Thiet Ung renowned for master wood carvers, with works sought after locally and abroad. Together with local specialties such as Lo Khe’s banh chung (traditional sticky rice cake), banh duc (peanut rice pudding) and banh tro (ash-infused glutinous rice cake), Thu Lam offers a rich foundation for distinctive cultural tourism products. 

Luan said the commune hopes to work closely with tourism businesses to develop cultural, spiritual, educational, culinary and craft-village tours.

He said visitors should be able to explore the artistry of Thiet Ung and enjoy the commune’s traditional flavors.

Unlock tourism potential

Despite its rich cultural assets, Thu Lam’s tourism development has not kept pace with its potential. Infrastructure, especially transportation, parking, accommodation and supporting services, remains uneven. Tourism promotion is limited, experiential models are modest and local residents need more training to take part in community-based tourism.

Assoc. Prof. Dr. Duong Van Sau, former Head of Tourism at Hanoi University of Culture, said Thu Lam should focus on its strengths instead of trying to do everything at once.

"Spiritual heritage, craft villages and folk culture should be the foundation for shaping unique tours, and suggested turning transportation into an experience, such as allowing international visitors to explore the commune by buffalo cart," said Sau.

Travelogy Vietnam CEO Vu Van Tuyen shared this view and stressed the need to highlight the history and stories behind Thu Lam’s craft villages.

He proposed exhibitions on Dao Thuc water puppetry and other local arts, highlighting that travel businesses want more experiential programs involving craft production and traditional culture to meet growing demand for hands-on immersion.

According to Nguyen Huu Cuong, Chair of the Hanoi UNESCO Travel Club Membership Committee, Thu Lam, with its many historical and cultural relics, can attract visitors from Northeast Asia if services improve and foreign-language guides are available. "Businesses are ready to support the commune once these foundations are strengthened."

Building regional linkages

For travel agencies like Sun Smile Travel Vietnam, collaboration between localities is key to crafting appealing itineraries. Director Duong Thanh Hang noted Hanoi’s ongoing efforts to connect destinations across districts and Thu Lam should follow this model.

She said linking with nearby destinations such as Phu Cat, Gia Lam, Bat Trang, Phu Dong or Soc Son will help Thu Lam offer richer tours focused on festivals, culture, spirituality, rural life and OCOP products.

"These linkages can extend itineraries by one to two days and strengthen Thu Lam’s position within a regional destination cluster," said Hang.

Deputy Director of the Hanoi Department of Tourism Tran Trung Hieu emphasized the need to standardize visitor services, from parking areas and public restrooms to guided explanations at cultural sites and craft villages.

"A unified destination management model is essential for ensuring a safe, friendly and culturally rich visitor environment," said Hieu.

He also urged the commune to work with travel agencies on FAM trips and joint tour development, especially tours built around cultural industries, craft villages and folk art performances.

Hieu said the Hanoi Department of Tourism will continue to support Thu Lam in improving service quality, developing cultural tourism products and strengthening partnerships with travel agencies, with the goal of shaping Thu Lam into a unique cultural and craft-village destination from 2025 to 2030 that contributes to the capital’s tourism growth.