Lai Chau: Positioning the brand on the tourism map

In the midst of rapid development, Lai Chau has chosen not to chase mass urbanization trends. Instead, it remains steadfast in shaping an identity as a unique destination — one that “preserves the soul of the mountains” and explores the depth of local culture.

The Allure of a Mountain Paradise

Nestled between the popular tourist hubs of Sa Pa and Đien Bien, Lai Chau holds a strategic location and offers breathtaking scenery, diverse ecosystems, and cultural authenticity.

For adventure seekers, Lai Chau is a dream destination, home to six of Vietnam’s ten highest peaks — including Pu Si Lung, Pu Ta Leng, Bach Moc Luong Tu, and Ta Lien Son. These mountains not only challenge climbers with their height but also enchant with their majestic beauty: ancient rhododendron forests bloom in spring, while misty clouds wrap around peaks year-round, evoking an otherworldly ambiance.

Lai Chau also boasts spectacular cave systems such as Tiên Sơn, Ông Tiên, Gia Khâu, and the renowned Pusamcap — often called the “First Cave of the Northwest.” At an altitude of 1,700 meters, Pusamcap includes over ten large and small caves and stands out for its unspoiled environment and cool climate. The Sìn Hồ Plateau, over 1,500 meters above sea level, is dubbed the “second Sa Pa” for its temperate climate, with average annual temperatures of around 18°C.

Other remarkable landmarks include the Ô Quy Hồ Pass, Tác Tình Waterfall, Tân Uyên Tea Hills, Mường Than Rice Fields, and historical sites such as the Nậm Tun archaeological site, King Lê Thái Tổ Memorial, Đèo Văn Long Mansion, Nà Củng Resistance Cave, and Nàng Han Temple.

Visitors can engage in thrilling activities like paragliding above Sì Thâu Chải village — dubbed “Flying Over the Roof of Indochina” — or jungle trekking and caving adventures in Pusamcap.

According to Hoàng Quốc Việt, founder of Pu Lai Chau Travel, Lai Chau offers three unmatched values: first, a range of Vietnam’s most beautiful and tallest mountain peaks; second, untouched ethnic cultures; and third, a pristine forest ecosystem preserved through strong local awareness and cooperation with authorities — forming an ideal foundation for sustainable tourism.

Cultural Identity as a Competitive Advantage

Lai Chau is home to 20 ethnic groups, each preserving their distinct traditions, architecture, and cuisine. Thanks to its favorable climate and skilled hands of locals, the region produces a wide range of unique specialties.

From villages like Sin Suối Hồ, Nậm Pung, and Tà Mung to San Thàng weekend market, visitors can immerse themselves in the unhurried, genuine pace of highland life — expressed through colorful clothing, mountain-inspired dishes like smoked pork, purple sticky rice, grilled goby, and Sùng Phài corn wine, and traditional festivals like the Mông’s Gầu Tào, Dao’s Tủ Cải, and the Thái people’s Xòe dance and Then singing.

Sin Suối Hồ, recognized as an ASEAN community-based tourism model, showcases lush primary forests, winding rice terraces, and villages hidden in sea-like clouds. The village is also known for its “3 no’s” lifestyle — no littering, no smoking, no alcohol — highlighting Lai Châu’s strong commitment to sustainable tourism.

Currently, Lai Châu has 20 provincially recognized tourism sites, one ASEAN community tourism destination, and two major tourist areas capable of serving diverse market segments, including high-end travelers.

The province also has over 133 tourism accommodation establishments — including one 5-star hotel and 35 hotels ranging from 1 to 3 stars — with more than 1,500 rooms; 150 restaurants serving traditional ethnic cuisine; and a comprehensive 4G, fiber optic, and high-speed internet infrastructure covering all districts and communes.

Unlocking Potential

According to the Lai Chau Department of Culture, Sports, and Tourism, recent years have seen a coordinated push to develop tourism through infrastructure investment, destination marketing, and favorable investment policies.

In the first half of 2025, the province welcomed an estimated 877,469 visitors, up 12.4% year-on-year, reaching 59.49% of its annual goal. Tourism revenue hit VND 719 billion, up 11% from the same period in 2024.

Lai Chau aims to make tourism a key economic sector, one that spurs development across other areas. Local authorities have issued policies aligned with national strategies, including Provincial Party Resolution No. 04-NQ/TU and Provincial People's Council Resolution No. 59/2021/NQ-HĐND — both focusing on preserving traditional ethnic culture in tandem with tourism development.

Lai Chau is also advancing major infrastructure projects, including a new highway connecting Lai Chau to Lao Cai and Hanoi, and a government-approved tunnel project along National Highway 4D. Once completed, the tunnel will cut travel time through Hoàng Liên Pass from 30 minutes to just 8, dramatically improving accessibility and boosting tourism and logistics.

Overcoming Obstacles

Despite these efforts, provincial leaders acknowledge that tourism in Lai Chau has yet to fully realize its potential. Major challenges include underdeveloped transport infrastructure, a shortage of professional tourism workers, and limited large-scale investment.

To address these gaps, Lai Chau is actively seeking investors — especially in eco-resorts, mountain retreats, and green entertainment complexes — and expanding favorable investment policies.

Moving forward, the province will diversify tourism offerings such as adventure travel, agricultural tourism, eco-healing experiences, and host a range of cultural and sports events to attract domestic and international visitors. Cross-border cooperation with expanded Northwest provinces, Ho Chi Minh City, and regional partners in northern Laos and Yunnan, China, is also being pursued.

In October 2025, the second Lai Châu Culture-Tourism Week and Marathon will take place, themed “Return to the Majestic Peaks of Lai Chau.” The three-day event (Oct 3–5) will feature opening and closing ceremonies, the marathon race, photo and video contests, cross-border cultural exchanges (Vietnam–China–Laos), ethnic costume showcases, and exhibitions on ethnic culture and regional literature.

Ultimately, Lai Chau is not a mass tourism destination — and that is precisely its appeal. With a clear focus on sustainable development rooted in cultural authenticity and pristine nature, the province is steadily building a brand that is distinctive, intentional, and deeply rooted. With strong support from government, businesses, and local communities, Lai Châu is poised to rise as a compelling name on the regional and global tourism map.

In 2025, Lai Chau aims to welcome over 1.4 million visitors and earn VND 1,136 billion in tourism revenue, in alignment with Prime Minister's Directive No. 34/CD-TTg dated April 10, 2025, on promoting tourism development and ensuring double-digit GDP growth.