Evaluation of OCOP and rural tourism achievements: Development orientation toward 2030

On the morning of October 16, the Ministry of Agriculture and Environment solemnly convened the Conference on Evaluating OCOP Product Development and Rural Tourism for the 2021–2025 period, and on orienting the 2026–2030 phase, pursuant to the Prime Minister’s Decisions No. 919/QD-TTg and 922/QD-TTg. Acting Minister Tran Duc Thang attended and delivered directives at the event.

In his opening address, Deputy Minister Tran Thanh Nam extended greetings and appreciation to leaders of central agencies, provincial departments, experts, scientists, enterprises, and OCOP producers across the country. He emphasized that the conference was an important occasion to comprehensively review the implementation results of the past phase and to set out orientations for the new stage of the OCOP Program and rural tourism development.

OCOP – a driving force for rural economic growth

In line with the Party and State’s policy to develop rural economies toward higher value and sustainability, the Prime Minister approved the OCOP Program for 2018–2020 under Decision No. 490/QD-TTg, later expanded for 2021–2025 through Decision No. 919/QD-TTg, along with the Rural Tourism Development Program in the New Rural Development framework under Decision No. 922/QD-TTg. These initiatives aim to unlock the potential of regional specialties, traditional products, and indigenous knowledge across Viet Nam.

After seven years of OCOP implementation and three years of rural tourism promotion, both programs have achieved notable success. As of September 2025, Viet Nam had nearly 17,400 OCOP products rated three stars or higher from more than 9,300 producers, an increase of 8,400 products compared to 2022, surpassing the national target. Over 600 agricultural and rural tourism models are currently operating, up by 235 from 2022.

OCOP products now better meet standards for quality and food safety, with more diverse and eco-friendly packaging suited to domestic and export markets. Producer awareness and capacity, especially among cooperatives and small and medium enterprises, have markedly improved. The OCOP brand is gradually establishing its presence in domestic markets and gaining early international recognition.

According to Deputy Minister Nam, OCOP and rural tourism programs not only expand product quantity but also bring profound changes in rural production mindset and practices. Integrated models combining tourism experiences with OCOP product consumption are forming a “multi-value” rural economy that revitalizes local culture and landscapes while fostering sustainable livelihoods.

The OCOP Program has also supported the shift from small-scale production to value-chain linkages, building stable raw material zones, and stimulating entrepreneurship and rural service industries. Notably, it has opened new livelihood pathways for disadvantaged and ethnic minority communities and empowered rural women.

Statistics show that 60.7% of OCOP producers rated three stars or higher recorded an average annual revenue increase of 17.6%; 42.3% expanded employment; 40% of producers are women; and 19.6% are ethnic minorities from mountainous areas.

Deputy Minister Nam affirmed, “The Prime Minister’s Decisions No. 919 and 922 have created breakthroughs in rural economic development, from production scale and product quality to added value and brand building.”

Moving forward: quality, innovation, and sustainable growth

Entering the 2026–2030 phase, as Viet Nam accelerates digital transformation, innovation, private sector growth, and green transition, OCOP must evolve accordingly. “We cannot focus solely on quantity; we must prioritise quality, sustainability, and innovation in product development while improving the legal framework to advance Viet Nam’s competitive industries,” the Deputy Minister emphasized.

He added that the Ministry looks forward to insights, experiences, and concrete solutions from ministries, localities, experts, enterprises, and OCOP producers to guide the next stage of development.

Presenting the review report, Mr. Ngo Truong Son, Chief of the National Coordination Office for New Rural Development, noted that after five years of implementation, the OCOP Program has formed a nationwide network of regionally distinctive products, creating a new momentum for rural economic and community-based tourism development.

If the early phase (2018–2020) focused on quantity, the 2021–2025 phase has shifted decisively toward quality enhancement, traceability, and value-chain development. Many localities have developed product clusters linked to raw material zones, leveraging regional advantages, such as Tan Cuong tea (Thai Nguyen), Buon Ma Thuot coffee, Tan Phu Dong fish sauce, and Ngoc Linh ginseng.

Digital transformation has also been strongly promoted in product management and marketing: over 4,000 OCOP products now have QR-based traceability codes, and nearly 3,000 are available on major e-commerce platforms like Postmart, Voso, Shopee, and Lazada.

A major highlight of this period is the synergy between OCOP and rural tourism. By 2025, more than 2,000 community-based tourism sites, craft villages, and eco-farms have been established nationwide, 60% of which feature at least one local OCOP product for visitors.

Notable models such as Lac Village community tourism, Bat Trang pottery village, Cai Be fruit orchards, and OCOP agricultural markets in Sa Pa and Bac Ha have demonstrated dual benefits: increasing local income while enriching cultural and culinary experiences for tourists.

According to statistics, revenue from OCOP-linked tourism and craft villages exceeds VND 25 trillion per year, accounting for about 15% of rural production value. Many OCOP products have also entered international markets, such as ST25 rice, roasted coffee, cashews, wild honey, cinnamon essential oil, and herbal teas, now exported to over 60 countries, contributing significantly to Viet Nam’s agricultural export turnover.

The Ministry of Agriculture and Environment has worked with the Ministry of Industry and Trade and Vietnamese embassies abroad to build a national OCOP brand, standardize packaging and labeling, ensure food safety compliance, and promote green, organic, and circular value chains.

Despite these achievements, Mr. Son candidly acknowledged ongoing challenges: uneven product quality, limited management capacity among producers, weak promotion in some localities, and lack of long-term market strategies leading to duplication and saturation. Budget constraints in mountainous and remote areas also hinder investment in machinery and packaging innovation.

For 2026–2030, the Ministry targets at least one distinctive OCOP product per commune, aiming for 20,000 products rated three stars or higher by 2030, including 150 national five-star products.

The strategic focus will shift from “product-based OCOP” to “region- and value chain-based OCOP,” with science, technology, and digital transformation as key pillars. Smart, green, and culturally distinctive rural tourism will also be prioritized under the motto “One Village – One Destination, One Product – One Story.”

The Ministry proposes establishing a Viet Nam OCOP Promotion and Innovation Center to connect producers, scientists, enterprises, and markets, fostering commercialization and international cooperation.

From a rural economic initiative, OCOP has evolved into a symbol of Vietnamese identity, bridging traditional heritage with modern innovation, and continues to play a vital role in achieving the national targets of the New Rural Development Program for 2021–2025, toward a greener, more ecological, and happier countryside.