Harnessing OCOP and rural tourism for a major breakthrough

Renewing mindsets to elevate OCOP to global reach

Speaking at the national conference on the evaluation of OCOP and rural tourism for the 2021–2025 period and the 2026–2030 orientation held on October 16, Acting Minister Thang said, “If we know how to fully capitalise on OCOP and rural tourism, we can create significant breakthroughs that bring better lives to people in rural areas.”

He stressed that for 24 years, alongside the National Target Program on New Rural Development, the OCOP and rural tourism programs have achieved remarkable results, contributing to economic restructuring and improving rural livelihoods. These initiatives have awakened local potential, added value to agricultural and non-agricultural products and services, created jobs, and ensured rural stability and security.

The Acting Minister also noted that the conference took place at a pivotal time, as the Government and National Assembly had just agreed to integrate three major national programs, new rural development, sustainable poverty reduction, and socio-economic development in ethnic minority and mountainous areas, into a unified framework from January 1, 2026. “This will be a significant turning point to enhance investment efficiency and promote sustainable OCOP and rural tourism development,” he said.

Over 17,000 OCOP products recognised

According to the Ministry of Agriculture and Environment, more than 8,400 OCOP products nationwide have achieved 3-star ratings or higher during 2021–2025, bringing the total to over 17,400 products. Of these, 9,345 belong to cooperatives, small enterprises, and household businesses.

“In reality, OCOP-certified products sell better and at significantly higher prices,” Thang noted, adding that these products have built consumer trust through guaranteed quality and safety, while also supporting livelihoods, promoting gender equality, and empowering local communities.

At the event, the Ministry announced 75 newly certified OCOP products, further contributing to rural economic development.

Although launched just over three years ago, the rural tourism development program has achieved encouraging results. Acting Minister Thang acknowledged that Viet Nam now boasts more than 600 agricultural and rural tourism models, a 1.6-fold increase since 2021.

Many models are deeply rooted in regional identity, shifting local mindsets from pure agriculture to multi-value economies combining production and tourism. He highlighted successful examples: Thai Nguyen tea products, after earning OCOP certification, multiplied their value and became national key products; Tu Ky embroidery village in Hai Duong, once little known, now attracts visitors through experiential tourism, tripling sales and boosting local income.

“From Quang Ninh and Thai Nguyen to the Mekong Delta, many provinces have built unique and attractive rural tourism products that keep tourists returning. This is clear evidence of a sustainable and green development direction,” Thang emphasised.

Moving from quantity to quality by 2030

Looking ahead to 2026–2030, Acting Minister Thang stated that the Ministry will focus on key tasks: improving mechanisms and policies, working with other ministries to draft a dedicated decree on OCOP and rural tourism, and studying preferential policies on land, credit, labour, and technology.

The Ministry will also promote digital transformation, building a national database on OCOP and rural tourism for traceability, quality management, and e-commerce connection while enhancing communication through regular media programming in collaboration with Viet Nam Television and press agencies.

To expand markets, the Ministry plans to coordinate with the Ministry of Industry and Trade and the Ministry of Culture, Sports and Tourism to organise domestic and international fairs, helping businesses join global value chains and boost OCOP exports. In parallel, the Central Coordination Office will develop guidelines linking OCOP and rural tourism with new rural development, sustainable poverty reduction, and ethnic minority area programs.

“The Ministry of Agriculture and Environment will take the lead and actively work with ministries, localities, and social organisations to ensure that OCOP and rural tourism develop substantively and enhance the reputation of Vietnamese products,” Thang affirmed.

Citing Party General Secretary To Lam’s message at a recent meeting with outstanding farmers and agricultural scientists, Thang recalled: “We must build a civilised, secure, and compassionate countryside, where farmers are the true agents of development, where rural areas grow alongside the nation.”

“Viet Nam’s agriculture is growing at about 4% per year, but its potential remains vast,” he concluded. “If we effectively harness OCOP and rural tourism, we can truly create breakthroughs and deliver better lives for our rural communities.”

With a spirit of initiative, responsibility, and innovation, the Acting Minister pledged that the Ministry would continue working closely with local governments, businesses, cooperatives, and OCOP producers to help the program “take off” in this new phase of national development.