Often referred to as a “fairy-tale land,” Ngoc Chien is known for its centuries-old pomu wood stilt houses, vast forests of son tra (docynia indica), picturesque terraced rice fields, and especially, its precious natural hot springs. Located on National Highway 32, it also serves as a key transit point between popular tourist destinations such as Mu Cang Chai and Sa Pa (Lao Cai), Lai Chau, and Hanoi, creating strong linkages and favourable conditions for the growth of trade, services, and tourism.

According to Duong Xuan Nam, Vice Chairman of the communal People's Committee, the local authorities are focusing on attracting investment in trade, services, and tourism by creating a transparent, fair, and business-friendly environment; streamlining administrative procedures; promoting technology application and digital transformation. At the same time, efforts are being made to tighten control over smuggling, counterfeit and substandard goods, and to mobilise resources for infrastructure development to support commercial and service activities.

An increasingly convenient transport system has enabled locals to expand production and business, ranging from food services to household appliances and electronics. With more than 10 years running a grocery store in the commune centre, Lo Thi Thuy of Dong Xuong hamlet shared: “The shopping needs of both locals and tourists are growing, so I’ve expanded the store and diversified product offerings, prioritizing high-quality, clearly sourced Vietnamese goods. As a result, my store has gained trust and become a reliable destination for consumers. We now also offer cashless payment options for customer convenience.”

Alongside commercial activities, local services and tourism have also been prioritised, with diverse and increasingly professional offerings to meet the expectations of both residents and visitors. Currently, the commune boasts 35 homestays, including 40 traditional stilt houses, 60 bungalows, and 120 private rooms, serving around 12,000 visitors annually and generating about 12 billion VND (455,312 USD) in revenue.

Stopping at Suoi Chien Homestay in Muong Chien hamlet, one is immediately struck by the house made entirely of pomu wood, offering views of rice fields and the serene village landscape of Ngoc Chien. Lo Thi Ha, owner of Suoi Chien Homestay, shared: “Recognising the growing demand for authentic travel experiences, in 2022 our family invested in building two communal stilt houses and three bungalows. We host a large number of guests who come to stay and explore the area. In addition to accommodation, we also offer dining services with traditional Thai ethnic dishes. Running the homestay brings in a monthly income of 15 to 20 million VND.”

Nguyen Khanh Hoa, a tourist from Hanoi, chose a homestay in Ngoc Chien for a weekend retreat with her family. She said: “What impressed me most was the natural scenery, fresh air, and hot spring bathing experience. The homestays here retain traditional architectural styles, with spacious communal living areas decorated with ethnic artifacts that create a cozy atmosphere. We were able to engage with locals and learn about their culture and daily life, leaving us with beautiful memories of this fairy-tale land and its warm-hearted people.”

Ngoc Chien’s socio-economic landscape continues to thrive. The synergy between natural beauty, cultural heritage, supportive policies from local authorities, and the proactive spirit of the people has become a driving force for the growth of trade and services. These early successes are helping shift the economic structure, increase incomes, and lay the foundation for sustainable, professional tourism that goes hand in hand with cultural preservation and natural landscape conservation.