Lào Cai village becomes tourist hotspot after Gia Đình Haha broadcast

Bản Liền appeared in the program. According to Kantar Media's ratings, Episode 1 ranked No.1 nationwide in viewership. (Photo: Gia Đình Haha)

On June 14, the reality show Gia Đình Haha officially aired, featuring a cast of Jun Phạm, Rhymastic, Bùi Công Nam, Duy Khánh, and Ngọc Thanh Tâm. The show aims to promote the cultural identity of Vietnam.

The format follows the artists as they spend 7 days and 6 nights living with local families, with Bản Liền (Lào Cai province) as the first destination.

In the premiere, sweeping drone shots showcased the majestic mountains and hills, along with the rich culture and cuisine of Vietnam’s Northwest region. From Episode 2, which aired on June 21, bookings for homestays in Bản Liền began to rise significantly.

A group of tourists dressed in traditional Tày clothing while visiting the village. (Photo: Bản Liền Pine Homestay)

Hoàng Ngọc Oanh, a traveler from Quảng Ninh, quickly booked a homestay in Bản Liền for early July. The natural beauty and rustic lifestyle portrayed in the show inspired her to take a similar trip.

“In addition to daily farming activities with locals, I joined an embroidery workshop, picked shan tuyết tea leaves, and took part in traditional folk games offered by the homestay. Watching the program made me realize there are community-based tourism spots in the North worth exploring,” Oanh shared.

Likewise, Phương Thảo, a local resident of Lào Cai, said she was eager to visit Bản Liền. She admitted that although she rarely traveled within her own province, the show gave her a reason to rediscover her roots.

“The road to the village is stunning, with rolling hills and fresh air. I visited homes, took photos, cooked meals, and watched locals work the fields. Even after returning, I still miss the gentleness and hospitality of the village. I’ll definitely be back,” Thảo said.

A tourist checks in at Bản Liền after watching the show. (Photo: Phương Thảo)

The cast of Gia Đình Haha stayed at Bản Liền Pine Homestay. According to Vàng Thông, the owner, guest numbers have increased by 30 to 40 percent compared to previous years. Currently, the homestay is fully booked through the end of July. As the show aired during summer vacation, demand spiked. For August and September, during the golden rice season, a few dates remain open.

“I only accept a limited number of guests to ensure a quality experience, as facilities are still basic and it's currently rice-growing season. The growing attention to Bản Liền is a positive sign for community-based tourism,” she told Tri Thức – Znews.

Vàng Thông’s stilt house was converted into a homestay about four years ago. It includes a communal house and private rooms, with views overlooking terraced rice fields. Here, visitors can try plowing and rice transplanting, foraging for wild vegetables, pounding rice, harvesting tea, and feeding buffalo alongside the Tày people. They can also cook traditional highland dishes such as cốm (young green rice), five-color sticky rice, grilled stream fish, and free-range chicken.

“Homestay owners here have become informal tour guides. I don't just open my doors to guests, I open my heart to share the stories of our village. We try to maintain the warmth and friendliness we had from the very beginning,” she said.

According to surveys, other homestays such as Vàng Bình Homestay, Hướng Hoan Homestay, and Bản Liền Forest Homestay are also gradually filling up.

Homestay rates in the village range from 150,000 to 400,000 VND per night. Homestay owners personally guide visitors through local activities. (Photo: Bản Liền Pine Homestay)

A Nâng, representative of Bản Liền Forest Homestay, confirmed that the village is benefiting from the show's effect. Room bookings are at 50 to 60 percent occupancy, despite it not yet being peak tourist season. Independent travelers are also on the rise. The homestay can accommodate around 50 guests for lunch and 20 overnight.

However, to design tours involving households that practice traditional crafts, he must carefully balance tourism with the peaceful daily life of locals. The goal is gentle, harmonious visits that preserve the original cultural identity of the village, without any forced modernization.

A Nâng added that his family and other villagers first became involved in community-based tourism in 2019, when the Australia-funded project “Improving Livelihoods and Empowering Ethnic Minorities through Community-Based Tourism” was implemented.

“I gradually upgraded the services, improved the landscape, installed Wi-Fi, and joined skills training courses. With the development of community tourism, local people can serve homegrown produce directly to visitors, which is more profitable than selling at the market. I’m also working toward organic farming and animal husbandry to build trust,” A Nâng shared.

According to the Department of Culture, Sports and Tourism of Lào Cai, as of 2024, Bản Liền has 12 households engaged in community-based tourism. With its rich ethnic identity, including the Tày, Mông, and Dao groups, famous shan tuyết tea plantations, and scenic village landscapes, Bản Liền is becoming a new and attractive destination for both domestic and international travelers. At the same time, it opens up a sustainable path forward for local residents.