Sustainable tourism, strong life: preserving a piece of Laos with responsibility

A hidden paradise undergoing change 

Phongsali – the name sounds like a promise. Nestled between rolling green hills, tropical forests and centuries-old tea trees lies a region that amazes even seasoned travellers. It is home to a diverse range of ethnic groups whose traditions and hospitality are deeply rooted. But as rich as the cultural and natural treasures are, the economic opportunities for the people who live here are limited.  

Responsible tourism with real prospects 

Many families want to make more of their lives without losing their roots. In conversations with our project teams, they expressed a desire to tap into new sources of income. Community-organised ecotourism – led by locals, in harmony with nature and culture – offers a real opportunity to do this. It creates local jobs, strengthens local initiatives and gives visitors an authentic insight into a fascinating world. 

Natural beauty to marvel at and preserve  

This mountainous region is a treasure trove like few others. The subtropical forests are home to a remarkable biodiversity, while the rivers and gorges form spectacular panoramas. The old town of Phongsali, the former provincial capital, is characterised by its preserved architectural heritage, and the centuries-old tea trees bear witness to an ancient tradition. The region delights with spectacular views and quiet authenticity – and at the same time needs our support so that its beauty does not become a burden, but an opportunity for the future.  

The tea that tells stories 

Tea trees that have been firmly rooted in the soil for over 400 years grow here – a natural wonder that is rare anywhere in the world. The Hidden Jewel project supports the communities in creating a tourist experience around this unique tea: visitors can explore plantations and factories, take part in traditional tea rituals, hike through the surrounding mountains, stay with locals and purchase handmade crafts.  

A specially developed tourist route not only improves the infrastructure in the participating villages – part of the revenue goes directly into a community fund that finances schools, roads and access to water. In this way, this tea combines enjoyment with real change. 

Achieving more together 

In the Hidden Jewel project, disadvantaged ethnic communities in the remote province of Phongsali are actively involved as hosts and service providers in the development of a tourism offering that values their culture and protects the natural environment. The local people are helping to shape the project – independently, with pride and a clear goal: to improve their livelihoods without losing their identity.  

Hidden Jewel promotes not only nature conservation and the preservation of cultural heritage, but also equality and social justice – for a sustainable future that benefits everyone. 

Since 2014, Helvetas has been working closely and in partnership with the village communities of Phongsali – with patience, respect and trust. Step by step, guesthouses, hiking tours, tea experiences and local products are being created – by the local people, for visitors who travel with their eyes open. So that tourists don't just come and go, but real development remains. 

A contribution that lasts 

By supporting this project, you are empowering people to shape their own livelihoods in harmony with their environment, culture and identity. You are enabling families to seize new opportunities and become economically independent without giving up their way of life. You are helping to preserve living traditions and natural diversity. And you help to gently open up a hidden gem in Laos – for travellers seeking authentic encounters.