Therefore, Resolution No.12-NQ/TU dated December 31, 2025, issued by the provincial Party Committee, established a clear direction: a comprehensive renovation of communication content and methods toward professionalism and modernity, with digital technology and the market at the center. Based on this, the Department of Culture, Sports, and Tourism (DCST) is step-by-step restructuring its communication activities, creating a multi-platform promotional ecosystem to enhance competitiveness and position the Điện Biên tourism brand in a new era of development.

Modern tourism development shows that communication is no longer limited to one-way information transmission; it has shifted toward creating emotions, guiding behavior, and forming brand awareness. For Điện Biên, a land where historical, ecological, and indigenous cultural resources converge, restructuring the communication strategy toward “multi-platform storytelling” is of key importance. Following the spirit of Resolution 12, the DCST has proactively built a diverse content ecosystem, combining mainstream press with digital platforms. Fanpages, TikTok channels, and tourism forums are operational, continuously updating images and videos of events, festivals, and destinations. The content is designed to be concise, visual, and story-rich, suiting the information consumption habits of tourists in the digital age.

Notably, the cooperation with Vitamin Network has opened a professionalized path for promotional activities. Through a network of KOLs, KOCs, and content creators, the image of Điện Biên has spread with great speed and wide coverage across cyberspace. Nearly 100 news items and videos posted by Vitamin Network attracted over 33,000 shares and nearly 25 million views during the 2026 Ban Flower Festival, demonstrating the clear effectiveness of social-influence-based communication.

Another noteworthy point is that the provincial tourism sector has gradually approached data-driven communication management. Metrics such as views, engagement, and reach are used as quantitative measures to evaluate campaign effectiveness. During the peak of the 2026 Ban Flower Festival, 45 news items, photos, and videos on the DCST fanpage attracted over 30,000 likes, 21,000 shares, and nearly 2 million viewers. More than 20 videos on the “Điện Biên ngày mới” TikTok channel reached approximately 200,000 views. Across affiliated websites and fanpages, over 400 articles reached more than 10 million engagements.

A prominent highlight in this strategy is the focus on content depth, with stories at the center. Instead of broad promotion, communication products focus on depicting characteristic “slices” of the destination: from heroic historical marks and pristine natural landscapes to the cultural life and customs of ethnic groups. Travel blogger Lê Viết Vinh (Vinh Gấu), who has over 255,000 followers, shared:

“To me, Điện Biên is a destination with emotional depth. Each journey of discovery opens new layers of value for me. From the relics of the Điện Biên Phủ Campaign to the white Ban flowers blooming across the mountains, or the simple rhythm of life of the Thái and Mông people, all can become storytelling material that moves the audience.”

Another notable movement is the direct participation of DCST officials and civil servants in digital content production. This reflects modern management thinking, where each official becomes a “communication ambassador.” Short videos on Facebook and TikTok produced by the staff themselves offer an everyday, emotional, and accessible perspective. Specifically, communication products for the 2026 Ban Flower Festival recorded a reach of 2.8 million views in just one month, setting a new record for provincial communication effectiveness.

Trần Hải Hà, Acting Director of the DCST, stated that following these successes, the sector will continue to promote the application of digital technology and AI in communication. The Department will expand cooperation with press agencies, KOLs, and KOCs to diversify approaches, especially for the youth. This coordination follows the spirit of “the State and the people work together,” mobilizing social resources to enhance quality and efficiency.

Ultimately, the goal is to inspire every resident and visitor, especially young people, to act as “tourism ambassadors” for Điện Biên, telling the province’s story to domestic and international audiences.