In recent years, Điện Biên has actively participated in the Northwest Tourism Cooperation Program, collaborating with neighboring provinces such as Lai Châu, Sơn La, Lào Cai (old), and Hà Giang (old) to develop new travel routes. Expanding its reach beyond the domestic sphere, the province has also fostered international partnerships, especially with regions in northern Laos, Yunnan (China), and Northeast Thailand, areas that share cultural, historical, and tourism exchange interests.

Điện Biên has proactively launched several initiatives to implement this cooperation strategy. At the Northwest Tourism Promotion Conferences, the province has signed memorandums of understanding for marketing and promotion with neighboring provinces and major travel businesses in Hanoi and Ho Chi Minh City. Famtrip and presstrip programs are frequently organized to give travel agencies firsthand experiences, leading to the development of new tour packages. Additionally, Điện Biên has maintained an active role in major tourism events such as the VITM Hanoi, the Ho Chi Minh City Tourism Festival, and the International Tourism Trade Fair ITE. The joint promotion efforts through platforms like the “Colors of the Northwest - Ho Chi Minh City” fanpage and the website dulichtaybac.vn, alongside the development of an interactive 3D/360° smart tourism map, highlight Điện Biên’s ongoing efforts to build a unified, professional image for the entire region.

Several collaborative tourism products have been clearly defined, such as the historical and cultural tour “Hanoi - Điện Biên - Luang Prabang (Laos)” and the “Điện Biên - Lai Châu - Sa Pa” route focused on exploring nature and experiencing local culture. These routes are not just about connecting destinations; they symbolize the link between the past and present, nature and people, and ethnic identity and global integration.

In particular, during the 70th anniversary of the Điện Biên Phủ victory, the province’s image gained significant visibility both domestically and internationally. Historical tours combined with nature exploration attracted many visitors from Hanoi and the northern plains. This event also demonstrated the power of collaboration, with local agencies, businesses, and authorities working together to amplify the effectiveness of their promotional efforts.

Moreover, recognizing the power of media and branding, Điện Biên has made significant strides. Its strategic partnership with a leading travel brand like Vietravel is a testament to the province’s potential and sustainable tourism development plans. Particularly, Điện Biên has been proactive in collaborating with content creators (travel bloggers, tiktokers, youtubers), generating a viral effect across digital platforms, with over 10 million views and interactions on clips showcasing Điện Biên’s tourism, bringing its unique cultural values closer to travelers, especially young audiences.

Additionally, Điện Biên has rolled out a plan for tourism training workshops in 2025. Notably, advising the provincial government to send officials for tourism management training in Thailand is a long-term step to enhance management capacity while offering an opportunity to learn from international standards.

The efforts of Điện Biên and its partners have yielded early, promising results. In the first half of 2025, the cooperation group successfully organized 18 out of 38 planned events, demonstrating the effective operation of the cooperation mechanism. Specifically for Điện Biên, the tourism picture for the first half of the year is quite promising. Total tourism revenue reached VND 1,492.1 billion, a 13.1% increase compared to the same period in 2024, achieving 62.17% of the annual target. This indicates that the quality and value of tourism services are improving, with increased spending from visitors. However, the number of tourists to Điện Biên dropped to 824,900, a 40% decrease compared to the same period in 2024. This sharp decline may partly be due to the special impact of the National Tourism Year - Điện Biên 2024.

To enhance the effectiveness of regional cooperation, future efforts must focus on preparing thoroughly for the success of the 2025 Northwest Essence Festival in Điện Biên. This flagship event presents a golden opportunity for the province to solidify its role, brand, and the effectiveness of the cooperative model. Furthermore, rather than just signing agreements, collaborations between localities should include specific action plans, clear responsibility commitments, and ensure fair benefit-sharing. Diversifying tourism products is also essential.

The province should emphasize community-based tourism, eco-tourism linked to ethnic cultures, and create unique experiences found only in Điện Biên. These will form the “unique brand” that helps the province establish its position in the regional tourism network. Moreover, Điện Biên must prioritize training its workforce, as local residents are the true “tourism ambassadors.” When equipped with the right skills and knowledge, tourism services will reach a professional standard, further building Điện Biên’s friendly and attractive brand.

In conclusion, Điện Biên’s strategy of tourism cooperation is on the right track. It leverages its unique historical and cultural strengths while tapping into regional and international networks. In a world where no destination can develop sustainably alone, Điện Biên has chosen to “go further together” with other localities, businesses, and international partners. With the determination and unity of both the political system and the people, it is expected that Điện Biên will gradually become a shining star on the tourism map of the Northwest and the entire country.