Điện Biên has many favorable conditions for developing OCOP products in association with tourism. In addition to the Special National Relic Site of the Điện Biên Phủ Battlefield, the province boasts distinctive natural landscapes, a network of community-based tourism villages and the rich cultural heritage of 19 ethnic groups. These provide a strong foundation for developing immersive experiences imbued with the distinctive character of the Northwestern highlands.

In the past, tourists mainly purchased local specialties after completing their sightseeing trips. Today, however, their preferences have changed. Many want to visit production areas, learn about production processes, meet the people who make the products and hear the stories behind every grain of rice, tea bud and piece of brocade. Such experiences enhance the value of the products and leave a lasting impression on visitors.

In Sín Chải commune, centuries-old Shan Tuyết tea trees have become a highlight of experiential tourism. In Mường Ảng, visitors can stroll through lush coffee plantations, learn about coffee processing and savor coffee right in the growing area. In Bắc village, Mường Lay ward, they can discover how traditional khẩu xén and chí chọp cakes are made by the White Thai people. In cultural tourism villages of the Thai, Lao, Hmong and other ethnic communities, brocade products, traditional cuisine and handicrafts can all become attractive visitor experiences when properly organized.

At Pa Thơm Brocade Weaving Cooperative in Pa Xa village, Thanh Yên commune, in addition to a space displaying and introducing OCOP products, visitors can experience various stages of weaving, wear traditional costumes, take photos and learn about the cultural traditions of the Lao people.

Lò Thị Vân, Director of Pa Thơm Brocade Weaving Cooperative, said: “In the past, many visitors simply came to buy products and left. In recent years, they have spent more time learning about traditional weaving. Many want to see firsthand how threads are spun, colors are dyed and fabric is woven, as well as hear us explain the meanings of the patterns on each product. Some groups come specifically for the experience, weaving their first strips of fabric by hand and taking souvenir photos. After experiencing the process themselves, most visitors choose to buy our products because they understand the value of each piece of brocade, which is entirely handmade. This not only increases the income of cooperative members but also helps preserve our traditional weaving craft...”

As one of the pioneering establishments introducing Điện Biên specialties to visitors, Quà Tây Bắc Store currently offers hundreds of OCOP products and specialties from provinces across the Northwest. It has become a familiar stop for many domestic and international tourist groups. During peak periods such as the Ban Flower Festival and public holidays, the number of visitors to the store increases significantly. Products such as Điện Biên rice, Mường Ảng coffee, Shan Tuyết tea, macadamia nuts, honey and distinctive Northwest spices are consistently among the most popular choices.

Nguyễn Thị Phương, owner of Quà Tây Bắc Store, shared: “In recent years, tourists have shown greater interest in OCOP products. They often ask detailed questions about the origin, production process and story behind each product. Therefore, in addition to introducing local specialties, we always try to tell visitors about the production areas, the people who make the products and the cultural traditions associated with each specialty. Once they understand these values, many tourists are willing to choose Điện Biên products as gifts for their family and friends. This also motivates producers to continue improving quality and building their brands.”

After visiting destinations across Điện Biên, many tourists choose stores displaying and introducing OCOP products in Điện Biên Phủ ward to purchase local specialties as gifts. What impresses them is not only the wide variety of OCOP products and local specialties, but also their increasingly attractive packaging, clear product information and the cultural stories associated with each local product. These factors have helped create a distinctive appeal for products bearing the Điện Biên brand.

Nguyễn Thị Thủy, a visitor from Quảng Ninh, said: “I was quite surprised to see that the OCOP products and local specialties were attractively displayed, with modern packaging and complete information about their origins. The staff introduced each product to me, helping me better understand the value of each gift and feel confident about my choices. I bought rice, honey, coffee and several Northwest spices. These products are very suitable for promoting the image of Điện Biên to friends in other localities.”

In recent years, Điện Biên province has invested in developing community-based tourism, supported the development of OCOP products and introduced a number of mechanisms and policies to encourage tourism product development. These efforts provide an important foundation for creating experiential tourism models associated with production areas, traditional craft villages and distinctive local products.

However, viewed as a whole, the connection between OCOP and tourism remains limited. Some tourist destinations lack professional spaces for displaying and introducing products; experiential activities remain relatively limited; the packaging of some products is not yet sufficiently attractive; and the use of digital technology for promotion remains modest. Links between OCOP producers and travel businesses are also not yet well coordinated, meaning that many distinctive products have yet to become highlights of tourism programs.

For OCOP to truly become a “tourism ambassador” for Điện Biên, it is necessary to further develop close linkages among producers, cooperatives, travel businesses and tourist destinations. Each product should be associated with its own story, experiential space and cultural value. At the same time, digital transformation should be accelerated, with technology applied to promotion, sales and product traceability to strengthen consumer confidence.

Điện Biên has advantages in history, nature and cultural identity. When these values are harmoniously connected with the OCOP product system, they can become ambassadors carrying stories about the land and people of Vietnam’s westernmost region. This is also a pathway for OCOP products to increase their value and contribute to building Điện Biên’s tourism brand in a distinctive, sustainable and culturally rich direction.