Coming to Điện Biên this time is a delegation including digital content creators operating on TikTok, YouTube, and Facebook platforms; the delegation from Vitamin Network media company; representatives of TikTok Vietnam; a number of journalists and reporters along with representatives of the Tourism Association, Business Association, and service, tourism, and travel businesses from many localities who participated in surveying and experiencing reality at typical destinations of Điện Biên.

Survey points focused on landmarks bearing deep historical imprints and typical local tourism values such as: The Martyrs’ Temple at Điện Biên Phủ Battlefield, Điện Biên Phủ Victory Museum, Hill A1, De Castries Bunker, Điện Biên Phủ Victory Monument; resorts and tourism services like Himlam Resort, and typical community tourism models, including Phiêng Lơi community tourism village. Through the experiential journey, KOLs and content creators recorded authentic and vivid moments, reflecting the historical depth, landscape beauty, and unique cultural features of the Điện Biên people.

A prominent highlight in this communication activity is the participation of the Vitamin Network media company delegation with 12 key content creators, possessing coverage on over 20 channels belonging to many different platforms. Along with many other KOLs and KOCs, the delegation deployed continuous production of short videos, experience vlogs, posts, and interactive content, focusing on promoting the Three-Nation Còn Throwing Festival, while introducing the image of Điện Biên tourism destinations in a modern way, close to the young public.

Promotional and introductory content is built in the direction of storytelling through images, emotions, and personal experiences, creating a strong spreading effect, contributing to creating “viral” content for the event as well as improving the recognition level of Điện Biên tourism in the digital space. Many media products quickly attracted a large number of views, shares, and interactions, opening up opportunities to approach potential tourists in the context that tourism is increasingly tightly linked with digital platforms.

Trần Hải Hà, Acting Director of the Department of Culture, Sports and Tourism, said: “This festival is the first time we have focused on communication and promotion, especially on social networking platforms. In which, there is a part of promotion through KOLs, KOCs, through TikTok and Facebook channels. Communication and promotion on social networking platforms have been activated so that Điện Biên people themselves, and young people of Điện Biên become content creators, proactively making posts, news, and short videos to promote and introduce the festival and culture of Điện Biên. Thereby creating an attractive and interesting image of Điện Biên besides the value of heroic historical relics; being a rich, diverse, and attractive experience destination for domestic and international tourists.”