In Điện Biên province, a land rich in historical and cultural values, these “4.0 tour guides” are no longer merely leading groups and providing narrations; they have become creative storytellers who leverage technology to enhance the overall traveler experience.

With over ten years in the profession, Nguyễn Thị Lưỡng, a guide at the Điện Biên Phủ Victory Museum, is among those who clearly feel the shift of the trade in the digital age. From the early days of relying primarily on memory, printed scripts, and physical documents, her work is now closely intertwined with modern technological devices.

According to her, simply “memorizing the lesson” as in the past is insufficient to retain visitors, especially the younger generation. Consequently, she proactively seeks out and selects additional data, images, and videos to enrich her narrations. During each tour, instead of following a fixed route, she flexibly adjusts her approach to suit different audiences. For students, she integrates interactive questions combined with visual imagery; for older guests, she emphasizes historical depth; and for international visitors, she utilizes translation apps and visual aids to overcome language barriers.

Furthermore, she assists tourists, particularly the youth, in experiencing the museum’s technological applications, such as artifact look-up software, virtual museums, 3D artifact projections, tour guide software, VR reality games, and interactive 3D mapping technology. She believes that the application of digital technology contributes to making the exhibition space more vivid and history more accessible. However, despite the support of technology, the core remains the emotion and understanding of the guide. When one truly understands and takes pride in history, every story told gains depth and a resonance that truly touches the listener.

Sharing in the rhythm of change, Trịnh Thị Hồng Nhung, a guide at the Điện Biên provincial Monuments Management Board, is also refreshing her craft. Given the nature of guiding at outdoor sites like A1 Hill and the De Castries bunker, where mostly remnants remain, the narration still relies heavily on verbal storytelling, requiring guides to have solid knowledge and captivating delivery. To add appeal to every journey, she focuses on innovating her storytelling style, weaving in everyday details and side stories to help visitors easily visualize and feel more deeply about history.

Beyond this, she proactively “brings monuments to the digital space.” On social media platforms, she regularly posts short videos introducing the sites, sharing behind-the-scenes stories, or highlighting lesser-known details about the Điện Biên Phủ campaign. These images and stories continue to be shared, contributing to the spread of the value of Điện Biên’s historical monuments. She notes that the greatest challenge today is that tourists have many sources of information and choices, so guides must constantly update themselves and offer their own unique perspectives and storytelling methods to leave a lasting impression.

The 4.0 wave is not limited to key tourist spots; it is also spreading to every village where community tourism is developing. In Mường Lay, Lù Thị Toản, the owner of a local homestay, has boldly changed her approach to tourism toward a modern direction. Previously, her family’s homestay business depended mainly on regular customers or groups brought in by travel companies. However, in recent years, she has proactively explored and utilized social media platforms for promotion. Short videos and images capturing daily life, traditional dishes, or the peaceful scenery of the Mường Lay reservoir area are posted regularly, attracting numerous views and interactions.

By changing the method of reaching tourists and focusing on digital and social media promotion, the number of direct room bookings has increased significantly, especially among young travelers and small groups. Along with providing accommodation, she also focuses on introducing local culture and guiding tourists through experiences such as boating on the reservoir, enjoying Thái ethnic cuisine, and participating in community activities. This shows that in the 4.0 era, the boundary between professional guides and community tourism workers is gradually blurring. As various forces join hands to promote destinations and improve service quality, the local tourism image is spreading wider. In the first two months of 2026, Điện Biên welcomed approximately 310,000 visitors, a 1.26-fold increase compared to the same period in 2025.

In the journey of tourism development, the harmonious combination of traditional values and modern technology is the key to sustainable local development. When technology is used correctly, every individual, whether a professional guide or a local resident, can become a “tourism ambassador” in the digital space.