In Trung Thu hamlet, Sính Phình commune, Vừ A Kỷ is widely recognized as a young man willing to think big and act boldly by developing tourism in his own hometown. While most Hmong residents in Trung Thu traditionally relied on upland farming and nature-dependent livelihoods, Kỷ chose a different path, tapping into the area’s natural advantages to build a tourism model.

He identified the potential of his surroundings - cool climate, pristine landscapes, and the tranquil charm of a highland setting. Instead of leaving for work elsewhere, he decided to stay and gradually develop a local tourism model right in Trung Thu.

In the early days, he started from scratch. Despite the harsh highland sun, he persistently improved the land, built resting huts, planted trees, and gradually shaped the site’s initial appearance. What began as a small scale effort evolved into a more structured approach as he mobilized local households to join, forming the Trung Thu Clean Agriculture and Ecotourism Cooperative. As a result, the Trung Thu pine hill site has steadily become a familiar destination, offering green spaces, huts nestled among pine trees, and a communal dining area serving 30-50 guests, creating a close-to-nature experience. Notably, the model also provides stable outlets for local agricultural products, helping raise incomes for many households.

“I hope that with my youth, I can make even a small contribution to developing local tourism. When tourism grows, not only my family but many others in the village will have better opportunities to improve their lives while preserving our cultural identity”, Kỷ shared.

Meanwhile, Phan Thạch Thành (born in 1992, Điện Biên Phủ ward) has taken a different approach, focusing on digital content creation and community engagement. Through visits to remote villages and firsthand experiences of the region’s majestic landscapes and diverse cultures, Thành developed a deeper, more comprehensive understanding of his homeland. These experiences inspired him to find new ways to refresh tourism and make Điện Biên a more engaging destination.

He began by creating the fanpage “Discover Điện Biên with a local insider” which has attracted nearly 29,000 followers. More than just an information page, it has become a digital storytelling platform where history, landscapes, culture, and daily life are shared through vivid images and videos. Through this lens, Điện Biên emerges not only as a land of historic sites but also as a culturally rich destination worth exploring.

Building on this platform, Thành expanded into tourism services by establishing a company offering land tour products. His experiential programs are designed flexibly, tied to seasonal activities, local culture, and everyday life. Visitors can immerse themselves in authentic cultural spaces and explore new destinations alongside well-known historical landmarks. A key innovation in his approach is the integration of tour operations with digital media. With a young, knowledgeable team of guides - at times mobilizing nearly 20 people- his tourism products continue to improve. At the same time, leveraging digital platforms and Industry 4.0 technologies has helped broaden Điện Biên’s reach to both domestic and international audiences.

“For tourism to develop sustainably, strong connections between individuals, businesses, and communities are essential, especially through digital platforms. When content is engaging and widely shared, and when there is collective effort, Điện Biên can become a more attractive destination regionally and nationwide”, Thành said.

Driven by her love for Thai ethnic culture and a desire to preserve traditional values, Lò Thị Tiển Oanh (born in 1994, Noong Chứn village, Mường Thanh ward) chose to start her business based on local strengths. Recognizing that cuisine is a gateway for visitors to better understand local life and customs, she developed Văn Phong Ethnic Cuisine Restaurant, specializing in traditional Thai dishes. Each dish is prepared using traditional methods and carefully presented to create a complete cultural experience.

Beyond cuisine, she also organizes cultural exchange activities, including xòe dance and bamboo dance performances, allowing guests to enjoy both food and cultural immersion. The graceful dances, lively music, and participation of local residents create a unique appeal, offering visitors authentic and engaging experiences. Today, Văn Phong has become a familiar stop for many tour groups visiting Điện Biên, contributing to the preservation and promotion of traditional cultural values in modern life.

Through diverse approaches, the involvement of young people is bringing positive momentum to local tourism. With innovative thinking, adaptability, and a spirit of initiative, they are gradually transforming existing potential into tangible products, helping bring Điện Biên closer to both domestic and international visitors.