Agricultural products become tourist attractions

The Mường Ảng valley has long been known as the “capital” of Arabica coffee in the Northwest. Blessed with a cool climate year-round, fertile soil, and an altitude of over 1,000 meters above sea level, this area is ideal for producing aromatic, flavorful coffee beans.

In recent years, as Mường Ảng has transformed with its new rural appearance, many households and cooperatives not only focus on improving production quality but also open their gardens to welcome visitors for hands-on experiences. Tourists can stroll through lush coffee hills, hand-pick ripe red coffee cherries, learn about the processing method, and enjoy a hot cup of coffee right at the spot. This simple yet fulfilling experience is turning the coffee hills of Mường Ảng into a new stopover where both tourism and agriculture contribute to enriching the local rural economy.

Ms. Lò Thị Mơ, a coffee plantation owner in Mường Ảng commune, shared: “Before, customers only bought packaged ground coffee. Now, they come here to experience and buy more directly...”

While Mường Ảng’s coffee hills offer tourists aromatic experiences, Thanh An commune draws visitors with its activities like digging the soil, harvesting sweet potatoes, and planting vegetables. During harvest time, tourist groups, including many international visitors, are brought by travel companies to experience local farming.

Mr. Trần Quang Thùy, a resident of Thanh An commune, held: “At first, I thought foreigners wouldn’t be used to farming work. But they love it, working while laughing. So, I can sell potatoes and also promote our local products.”

Linking for sustainable development

In the context of shifting to a sustainable green economic development model, rural agricultural tourism is emerging as a trend with abundant potential and numerous benefits. In Điện Biên, the collaboration between the Department of Culture, Sports and Tourism and the Department of Agriculture and Environment is helping to make this sector a strategic direction for local tourism development.

This collaboration has been formalized with a signed agreement between the Department of Culture, Sports and Tourism and the Department of Agriculture and Environment for the period of 2025-2030, aimed at outlining effective and sustainable rural tourism development solutions.

According to the program, the two departments will frequently exchange information, documents, and data related to agricultural projects linked with tourism development. They will also coordinate surveys and assessments of the potential, guide localities in building model rural tourism sites, and organize workshops, conferences, and interdisciplinary task forces to evaluate the quality of rural tourism destinations and services.

Mr. Nguyễn Minh Phú, Director of the Department of Culture, Sports and Tourism, noted: “Agricultural and rural tourism stems from the depth of local culture and the daily lives of farmers. Thus, developing this type of tourism is not merely about exploiting landscapes or agricultural products but also a way to tell cultural stories, preserve identity, increase income, improve living standards, and assert the position of the local people. When people benefit and take pride in what they create, tourism will truly be sustainable.”

Điện Biên boasts a rich natural resource base, diverse ethnic cultures, and many traditional agricultural values. The development of agricultural and rural tourism aligns well with the green transformation, circular economy, and digital economy, helping the province leverage its unique advantages to carve out a niche on the tourism map of Northwestern Vietnam. As tourists increasingly seek authentic experiences tied to nature and communities, agricultural and rural tourism presents a significant opportunity for the tourism sector, where local people not only serve as creators but also directly benefit from the values this type of tourism brings.

Currently, Điện Biên has 12 cultural tourism villages along with numerous recreational and entertainment attractions. Prominent villages include Nà Sự (Mường Chà), Phiêng Lơi (Điện Biên Phủ), Mển (Thanh Nưa), and Che Căn (Mường Phăng). Visitors to these cultural tourism villages can experience the daily lives and agricultural practices of the locals, participate in cooking, explore local cuisine, engage in cultural exchanges, and enjoy the unique traditions of the various ethnic communities in the province.