First to be mentioned is the proactiveness of state management agencies. To ensure the Festival takes place safely, respectfully, and leaves a lasting impression on visitors, the Department of Culture, Sports, and Tourism has advised and requested People’s Committees of communes and wards, the Provincial Tourism Association, and tourism service providers to implement synchronized solutions. Local authorities are instructed to strengthen inspection and supervision of tourism service activities; ensure businesses strictly comply with regulations in providing products and services; and pay close attention to security, environmental sanitation, and food safety at tourist sites. Though these may be “behind-the-scenes” elements, they play a decisive role, as even a small oversight could affect the province’s image as a destination.

For businesses, safety for tourists remains the top priority. The department emphasized strict implementation of Directive No.11/CT-TTg by the Prime Minister on road traffic safety, particularly banning the use of unregistered or unsafe vehicles. Hotels, restaurants, homestays, and travel companies must ensure environmental hygiene, food safety, fire prevention, and emergency preparedness, as well as resolutely handle any actions causing inconvenience to tourists. State management preparation is also reflected in transparent price posting and the establishment of hotlines to promptly respond to visitor feedback. The department has also published hotline contact points available 24/7 to support tourists in all situations.

If state management guidelines serve as the compass, then the proactivity and dedication of businesses breathe life into a successful festival season. Strolling through the main streets of Điện Biên Phủ these days, one can easily feel the urgency and excitement, not only in public works but also in every service facility.

Among them, Thổ địa Coffee enjoys a prime location near the Provincial Stadium, with its second floor directly overlooking the stage where the opening ceremony will take place. Owner Trương Thị Thu Hà shared: “Based on previous events at the stadium, we anticipate a sharp increase in customer numbers during the peak days. Therefore, we have increased staffing and adjusted shifts to ensure quick and attentive service even at the busiest times. We have also stocked up on high-quality ingredients to maintain consistent drink quality, avoiding shortages or reliance on substitutes. Overall, we are fully prepared to welcome festival-goers.”

Located in Noong Chứn hamlet, Mường Thanh ward, Văn Phong Restaurant has long been a trusted address for those seeking to discover the culinary essence of the Thái ethnic people. Ahead of the Festival, their professionalism shines even brighter. Manager Lò Thị Tiển Oanh explained: “We based our preparation on actual figures from previous occasions to decide the quantity of ingredients. This helps us optimize inputs, ensuring no shortages while avoiding waste. At the same time, we remain uncompromising in selecting only fresh, high-quality food. Additionally, we have opened a booth at 7/5 Square, where many festival activities will take place, offering ready-to-go specialties such as dried meat and chẳm chéo to promptly serve visitors.”

The accommodation sector is also heating up. Thịnh Vượng Hotel, located right next to the 7/5 Square, is nearly fully booked for the festival days. Owner Nguyễn Việt Đức noted: “On September 18-20, we are almost at full capacity. At such peak times, even a minor issue like a broken air conditioner or unstable wifi could ruin a guest’s stay and lead to negative reviews. That’s why we have conducted a full inspection of our electricity, water, and in-room facilities to ensure smooth operation and maximum comfort for our guests.”

Clearly, preparations for this year’s Northwest Essence - Điện Biên Festival go beyond being “sufficient” and aim for “quality.” Each agency, business, and household recognizes their responsibility in shaping Điện Biên’s image as a hospitable, safe, friendly, and professional destination. At the state management level, synchronized measures on security, safety, environment, pricing, and hotlines demonstrate Điện Biên’s alignment with modern tourism standards.

At the business level, proactive and creative service preparation, especially tied to local culture, shows that Điện Biên not only welcomes guests but also seeks to “retain” them and leave a lasting impression. With thorough preparations across sectors, the province is ready for the event, an important step in affirming its position as an attractive destination in the Northwest and advancing its goal of sustainable tourism development, making tourism a key economic driver.