Key activities during the festival will include: an opening art program; a street festival celebrating the essence of the Northwest; a conference to promote and develop tourism between the Northwestern and Hồ Chí Minh City; exhibitions showcasing unique tourist destinations from the Northwest and Hồ Chí Minh City; a Northwestern cuisine festival; an exhibition of beautiful tourism photos titled “Colors of the Northwest”; and cultural performances featuring folk music, dance, and traditional musical instruments.

The provincial People’s Committee has instructed the Department of Culture, Sports, and Tourism to work with various agencies and localities to implement coordinated promotional activities. Local loudspeakers, television and radio broadcasts, print and online media, and social media platforms will continuously update festival information, including dates, locations, programs, and the significance of the event for the development of the province’s culture and tourism. Billboards and posters have been set up at key locations like Pha Đin Pass, Tây Trang International Border Gate, and Điện Biên Airport. Additionally, letters have been sent to neighboring provinces like Sơn La, Lào Cai, Phú Thọ, Tuyên Quang, Lai Châu, and Hồ Chí Minh City, urging them to increase publicity and create promotional video clips about the festival’s cultural and tourism potential.

Phạm Văn Thăng, Head of the Tourism Management Division under the Department of Culture, Sports, and Tourism, shared that this year’s promotion combines traditional media with digital platforms. In addition to local media coverage, social media platforms such as Facebook, Zalo, TikTok, and YouTube will be used to release short videos, promotional clips, and documentaries showcasing Điện Biên’s cultural, culinary, and tourism highlights. These materials will feature modern designs with approachable language, engaging imagery, and captivating music, targeting both young people and international tourists. The department is also collaborating with travel bloggers, photographers, and travel agencies to spread the word nationwide.

The organizers emphasize that promotion should not only inform about the time and place of the event but should also inspire pride and a desire to promote Điện Biên’s image. The media content will highlight the uniqueness of local ethnic groups, traditional crafts, and historical stories, especially the historic Điện Biên Phủ victory, a source of national pride. Tourist destinations such as Mường Phăng, Mường Thanh field, Pá Khoang Lake, and Pha Đin Pass will also be prominently featured to attract viewers.

To ensure effective promotion, the participation of local authorities, political-social organizations, businesses, and the public is crucial. Many local tourism service providers, including hotels and restaurants, have proactively displayed banners and shared information on their personal channels.

With a creative and coordinated promotional effort, the 2025 Northwestern Essence - Điện Biên Festival is expected to attract a large number of visitors, contributing to the sustainable development of the province’s tourism industry.