In recent days, locals and visitors in Điện Biên have been buzzing about a new and captivating destination: the vineyard of the Thảo Nguyên High-Quality Agricultural Cooperative, located in Mường Thanh ward. On a 6,000-square-meter plot, 600 grapevines are being cultivated according to VietGAP standards and are currently in harvest season. The garden’s fresh greenery and picturesque setting attract hundreds of visitors each day, especially on weekends. Groups of visitors stroll joyfully under the heavy grape trellises, picking and tasting sweet, plump grapes straight from the vine. The peaceful, pristine setting and inviting fruit-laden vines have turned this spot into a natural film set where everyone can capture memorable check-in photos.

What’s especially noteworthy is that admission is completely free. Lương Đức Sơn, the vineyard’s owner, shared: “Growing grapes was just a retirement hobby for me, I never intended to make it a tourist spot. But seeing people enjoy visiting and supporting us makes me really happy. That’s why I don’t charge an entrance fee. Anyone who wants to buy our products to support the family is more than welcome.”

This simplicity and sincerity are what keep visitors coming back. In addition to serving on-site guests, Sơn’s vineyard supplies hundreds of kilograms of grapes daily to clean fruit stores in Hanoi, further confirming the quality and economic value of this model. Sơn also revealed that the cooperative is using more than one hectare of remaining land to grow Thai pears and large jujubes, promising even more high-quality produce and exciting destinations in the future.

Recognizing the undeniable appeal of agritourism, travel companies are beginning to get involved professionally. Recently, Tâm Tâm Travel partnered with an international travel agency to pioneer a unique agricultural tour, immersing tourists in the daily agricultural life of Điện Biên residents.

This special tour journey includes not only familiar historical sites but also vibrant agricultural production models. Visitors, including international groups, have had unforgettable experiences visiting organic vegetable farms in Noong Luống commune, meeting the “cherry blossom king” of Mường Phăng, and witnessing the process of making silky miến dong (arrowroot noodles). Guests also visited black chicken farms, velvet antler deer farms, and enjoyed the aroma of Arabica coffee from Mường Ảng. The most impressive part for many was digging up sweet, honey-like Thanh An sweet potatoes with their own hands, a truly hands-on and exciting activity.

Nguyễn Xuân Quyết, Director of the Tâm Tâm Travel, said: “Besides its strength in historical tourism, Điện Biên has enormous untapped potential for agritourism. We collaborated with an international travel agency to run a pilot tour for over ten European guests. The results were surprising, everyone was very satisfied and delighted with the entire journey. They were especially impressed with being able to harvest produce and take part in coffee processing themselves. These authentic experiences are simply irreplaceable. The success of the trial run is a very positive signal that gives us confidence to continue developing this type of tour.”

Agritourism is no longer a foreign concept globally. In Vietnam, this model has already flourished in provinces like Lâm Đồng, Sóc Trăng, and Hà Giang. Although still in its early stages, Điện Biên’s budding farms, like Sơn’s vineyard, Thanh Yên’s organic vegetables, or the Mường Ảng coffee plantations, are sending strong signals for a promising new direction. Điện Biên’s advantage lies in its pristine and rustic charm, offering visitors peace in nature, a chance to slow down, and to witness the deep bond between people and the land. Additionally, native agricultural products such as Arabica coffee, Thanh An sweet potatoes, black chicken, organic milk grapes, and miến dong (arrowroot noodles) serve as “specialties” that can attract visitors and help build a unique tourism brand for the province.

From heartfelt self-started models to professional initiatives by travel companies, agritourism is gradually affirming its place as a new and engaging “spiritual dish” on the tourism map of Điện Biên. This direction promises to diversify tourism offerings, encourage longer visitor stays, and enhance the value of local agricultural products, ultimately creating sustainable livelihoods for farmers.

However, for agritourism in Điện Biên to develop sustainably, there must be coordinated efforts from local government, businesses, and residents. Transportation infrastructure connecting production areas needs improvement. Agricultural models must meet quality standards and food safety requirements. Most importantly, a well-planned communication strategy is essential to promote the image of Điện Biên not only as a place of heroic history but also as a land of sweet harvests, kind smiles, and unforgettable experiences.