During the recent holiday, many central streets in Điện Biên Phủ city were bustling with traffic, and historical sites were filled with visitors. From the Victory Monument, A1 Hill, French General De Castries’ bunker, to the Điện Biên Phủ Victory Museum and the Command Headquarters of the Điện Biên Phủ Campaign... all were packed with people visiting, taking photos, and learning about history. The lively atmosphere was a reminder of the peak of 2024, the 70th anniversary of the historic victory that “shook the world.”

According to the Division of Tourism Management under the provincial Department of Culture, Sports, and Tourism, during the five-day holiday, Điện Biên welcomed over 60,000 visitors, with more than 13,000 staying overnight. The total tourism revenue reached VND 182 billion. These are promising figures, especially considering there wasn’t the “big anniversary effect” like last year. The accommodation system ran smoothly, and there were no complaints regarding transportation or dining services, making the holiday an overall success.

However, after this flurry of activity, Điện Biên’s tourism industry is entering a lull period. From June to September, it’s the rainy season, and many tourism services must “rest.”

“For tourism to develop sustainably, we must actively adapt, from products, communications to support policies,” said Phạm Văn Thăng, Head of the Division of Tourism Management.

In the aftermath of the high season, the Điện Biên provincial Tourism Promotion Center is seen as a leading unit in changing communication strategies. Not only has it improved destination marketing depending on the season, but it has also started a long-term approach focusing on experiences, journeys, and emotions of both tourists and locals.

“Previously, we would market based on events. But now, the question is: What else does Điện Biên offer visitors besides its historical battlefields? From that, we’ve begun promoting based on products, seasons, and specific target customers,” said Đặng Minh Phương, Director of the provincial Tourism Promotion Center.

Rather than being noisy or formal, the center’s current communication approach is more in-depth, such as organizing survey trips (farm trips), collaborating with influencers, bloggers, and tiktokers to bring the image of Điện Biên to young people, a group with a large influence but also difficult to please. Alongside the communication, new products are being developed. Tour routes to border areas like A Pa Chải, tours to explore Tủa Chùa, or community tourism in Nà Sự, Mường Phăng, Him Lam... are being developed in unique and distinctive ways. The common factor for these products is authenticity, ensuring they’re not repetitive like those of other localities. This is a key element in keeping tourists engaged.

In sustainable tourism development, the role of the community cannot be overlooked. Many areas in Điện Biên are gradually realizing that preserving local culture and lifestyle is key to attracting tourists. The provincial Department of Culture, Sports, and Tourism has proposed policies to support the development of community tourism and new tourism products. If approved, this will serve as a necessary leverage to enable areas like Mường Nhé, Tủa Chùa, Nậm Pồ, which still lack infrastructure, to participate more deeply in the tourism market.

In addition to in-province marketing, Điện Biên is also expanding its market through regional linkages. Furthermore, the “Tinh hoa Tây Bắc” (Essence of the Northwest) Festival at the end of August will provide a significant boost, helping Điện Biên connect deeper with businesses, tourists, and neighboring provinces. This shift demonstrates that the province’s tourism sector is no longer waiting for tourists to come; instead, they are actively seeking visitors through genuine experiences, local products, and emotional storytelling.

Historical destinations like Điện Biên, known for its resounding victory, can attract hundreds of thousands of visitors who want to learn about its history. But to get them to return, it can only be done through cultural depth, quality service, and daily friendliness. And in this effort, it can be seen that Điện Biên’s tourism sector is moving in the right direction.

After the major holiday, the tourism industry isn’t just “cleaning up the stage,” but is continuing to “set the scene” for long-term performance.