Continuing as an attractive destination

Điện Biên’s tourism season typically extends from mid-March to the end of May each year, marked initially by the Ban (Bauhinia) Flower Festival, considered the highlight that launches the tourism activities. The festival, held ten times between 2014 and 2025 (excluding 2020 and 2021 due to the Covid-19 pandemic), has established itself as a signature tourism brand unique to Điện Biên.

Having visited Điện Biên twice during the Ban Flower Festival, Trần Trọng Nghĩa, a tourist from Hanoi, shared: “This year, I returned to Điện Biên during the Ban Flower Festival. Although not organized on the national scale as in previous years, I was still very impressed by its rich and engaging activities.”

With a focus on community-oriented tourism, this year’s Ban Flower Festival has been designed not merely as an art performance stage but also as a diverse cultural experience space. Visitors to Điện Biên have the opportunity to immerse themselves in the local ethnic groups’ daily lives, thereby promoting the unique cultural features, scenic beauty, traditions, culinary delights, and local specialties of the region.

Currently, the province boasts 219 accommodation establishments, providing 2,851 rooms with over 5,536 beds. This includes 36 hotels, 145 guesthouses and inns, 18 guesthouses for organizations, and 20 homestays. Six travel agencies operate in the province, three serving international tourists and three for domestic travelers. In the first quarter of 2025, Điện Biên welcomed 426,100 visitors (a decrease of 14,500 compared to the same period in 2024, achieving 29% of the annual plan), including 3,993 international visitors. Total revenue from tourism activities reached VND 768 billion (achieving 32% of the annual plan). Although visitor numbers saw a slight decrease compared to 2024, these figures remain impressive and encouraging.

To promote tourism development, the Provincial Party Committee issued Resolution No.03-NQ/TU on tourism development by 2025, with an orientation to 2030. The resolution sets specific targets by 2025, including increasing the proportion of tourism-related services to approximately 10% of the province’s GRDP, extending the average tourist stay to 3 days or more, and achieving annual growth rates of 15% in visitor numbers and tourism revenue.

Prioritizing tourism development

As the 2025 tourism season began, the provincial Department of Culture, Sports and Tourism continues to organize various activities that promote and attract tourists, leveraging the cultural heritage of ethnic groups and particularly the historical significance of the Điện Biên Phủ Battlefield national special relic.

Communication, promotion, and tourism marketing have been prioritized, exemplified by the impact of the “Presstrip” program, inviting journalists, YouTubers, and TikTokers to support provincial tourism promotion. Since the beginning of the year, the department has produced 1,000 brochures, 70 banners and standees for festival promotions; created one tourism promotional video; issued 1,000 Điện Biên tourism maps (in Vietnamese), 1,000 tourism logos, 600 logos for the National Tourism Year; and designed and updated 16 billboards promoting Điện Biên tourism. Information was provided to 623 tourists and six tourism enterprises researching Điện Biên tourism opportunities.

Nguyễn Minh Phú, Director of the provincial Department of Culture, Sports and Tourism, shared: “In the first quarter of 2025, the department has implemented 11 projects, with six currently underway and the remaining projects under preparation. For instance, the Conservation, Restoration, and Promotion Project for the Điện Biên Phủ Battlefield national special historical relic began planning in 2024. In January 2025, the department advised the provincial People’s Committee to submit the project dossier to the Ministry of Culture, Sports, and Tourism for appraisal, expected to be completed in the second quarter. The project supporting the restoration of national cultural relics representative of ethnic minorities, commenced in May 2024, has been completed and will be handed over for use in the second quarter of 2025. Additionally, the project to build prominent tourism attractions started in January 2025, currently reaching about 45% completion, and is anticipated to finish in the third quarter of 2025.”

Despite these achievements, the implementation of certain projects related to land clearance and drafting policies supporting tourism development has been somewhat delayed due to limited investment resources. Infrastructure for culture, sports, and tourism remains inconsistent, with some facilities not meeting established standards. Furthermore, tourism human resources remain limited both in quantity and quality. Developing specialized tourism policies involves coordination among various agencies, units, and localities, requiring suitable adjustments.

Identifying tourism as a key economic sector, Điện Biên has prioritized the development of tourism infrastructure and transportation routes connecting regions. For hospitality infrastructure, the province actively invites major investors and economic corporations, aiming to construct and operate at least two high-class hotels and two high-end resorts by 2025.

Moving forward, the department will draft a Resolution on policies to support community-based tourism and tourism product development. It will also advise the provincial People’s Committee to issue and implement the strategic cooperation plan for the 2025-2030 period between Điện Biên and the Vietravel Tourism and Marketing Transport Joint Stock Company; implement the Community Tourism Development Project in Điện Biên to 2030; carry out cooperative programs with other provinces and cities; and initiate the provincial smart tourism system development.