Strengthening regional ties

Within the festival framework, seven provinces and cities: Điện Biên, Lai Châu, Sơn La, Lào Cai, Tuyên Quang, Phú Thọ, and Hồ Chí Minh City came together to deliver a memorable event. From dazzling art performances and lively street parades to colorful exhibitions and in-depth conferences, the program highlighted the tourism potential of Điện Biên in particular and the Northwest in general. It marked a step forward in collaboration, promising breakthroughs in the years ahead.

Hồ Chí Minh City’s presence was especially notable. Long recognized as the country’s leading tourism hub - dynamic and experienced - the city has acted as a strong partner to the Northwest provinces. Speaking at the event, Nguyễn Thị Minh Phương, Acting Chief of Office at the Hồ Chí Minh City Department of Tourism, remarked: “From 2026 to 2030 will be the golden period for Hồ Chí Minh City and the Northwest to elevate cooperation, build a strong joint tourism brand, and contribute to making tourism a spearhead, sustainable, and globally integrated sector for Vietnam. Our department is committed to sharing expertise, mobilizing resources, and working hand in hand with the provinces to turn collaboration into a collective strength that benefits businesses, communities, and travelers.”

The cooperation agenda focuses on infrastructure and connectivity, tourism products and services, as well as promotion and marketing. Priorities include strengthening the Hồ Chí Minh City - Điện Biên air route, leveraging expressways such as Nội Bài - Lào Cai and Phú Thọ - Sơn La alongside rail and premium coach services, and launching a “Hồ Chí Minh City - Hanoi - Northwest” caravan tour for domestic and international visitors.

A joint tourism package is also on the table, combining MICE events in Hồ Chí Minh City with authentic Northwest village experiences, luxury resort stays paired with hot spring baths or trekking Fansipan, and linking the city’s Áo Dài Festival with the Northwest’s Ban Flower Festival and Khâu Vai Love Market. Plans are underway to institutionalize the Northwest Tourism Week both in Hồ Chí Minh City and in the region, establish a shared digital platform for communication, and collaborate with international KOLs and travel bloggers to amplify the message.

Welcoming new opportunities

The festival drew not only local authorities but also airlines, travel firms, and international investors. Vietnam Airlines presented strong commitments, with Phan Nguyên Hồng, Deputy Head of Passenger Commercial Department, affirming: “Vietnam Airlines will continue to accompany Điện Biên and the Northwest provinces in opening flight routes, promoting OCOP products, and boosting tourism development.”

The airline has stepped up promotion through its Heritage magazine, social media, and global network, bringing Điện Biên and the Northwest closer to passengers. It has also successfully introduced Sơn La strawberries and plums into in-flight meals and is working with Điện Biên to feature the province’s macadamia nuts on its menu.

Currently, the Hanoi - Điện Biên route operates 11 flights per week with a seat occupancy rate of about 80%, a positive signal for potential expansion, including a Hồ Chí Minh City - Điện Biên route. “Opening a new route requires many conditions, so this is part of our long-term strategy. We are fully prepared once supportive policies, market demand, and operational efficiency are in place”, Phan Nguyên Hồng added.

Major domestic tour operators also see opportunities. Vietravel, for instance, emphasized developing community-based villages to meet the expectations of higher-spending visitors. According to Tạ Thị Tú Uyên, Deputy Director of Business Development at Vietravel: “Northwest community-based tourism, especially in Điện Biên, has the potential to become a distinctive product appealing to international premium travelers. To achieve this, close coordination is needed between authorities, local communities, and businesses. Vietravel is committed to acting as a bridge, not only by connecting markets and promoting destinations but also by standardizing tours, supporting logistics, and providing high-quality services for festivals, forums, and events, helping local villages gradually integrate into the global tourism value chain.”

The Northwest’s appeal also reached foreign investors. The 2025 Northwest Quintessence Festival - Điện Biên will not only feature the participation of provinces, cities, travel and tourism businesses, and airlines, but also representatives from several countries, northern Lao provinces, as well as international organizations and companies. For the first time, Yuya Minowa, Director of Niinuma Tomofarm Vietnam Co., Ltd., attended the festival and commented: “Điện Biên has remarkable historical sites, stunning nature, delicious food, and even a cherry blossom season like in Japan. With the added convenience of air travel, we see strong potential here. Our company focuses on agriculture and plans to pilot a smart farm in Điện Biên, eventually developing it into a high-tech agritourism model to attract visitors.”

Reflecting on the festival’s success, Nguyễn Thị Thanh Chuyên, Deputy Director of Điện Biên’s Department of Culture, Sports and Tourism, said the event created a major opportunity to connect government agencies with domestic and international businesses, especially with the participation of partners from Laos, Russia, and Japan. “This provides a solid foundation for expanding markets and enabling Northwest tourism in general, and Điện Biên in particular, to soar in the coming years, building on the achievements of the 2021- 2025 cooperation program”, she said.