LISTENING TO VISITORS TO ENHANCE THE TOURISM EXPERIENCE IN DIEN BIEN

In 2025, Dien Bien welcomed over 1.45 million visitors, generating more than VND 2,645 billion in tourism revenue. In 2026, the province aims to further accelerate growth, with a strong focus on attracting international travelers

From left to right, top to bottom:

Figure 1: Xa Phang shoe embroiderers

Figure 2: Ta Sin Thang market, preserving many original cultural features of ethnic groups in the Northwest region, is also a must-see destination for tourists visiting Dien Bien

Figure 3: Dien Bien is an attractive destination in the Northwest region, nổi with its pristine beauty and rich cultural identity

Figure 4: The Hoa Ban Festival took place in Dien Bien from March 6-12, attracting visitors from all over to participate

To achieve this goal, Dien Bien will host a series of major cultural and sporting events, including: Ban Flower Festival, Cherry Blossom Festival, National Mong Ethnic Cultural Festival, Art Exhibitions, Dien Bien Provincial Sports Games…and many other vibrant activities

While the province already possesses strong infrastructure and favorable socio-economic and cultural conditions to host large-scale events, local authorities recognize that existing statistics—mainly visitor numbers and revenue—do not fully capture visitor profiles, preferences, and experiences.

To address this gap, Center for Nature Conservation and Development (CCD), in collaboration with the Dien Bien Investment, Trade and Tourism Promotion Center, has conducted comprehensive tourism surveys focusing on: Brand awareness and effectiveness of Dien Bien tourism; trend forecasting; strengths and weaknesses; visitor demographics and profiles; travel behavior and trip characteristics, spending patterns and key expenditures; visitor satisfaction, including feedback on landscapes, environment, facilities, service quality, pricing, community engagement, and safety.

From left to right:

Figure 1: Interview with a foreign tourist

Figure 2: Interview with a domestic tourist

The findings will contribute to building a robust tourism database, serving as a foundation for improving products and services and driving sustainable tourism development in the province.

Since 2021, CCD has been actively supporting Dien Bien in developing tourism aligned with sustainability principles—focusing on unique local assets while promoting conservation of natural resources, biodiversity, historical sites, cultural heritage, spiritual values, traditional arts, and craft villages. In 2023, CCD partnered with the provincial Department of Culture, Sports and Tourism to finalize the “Dien Bien Tourism Development Plan to 2025, with a vision to 2030”—a key strategic framework positioning Dien Bien as an attractive destination in Vietnam’s Northern Midlands and Mountainous region.