Building a brand from coffee trees associated with community tourism development

Chieng An (Son La province) recently organized a Coffee Festival associated with tourism development, bringing a new look to the local coffee industry, which is considered the "Arabica coffee capital of the Northwest". Not only a cultural and agricultural activity, the event also demonstrates the orientation of brand building and economic development associated with tourism of the Northwest region.

Connecting culture and tourism from festivals

Chieng An Ward has natural conditions especially suitable for Arabica coffee: 750-800m altitude, cool climate, basalt soil mixed with gravel for deep, light aromatic coffee flavor.

Linking coffee festival development with tourism.

After the administrative reorganization, Chieng An was merged from three old Chieng Xom, Chieng Den and Chieng An units, becoming one of the localities with the largest natural area in the province. From that foundation, coffee trees became an “ economic lever”, shaping a unique brand for this land.

Currently, the whole ward has 1,987 hectares of coffee, with an average yield of 8-10 tons/hectare, equivalent to 15,496 tons/year, bringing in revenue of about 433.8 billion VND. Coffee has become the main source of income, contributing to hunger eradication and poverty reduction, improving the lives of the Thai, Mong, Dao ethnic groups...

In particular, Chieng An is the first locality in Son La to have a production line for Cascara tea, a product processed from coffee husks. This affirms a strong shift from raw production to value-added processing, towards sustainable agricultural economic development.

Mr. Nghiem Van Tuan, Chairman of the People's Committee of Chieng An Ward, emphasized that the festival is an opportunity to open up new investment projects in the coffee sector, from production, processing to trade and tourism services; at the same time, widely promote the image of typical agriculture, creating a foundation for developing OCOP products and community tourism.

Mr. Lo Minh Hung, Standing Deputy Secretary of Son La Provincial Party Committee, said that the coffee festival is contributing to positioning the brand "Son La Coffee - Northwest Coffee" on the world coffee map, bringing stories about the livelihood, culture, and working life of local people closer to tourists.

Associated with specialty tourism

Not only focusing on production, Chieng An is implementing a strategy to develop ecological agricultural tourism associated with coffee trees, using festivals as a promotional highlight.

Traditional Thai ethnic meal in Chieng An.

Mr. Luong Duy Doanh (Fivestar Travel) commented: The formation of the “from farm to cup of coffee” experience chain is opening up a new direction for Chieng An ward: both developing the economy, positioning the brand, and promoting local tourism. The organizing unit connects with Hanoi travel agencies to survey and form a route here, including developing community tourism from Thai villages.

“Around February 2026, the locality will organize an international marathon event combined with a festival of native flowers to create connections and promote local tourism,” said Mr. Doanh.

In the near future, Chieng An will not only be a key raw material area but is also expected to become a typical coffee tourism destination of the Northwest, where visitors can fully experience the Arabica flavor and unique indigenous cultural space.

Source: https://baotintuc.vn/du-lich/xay-dung-thuong-hieu-tu-cay-ca-phe-gan-voi-phat-trien-du-lich-cong-dong-20250317213053693.htm