The power of connection from the story of the flower hill.
The dedication and professionalism of local "digital ambassadors," combined with strategic, multi-faceted communication awareness and the supportive spirit of tourism businesses, are creating a natural and effective stimulus chain. From there, short-lived sunflower fields can become a bridge to spread the tourism ecosystem of the Mekong Delta.
Author:Diep Thanh - Dinh Linh - Quynh Anh
Publication date: 29/10/2026
The dedication and professionalism of local "digital ambassadors," combined with strategic, multi-faceted communication awareness and the supportive spirit of tourism businesses, are creating a natural and effective stimulus chain. From there, short-lived sunflower fields can become a bridge to spread the tourism ecosystem of the Mekong Delta.
Every year, in late autumn and early winter, the red soil plateau of Phu Quy is ablaze with the golden color of its flower-covered hills.sunflowerPeople and vehicles from all corners of the country flocked to the western region of Nghe An province, driven by a desire to admire and experience the beauty of the flowers. This year's flower season saw a synergy between large-scale, well-organized media campaigns by the managing businesses and a vibrant new trend: a natural and effective symbiotic model between businesses creating open spaces, local digital content creators, and professional photographers.
“Compared to previous years, this year's flower cultivation area has been expanded in scale, distributed across many gentle hillsides instead of being concentrated in a closed valley, significantly reducing local congestion. In particular, the favorable conditions created by businesses have paved the way for those working in creative image production. Many cameramen, drone operators, and content creators from within the province and other provinces such as Ha Tinh, Thanh Hoa, Vinh Phuc, and even from Moc Chau… have come to Phu Quy to work for many days,” shared Phan Duc Thien (born in 1985), a canal construction worker specializing in agriculture in Nghia Mai commune.
It is on this open platform that local "digital ambassadors" have maximized their role as information bridge. Thanks to his deep agricultural experience, Mr. Thien has a firm grasp of the growth cycle of crops. He knows exactly when the flower hills begin to bud, when the flowers are at their most beautiful, and can pinpoint the exact time of day. Utilizing this perspective, Mr. Thien directly records authentic footage and uploads it to social media platforms. The results far exceeded initial expectations: In just one month during the flowering season, his short videos attracted 12 million views and nearly 2 million followers nationwide.
However, the greatest value of a local content creator lies in their practical connection with the real world. Recognizing that many tourists from other provinces are often misdirected to old flower-growing locations from previous years when searching on online maps – locations 8-9 km away from the new ones – Mr. Thien proactively shared his personal phone number in his social media posts. He transformed his phone into a "support hotline," operating continuously from early morning until late at night. He patiently answers dozens of calls and hundreds of messages asking for directions each day, providing accurate location information and weather updates to ensure visitors don't miss their trip.
When asked about the motivation behind a farmer dedicating so much time and effort to promoting the flower hills, Thien shared: “The content I create helps the channel grow and provides accurate information about the destination for people far away. Because I work in agriculture, I understand the weather and the flower cycle, and I can calculate the blooming days and times so that tourists can plan their trips accordingly. I live nearby, so whenever I pass by and see the flowers just beginning to bloom, I immediately record a video to inform everyone. Seeing people excitedly coming to my hometown makes me very happy.”
This connecting link was further extended when content creators collaborated with photographers and drone operators working in the field. As a result, Mr. Thien became a reliable logistical support system, freely sharing his experience and recommending thoughtful restaurants and accommodations for the groups. In return, the community of photographers readily provided artistic photos and beautiful panoramic drone shots for the channel creator to use in promoting their hometown.
On the part of those directly involved in providing services on the flower hill, they are also very aware of the power of this connection. Ms. Pham Thi Thu (born in 1981, from Nghia Thang) shared: “The number of visitors to the flower hill this year is very large, especially on weekends. Thanks to social media and young people creating and posting video content continuously, visitors from all over know that this flower hill is at its most beautiful. On peak days, the flower hill attracts hundreds of photographers and drone operators. The more visitors, the more income the photographers earn. The photographers here encourage each other to do business in a civilized manner; we only take photos if the customer agrees, without pressuring them.”
The harmonious combination of an open business, multi-platform communication, dedicated content creators leading the way in information dissemination, and a large force of service photographers has created a wave of authentic and far-reaching media coverage. Tens of thousands of tourists have access to clear information, confidently embarking on their journeys and experiences, creating a vibrant service market that generates direct income for locals through photography services, costume rentals, and beverage stalls on the flower-covered hillsides.
Not stopping at the flower fields, content creators proactively guided tour groups to their next destinations. Through detailed and sincere introductions, visitors from distant cities such as Ho Chi Minh City, Dak Lak, Vinh Phuc, Hai Phong, Ha Tinh, etc., after experiencing and taking photos at the flower hills, were connected to nearby tourist attractions, notably Hon Mat Tourist Area, Khe To Fish Stream, The Field of Phu Quy, etc.
On the receiving end, local businesses providing food and accommodation services play a crucial role as a strong "support base," ready with quality facilities and products to welcome the influx of tourists. Mr. Dang Trong Tan, Director of Hon Mat Tourist Area, shared: "The media in general, as well as those who built the canal and used drones on the flower hill, are the ones who create the wave, attracting a large number of tourists to Phu Quy. If we worked alone, we couldn't have disseminated information so quickly and touched the public's emotions like that. Once we attract tourists to the area, our responsibility is to welcome them thoughtfully, create excellent accommodation and experiences to retain them. That's also why we maintain close ties with photographers, drone operators, and others..."
This connection has yielded concrete results. During the peak weeks of the flowering season, all accommodations at Hon Mat are consistently fully booked. After experiencing photography at the flower hill, tourists move here to relax, enjoy food and beverage services, experience foot baths and herbal baths, and savor local cuisine. This connection is also fostered among members of the Tourism Association.Western Art(including ecotourism destinations, homestay accommodations, travel agencies, and traditional craft villages).
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“From that connection, after finishing their experience in Nghia Dan, tourists can continue to visit Hoa Tien brocade weaving in Quy Chau, explore the Săng Lẻ forest in Tuong Duong, experience community tourism in Ban Nua, Khe Kem waterfall in Con Cuong, or go cloud hunting in Muong Long, Ky Son…”.
Mr. Dinh Ba Cuong (owner of Nhat Minh Farmstay)
Simultaneously, this supply chain also opens up opportunities for agricultural specialties and traditional crafts. Characteristic products such as ancient Shan Tuyet tea, ginger essential oil, forest honey, fermented meat, and exquisite brocade scarves are displayed, introduced, and sold at accommodation areas. Visitors come to one location but can access and support products from a vast cultural region of the Mekong Delta.
The "links" from the "flower hill" once again prove: When the media is strong enough, coupled with the unity and cooperation of businesses, the potential is immense.tourismThe western region of Nghe An province has only recently been truly awakened in a sustainable way.
