Harnessing potential of night-time tourism in mountainous regions

The uniqueness and distinctiveness of highland village spaces always create a special allure for visitors. This not only promotes cultural and tourism activities and the consumption of agricultural products but also contributes to improving local incomes.

Buying a bunch of forest orchids amidst the vast mountains at night; immersing oneself in music with the sounds of traditional flutes and enchanting dances; or staying up all night watching locals livestream the sale of agricultural products — these distinctive experiences can only be found at Tua Chua Night Market in Tua Chua Commune, Dien Bien Province. For that reason, this is considered one of the most unique markets in the highlands of the Northwest.

Tua Chua Night Market officially began operating in October 2022, serving the trading and cultural exchange needs of ethnic minority communities in the area, with the aim of becoming a unique tourist attraction. To avoid becoming a copy of other night markets, the management board of Tua Chua Market chose a creative and distinctive approach. Every Saturday night when the market takes place, each commune prepares a cultural performance programme reflecting its own ethnic identity to introduce and promote it to visitors.

In addition, many local high schools also participate in performances, making the shows more diverse and less repetitive. With the involvement of many local cultural clubs, each night market at Tua Chua becomes a vibrant cultural festival. Notably, visitors can immerse themselves in music and traditional dances of the local ethnic groups. The later it gets, the more bustling the market becomes, as people from distant villages only arrive late at night with their goods.

Although it is a highland market, the way people sell goods here keeps up with modern trends through online methods. Le Huyen Trang, a long-time online vendor at Tua Chua Night Market, shared: “We usually livestream sales on social media platforms like Zalo, Facebook, and TikTok. The products we sell are very diverse, from herbs, honey, and forest orchids to local agricultural products. Many people arrive at the market very late due to the distance, so we livestream throughout the night.”

There are around ten vendors who are regularly online like Trang. Each person uses several internet-connected smartphones to livestream sales. Thanks to this method, Tua Chua Night Market has become known as a “4.0 market”, gaining popularity on social media and attracting many tourists who seek unique experiences.

Alongside the bustling livestream sales, many locals still prefer to sell their goods traditionally to customers present at the market. They sit quietly, only shyly speaking in slightly broken Vietnamese when approached. Under the chilly night mist of the mountains, many children sleep  soundly in their mothers’ arms. All these elements come together to create a marketplace full of emotions, modern but still steeped in the rustic charm of the mountains.

Tua Chua is gradually becoming a favourite came to these highland communes. Clearly, night-time tourism is an effective way to diversify tourism offerings, attract visitors, extend their stay, and play an important role in economic development and raising local incomes.

The White Highland (former Bac Ha District), Lao Cai Province, has also seen breakthroughs in tourism development in recent years. Although it was once known mostly for its traditional horse races, the area now hosts festivals throughout all four seasons. To continue the goal of making tourism a spearhead economic sector, local authorities have focused on investing in and developing new tourism products to attract visitors, including night-time tourism.

Bui Van Vinh, former Head of the Department of Culture, Science and Information of the former Bac Ha District, shared: “To develop night-time tourism, we planned and created a complex space including a night market and walking street. Here, tourists can enjoy special cultural performances and music exchanges; sample traditional dishes; and shop for local specialties or traditional handicrafts such as brocade, skirts, blouses, and souvenirs. Since the walking street and night market were introduced, tourists stay longer, and traditional products are selling better.”

“Linking tourism with cultural preservation” and “turning heritage into assets” are the approaches that ethnic minorities in highland communes are embracing. Thus, in the space of the walking street and night market, each ethnic group showcases its traditional dances and songs, leaving visitors with lasting impressions of the area’s rich cultural diversity.

Giang A Hai, Chairman of the Hong Mi Folk Art Club, shared: “Music is the fastest way to connect people’s souls. Every time we perform, tourists join in the dancing. Since night-time tourism was introduced, we’ve had more shows, and the number of club members has increased, including several middle and high school students. These young people usually perform on weekends. This activity is highly encouraged as it not only provides them with extra income to support their families but also nurtures and spreads their love for their cultural heritage.”

Thanks to the boost from night-time tourism, the White Highland region is gradually establishing its position on the northern mountainous tourism map. According to statistics from the Department of Culture, Science and Information of the former Bac Ha District, the entire district had only 45 guesthouses, hotels, and homestays in 2015. Now, in 2025, that number has grown to 125 accommodation establishments. As of May, the locality has welcomed over 480,000 visitors so far this year, with the annual target estimated to reach 1 million, a dream number for a region that still faces many challenges.

Developing night-time tourism in mountainous regions not only expands the space and duration of visitor experiences but also contributes to preserving local culture. Therefore, to succeed, there must be unique features, distinctiveness, and comprehensive policies and planning. Localities need to identify their specific strengths to focus on and create culturally rich, distinctive tourism products. Only then can night-time tourism truly become a “gold mine” for socio-economic development, creating stable jobs and income for highland communities.

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