Mr. Trần Xuân Việt, Deputy Director of the Department of Culture, Sports and Tourism (DoCST), stated:
In implementing the tourism stimulation and development program for 2025, the Department has developed a plan to organize key events and highlight activities to attract tourists. Prominent among these are: the Yên Châu Mango Festival; Mộc Châu Dairy Cow Beauty Contest; Mộc Châu Fruit Picking Festival; Sông Mã Longan Festival; Bắc Yên Independence Festival; the 130th anniversary celebration of the founding of Sơn La Province; and the announcement of Quỳnh Nhai as a provincially recognized tourist area. In addition, the Department is thoroughly preparing for participation in tourism promotion events in Da Nang City, Ho Chi Minh City, and in the tourism development linkage program among the eight extended Northwest provinces; as well as in-depth tourism surveys in Bắc Yên and Mường La districts.

To stimulate tourism, the DoCST is intensifying promotional efforts in conjunction with a media campaign themed “Sơn La Tourism – Travel to Experience – Come to Love.” It is launching contests for beautiful photo and video clips, tourism slogans, tour design and tour guide presentations, and voting for tourism brands. At the same time, it is developing vibrant, engaging media products to be widely disseminated across digital platforms, social networks, the website of the Vietnam National Administration of Tourism, and national television channels.

Tourists visiting the Bạch Long Glass Bridge – Mộc Châu Island Tourist Area.

In early May, Mộc Châu town held the 2025 Mộc Châu Tourism KOL (Key Opinion Leader) Face Search Contest, with the participation of over 50 KOL groups nationwide. Thanks to the influence of these KOLs, many destinations and unique activities in Mộc Châu have been widely promoted and received great attention from the community, especially on social media platforms.

Ms. Nguyễn Thị Hoa, Vice Chairwoman of Mộc Châu Town People's Committee, shared:
Tourism development depends on many factors, among which promotion and communication are extremely important. The town organized the 2025 Mộc Châu KOL Face Search Contest to find outstanding KOLs with compelling stories and engaging clips about Mộc Châu. Through this, the image of Mộc Châu tourism is being spread to friends and tourists both domestically and internationally.

Mộc Châu comes alive with the 2025 Fruit Picking Festival.

Alongside communication efforts, the DoCST has also promoted and encouraged tourism businesses in the province to research and build attractive promotion packages for sightseeing, accommodation, cuisine, transportation, and service experiences tailored to different customer segments. “Tourism Promotion Weeks” are organized at key destinations to stimulate spending and attract tourists. Tourism businesses are encouraged to participate in domestic and international tourism fairs to widely promote the province’s unique tourism products and services to potential markets and international partners.

Mr. Hoàng Mạnh Duy, Deputy Executive Director of Mộc Châu Island Tourist Area, stated:
From June to August, Mộc Châu Island offers the “Season of Sweet Fruits” tourism product – a package service including visits to the glass bridge, entertainment, dining, relaxation, and the experience of seasonal fruits in Mộc Châu, such as: hậu plums, avocados, oranges, etc. With preferential pricing, it helps tourists save costs while fully discovering Mộc Châu.

Locals and tourists visit exhibition booths at the 2025 Quỳnh Nhai District Culture, Sports, and Tourism Week.

he DoCST is also strengthening coordination with districts, towns, and cities to improve the quality of tourism environment management and ensure security and safety for tourists throughout their experience in Sơn La. It provides guidance and monitors tourism service establishments in implementing price listing regulations, selling at listed prices, complying with promotional commitments under the tourism stimulation program, safeguarding the rights of tourists, and maintaining the image of Sơn La as a safe, friendly, and professional destination.

With synchronized, creative, and decisive solutions, the 2025 tourism stimulation program contributes to making Sơn La a top attractive destination in the Northwest region; striving to achieve the goal of welcoming 5.3 million visitors this year, and building a solid foundation for Sơn La tourism to accelerate, break through, and make a significant contribution to the province's socio-economic development.

Tourists visiting the Quỳnh Nhai Reservoir.