In recent times, Son La province has always focused on implementing the Tourism Development Cooperation Program between 8 provinces of the Northwest region (TBMR) and Ho Chi Minh City. Strengthening the promotion of tourism linkage activities of the group on digital platforms; selecting typical tourism products to introduce to tourism businesses; regularly exchanging experiences in developing tourism products suitable for each locality and market demand.

The tourism development cooperation program between 8 provinces of the Northwest region and Ho Chi Minh City was signed in November 2020, including: Lao Cai, Yen Bai, Phu Tho, Hoa Binh, Son La, Dien Bien, Lai Chau, Ha Giang and Ho Chi Minh City. Implementing the Program, the provinces have strengthened tourism promotion information and linkage, tourism promotion to attract tourists to the region, effectively promoting the implementation of cooperation content and activities. Thanks to that, tourism products linking provinces on the "Northwest Arc" route have been interested in building tours by many travel businesses in the region and the whole country, introducing them to tourists and becoming tourism products chosen by many tourists in their journey to explore the Northwest.

Focus on implementing the Northwest region tourism development cooperation program.

As a member province of the Tourism Development Cooperation Program of 8 provinces in the Central Highlands and Ho Chi Minh City, Son La province has actively participated in the activities. The Tourism Development Cooperation Program has always received the attention and close direction of the People's Committee of Son La province through the issuance of an Implementation Plan, allocating funds in accordance with the actual conditions of the province and directing the organization and participation in joint activities to achieve progress and efficiency.

Tourism promotion and promotion work has been innovated, and the application of digital transformation in promotion activities has been promoted. In the first 6 months of the year, Son La province has advised on organizing many cultural, tourism, promotion and trade events in the province as well as in provinces and cities nationwide. The activities are rich, diverse, rich in the cultural identity of ethnic groups, leaving many good impressions, continuing to spread the image of the people, land and tourism of Son La, beautiful and hospitable in the hearts of every citizen, domestic and international tourists, contributing to creating high efficiency in promoting and promoting tourism in Son La province in particular, the provinces of the Central Highlands and Ho Chi Minh City in general, promoting tourism growth in accordance with the common development cooperation agreement.

At the same time, continue to support, improve and enhance the quality of tourism products associated with promoting cultural identity, natural landscapes and local agricultural products at tourist sites and villages. Develop typical tourism products of the province such as community tourism, eco-resort tourism, agricultural tourism, etc.; research the orientation for developing adventure tourism products in potential localities; continue to affirm the tourism brand for Moc Chau National Tourist Area.

The development of typical tourism products of the province is focused on. Develop a plan to survey and investigate tourism resources to specify the tasks specified in detail in a number of articles of the Tourism Law on the investigation, assessment and classification of tourism resources. At the same time, aim to form a tourism resource database system to serve the management, planning, development of tourism products, and development of tourist areas and destinations nationwide. In which, focus on implementing the plan to survey and evaluate the potential to build and develop Trekking and Hiking tourism products in Son La province in 2025.

Continue to invest in upgrading and renewing tourism products at tourist destinations: Moc Chau National Tourist Area, Son La Hydropower Reservoir Area; continue to implement the program "Support to strengthen destination management in Son La province - Implementation phase" under the GREAT 2 Son La project; orient districts, towns and cities to develop tourism products associated with national cultural identity and local products. Directing the continued effective implementation of the Rural Tourism Development Program in the construction of new rural areas for the period 2021 - 2025 approved by the Prime Minister in Decision No. 922/QD-TTg dated August 2, 2022 on approving the Rural Tourism Development Program in the construction of new rural areas for the period 2021 - 2025, maintaining 74 communes meeting new rural standards, 08 communes meeting advanced new rural standards, 03 tourism products meeting 4-star OCOP standards: Ngoc Chien community tourism site, Muong La district; Pha Din Top tourist site, Thuan Chau district; Dai Yem Waterfall eco-tourism area, Moc Chau town.

By investing in and upgrading specific tourism products and continuing to develop new tourism products based on strengths, differences, and competitiveness in the market and promoting the exploitation of tourism products linking provinces and cooperative groups such as coordinating to develop a Plan and survey program and a Workshop on building and promoting trekking and hiking tourism products in the Northwest region. In the first 6 months of 2025, Son La province has implemented coordinated activities to promote, introduce and link the consumption of OCOP products and typical products of Son La province to domestic and international localities such as: Cooperating with Vietnam Airlines to introduce, promote and supply Son La strawberries and Hau plums on the airline's flights; coordinating to organize the Week of agricultural products and safe food of Son La province in Hanoi, Hai Phong city... and at events and exhibitions organized by ministries, central branches and provinces and cities.

In parallel, Son La province regularly coordinates with the cooperation group to regularly update the above information and maintain hosting, manage the Son La Tourism Information Website (dulich.sonla.gov.vn), decentralize Son La tourism on the Tourism Information Website of 8 Northwestern provinces (dulichtaybac.vn,, expanded tourism fanpage of 8 Northwestern provinces. At the same time, promote Son La tourism on social networking platforms such as Zalo, Youtube, Facebook... Organize booths to participate in promotional activities such as: Vietnam International Tourism Fair - VITM Hanoi 2025; 21st Ho Chi Minh City Tourism Festival in 2025; "Colors of Tourism of the Ancestral Land - Phu Tho" event in 2025; Ban Flower Festival in 2025 and the 8th Dien Bien Province Ethnic Culture, Sports and Tourism Festival.

In order to strengthen cooperation activities, develop tourism for travel agencies, restaurants, hotels and tourist attractions between the two provinces of Son La and Phu Tho, the Son La Tourism Association in collaboration with the Phu Tho Tourism Association organized a seminar on tourism development linkage with the theme "Linking - Cooperation to Develop Tourism in Phu Tho - Son La" in Moc Chau town. Through the cooperation and development linkage program, delegates from the two provinces exchanged and shared experiences in developing members and attracting members to participate in association activities; experience in developing and managing tourism services and community tourism; policies to attract investment and create conditions for businesses to invest in tourism services; experience in organizing events at the provincial, district and commune levels to attract tourists; communication and promotion of domestic and international tourism; activities to link tours and routes, creating a tourism connection chain between Phu Tho and Son La, and exchanging visitors between the two provinces.