In recent years, Son La tourism industry has developed rapidly, the efficiency and position of tourism industry in the socio-economic development of the province has been enhanced; tourism development plans have been established and implemented in accordance with the socio-economic development plan of the province; tourism infrastructure has been invested in a synchronous manner; investment attraction has been promoted; many typical tourism products have been formed; the quality of tourism human resources and tourism services has been gradually improved; tourism communication and promotion have made breakthroughs, creating high efficiency for development.

Innovation in tourism development in the integration period.

Tourism propaganda, promotion and promotion work has been stepped up. Strengthening the direction of businesses, tourist areas and spots to strengthen security and safety measures, ensuring local tourism activities, ensuring tourism activities during holidays and Tet... Propagating to raise awareness of self-compliance with the law and ensuring regulations on disease prevention, environmental sanitation, food safety, paying attention to traffic accident prevention; promoting and introducing tourist destinations, products and services to serve tourists on the basis of promoting cultural identity, historical traditions, characteristics of the land, people and culinary specialties of the locality; mobilizing units, organizations and individuals to commit to strictly implementing regulations in tourism service business activities, posting prices and selling at the listed prices; behaving culturally and civilly in tourism activities; promptly correcting negative phenomena; strictly implement regulations on tourism service business activities, do not force customers, do not increase service prices, especially during peak periods; deploy measures to ensure security, safety, fire prevention and fighting, food safety, environmental sanitation, traffic safety and disease prevention at tourist areas, tourist attractions, and tourism service businesses; strengthen self-inspection, supervision, and maintain service quality.

Strengthen propaganda on mass media, in 2024, 01 special topic promoting Son La Tourism was published in Ho Chi Minh City Tourism Magazine; 1,500 Son La Tourism Maps were published, 1,500 Son La Eco-Tourism and Agricultural Tourism Brochures were published; 1,500 Son La Community Tourism Leaflets were published; 1,000 Son La Tourism Travel Bags were published; 1,000 Son La Tourism Photo Books were published; Build 03 reports promoting Son La tourism on digital platforms of the Provincial Radio and Television Station; Successfully organize events to promote tourism potential, promote investment in tourism development inside and outside the province, creating conditions for businesses to participate, promote products and services, strengthen links, cooperate to develop businesses, attract investment, promote tourism development of the province: Organize the Son La - Hua Phan Cultural Tourism Festival in Hua Phan province, Lao PDR from March 22 - 23, 2024, the event was a great success, attracting about 10,000 visitors to view and shop for products, thereby introducing to the people of Hua Phan province and tourists to learn and exchange about the space, cultural products, tourism as well as typical agricultural products of Son La province, along with cultural and folk art exchange activities, from which ideas can be formed to connect tours or trade agricultural products, promote economic development of the two provinces, after the event attracted many Lao tourist groups to come Visiting tourism in Son La province. Organizing tourism promotion activities and announcing the Decision of the Ministry of Culture, Sports and Tourism to recognize Moc Chau National Tourist Area in 2024; organizing Son La Tourism competitions in 2024: With 03 competitions: Building Son La tourism video clips, Beautiful Son La tourism photos and Voting for Son La tourism brand, this is not only a creative playground but also a bridge to promote local tourism and culture, with the success of the above competitions, Son La Tourism promises to continue to be an attractive destination on the Vietnam tourism map.

Folk games are maintained.

At the same time, coordinate and guide districts and cities to effectively implement communication activities, promote brands, and develop tourism markets. Moc Chau District: Maintain posting information on the District Electronic Information Portal, Websites, Fanpages, Groups of the District People's Committee and the Management Board of Moc Chau National Tourist Area. Direct the successful organization of festivals, events, and sports. Produce and release DVDs of the music film "Moc Chau - The Call of Love"; successfully organize the Contest for composing Moc Chau tourism titles and symbols; issue publications such as Moc Chau Tourism Guide, List of Destinations, and Ta So community tourism leaflets. Welcome Famtrip groups; organize a contest for composing large street paintings, composing Moc Chau tourism titles and symbols; deploy the 3D/360 Moc Chau smart interactive tourism map, Moc Chau smart tourism application, virtual reality tourism; Organize music composition camps, attracting many musicians and artists to participate and create many songs about Moc Chau that are loved by the audience such as: Musician Luu Minh Son, Quynh Hop, .. Van Ho District successfully coordinated to organize the Zero-dong Market, Vietnam Off-Road Motorcycle Race, Wine Tasting Festival at Chieng Di 1 Night Market, Peach Blossom Festival, Ban Flower Festival. Bac Yen District: Hang Chu Commune Cultural and Sports Festival; Chieng Sai Commune Cultural, Sports and Tourism Festival; Son Tra Flower Festival, Xim Vang Commune Golden Season Festival; Muong La District: Son Tra Flower Festival and Cultural and Tourism Promotion in 2024 in Ngoc Chien Commune, successfully organized the Muong La tourism logo and slogan composition contest, the Writing Contest introducing the tourist destination "Son La Hydropower Tourism - The largest hydropower project in Southeast Asia"; Phu Yen District: organizes festivals: Moi and Mo Muong festivals of the Muong ethnic group in the communes of Muong Coi, Huy Thuong and Muong Thai. Xip Xi festival of the White Thai ethnic group; installs 06 new promotional panels and 06 tourist signboards in the district; Quynh Nhai District: Organizes the traditional Hair Washing Festival of the Thai ethnic group; "Kin Pang Then" Festival; Traditional boat racing festival; organizes the Xip Xi festival of the White Thai ethnic group; Sop Cop District: Well organizes traditional festivals such as: Harvest Festival of the Thai ethnic group, Khau Ho, Sen Ban of the Lao ethnic group, Taro, Sweet Potato of the Kho Mu ethnic group.

Focus on developing unique tourism products to attract tourists: Complete the goal of building Moc Chau into a national tourist area (the 8th national tourist area nationwide recognized under Decision No. 1077/QD-BVHTTDL dated April 22, 2024 of the Ministry of Culture, Sports and Tourism). The recognition of the national tourist area will create an important driving force for Son La province in general, and the two districts of Moc Chau and Van Ho in particular, to continue to make efforts to develop tourism, affirming products and brands worthy of being a national tourist area and position on the world tourism map. Continue to effectively implement the construction of tourism images and brands. Moc Chau National Tourist Area has been voted by the World Travel Awards as "Asia's Leading Regional Natural Destination" for 3 consecutive years and "World's Leading Regional Natural Destination" for 2 consecutive years; Complete The goal is to include the Son La Hydropower Reservoir Area in the list of tourist areas with potential to develop into a national tourist area (Decision 509/QD-TTg dated June 13, 2024 on approving the Tourism System Planning for the period 2021-2030, with a vision to 2045).

At the same time, guide the People's Committees of the districts to prepare dossiers and submit them to the Provincial People's Committee for recognition of the Doi village community tourism site, Tan Lap commune, Moc Chau district and Ho Suoi Chieu lake, Phu Yen district. The historical site of Nga Ba Co Noi, Mai Son district is completing the dossier to request recognition of a tourist site according to the provisions of the Law on Tourism. During the year, 02 tourist sites have been assessed and recognized (to date, the whole province has 12 tourist sites and tourist sites recognized, including: 01 national tourist site, 01 provincial tourist site and 10 provincial tourist sites, of which: Moc Chau has 04 sites and sites; Van Ho 02 points; Phu Yen 02 points; Muong La 02 points; City 01 point; Thuan Chau 01 point have been recognized according to the provisions of the Law on Tourism); coordinate with GREAT projects to continue implementing support programs, building and developing tourism models of community tourism, agricultural tourism, destination management, training tourism development skills for ethnic minority women; continue to build community tourism products in Ban Bo, Chieng An ward, Son La city, Son La province...

Son La focuses on developing tourism associated with preserving local ethnic identity.

Orientation for districts and cities to develop tourism products associated with national cultural identity and local products such as: Mocha Hill tourist area in Moc Chau Farm Town, A Garden in Muong Sang Commune (Moc Chau District), rural tourism model in Kha Village, Sap Vat Commune, Yen Chau District; Chieng Di 1 and Chieng Di 2 tourist sites in Van Ho Commune (Van Ho District); Lac Man Temple historical - cultural relic and prepare dossiers for provincial level relic ranking; Khau Ho Festival, rural tourism model in Muong Va Village, Muong Va Commune (Sop Cop District); Co Noi Three-Way Intersection Historical Relic Site (Mai Son District); Gau Tao Festival (Po Pao) in Huoi Mot Commune and Cau Mua Festival in Chieng Cang Commune (Song Ma District); Nang Han Festival, Muong Trai Commune; Pang A festival, Pi Toong commune, New Rice Festival in Ngoc Chien commune, Ngoc Chien community tourism model (Muong La district); Ban Kha tourism model (Yen Chau district); Social customs and beliefs of the "Xip Xi Tet Ritual" of the White Thai people, Traditional Hair Washing Festival of the Thai ethnic group (Quynh Nhai district); Pha Din Pass historical and cultural relic site (Thuan Chau district)...

In 2025, Son La province will focus on developing tourism in a diversified and multi-sector manner based on selective exploitation of nature, culture, history, society and humanity. Focus on developing fast and sustainable tourism associated with preserving and promoting national cultural identity, tangible and intangible cultural heritage and local products. Promote activities to promote, advertise, build the brand and image of Son La tourism; gradually build Son La province into a tourism center of the Northwest region. Since the beginning of the year, the province has organized a series of festival activities attracting a large number of domestic and foreign tourists. With synchronous solutions to promote tourist attraction. In the first quarter of 2025, the total number of visitors to Son La is estimated at about 1,879 thousand tourists; revenue is estimated at about 2,219 billion VND.