In 2023, the number of tourists to Son La is estimated to reach 4.5 million.

Son La province has determined to develop sustainable tourism, diversify products and strive to make tourism a key economic sector by 2030. The province is promoting, propagating and advertising activities for Son La tourism, building, planning and strengthening the management and implementation of tourism development planning to ensure consistency and suitability with the actual conditions of each locality. According to the Provincial People's Committee, there are currently 611 tourist accommodation establishments in the province, including 8 hotels of 3 stars or higher, the rest are tourist motels, homestays and other types of tourist accommodation. In 2023, the total number of visitors to Son La is estimated at 4,500 thousand, an increase of over 36% over the same period last year; revenue is estimated at 4,700 billion VND, an increase of over 58% over the same period last year.

In 2023, tourism activities in the province will continue to recover positively. Continue to implement 03 projects on tourism development in the province, including: Project "Developing Moc Chau National Tourist Area to be eligible for recognition by 2025"; Project "Orientation for developing Son La Hydropower Reservoir Area into a National Tourist Area, period 2022 - 2030"; Project "Developing tourism in Quynh Nhai district into a provincial-level tourist area, period 2021 - 2030". Tourism propaganda, promotion and promotion activities are focused on and implemented in many forms such as: Promotion on VTV3 channel; Northwest Cultural Tourism Week event in Luong Pha Bang province, Lao PDR; organizing the tourism event "Colors of Son La - Northwest" in Ho Chi Minh City; Successfully organized the Son La Provincial Cultural Tourism Festival "The World's Leading Regional Natural Destination" at Moc Chau National Tourist Area, 2023... Promote the implementation of trade promotion activities, promote Son La province's products to many localities across the country, as well as internationally. Participate in the 20th China - ASEAN Expo (CAEXPO 2023) in Nanning City, Guangxi Province, China; attend the 29th China - Vietnam International Trade Fair (Pingxiang); successfully organize the first Son La Coffee Festival in 2023, leaving a deep impression, attracting hundreds of thousands of people and tourists to visit and experience; support people and businesses to promote and consume agricultural products on e-commerce platforms;... contribute to the consumption of all agricultural products of the province, and there is still a situation of rescuing agricultural products.

Diep Huong