With its natural beauty, the vibrant culture of its people, its cool climate, and the right direction and unique approach to tourism development, Son La has made breakthroughs and is gradually asserting its position on the domestic and international tourism map. This is also the result of nearly a term of implementing the tourism development policy of this mountainous border province in the Northwest highlands.

Hang Tau, a "primitive village," is nestled amidst the lush green forests of the Moc Chau plateau.

Without electricity, phone signal, or Wi-Fi, the "primitive village" of Hang Tau, Ta So hamlet, Moc Chau ward, attracts tourists precisely because of its pristine, rustic charm and the unique character of the Mong ethnic people living there. Nestled amidst majestic mountains and forests are traditional houses, green meadows, and herds of white horses, allowing visitors to experience and capture memorable moments.

Its pristine, rustic beauty attracts tourists to experience it.

Australian tourist Lea Auerbach shared: "The nature and people here are amazing. Even though I've only been here for two days, I'm very impressed. The little girls in traditional costumes smiled and waved when they saw us, and the local food was also very interesting. Moc Chau truly gave us a completely different feeling compared to other places we've been to."

This is just one of many choices for tourists visiting Moc Chau National Tourist Area in Son La – a place that has been voted "Asia's Leading Regional Nature Destination" and "the World's Leading Regional Nature Destination" by the World Tourism Awards.

 

Dai Yem Waterfall Ecotourism Area.

Natural destinations on the plateau have been invested in and developed, forming tourist areas and sites with diverse experiential and recreational services to meet the needs of tourists, such as: Moc Chau Island tourist area; Dai Yem Waterfall ecological tourist area; Moc Chau pedestrian street - night market, community tourism villages…

Cultural activities are organized at the Moc Chau pedestrian street and night market.

Mr. Hoang Manh Duy, Deputy Director of Moc Chau Island Tourist Area, said: "To live up to its potential as an attractive and friendly destination within the Moc Chau National Tourist Area, attracting domestic and international tourists to experience it, we aim to be a green tourist area, preserving and promoting natural resources, maintaining the landscape; and at the same time, preserving the ethnic cultural identity through experiential programs such as rural market spaces and cultural spaces during holidays and weekends, so that tourists have the opportunity to get closer to the cultural identity of the ethnic groups on the plateau."

 

Tourists experience the ethnic culture at Moc Chau Island resort.

Meanwhile, in the "fairytale land" of Ngoc Chien – where every house, every road… is part of a tourism landscape with its own unique stories, creating distinctive products. Visiting Ngoc Chien, tourists will see countless creatively designed welcome gates and community cultural spaces with their own unique characteristics… these are "zero-cost" projects created by the hands of the local people.

Ngoc Chien - a fairytale land in the Northwest mountains.

Here, every house with a thatched roof, though weathered by time, is meticulously maintained and ready to welcome guests; every local resident can act as a tour guide; and traditional dishes, grown and prepared by the locals themselves, become unforgettable culinary delights for visitors from afar… All of this offers experiences rarely found elsewhere.

People of various ethnic groups in Ngoc Chien are learning how to develop tourism to welcome visitors.

Mr. Bui Tien Sy, Permanent Deputy Secretary of the Party Committee of Ngoc Chien commune, shared: "We are restoring cultural values ​​and traditions passed down from our ancestors that have faded over time, and now they are becoming tourism products. In particular, Ngoc Chien is focusing on developing community tourism, building on the foundation of restoring and preserving the unique cultural values ​​of Ngoc Chien, which are only found there, to create a unique, attractive product that will draw and invite tourists."

These are also clear results achieved in nearly five years by local Party committees and authorities in Son La province in implementing Conclusion No. 94 dated January 23, 2021, of the Provincial Party Committee on tourism development until 2025, with orientation to 2030; combined with the Resolution of the Son La Provincial People's Council on regulations on some policies to support tourism development in the province during the 2022-2026 period, along with other tourism development projects.

Many tourism services and experiences are available in the Son La hydroelectric reservoir area.

Mr. Tran Xuan Viet, Deputy Director of the Department of Culture, Sports and Tourism of Son La province, said that the province has clearly identified many strategic projects, such as developing the Moc Chau National Tourist Area, orienting the Son La hydroelectric reservoir area to become a national tourist area, and building Quynh Nhai into a provincial-level tourist area… Along with that, the province is developing new tourism products, along with unique events and festivals, associated with the cultural identity and strengths of each region, enhancing the experience for tourists.

"The focus is on building and improving the quality of tourism products, developing a high-quality workforce, and continuing to build the brand image of Son La tourism, not only affirming it with domestic tourists but also with the international market," Mr. Tran Xuan Viet emphasized.

The cultural identity of the Hmong people in the highlands of Son La.

Son La province currently has 15 recognized tourist areas and destinations, including 1 national tourist area, 1 provincial-level tourist area, and 13 provincial-level tourist destinations. From 2020 to the present, Son La has welcomed over 20.6 million tourists, generating nearly 22,000 billion VND in revenue.

The tourism industry has also created jobs for 6,500 direct employees, generating revenue and making a significant contribution to the development of each locality and the province; contributing to reducing the province's poverty rate from over 21% in 2021 to over 11% by the end of 2024... This is the driving force for Son La tourism to continue pursuing its goal of welcoming 10-12 million visitors by 2030, with an average growth rate of 20-30% per year…

Go boating on the Da River lake and experience the picturesque and peaceful scenery.

The correct and effective policies and directions of Son La province in tourism development are gradually concretizing the goal of making tourism a key economic sector, one of the important driving forces for breakthroughs, making Son La a safe and attractive destination, affirming its increasingly solid position on the tourism map as well as in the hearts of domestic and international tourists.