Son La's tourism sector, during the 2020-2025 period, has gradually affirmed its position, developed successfully, and made a significant contribution to the province's socio-economic growth. The strong breakthrough of the tourism industry in recent years stems from a strategic vision and sound policies, especially Conclusion No. 94-KL/TU dated January 23, 2021, of the Provincial Party Committee.
Numerous tourists visit the Bach Long Glass Bridge - Moc Chau Island Tourist Area.
Conclusion No. 94-KL/TU has become a crucial turning point, creating a solid legal basis and opening a new chapter for the development of tourism in Son La. Strategic projects have been implemented synchronously and decisively, "paving the way" for tourism development. Among these, the Son La Provincial Planning for the period 2021-2030, with a vision to 2050, approved by the Prime Minister, is particularly noteworthy. Simultaneously, there are plans for the Moc Chau National Tourist Area, the planning for the area along the Da River reservoir, and the planning for tourist areas and destinations such as Ta Xua and Pha Din Pass.
Tourism around the Son La hydroelectric reservoir is booming.
Mr. Tran Xuan Viet, Deputy Director of the Department of Culture, Sports and Tourism, said: The Department has focused intensely on completing and exceeding many targets set forth in the Resolution of the 15th Provincial Party Congress. The focus is on building and improving the quality of tourism products, developing human resources that meet both quantitative and qualitative requirements, and affirming the image of Son La tourism as rich in unique characteristics, not only domestically but also on the international tourism map.
Son La Tour, a smart travel software, has been launched. Photo: PV
Infrastructure, considered the "backbone" of the tourism industry, has received significant investment from the province, with a key highlight being the Hoa Binh - Moc Chau expressway project, the section passing through Son La, which commenced 73 days ahead of schedule. During the 2021-2025 period, the province allocated over 1,149 billion VND to implement 14 tourism infrastructure projects. Furthermore, Resolution No. 41/2022/NQ-HĐND dated August 31, 2022, of the Provincial People's Council on supporting tourism development in the 2022-2026 period has concretized four main policy groups: tourism product development; promotion and advertising; human resource development; and support for community tourism development.
Tourism promotion and marketing efforts have been implemented systematically and creatively by all levels and sectors of the province with many practical solutions, such as: organizing photo and video clip competitions, designing tourism logos and slogans; organizing a series of events called "Colors of Son La - Northwest Vietnam" in major cities such as Hanoi, Ho Chi Minh City, Da Nang, and neighboring Laos… Notably, Son La is a pioneer in applying digital transformation in the tourism sector through the development of digital maps, digitization of tourist areas and attractions, and the application of 360-degree virtual reality tours. The launch of the "Son La Tour" application is a significant milestone, contributing to building a professional, smart, and friendly image of Son La tourism for tourists.
Son La Culture and Tourism Festival in Da Nang. Photo: Hoang Giang
Mr. Vu Xuan Nguyen, Chairman of the Board of Directors of IGB Joint Stock Company (IGB Group), the software provider, shared: “Son La Tour was promptly researched and developed to meet the requirements of the new government restructuring, making Son La province one of the first localities to pioneer the comprehensive digital transformation of tourism according to the two-tiered local government model.”
Son La's tourism sector has achieved many outstanding accomplishments, completing and reaching ahead of schedule two major goals set forth in the Resolution of the 15th Provincial Party Congress: the recognition of Moc Chau National Tourist Area in 2024; and the official inclusion of the Son La hydroelectric reservoir area in the national tourism system plan for the period 2021-2030, with a vision to 2045. Notably, Moc Chau National Tourist Area has been consecutively honored by the World Travel Awards as the "Leading Regional Nature Destination in Asia" and recognized as the "Leading Regional Nature Destination in the World" for two consecutive years.
Agritourism is an attractive activity for visitors at Moc Chau National Tourist Area.
To date, Son La has 626 accommodation establishments and 15 recognized tourist areas and destinations, including 1 national tourist area, 1 provincial-level tourist area, and 13 provincial-level tourist destinations. Five main tourism product groups have been established: eco-tourism and agriculture; cultural and historical tourism; community tourism; resort, entertainment, and health tourism; and specialized tourism focusing on sports, conferences, seminars, and culinary experiences. The direct workforce in the tourism sector currently numbers over 7,000 people, 60% of whom have received training. It is projected that by the end of 2025, Son La will welcome 5.3 million tourists, more than three times the number in 2020; tourism revenue is estimated at 6,300 billion VND, more than five times the number in 2020.
These results clearly demonstrate the political determination and sound policies that have created a strong breakthrough, gradually transforming Son La's tourism into a key economic sector of the province; affirming its brand and becoming an attractive destination on the Northwest tourism arc.
Tourists visit the Bản Áng Pine Forest Tourist Area.