At the Mong village community tourism destination in Chieng Coi ward, visitors can experience hot spring bathing, enjoy local cuisine, and learn about the culture of the Thai ethnic group. To improve the quality of service for tourists, many households have invested in, renovated, and upgraded homestays, bathing pools, and dining facilities, and established cultural clubs and Thai dance clubs to perform for visitors.

Mr. VÌ VĂN SƠN, Sơn Khè Restaurant, Mòng Village, Chiềng Cơi Ward:"Previously, our family mainly provided hot spring bathing services. After a period of increased customer traffic, we expanded to include stilt houses built in the traditional Thai architectural style to offer homestay services. When guests experience our services here, we invite a performing arts group to perform for them, diversifying the cultural experiences offered to the Thai ethnic group. This contributes to increasing income for the local people and promoting the beauty of our village to tourists.”

The changes in Mong village not only bring income to the people but also offer tourists unique experiences of the life of the Thai ethnic minority. Ms. Do Thi Thanh Thuy, from Ho Chi Minh City, was very excited to experience the community tourism model in Mong village for the first time.

Ms. DO THI THANH THUY, a tourist from Ho Chi Minh City:"LThis was my first time in Son La, and I experienced the beauty of the mountains and forests of Northern Vietnam, and it was also my first time visiting the Northwest region. I stayed at Truc Ha homestay and was quite surprised that the owner had managed to create such a beautiful place in this remote mountainous area. The facilities were very comfortable, and the prices were very reasonable, much cheaper than other tourist services we usually go to. Not to mention, they have preserved a stunning natural landscape.”

Community-based tourism is not only being developed in Mong village, but also in many other localities. Tien Quan Homestay in Group 4, Chieng An Ward, is one of the familiar addresses that attracts many tourists for relaxation and experiences. Opened in July 2017, the family has since renovated and built a new stilt house, with a capacity to serve about 40 guests per day. Combining traditional space with modern amenities, the homestay has become a bridge bringing tourists closer to the cultural life of the Thai people.

Mr. Lu Tien Quan, Owner of Tien Quan Homestay, Group 4,Chieng An ward:""I am also a member of the Thai ethnic group, and driven by a desire to introduce the unique cultural identity of the Thai people to tourists, my family boldly invested in this homestay. This allows us to preserve our ethnic culture and create jobs for our fellow villagers."

At Tien Quan Homestay, visitors not only relax but also immerse themselves in Thai culture. From cozy stilt houses and heartwarming family meals with sticky rice, grilled fish, and chili sauce, to traditional dances filled with human kindness, each experience leaves a lasting impression on visitors.

Mr. THIERRY ANDRE Tourists from France:“What impressed me most was the friendliness and warmth of the people. The scenery in the village was beautiful, the Thai stilt houses were very clean, and the mattresses were very soft, providing a good night's sleep. And the Thai food was beautifully presented and delicious.”

Alongside homestay services, the local folk art troupes actively participate in entertaining tourists. Their folk songs and Thai dances not only create a lively atmosphere but also contribute to promoting Thai cultural identity.

Ms. CA THI MON, Performing Arts Team, Group 4, Chieng An Ward:"We are delighted to introduce the traditional melodies and dances of our ethnic group to tourists. This is also a way for the younger generation in the village to feel more proud and more aware of preserving and promoting our cultural identity."

Visitors to community-based tourism villages experience the warm hospitality and sincerity of the locals, and get to experience the indigenous culture and immerse themselves in the daily lives of the people. These simple yet heartwarming experiences have become a bond that keeps tourists coming back to Son La.

Mr. PHAM VAN THANH, Vice Chairman of the People's Committee of Chieng An Ward:"To develop community tourism associated with the preservation and promotion of ethnic cultural identity, in the coming time..."The People's Committee of the ward develops plans.Economic development linked to potential advantages such as: Organizing the Hai Mountain Climbing Race, Coffee Festival; Olympic Run Day, Check-in at plum blossom and coffee gardens; developing cultural experience spaces for ethnic groups at community tourism destinations. Developing ethnic culinary culture. Maintain Thai ethnic clubs and build models of indigenous ethnic cultural spaces. "We strive to develop effective community-based tourism, attracting tourists to visit and experience it."

Community-based tourism not only provides local people with stable income but also contributes to preserving and spreading the traditional cultural values ​​of the Thai ethnic group. This is a sustainable approach, making community-based tourism a highlight in the socio-economic development of Son La province, allowing the unique identity of Son La to be shared with friends both domestically and internationally.