The reservoir area of ​​the Son La hydroelectric power plant. Photo by PV.

A foundation for new development.

During the period 2020-2025, Son La's tourism sector experienced strong growth. Son La was included in the national tourism development plan for eight key areas; the tourism economy has affirmed its important role in promoting other economic sectors. To date, the province has 15 recognized tourist areas and destinations. A highlight is the Moc Chau National Tourist Area, recognized under the provisions of the Tourism Law; it has been honored three times by the World Travel Awards as the "World's Leading Regional Nature Destination" and for four consecutive years as the "Asia's Leading Regional Nature Destination". The Son La hydroelectric reservoir area has been included in the national tourism system plan for the period 2021-2030, with a vision to 2045. The entire province welcomed over 5.3 million visitors, more than three times the number in 2020, with estimated tourism revenue reaching 6,300 billion VND, more than five times the amount in 2020. Tourism makes a significant contribution to the province's economy with rapid and stable growth at 13% per year.

Ms. Hoang Thi Doi, Director of the Department of Culture, Sports and Tourism, affirmed: The achievements over the past five years are a solid foundation for Son La's tourism to continue developing in the new phase, especially in achieving the goals set out in the Tourism Development Plan for the period 2025-2030 according to Conclusion No. 188-KL/TU dated December 30, 2025, of the Provincial Party Committee. The Department will continue to research and advise on key solutions to contribute to concretizing the goals and tasks of tourism development that the province has set out in the coming time.

Bach Long Glass Bridge.

To achieve this solid foundation, the province's planning work has taken a proactive approach to create a comprehensive legal framework. Son La has directed the preparation, appraisal, and approval of 40 planning projects. Over the past five years, the province has allocated over 4,372 billion VND to 15 key transportation infrastructure projects from public investment funds; and granted licenses for 120 new projects with a total registered capital of 46,501.7 billion VND (1.8 times higher than the 2016-2020 period). Among these, 14 large-scale projects directly impact tourism services, high-tech agriculture combined with commercial tourism. Digital tourism has also received significant investment, with the launch of the "Son La Tour" smart tourism ecosystem and the application and solutions for digital promotion and service development. Tourism is creating more than 16,700 jobs, giving the industry stable growth and making a positive contribution to local socio-economic development.

Tea hills on the Moc Chau plateau. Photo by Manh Chi

Elevating tourism products

Son La has currently developed five key tourism product groups, including: ecotourism and agriculture; cultural and historical tourism; community tourism; resort, entertainment, and health tourism; and thematic tourism (sports, seminars, conferences, and culinary tourism). Entering a new phase, Son La's tourism sector is continuously striving to "innovate," building distinctive and attractive products and services for tourists.

Located in the heart of the Moc Chau National Tourist Area, Thao Nguyen ward is blessed with a cool climate, unique landscapes, large-scale agricultural production areas, a rich cultural heritage, and a convenient location with vibrant socio-economic activities. With its rapid urbanization rate and high population density, it has created momentum for comprehensive local development, becoming an important growth pole for the region.

Moc Chau Walking Street - Night Market, Thao Nguyen Ward, is an attractive destination for tourists every weekend.

Mr. Tran Dan Khoi, Secretary of the Party Committee of Thao Nguyen Ward, said: The ward focuses on effectively exploiting its potential to develop eco-tourism, resort tourism, and agricultural experiences; while promoting regional linkages in the development of tourism, agriculture, and urban infrastructure, contributing to building Thao Nguyen into a service-urban-tourism hub of the Moc Chau National Tourist Area. By 2030, Thao Nguyen Ward and the Moc Chau National Tourist Area aim to achieve the goal of welcoming 4.5 million tourists annually, generating social revenue from tourism exceeding 5,385 billion VND, and increasing the overnight stay rate to over 70%.

In Ngoc Chien commune, with an average altitude of over 1,800 meters above sea level, this fairytale-like land is being shaped into an attractive destination in Son La. Mr. Lo Van Thoa, Vice Chairman of the Commune People's Committee, informed: The commune is orienting its development towards diverse and unique tourism products, focusing on community tourism destinations associated with the preservation and promotion of the cultural identity of ethnic groups; concentrating on Thai ethnic community tourism in Luot and Na Tau villages; Mong cultural tourism in Nam Nghep village; and orienting the development of ecological products associated with the protection of natural landscapes, attracting foreign tourists.

Tourists experience bamboo pole dancing at Moc Chau Island Tourist Area.

In line with the direction of the local Party committee and government, tourism businesses are also constantly innovating and improving the quality of services. Mr. Hoang Manh Duy, Deputy Executive Director of Moc Chau Island Tourist Area, shared: Moc Chau Island aims to be a tourist area that provides a complete experience for each visitor with a variety of services from sightseeing, entertainment, relaxation, and cuisine to organizing large events. Our motto is that each experience will be a journey of precious emotions, so that customers of all ages can feel the meaning of a trip to explore the Moc Chau plateau.

Aiming for a breakthrough in the new phase, Son La has defined a comprehensive tourism product development strategy based on the principle of using culture and agriculture as the core foundation for developing diverse, unique, and attractive tourism products. This includes focusing on building and perfecting distinctive tourism products associated with promoting historical relics and preserving culture; developing agricultural tourism based on the advantages of fruit trees, coffee, tea, dairy farming, and medicinal herbs; homestay and farmstay accommodation services; trekking and hiking tourism; forest ecotourism, entertainment, weekend getaways, conference and seminar tourism, sports tourism, and night tourism services... all aimed at diversifying products and expanding markets.

Tourists experience the orange groves in Van Son ward.

Sustainable tourism development

Conclusion No. 188-KL/TU dated December 30, 2025, of the Son La Provincial Party Committee identified tourism development as one of the seven important projects in the 2025-2030 period. Resolution No. 07-NQ/TU on tourism development in the 2025-2030 period also identifies key objectives, tasks, and solutions for tourism in the province. Specifically, the objectives include welcoming 9 million visitors per year (average growth rate of 11% per year); total tourism revenue reaching VND 12,420 billion per year (average growth rate of 15% per year); and creating jobs for 25,000-27,000 workers, including approximately 9,600-9,800 direct employees.

The tourism space will be restructured with five growth poles, including: Moc Chau National Tourist Area; Son La Hydropower Reservoir Tourist Area (oriented towards becoming a national tourist area); and Ta Xua, Quynh Nhai, Ngoc Chien, Pha Din, and Muong Chanh tourist areas (to become provincial-level tourist areas). Simultaneously, investment in tourism infrastructure will be strengthened at tourist areas and destinations with the principle of "public investment leading private investment," prioritizing key national and provincial areas, and areas and destinations with high tourist traffic.

The traditional boat racing festival is held annually on the lake in Quynh Nhai commune.

Ms. Hoang Thi Doi, Director of the Department of Culture, Sports and Tourism, added: The Department continues to advise on the development and submission to the Provincial People's Committee and the Provincial People's Council for promulgation of a Resolution stipulating policies to support tourism development in Son La province for the period 2027-2031; coordinating with relevant departments and agencies to review and improve the system of mechanisms and policies to create a favorable legal framework to attract investment in tourism and continue to refine the planning and organization of tourism development space in accordance with the potential, advantages and tourism resources of each locality. At the same time, it focuses on developing key tourist areas and destinations, strengthening the effectiveness and efficiency of state management of tourism; promoting promotion, building brands, linking and cooperating in tourism development, applying science and technology and digital transformation; Focusing on improving the quality of human resources in tourism, effectively implementing the Son La tourism brand, and applying a unified brand identity... contributes to building a civilized, friendly, and attractive image of Son La.

In the new phase, Son La focuses on attracting investment, developing tourism infrastructure and services to facilitate regional connectivity; creating conditions for businesses to promote value chains, improve the quality and competitiveness of Son La tourism. It proactively builds effective linkage and cooperation programs with major provinces and cities in Vietnam and the northern provinces of the Lao People's Democratic Republic.

In early May, the expanded Northwest provinces' tourism development cooperation group, comprising Son La, Tuyen Quang, Phu Tho, Lai Chau, Dien Bien, Lao Cai, Lang Son, and Thai Nguyen, held a signing ceremony for an agreement on a tourism development cooperation program for the period 2026-2030. Speaking at the conference, Mr. Ha Trung Chien, Member of the Standing Committee of the Provincial Party Committee and Permanent Vice Chairman of the Son La Provincial People's Committee, emphasized that this cooperation is a crucial foundation for the provinces to further strengthen their cooperative relationship and develop regional tourism commensurate with its potential and advantages. In the new phase, localities and the business community will strengthen coordination mechanisms, promote linkages to build and develop distinctive regional tourism products, improve service quality, innovate promotion and marketing, and develop tourism in a professional manner.

Conference for signing the agreement on the cooperation program for tourism development, 2026-2030, among the expanded Northwest provinces. Photo by PV.

With a solid foundation and strategic direction and solutions from the province, tourism is expected to continue to break through, achieving the goal of developing tourism into a key economic sector of the province, making Son La a major tourism hub of the northern midland and mountainous region, creating momentum for the rapid and sustainable development of the province in the new phase.

Thanh Dao