Maintain the tourism growth momentum in the final months of the year.

From the beginning of the year until now, over 3 million tourists have visited Son La province for sightseeing, experiences, and relaxation, reaching 61.9% of the plan; estimated revenue is approximately 3,560 billion VND, reaching 64.7% of the plan. Since the beginning of the year, service and tourism activities in the province have continued to grow significantly. The estimated total output of the accommodation and food service sector reached 790 billion VND, an increase of 14.6%; wholesale, retail, and repair of automobiles and motorcycles reached 2,744.3 billion VND, an increase of 8.54%; and real estate business activities reached 2,049.4 billion VND, an increase of 4.78%. Educational and training activities reached VND 2,673.9 billion, an increase of 3.07% compared to the same period last year... Continuously from 2022 to the present, immediately after the Covid-19 pandemic was controlled, the province's tourism sector has consistently maintained a fairly strong growth momentum. This reflects Son La's resurgence, becoming an ideal destination for domestic and international tourists. In particular, Moc Chau National Tourist Area continues to affirm its position as the most attractive destination for tourists, having been honored as the world's leading regional natural destination for two consecutive years, 2022 and 2023.

Son La province has set a target of welcoming approximately 5.5 million tourists for sightseeing and relaxation, striving to achieve revenue exceeding 5,500 billion VND in 2024. To achieve this goal, localities within the province have implemented numerous policies to promote tourism, based on their potential and advantages. This has significantly improved the province's attractiveness to tourists. Evidence of this is the extensive publicity and promotion of all events in the province through newspapers, media outlets, and social media, as well as the large number of tourists who attended in person. For the province's tourism industry to become a professional, distinctive, and increasingly competitive service sector, making a significant contribution to the province's socio-economic development, it must continue to maintain its long-term growth momentum.

Ms. Le Thi Hong Anh, Director of the Provincial Investment, Trade and Tourism Promotion Center, stated: Son La province has strengthened close cooperation between localities, tourism businesses, and travel agencies to promote tourism, researching solutions to both maintain traditional tourist markets and target tourist markets in the central and southern provinces, as well as foreign markets. Tourism products must be regularly maintained and innovated; preserving the cultural identity of ethnic groups through promotional conferences, media platforms, and social networks to promote green tourism and digital tourism for sustainable preservation and development, especially the participation of local communities in developing tourism and unique tourism products of each ethnic group, as well as the overall tourism products of Son La province.

In addition, state agencies are focusing on allocating investment capital to upgrade, improve, and expand road transport infrastructure and commercial and service networks. Provincial authorities are also coordinating with localities, businesses, households, and individuals to improve the quality of human resources and enhance basic services and infrastructure at tourist destinations.

Diep Huong