With its geographical location at the center of the Northwest region and its rich and diverse tourism resources, Son La province possesses natural and cultural tourism resources that represent great potential for creating unique and attractive tourism products for investors and domestic and international tourists.

Tourism in Son La has been developed in diverse forms.

At the 31st World Travel Awards for Asia and Oceania 2024 ceremony, held on the evening of September 3rd in Manila, Philippines, Moc Chau National Park in Son La province was once again honored as the "Leading Regional Nature Destination 2024". The Minister of Culture, Sports and Tourism also issued a decision officially recognizing Moc Chau National Park as a National Tourist Area. In addition, other tourist destinations such as the reservoir tourism area in Quynh Nhai and Muong La; Ta Xua and Bac Yen; and Ngoc Chien and Muong La are also well-known and popular choices for tourists.

In response to the demands for tourism development in Son La in the coming years, the province aims to make its tourism destination a safe and attractive place in the Northwest region, building unique, distinctive, professional, sustainable, and internationally integrated tourism products. Programs such as the annual Vietnam Trail Marathon, held in Moc Chau district, are increasingly attracting domestic and international athletes. In 2024, the race attracted over 4,000 athletes from 40 countries and territories worldwide.

Athletes, especially foreign athletes, are very impressed with the trails, passing through many places with beautiful natural scenery, peaceful villages, grasslands, tea hills, plum and apricot blossom valleys; however, in reality, programs like this have not been widely organized in Son La.

Faced with challenges, localities in the province are implementing various solutions to attract domestic and international tourists. In Moc Chau district, along with diversifying tourism products and types, the district has promoted digital transformation and applied Industry 4.0 technology to tourism promotion and development. Moc Chau district has built a digital tourism map of Moc Chau (3D/360 Smart Interactive Tourism - Moc Chau-Son La); and developed the smart tourism application "Moc Chau Tour"... This helps businesses, units, and households to exploit, communicate, and promote their products and services to tourists, and helps tourists experience Moc Chau tourism safely and conveniently.

Ms. Nguyen Thi Hoa, Vice Chairman of the People's Committee of Moc Chau District, informed: Moc Chau continues to promote and market Moc Chau tourism; using online media channels, social networks, and tourism websites to introduce typical tourist destinations and unique experiences of Moc Chau. Emphasis is placed on building brand image and creating customer trust in service quality.

Recently, Quynh Nhai District and IGB Joint Stock Company also held a signing ceremony for a memorandum of understanding to sponsor the smart tourism software for Quynh Nhai District. During the working session, IGB Joint Stock Company introduced the features of the smart tourism software. The software focuses on digitizing five core areas: geographical tourism, local cultural tourism, traditional product tourism, resort tourism, and culinary tourism. Through regularly updated content, striking images, and a user-friendly interface, the software aims to showcase the potential, strengths, and tourism products of Quynh Nhai District, providing essential information as a comprehensive guide to tourism in the lake area.

The sponsoring organization also provided specific solutions for managing, operating, and developing the software according to a future roadmap. The software also integrates e-commerce, helping tourism professionals promote and sell products online through the application, increasing operational efficiency and contributing to increased sales revenue for individuals, organizations, and tourism businesses using the software. Necessary content relevant to the practical development of tourism in Quynh Nhai was added; the memorandum of understanding was finalized regarding the implementation timeline, sponsorship format, handover plan, operational methods, and policies and benefits for the sponsor and beneficiaries. A memorandum of understanding was signed to serve as the basis for implementation and the deployment of the software in the near future.

Mr. Tran Xuan Viet, Deputy Director of the Department of Culture, Sports and Tourism, further informed: The Son La tourism industry is focusing on implementing digital transformation and applying information technology to effectively serve the management, promotion, and development of tourism. Units and businesses need to innovate their thinking on tourism development, raise awareness, and promote the role of businesses and the community in sustainable tourism development, especially in protecting resources and the environment. Developing diverse, unique, and attractive tourism products to promote the traditional cultural values ​​of ethnic communities… Organizing cultural and tourism events inside and outside the province, and sports events to create highlights for communication, promotion, and attracting tourists. Training and improving the skills of tourism workers to meet the needs of international customers.

C. Thien