Dạm Waterfall ecotourism site, Mộc Châu district.

Son La holds a crucial position, serving as the center of the Northwest region and a gateway connecting Hanoi and the Red River Delta provinces with the Northwest, as well as with the northern provinces of Laos. Son La possesses significant tourism potential. It boasts a clean, cool climate, majestic mountains and plateaus; 12 ethnic groups with rich cultural identities; 17 national intangible cultural heritage sites (including the Thai Xoe dance, which has been recognized by UNESCO as a representative intangible cultural heritage of humanity); and 64 classified historical and cultural relics and scenic spots.

Notably, Moc Chau National Tourist Area was selected by the World Tourism Awards as the "World's Leading Regional Natural 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... These are advantages for Son La province to focus resources on investing in and developing tourism.

Tourism around the hydroelectric reservoir in Quynh Nhai district.

Mr. Tran Xuan Viet, Deputy Director of the Department of Culture, Sports and Tourism, said: The department has coordinated with the General Department of Tourism, travel companies and districts and cities in the province to conduct surveys and assess the current state of tourism resources, potential, and strengths of each locality. From there, it will orient the development of unique, distinctive, and professional tourism products, create new products and refresh existing tourism products to attract tourists to Son La.

To date, Son La has 1 national-level tourist area, 1 provincial-level tourist area, and 10 provincial-level tourist destinations. It has developed 5 main tourism product groups, including: ecotourism and agricultural tourism; cultural and historical tourism; community tourism; resort, entertainment and health tourism; and thematic tourism.

Experience the local culture at Moc Chau Island Tourist Resort.

The tourism landscape is increasingly vibrant, as localities within the province have focused on developing unique and innovative tourism products. Notable examples include the Moc Chau National Tourist Area with numerous destinations such as Moc Chau Island; the high-end pine forest resort in Ban Ang; the Dai Yem Waterfall eco-tourism site; the Moc Chau pedestrian street and night market; the Hang Mieng Temple tourist site; and the system of waterfalls in Van Ho.

In the city, there is the Northwest Square; the Son La Prison National Special Monument; Yen Chau district has the Vietnam-Laos Revolutionary Base Area in Lao Kho village, a National Special Monument; Mai Son district has the Co Noi Crossroads Historical Site; Phu Yen district has the Ban Nhot forest area, a historical site of the resistance against the French. In addition, there are the Pha Din Pass tourist area in Thuan Chau district; the Son La hydroelectric reservoir area in Quynh Nhai district; and the Ta Xua tourist area in Bac Yen district...

Moc Chau pedestrian street.

Located within the Moc Chau National Tourist Area, Van Ho district also aims to attract domestic and international tourists. Mr. Vu Thanh Hai, Vice Chairman of the District People's Committee, stated: The district directs communes to develop green tourism, linked with preserving the natural landscape; providing financial support for communes to restore and recreate some traditional and unique festivals of ethnic groups, while preserving distinctive cultural features, introducing the culture and people of Van Ho, and creating tourism products that attract visitors, especially foreign tourists.

The image of Son La tourism is strongly promoted through tourism promotion events and activities, such as: the "Colors of Son La - Northwest" tourism event in Hanoi and Ho Chi Minh City; the "Son La - Luang Prabang Love Song" and "Son La - Hua Phan Love Song" Culture and Tourism Festivals in Luang Prabang and Hua Phan provinces, Lao People's Democratic Republic; the Miss Tourism World competition; the Son La Provincial Cultural Tourism Festival "Leading Regional Natural Destination in the World"; the Vietnam Fruit and OCOP Products Festival; the Son La Coffee Festival; the promotion and announcement of the decision recognizing Moc Chau National Tourist Area... Promoting Son La to international tourists as a safe, attractive, and unique destination in the Northwest region.

Cultural preservation linked to tourism in Van Ho district.

Digital transformation and the application of Industry 4.0 technologies to tourism development activities are emphasized, such as building digital maps, smart tourism, digitizing tourist areas and attractions, 360-degree virtual reality tours; and models for visiting the Son La Prison National Special Monument... This includes digitizing some typical Son La tours; digitizing tourist areas and attractions in the Moc Chau National Tourist Area; the Moc Chau 360-degree tour; and automated audio guides...

Ms. Nguyen Thi Hoa, Vice Chairman of the People's Committee of Moc Chau District, informed: The district is continuing 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. At the same time, the district is directing efforts to build image and brand, and create trust in the quality of services to attract tourists to visit and experience.

Blessed with natural beauty and guided by sound tourism development strategies, Son La has attracted over 12 million tourists since 2021, generating 12,600 billion VND in tourism revenue, with an annual growth rate of 13%. Son La tourism continues to shine, becoming a safe and attractive destination along the Northwest tourism route.

Viet Anh