Tourism is a strength.

At the 31st World Travel Awards for Asia and Oceania in September 2024, held in Manila, Philippines, Moc Chau National Park in Son La province was once again honored as the "Leading Regional Nature Destination 2024". Simultaneously, the Minister of Culture, Sports and Tourism 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.

Moc Chau National Tourist Area in Son La province continues to be honored as "Asia's Leading Regional Nature Destination 2024".

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.

Over the years, the number of tourists has increased.Son LaThe number is constantly increasing. The locality aims to achieve a total of 5.2 million visitors and total revenue from tourism services of 5,800 billion VND by 2025, with an average growth rate of 15-20% per year.

Currently, Son La has initially developed tourism products based on the province's potential and strengths, such as: community tourism; tourism in the Son La hydroelectric reservoir area; resort and eco-tourism associated with agriculture; cultural tourism associated with festivals and sports... Many tourist areas and destinations have gradually become famous, creating an attraction for domestic and international tourists to Son La, such as: Moc Chau National Tourist Area; Quynh Nhai tourist area; Ngoc Chien; Bach Long glass bridge (the world's longest glass pedestrian bridge); Pha Din Top tourist site; Dinosaur's Backbone; Ta Xua cloud hunting… Notably, in 2022, Moc Chau National Tourist Area - Son La was voted "Vietnam's leading and Asia's leading nature tourism destination"…

In particular, to support ethnic minority communities in improving their lives through tourism, foreign projects implemented in Son La have provided assistance to these communities.ethnic minoritiesSon La province is improving skills and increasing income.

The GREAT 2 project, implemented from 2023-2027, has an investment of over 250 billion VND, including 236 billion VND in non-refundable ODA funds and 1.5 billion VND in counterpart funds from the provincial budget. It is expected to benefit over 15,000 women, 70% of whom are ethnic minority women in Son La province. The project has three main components: developing market systems in the agricultural and tourism sectors; strategies to support access to finance, digital transformation, development of women-owned businesses, and behavioral change communication; and support for policy development, refinement, and implementation.

The agro-tourism model helps ethnic minority people in Son La increase their income and stabilize their lives. (Image - Internet)

With 12 recognized tourist areas and destinations, including the Moc Chau National Tourist Area and the Son La hydroelectric reservoir area, which are planned as part of the national tourism system for the period 2021-2030, with a vision to 2050, the province's tourism has been affirmed on the Vietnamese tourism map. In recent years, Son La has welcomed an average of 5 million tourists annually, generating nearly 6,000 billion VND in revenue, with a growth rate of 13% per year. The specific goals, roadmap, and target groups of the GREAT 2 project, which has been and is being implemented, will contribute to changing mindsets and strengthening coordination and close links between state management agencies and businesses and cooperatives. From there, difficulties will gradually be overcome, promoting the development of local tourism and attracting more domestic and international tourists.

Innovating and improving the efficiency of tourism operations.

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.

Ngoc Chien commune, Muong La district - a community-based tourism destination - is one of the new experiential tourism spots attracting visitors to Son La province. (Photo - Internet)

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…

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%. Simultaneously, the province has promoted its image and potential through cultural, tourism, and sports exchange programs. This includes organizing delegations of officials, amateur artists, and members of the Thai ethnic minority to participate in various events. Son La province has also promoted digital transformation and the application of Industry 4.0 technologies in its tourism development activities. As a result, Son La tourism continues to shine, becoming a safe and attractive destination along the Northwest tourism route.

Kim Xuyen