Ngoc Chien, a highland commune of Muong La district, used to be a purely agricultural commune. But in recent years, Ngoc Chien people no longer prioritize carrying hoes to the fields, the fields have gradually been less cultivated, instead, tourism is developed with homestays and check-in locations imbued with the regional ethnic identity.

Mr. Luong Van Xien - Director of Ngoc Chien Muong La Community Tourism Cooperative, Son La:“Currently, Ngoc Chien Community Tourism Cooperative is building hot spring tourism products, community tourism, spiritual tourism, and mountain climbing to meet the needs of cultural experiences and enjoying the good values ​​of tourists when coming to Ngoc Chien, the fairyland.”

Ngoc Chien is blessed with a cool climate all year round and magnificent natural scenery. This is an opportunity for Ngoc Chien people to develop community tourism associated with the cultural identity passed down through generations. Community tourism is a new direction, suitable for rural areas because the investment cost is not as high as other types of tourism and it is imbued with regional cultural values. Many tourists like to visit the countryside, experience simple life, learn about local culture and immerse themselves in nature.

Mr. Ha Dinh Luc, Tourist from Hanoi:“Coming to Ngoc Chien, my first impression was the fresh climate and air, very different from the dusty Hanoi where I live. The second thing is that the people are extremely friendly, the owner cooked a delicious lunch today, the whole family enjoyed it. Then walking around Ngoc Chien, I was truly immersed in the majestic natural scenery.”

Community tourism not only contributes to increasing income for local people but also helps preserve traditional culture. Instead of depending entirely on agriculture, people can combine activities such as homestay services, tour guides or selling local products. This model helps reduce labor migration from rural to urban areas, contributing to local economic development.

Mr. Lo Van Thoa, Chairman of People's Committee of Ngoc Chien commune, Muong La district, Son La:“We also hope that the community tourism cooperative models will be replicated more widely in the area to form a new, stable economic source, increasing people's income.”

Despite its many benefits, community tourism still faces many challenges. Rural infrastructure often fails to meet the needs of tourists. In addition, tourism management and exploitation require human resource training and systematic development planning. For community tourism to develop sustainably, support from the government, businesses and people is needed. Skills training for tourism workers, infrastructure investment and image promotion are important factors. In addition, people need to be aware of the importance of preserving culture and natural resources, avoiding overexploitation that destroys the inherent values ​​bestowed by nature./.

According to: Son La Provincial Radio and Television Station