Moc Chau Island tourist area offers many attractive tourist services for visitors.

Mr. Tran Xuan Viet, Deputy Director of the Department of Culture, Sports and Tourism, said: To implement the tourism stimulus program for 2025, the Department has developed a plan to organize key events and highlight activities to attract tourists. Notable events include: the Yen Chau Mango Festival; the Moc Chau Dairy Cow Beauty Contest; the Moc Chau Fruit Harvesting Festival; the Song Ma Longan Festival; the Independence Day celebration in Bac Yen district; the 130th anniversary of the founding of Son La province; and the announcement ceremony for Quynh Nhai becoming a provincial-level tourist area. In addition, the Department is also meticulously preparing for participation in tourism promotion events in Da Nang and Ho Chi Minh City, and the tourism development linkage program among the eight expanded Northwest provinces; and conducting in-depth surveys on tourism in Bac Yen and Muong La districts.

To stimulate tourism, the Department of Culture, Sports and Tourism is strengthening promotion efforts linked to a communication campaign with the message "Son La Tourism - Go to experience - Come to love"; launching a competition for beautiful photos, video clips, tourism slogans, tour designs and tour explanations, and voting for tourism brands. At the same time, it is developing vibrant and attractive communication products that spread across digital platforms, social media, the website of the Vietnam National Tourism Administration, and the national television channel.

Tourists visit the Bach Long glass bridge - Moc Chau Island tourist area.

In early May, Moc Chau town organized a competition to find the KOL (Key Opinion Leader) for Moc Chau tourism in 2025, with the participation of more than 50 KOL groups nationwide. Thanks to the influence of these KOLs, many unique destinations and activities in Moc Chau have been widely promoted, attracting the attention of the community, especially on social media platforms.

Ms. Nguyen Thi Hoa, Vice Chairman of the People's Committee of Moc Chau town, shared: "Tourism development depends on many factors, among which promotion and communication are extremely important. The district is organizing the Moc Chau KOL Search Contest 2025, with the goal of finding outstanding KOLs with compelling stories and great videos about Moc Chau. Through this, we aim to spread the image of Moc Chau tourism to friends and tourists both domestically and internationally."

Moc Chau is bustling with activity at the 2025 Fruit Harvesting Festival.

Along with the media, the Department of Culture, Sports and Tourism has promoted and encouraged tourism businesses in the province to research and develop attractive promotional packages for sightseeing, accommodation, food, transportation, and service experiences tailored to different customer groups. They have organized "Tourism Promotion Weeks" at destinations to stimulate consumption and attract tourists. Tourism businesses are encouraged to participate in domestic and international tourism fairs, widely promoting the unique local tourism products and services to potential markets and international partners.

According to Mr. Hoang Manh Duy, Deputy Executive Director of Moc Chau Island Tourist Area: From June to August, Moc Chau Island offers a "Fruit Season" tourism product, with all-inclusive services including visiting the glass bridge, entertainment, dining, relaxation, and experiencing the fruit seasons of Moc Chau, such as: the season of late-season plums, avocados, oranges... With preferential prices, helping tourists save costs and fully explore Moc Chau.

Locals and tourists visit the exhibition booths at the Quỳnh Nhai District Culture, Sports and Tourism Week 2025.

The Department of Culture, Sports and Tourism also strengthened coordination with districts, towns, and cities to improve the quality of tourism environment management, ensuring security and safety for tourists throughout their experience in Son La. It guided and supervised tourism service businesses to comply with regulations on price listing, selling at the correct price, adhering to commitments on incentives in tourism stimulus programs, ensuring the rights of tourists, and maintaining the image of a safe, friendly, and professional destination.

With synchronized, innovative, and decisive solutions, the 2025 tourism stimulus program will contribute to making Son La a leading attractive destination in the Northwest region; striving to achieve the target of welcoming 5.3 million visitors this year; creating a solid foundation for Son La tourism to accelerate and break through, making an important contribution to the socio-economic development of the province.

Tourists visit the Quỳnh Nhai lake.

Text and photos: Thanh Dao