Innovating tourism promotion, marketing, and market development

Between 2023 and 2025, the province effectively implemented communication and promotional campaigns on renowned domestic and international media channels, including VTV, VOV, CNN, the New York Post, USA Today, Indian Express Magazine, and Reuters. Numerous tourism events were organized to promote and achieve political, socio-economic, and foreign affairs objectives, as well as attract investment. These events included the "Colors of Son La" tourism event in Ho Chi Minh City and Da Nang; the "Son La - Houaphanh Love Song" Culture and Tourism Festival in Houaphanh, Laos; the Son La Provincial Culture and Tourism Festival, titled "World's Leading Regional Natural Destination"; and the Son La Coffee Festival, promoted and announced the decision to recognize Moc Chau as a national tourist area. The province also hosted various competitions and conferences, such as the Son La tourism logo and slogan design competition, the Son La beautiful scenery photography competition, the First beautiful Piêu scarf souvenir products competition, competitions for tourist guides and ethnic culinary essence, and an award for recognizing Son La's tourism brand. The "Son La: Developing sustainable and integrated tourism" emulation movement for the 2023-2025 period was also launched in Moc Chau district, which has successfully built Son La's brand and image as a prominent destination.

Coordinating promotional activities for tourism development was also carried out effectively. Specifically, the province collaborated with the Vietnam Farmers' Union and relevant ministries and departments to organize a series of events for the Prime Minister's Dialogue with Vietnamese Farmers. It also implemented a program to link tourism development among the eight expanded Northwestern provinces with Ho Chi Minh City, Hanoi, and Da Nang. The Son La Provincial Tourism Association organized a seminar titled "Solutions for Tourism Recovery in the New Normal." Furthermore, the province enhanced linkages and cooperation in tourism development with tourism associations from provinces such as Thai Binh, Thanh Hoa, Hung Yen, Quang Ninh, Nghe An, Vung Tau, Phu Yen, and the expanded Northwestern provinces. It conducted surveys, signed cooperation agreements, and launched many domestic and international tourist routes (such as the Thai Binh City - Moc Chau - Sam Neua, Lao PDR).

The province maintained relationships with 20 foreign embassies in Vietnam, receiving and working with 11 delegations from embassies of various countries (Laos, Japan, China, Australia, Finland, Norway, Sweden, Azerbaijan, Austria, Denmark, Indonesia) who attended major provincial events on investment, trade, culture, and tourism promotion. It also collaborated with Vietnamese diplomatic missions abroad (the Vietnamese Consulates General in Nanning and Kunming, China; the Vietnamese Consulate General in Luang Prabang, Laos; and the Vietnamese Embassies in Israel and Turkey) to support the province in participating in events that promote local culture, tourism, and products, as well as seek partners and consumer markets.

The Son La Coffee Festival was held and attracted a large number of tourists.

In addition, over 20,000 tourism publications were produced to provide information to tourists and promote Son La. The Son La tourism website was managed, and a digital book introducing tours and destination information was developed. Investment was also made in repairing and upgrading tourism billboards and signs throughout the province, and new ones were erected at recognized tourist sites.

Trade promotion activities combined with tourism were implemented synchronously and in various forms in both domestic and international markets. The province gradually applied digital transformation and information technology to trade promotion activities to support businesses and cooperatives (including tourism enterprises) in accessing markets and connecting with consumers. An e-commerce platform for Son La (www.sonla.sanviet.vn) was built and launched. The province participated in both domestic and international programs to promote Son La tourism and provided guidance and support to businesses for their own tourism-related trade promotions. In 2024, Son La welcomed 4.9 million visitors, with tourism revenue reaching 5.8 trillion VND. In the first six months of 2025, Son La received nearly 3 million visitors, with estimated revenue reaching 3.5 trillion VND. These results have made a significant contribution to the province's socio-economic development.

Nhu Thuy

Translated by Huyen Vu