After 33 years of formation and development, Son La's tourism industry is gradually affirming its role as an economic sector. The province has identified tourism development as a strategic breakthrough in its economic restructuring, and a crucial solution for effectively leveraging its natural potential, cultural identity, people, and geographical location.

Son La province is working toward the goal of positioning itself as a safe and attractive destination in the northwest region; developing the Moc Chau national tourism area into one of the leading tourism hubs of the Northern Midlands and Mountainous region; transforming the Son La hydropower reservoir area into a National tourism area; and building Son La province into the tourism center of the Northwest. The province aims to develop tourism into a spearhead economic sector with strong spillover effects on various other industries, driving economic restructuring, contributing to poverty reduction, and improving the living standards of its people.

Tourists visiting the Son La Prison historical site.

With the guidance and leadership of the Provincial Party Committee, the People’s Council, and the People’s Committee; the concerted engagement of all levels and sectors; the active, responsible participation of the business community and local residents, Son La’s tourism industry has made remarkable breakthroughs in recent years. Infrastructure has been invested in; tourism products have become increasingly diverse and appealing; tourism services have grown more professional; and the image of Son La has been widely promoted. Building on strategic policy directions such as Resolution No. 19-NQ/TU dated April 1, 2013 of the Provincial Party Standing Committee on tourism development to 2020 with a vision to 2030, and Conclusion No. 94-KL/TU of the 15th Provincial Party Executive Committee on Son La tourism development to 2025 with orientations toward 2030, the province’s tourism sector has achieved outstanding growth and progress—from shifts in public awareness, to substantial investment in infrastructure, labor force restructuring, and the development of tourism service facilities such as hotels, guesthouses, restaurants, and other tourism-related businesses.

All levels, sectors, and localities have actively implemented Resolution No. 41/2022/NQ-HĐND dated August 31, 2022 of the Son La Provincial People’s Council, which stipulates several policies to support tourism development in the province for the 2022–2026 period. The resolution focuses on four main policy groups: support for tourism product development, tourism promotion and marketing, investment support, and support for community-based tourism development. Through this framework, agencies, localities, tourist zones and sites, community-based tourism villages, as well as organizations and individuals engaged in tourism—eligible under the resolution—are able to promptly access and proactively register for tourism development plans and promotion programs; review and select suitable policy support measures for their entities; and prepare applications for support in compliance with regulations. This contributes to driving the development of tourism products and services, enhancing the effectiveness of tourism communication and promotion, and fostering the growth of human resources in the sector. The effective and resolute implementation of these policies—together with the execution of national target programs (the National target program for socio-economic development in ethnic minority and mountainous areas; the National target program on new rural development; and the Sustainable poverty reduction program, among others)—has provided active and tangible support, significantly contributing to the fulfillment of tourism development tasks.

Investment attraction activities have been intensified, leading to the creation and upgrading of numerous new tourism products—particularly in community-based tourism, agro-ecotourism, and tourism on the Son La hydropower reservoir—integrated with distinctive cultural events. The network of tourism zones and sites has been operating with increasing professionalism; digital transformation has been accelerated, and the application of technology in tourism communication, promotion, and marketing has been strengthened. Numerous tourism contests have been organized on digital platforms, attracting widespread interest and active participation from communities and youth nationwide, thereby enhancing Son La’s tourism image and brand recognition. These initiatives not only provide dynamic and creative playgrounds but also help identify many new ideas, images, and products rich in Son La’s cultural identity, serving modern and effective communication and promotion efforts. In parallel, the province has focused on the restoration and preservation of historical relics, cultural heritage, and festivals; cultural–tourism events have been organized in association with promotional activities, service businesses, and the development of new tourism products. This has contributed to the formation of tourism zones and sites that have become renowned destinations, increasingly attracting both domestic and international visitors to Son La. The province currently boasts 641 lodging establishments, including 7 hotels meeting the 3-star standard or higher.

Traditional festivals have been revived, attracting both locals and visitors to participate and experience them.

The coordination of tourism promotion and development activities has been effectively implemented, specifically through the province’s participation in the Expanded northwest tourism development linkage program with Ho Chi Minh City, Hanoi, and Da Nang; as well as the implementation of enhanced tourism cooperation initiatives with tourism associations from provinces such as Thanh Hoa, Hung Yen, Quang Ninh, Nghe An, and other Expanded northwest provinces. The province has organized surveys, signed cooperation agreements, and launched numerous domestic and international tourism routes. At the same time, Son La has maintained relations with 20 foreign embassies in Vietnam, and has welcomed and worked with diplomatic delegations from countries including Laos, Japan, China, Australia, Finland, Norway, Sweden, Azerbaijan, Austria, Denmark, and Indonesia, who visited the province to attend major events on investment promotion, trade, culture, and tourism. The province has also cooperated with Vietnamese diplomatic missions abroad—such as the Consulate general of Vietnam in Nanning and Kunming (China), the Consulate general of Vietnam in Luang Prabang (Laos), and the Vietnamese embassies in Israel and Turkey—to support Son La’s participation in events aimed at promoting and introducing its culture, tourism, and local products, while seeking business partners and expanding market access.

Through the implementation of comprehensive tourism development measures, Son La province has successfully achieved two major targets set in the Resolution of the 15th Provincial Party Congress for the 2020–2025 term—both completed one year ahead of schedule. These achievements are:

Firstly, the Moc Chau national tourism area has been officially recognized under the provisions of the Law on Tourism, becoming the 8th National Tourism Area in the country to receive such designation, and was honored by the World Travel Awards as the “World’s leading regional nature destination.”

Secondly, the Son La hydropower reservoir area has been officially included in the National tourism system plan for the 2021–2030 period, with a vision to 2045, under Decision No. 509/QĐ-TTg dated June 13, 2024 of the Prime Minister.

Tourist arrivals to the province have steadily increased over the years: in 2019, Son La welcomed 2.5 million visitors, generating VND 1,900 billion in tourism revenue; in 2024, arrivals reached 4.9 million, with tourism revenue totaling VND 5,800 billion; and in the first six months of 2025 alone, the province received nearly 3 million visitors, with estimated revenue of VND 3,500 billion. These achievements have made an important contribution to the province’s socio-economic development, reaffirming tourism as a key economic sector of Son La.

Như Thuy

Translated by Huyen Vu