The conference reviewed the tradition of Vietnam's tourism industry. On July 9, 1960, the Vietnam Tourism Company, under the Ministry of Foreign Trade, was established, marking the birth of Vietnam's tourism industry. Through several stages of development and organizational innovation, the tourism industry has grown step by step, becoming a crucial economic sector of the country. In Son La, on December 22, 1992, the Department of Trade and Tourism of the province was established, including the Department of Tourism Management, which is the first agency to carry out state management of tourism, since then, Son La's tourism industry has gradually developed in parallel with the tourism industry nationwide, making an effective contribution to the socio-economic development in the province.

At the conference, there was a discussion, exchange, and dialogue between provincial leaders, state management agencies, the Tourism Association, and the business community. Business representatives assessed the impacts of the province's tourism development mechanisms and policies. At the same time, they shared experiences and achievements in developing tourism services over the years.

Representatives of provincial leaders and state management agencies of tourism directly exchanged, listened to, and received opinions from businesses, providing comments and solutions for future operations, along with new management and operation mechanisms to ensure encouragement and attraction of investment in the tourism sector, promoting rapid and sustainable development of Son La tourism.

From 2023 to 2025, the competitive movement "Son La develops sustainable and integrated tourism" has been widely implemented, gaining consensus and active participation from the entire political system and people. The propaganda work promoted, creating widespread influence, and raising awareness of the community and businesses about tourism development.

State management of tourism has been effectively implemented, especially planning management, land management, construction order related to planning, investment in projects, tourism service business establishments, and service quality. Tourism promotion and advertising activities have been effectively implemented in various forms, throughout annual cultural tourism events and festivals, strengthening Digital transformation and the application of 4.0 technology in tourism development activities.

From 2021 to 2025, the province has allocated nearly 1,150 billion VND for 14 projects, focusing resources on investing in the restoration of historical and cultural relics and scenic spots associated with tourism development. The province has 15 recognized tourist areas and destinations, forming 05 main tourism product groups including eco-tourism, agriculture, cultural and historical tourism, community tourism, resort, entertainment, health tourism, and thematic tourism. The two principal goals of the Resolution of the 15th Provincial Party Congress, term 2020 - 2025, were completed and reached the finish line 1 year ahead of schedule, namely Moc Chau National Tourist Area officially recognized according to the provisions of the Law on Tourism; The Son La hydroelectric reservoir area has been publicly included in the national tourism system planning for the period 2021 - 2030, with a vision to 2045. The total number of direct workers in the tourism sector is 6,500, of whom 60% trained workers. The number of tourists to Son La has increased gradually over the years. In the past 6 months alone, Son La welcomed nearly 3 million visitors, with an estimated revenue of 3,500 billion VND.

In her concluding remarks at the conference, Ms. Trang Thi Xuan suggested that in the coming time, departments, branches, enterprises, cooperatives, and tourism service establishments continue to pay attention to and resolutely and effectively implement tourism development tasks according to the projects and plans issued, accelerating digital transformation and effectively operate the "Son La Tour" system, building a civilized and professional tourism environment, strengthening communication, promotion, regional linkage, and product connection - domestic and international markets professionally and comprehensively.

Continuing to promote investment attraction, focusing on developing high-quality tourism products and services, developing tourism in a focused and key direction with the motto "Unique products - Professional services - Convenient and simple procedures - Competitive prices - Clean and beautiful environment - Safe, civilized and friendly destinations.". On this occasion, the Provincial People's Committee conferred Certificates of Merit to nine (9) collectives and six (6) individuals having outstanding achievements in implementing the emulation movement "Son La develops sustainable tourism and integration" from 2023 to 2025.

Quoc Tuan

Translated by Tuan Minh Dang