Tourism has had a prosperous year.

As 2025 draws to a close, Son La's tourism sector continues to flourish with increasingly professional, high-quality products and services, achieving and surpassing the targets set for the term, and gradually moving towards the goal of green and sustainable economic development.

Báo Sơn La•18/02/2026

During the 2020-2025 period, the province issued many strategic decisions on tourism development, becoming an important basis for localities to implement effective and practical solutions for the tourism industry. In particular, Conclusion No. 94-KL/TU dated January 23, 2021, of the Provincial Party Committee has become a guiding principle for tourism development; Resolution No. 41/2022/NQ-HĐND dated August 31, 2022, of the Provincial People's Council on supporting tourism development in the 2022-2026 period has outlined four practical policy groups on tourism product development, human resources, support for community tourism development, and promotion and advertising.

In addition, projects, plans, and strategies have been implemented synchronously and decisively, "paving the way" for tourism to "take off," creating momentum for achieving the goals of the entire term. Particularly noteworthy are the long-term tourism plans, such as: the Moc Chau National Tourist Area, the regional planning along the Da River reservoir, and the planning for tourist areas and destinations like Ta Xua and Pha Din Pass...

Mr. Tran Xuan Viet, Deputy Director of the Department of Culture, Sports and Tourism, said: Son La tourism has completed and reached the finish line one year ahead of schedule for two major goals set out in the Resolution of the 15th Provincial Party Congress, namely: Moc Chau National Tourist Area being recognized in 2024; and the Son La hydroelectric reservoir area being officially included in the national tourism system plan for the period 2021-2030, with a vision to 2045.

Son La's tourism sector is gradually flourishing and developing with strong impetus from key infrastructure investment projects. In particular, the Hoa Binh - Moc Chau expressway project, the section passing through Son La, is being urgently constructed and will be an important route connecting Son La with Hanoi and neighboring provinces. During the 2021-2025 period, the province allocated over 1,149 billion VND to implement 14 tourism infrastructure projects; attracting social investment with 77 newly approved projects, totaling 28,895 billion VND in registered capital, including 13 projects directly investing in tourism, services, agricultural tourism, and commercial services.

Tourists experience the pristine village of Hang Tau, Ta So hamlet, Moc Chau ward. Photo: Manh Chi.

Actively pursuing digital transformation in the tourism sector through the development of digital maps, digitization of tourist areas and attractions, application of 360-degree virtual reality tours, and especially the launch of the "Son La Tour" application, Son La has become one of the pioneering localities in implementing comprehensive digital transformation in tourism according to the two-tiered local government model. To date, Son La has built a diverse and rich tourism ecosystem with 626 accommodation establishments and 15 recognized tourist areas and attractions (including 1 national tourist area, 1 provincial-level tourist area, and 13 provincial-level tourist attractions); forming 5 main tourism product groups, including: eco-tourism - agriculture; cultural - historical tourism; community tourism; resort, entertainment and health care tourism; and thematic tourism.

The Son La hydroelectric reservoir area.

Saleem Hammad, a Palestinian and Ambassador for Peace and Friendship, shared his impressions of Son La: "I am very impressed with the beautiful natural landscapes and unique culture of Son La, especially the Moc Chau National Tourist Area. This is a wonderful destination, rich in potential and will develop even further in the future."

In 2025, Moc Chau National Tourist Area will continue to be honored for the third time by the World Travel Awards (WTA) as the "World's Leading Regional Nature Destination" and for the fourth consecutive year as the "Asia's Leading Regional Nature Destination". The entire province welcomed 5.3 million visitors, more than three times the number in 2020, with tourism revenue estimated at 6,300 billion VND, more than five times higher than in 2020.

Pauon Ecolake tourist area is located on the banks of the Da River.

Mr. Tran Xuan Viet, Deputy Director of the Department of Culture, Sports and Tourism, added: Son La province is continuing to develop the "Son La Province Tourism Development Plan for the period 2025-2030," striving to achieve a total of 9 million tourists per year and revenue of 12,420 billion VND by 2030. The goal is to make Son La one of the tourism centers in the Northern Midlands and Mountains region and one of the driving forces for national tourism development.

Son La's tourism industry demonstrates the effective utilization of available natural and human resources, transforming potential into a driving force for development. This achievement further strengthens and expands the strategy of making tourism a key economic sector of the province, making a significant contribution to promoting socio-economic development and improving the lives of the people.