Son La: The tourism industry has played an important role in the economy, contributing to hunger eradication and poverty reduction, cultural preservation and environmental protection.

In recent years, the tourism industry of Son La province has been on a steady development path, demonstrated by the effective exploitation of tourism potentials and resources, while aiming for sustainable development. The tourism industry has played an important role in the economy, contributing to economic growth, poverty reduction, cultural preservation and environmental protection. Tourism also creates many job opportunities and promotes the development of other industries and fields.

After 33 years of construction and development, Son La tourism industry is gradually affirming its role as an economic sector. The province identifies tourism development as a strategic breakthrough in the economic restructuring, an important solution to effectively exploit natural potential, cultural identity, people and geographical location.

Son La province is striving to realize the goal of making Son La tourism a safe and attractive destination in the Northwest region; developing Moc Chau National Tourist Area to become one of the leading tourist areas in the Northern Midlands and Mountains; building the Son La hydroelectric reservoir area into a national tourist area, building Son La province into a tourist center of the Northwest region. Developing tourism into a spearhead economic sector, spreading its impact to many other sectors and fields; creating economic restructuring, contributing to hunger eradication, poverty reduction, and improving people's lives.

With the attention and direction of the Provincial Party Committee, People's Council, Provincial People's Committee; the synchronous participation of all levels, sectors and the responsible participation of the business community and people, Son La tourism in recent years has had breakthrough developments: Infrastructure has been invested; tourism products are increasingly rich and attractive; tourism services are increasingly professional; Son La's image has been widely spread. From policies and orientations of decisive nature such as: Resolution No. 19-NQ/TU dated April 1, 2013 of the Standing Committee of Son La Provincial Party Committee on tourism development to 2020, vision to 2030; Conclusion No. 94-KL/TU of the Executive Committee of the Son La Provincial Party Committee (15th term) on developing Son La tourism to 2025, with a vision to 2030, Son La tourism industry has had remarkable growth and development, from changing awareness, to investing in infrastructure systems, shifting labor structure; developing service facilities such as: hotels, motels, restaurants, tourism service businesses, etc.

All levels, sectors and localities are interested in implementing Resolution No. 41/2022/NQ-HDND dated August 31, 2022 of the People's Council of Son La province stipulating a number of policies to support tourism development in the province for the period 2022 - 2026. This Resolution focuses on 4 main policy groups, including support for tourism product development, tourism promotion, investment support and support for community tourism development.

Through that, agencies, units, localities, tourist areas, tourist spots, community tourism villages and organizations and individuals operating in the tourism sector that are subject to support under the Resolution promptly grasp and proactively register to respond to tourism development plans and promotion programs; research and select support policy contents suitable for the unit and prepare documents to request support in accordance with regulations, contributing to creating motivation to promote the development of tourism products and services, improve the effectiveness of propaganda, promotion, and development of tourism human resources... The effective and drastic implementation of policies in implementing national target programs (National target program for socio-economic development in ethnic minority and mountainous areas; National target program on new rural construction; Sustainable poverty reduction support program, etc.) has also actively supported and effectively contributed to the implementation of tourism development tasks.

Investment attraction activities have been promoted, many new tourism products have been formed and upgraded, especially community tourism, ecological agricultural tourism, Son La Hydropower reservoir tourism, connecting with special cultural events.

The system of tourist areas and destinations is increasingly operating professionally; digital transformation is promoted, the application of technology in communication, promotion and tourism promotion is enhanced; many tourism competitions are organized on digital platforms, attracting the attention and participation of the community and young people nationwide, contributing to enhancing the image and recognition of Son La tourism brand. These activities not only create an attractive and creative playground but also help discover many new ideas, images and products imbued with Son La's identity, serving the work of propaganda and promotion effectively and modernly.

In addition, the province focuses on the restoration and renovation of relics, cultural heritages, festivals; cultural and tourism events are organized in conjunction with promotional activities, new types of service businesses and tourism products are developed, contributing to the formation of tourist areas and spots, becoming famous destinations, attracting an increasing number of domestic and foreign tourists to Son La. The whole province currently has 641 accommodation establishments, including 7 hotels with 3-star standards or higher.

Tourists visit the Son La Prison historical site.

The coordination of activities to promote and advertise tourism development has been effectively implemented, specifically: The province participated in organizing the implementation of the program of Linking tourism development of 8 expanded Northwestern provinces with Ho Chi Minh City, Hanoi, Da Nang; implementing activities to strengthen linkage and cooperation in tourism development with the Tourism Associations of provinces such as Thanh Hoa, Hung Yen, Quang Ninh, Nghe An and the expanded Northwestern provinces... organizing surveys, signing cooperation agreements and organizing the opening of many domestic and international tourist routes.

At the same time, maintain relations with 20 foreign embassies in Vietnam; welcome and work with delegations of embassies of other countries visiting and working in Son La (Laos, Japan, China, Australia, Finland, Norway, Sweden, Azerbaijan, Austria, Denmark, Indonesia) to attend major events of the province on promotion, investment, trade, culture and tourism; coordinate with Vietnamese diplomatic representative agencies abroad (Consulate General of Vietnam in Nanning - Kunming, China; Consulate General of Vietnam in Luang Prabang - Laos; Embassy of Vietnam in Israel, Turkey) to support the province in attending events to promote and introduce local culture, tourism and products, seek partners, consumer markets...

With synchronous solutions for tourism development, Son La province has completed two major goals identified in the Resolution of the 15th Provincial Party Congress, the 2020 - 2025 term has been completed and reached the finish line 1 year ahead of schedule, namely: Moc Chau National Tourist Area was officially recognized according to the provisions of the Law on Tourism (this is the 8th tourist area nationwide to be recognized and voted and honored by the World Travel Awards as "The World's Leading Regional Natural Destination"); Son La Hydropower Reservoir Area was officially included in the national tourism system planning for the period 2021 - 2030, with a vision to 2045 in Decision 509/QD-TTg dated June 13, 2024 of the Prime Minister.

The number of tourists coming to the province has increased gradually over the years. In 2019, Son La province welcomed 2.5 million visitors; tourism revenue reached 1,900 billion VND; in 2024, Son La welcomed 4.9 million visitors, tourism revenue reached: 5,800 billion VND; in the first 6 months of 2025, Son La welcomed nearly 3 million visitors, estimated revenue reached 3,500 billion VND. That result has contributed significantly to socio-economic development, affirming tourism as an important economic sector of the province.

Source: https://bvhttdl.gov.vn/son-la-nganh-du-lich-da-phat-huy-vai-tro-quan-trong-trong-nen-kinh-te-gop-phan-xoa-doi-giam-ngheo-bao-ton-van-hoa-va-bao-ve-moi-truong-20251207074949762.htm