Between 2020 and 2025, Son La’s tourism sector has steadily affirmed its position, experienced strong development, and made significant contributions to the province’s socio-economic growth. Its breakthrough achievements in recent years stem from strategic vision and sound decisions, most notably Conclusion No. 94-KL/TU issued on January 23, 2021 by provincial Party Committee.

Since the beginning of this year, Son La province has welcomed more than 3.6 million visitors, earning total revenue of over 4.2 trillion VND (159.2 million USD).

In the first eight months of 2025, total revenue from accommodation, food services, tourism, travel, and other related services in the province reached nearly 7.38 trillion ($279.7 million).

The Miss Tourism Ethnic Vietnam 2025 pageant was launched at a press conference at Moc Chau Island Tourism Area on September 7. Attending the event were leaders of the Son La provincial Department of Culture, Sports and Tourism, representatives of sponsors, and domestic press agencies.

As Vietnam gears up for the National Day holiday on September 2, the Moc Chau National Tourism Area is emerging as a top destination, offering a blend of stunning landscapes, cultural richness, and unique culinary experiences.

To improve the quality of human resources serving rural tourism development at the Moc Chau National Tourism Area, over the past six months, the Department of Culture, Sports and Tourism has organised training courses to raise community-based tourism development capacity for 50 people.

In the past six months, the provincial Department of Culture, Sports and Tourism has issued 13 new tour guide licences, bringing the total number of licensed guides across the province to 36.

Since the beginning of this year, the Hang Tau Tourism Cooperative in Ta So hamlet, Moc Chau commune has welcomed over 20,000 tourists for sightseeing and experiential activities, increasing the monthly income of member households by 4–5 million VND (153-191 USD) each.

Located more than 15 km from the centre of Muong Coi commune, Suoi Chieu Lake at this time of year features emerald green water nestled among surrounding mountains. Its pristine, tranquil, and captivating beauty is drawing an increasing number of visitors seeking unique experiences.

The Son La provincial People’s Committee, in partnership with IGB Group, on July 8 officially launched a smart tourism app named “Son La Tour.”

With the growth of the tourism sector, the accommodation system across the province has continuously expanded in scale and diversified in type to suit the characteristics and potential of each locality. The quality has steadily improved, leaving positive impressions and attracting more visitors.

Nestled in a small valley surrounded by majestic pine forests, Hua Tat hamlet in Van Ho commune boasts beautiful natural landscapes and the distinctive cultural identity of the Mong ethnic people. In recent years, the locals have tapped into their natural and cultural advantages to develop community-based tourism while preserving their traditional culture.

Aiming to introduce and promote its land, culture, and people while fostering cooperation and sustainable tourism development, Son La province held a cultural event titled "The Colours of Son La” in the central city of Da Nang from June 19 to 23.

As part of the "Colours of Son La" tourism event in Da Nang city in 2025, the People’s Committees of Son La province and Da Nang organised the Son La – Da Nang Tourism Promotion Conference on June 22.

As part of the “Colours of Son La” event taking place in Da Nang city in 2025, a Famtrip delegation from Son La province conducted a field trip to the Nui Than Tai Hot Springs Park in the central city on June 21.