In Son La, the first phase lasted from 2017 to 2022 with a total investment of over 202 billion VND (8.1 million USD). During this phase, the project and its partners put in place numerous innovative and effective solutions to build and develop market systems in the agricultural and tourism sectors, while enhancing economic empowerment for women, particularly those from ethnic minorities.

In the tourism sector, it focused on Moc Chau district, supporting the operation of the community-based tourism model in Ta So hamlet, Chieng Hac commune. It also helped upgrade the homestay services of 17 households in Vat hamlet, Muong Sang commune, and provided technical assistance for running the Moc Chau night market in Moc Chau Farm town. Additionally, the project produced and published guides such as the "Moc Chau Tourism Handbook" and "Community-Based Tourism Development Guidelines," as well as the Ta So Tourism website. Training sessions were organised to improve the knowledge and management skills of homestay groups and local art teams.

These models and activities have significantly contributed to the promotion of community-based tourism, creating jobs and increasing income for local households, helping reduce poverty and stimulate the local economy.

Meanwhile, the second phase, launched for the 2023-2027 period, has an investment of over 250 billion VND, including 236 billion VND in non-refundable aid, and 1.5 billion VND from the local budget. The project is expected to benefit more than 15,000 women in Son La, 70% of whom are from ethnic minority groups.

It focuses on three main components: developing market systems in agriculture and tourism, enhancing financial access, promoting digital transformation, supporting women-led businesses, strengthening behaviour change communication, and aiding the building, perfection, and implementation of policies.

The first activity of the second phase took place in September with the organisation of a workshop on “Sustainable Tourism Destination Management.” The event brought together representatives from businesses, cooperatives, and tourism and agriculture management agencies, and lecturers from VinUniversity’s Tourism and Entrepreneurship Department, and others from Clickable Co., Ltd. Attendees. They shared best practices on effective destination management and sustainable tourism development. Discussions emphasised boosting tourism investment by strengthening connections between businesses and local communities, as well as between the tourism and agricultural sectors. Participants also focused on enhancing local community capacity and fostering stronger links between tourism sites and routes.

With 12 recognised tourist sites, including the National Moc Chau Tourist Area and the Son La Hydropower Reservoir region, both integrated into Vietnam's national tourism system for the 2021-2030 period, with a vision to 2050, Son La has solidified its place on the country's tourism map. In recent years, the province has welcomed an average of 5 million visitors annually, earning nearly 6 trillion VND in revenue, with a 13% growth rate per year.

The clear goals, roadmaps, and target groups outlined in the second phase are expected to transform mindsets and strengthen collaboration between management agencies, businesses, and cooperatives. This joint effort is set to further boost local tourism development, attracting an increasing number of both domestic and international visitors.