Tran Xuan Viet, Deputy Director of the provincial Department of Culture, Sports and Tourism, said that as part of the 2025 tourism stimulus programme, the department has drawn up plans to organise key events and activities to attract visitors.

Highlights include the Yen Chau Mango Festival, the Moc Chau Dairy Cow Beauty Contest, the Moc Chau Fruit Picking Festival, the Song Ma Longan Festival, Bac Yen’s Independence Day celebration, the 130th anniversary of Son La province, and the announcement of Quynh Nhai as a provincial-level tourism area.

The department is also preparing to participate in tourism promotion events in Da Nang and Ho Chi Minh City, as well as in the regional tourism cooperation programme linking eight provinces in the expanded northwestern region. In addition, it will carry out in-depth tourism surveys in Bac Yen and Muong La districts.

To stimulate tourism, the department is ramping up promotional efforts through a communications campaign themed “Son La Tourism – Go to Experience, Come to Love.”

The campaign includes contests for travel photography, video clips, tourism slogans, tour design, and guide presentations, along with a vote for the province’s tourism brand. At the same time, the department is developing engaging and vibrant media content to be distributed across digital platforms, social media, the Vietnam National Authority of Tourism’s website, and national television channels.

In early May, Moc Chau township hosted the 2025 Moc Chau Tourism KOL Search Contest, drawing participation from over 50 influencer groups nationwide.

Leveraging the influence of key opinion leaders (KOLs), the event helped widely promote Moc Chau’s standout destinations and experiences, generating strong public interest—particularly across social media platforms.

Alongside media efforts, the department has worked to mobilise local tourism businesses to develop attractive promotional packages tailored to different customer segments—covering sightseeing, accommodation, cuisine, transportation, and service experiences.

The province is also organising “Tourism Promotion Weeks” at key destinations to stimulate spending and attract visitors. Travel firms are being encouraged to take part in domestic and international travel fairs to widely promote Son La’s unique tourism offerings to potential markets and global partners.

Hoang Manh Duy, Deputy Executive Director of Moc Chau Island Tourism Complex, said from June to August, Moc Chau Island will offer the “Sweet Fruit Season” tourism package. The all-inclusive service covers visits to the glass bridge, entertainment, dining, accommodation, and seasonal fruit experiences such as plums, avocados, and oranges.

With special pricing, the package helps visitors save costs while fully exploring Moc Chau’s offerings.

The department is also strengthening coordination with localities in Son La to improve tourism environment management, ensuring security and safety for visitors throughout their experience in the province.

It has guided and monitored tourism service businesses to comply with pricing regulations, sell at advertised prices, and follow promotional commitments under the tourism stimulus programme—safeguarding travelers’ rights while maintaining Son La’s image as a safe, friendly, and professional destination.

With coordinated, innovative, and decisive measures, the 2025 tourism stimulus programme aims to establish Son La as a top destination in the northwestern region. The province targets welcoming 5.3 million visitors this year, laying a solid foundation for its tourism to accelerate growth and make a significant contribution to local socio-economic development.