Since the beginning of the year, the province has welcomed more than 3 million visitors, representing a 17% increase compared to the same period last year. Tourism revenue is estimated at 3.49 trillion VND (132.7 million USD). These figures demonstrate the growing attractiveness of destinations across the province, with night tourism emerging as an important highlight that enriches visitors' travel experiences.

Tourists and local residents join a community cultural activity.

Built on an area of more than 33,000 square meters with a total investment exceeding 350 billion VND, the Moc Chau Film Studio and Walking Street in Thao Nguyen ward has been operating since mid-2022. The complex is divided into several areas, including a traditional Northwest stilt house zone, a central square, a food court, a museum, a cultural exchange stage, and entertainment facilities. Each area offers its own unique character, creating strong appeal for visitors.

One of the most attractive features for tourists is the opportunity to immerse themselves in local cultural life. Traditional xoe dances and bamboo pole dancing, accompanied by cheerful applause and excitement, help bridge the gap between local residents and visitors from afar.

Nguyen Thu Trang, a visitor from Hanoi, shared: "I have visited Son La many times before, but this trip felt very different when I came to the Film Studio and Walking Street. The evenings here are lively and fascinating. What I enjoyed most was joining local people in xoe dancing and bamboo pole dancing. These are experiences that are very difficult to find where I live."

The Het Cha Festival of the Thai ethnic group is re-enacted to serve visitors at the Moc Chau Film Studio and Walking Street.

Leaving the vibrant atmosphere of the walking street, visitors can discover a different kind of beauty at the cultural and experiential space in Vat Hong residential area, Moc Chau ward. The site features more than 30 stalls constructed from bamboo, rattan, and other environmentally friendly materials. Local residents offer regional specialties such as plums, fresh vegetables, bamboo-tube rice, grilled fish, smoked meat, five-coloured sticky rice, and a variety of traditional handicrafts. Each stall tells a story about local life, customs, and the cultural heritage of the ethnic communities living on the Moc Chau Plateau.

Luong Thi Hong Tuoi, a resident of Vat Hong residential area, said: "Night tourism activities create additional opportunities for local people to introduce regional products while promoting traditional cultural values to both domestic and international visitors."

 A local resident introduces tourism products and regional specialties to visitors.

Each night tourism space in Son La possesses its own unique character, yet all share the common goal of preserving and promoting traditional cultural values. Through xoe dances, folk songs, the sounds of khen, and dishes infused with the flavours of the mountains and forests, visitors gain a deeper understanding of the life and soul of the people of Vietnam’s northwestern region.

David Brown, a tourist from France, said he is very impressed by the friendliness of the local people. Everyone is eager to guide visitors and invite them to participate in cultural activities. Taking part in traditional dances, enjoying local cuisine, and interacting with local residents have helped him better understand the culture of Vietnam's northwest.

A local resident introduces traditional musical instruments to a visitor.

Son La is currently developing a variety of attractive night tourism products. Chieng Di 1 Market stands out for its distinctive Mong cultural space; Son La Walking Street attracts visitors with vibrant cultural, artistic, and culinary activities; while Ta Xua offers unique experiences such as cloud watching, stargazing, and exploring local life at night. The harmonious combination of traditional culture and experiential activities has diversified tourism products and enhanced the attractiveness of each destination.

As part of its sustainable tourism development strategy, night tourism is creating new opportunities for Son La. With culture serving as the foundation for development and local communities at the centre of tourism activities, these nighttime spaces continue to promote the image of Son La and its people, preserve and enhance traditional values, create distinctive attractions, and contribute to the continued growth of the province's tourism industry.