The association has encouraged and supported its members to establish links among tourist sites and creating product chains, while developing new offerings and improving service quality, especially in Moc Chau, Van Ho, Quynh Nhai, Thuan Chau, and Muong La districts.

Efforts have also included promotion campaigns and collaboration with famtrip delegations and tour operators to survey new destinations. At the same time, the association has learnt about challenges faced by its members, sought support from relevant agencies, and worked to expand the tourism market.

Association Chairman Hoang Chi Thuc said since the beginning of this year, the association has cooperated with its counterparts from other localities to launch an international tourism route from Thai Binh city to Sam Neua in the Lao province Houaphanh, through Son La’s Moc Chau. It has also collaborated with the tourism associations of Thanh Hoa and Hung Yen provinces to survey and promote tourism products in Son La city and Quynh Nhai district, while signing a tourism cooperation agreement with the southern province of Ba Ria-Vung Tau. Notably, the association hosted delegations to the ceremony announcing Moc Chau as a national tourism area.

A highlight for 2024 is the collaboration between the Standing Board of the provincial Tourism Association and the provincial Union of Economic Science Associations in organising a consultancy workshop on solutions to enhance food safety and hygiene standards in restaurants and hotels in Son La province. The event brought together managers and staff from 20 hotels, restaurants, and tourist destinations across the province. Additionally, in partnership with the Best Tour - Moc Chau Tourism Alliance, the association hosted the FAMTRIP programme featuring the essence of Moc Chau, with the participation of 94 travel agencies from various provinces and cities.

First-time visitor Hoang Ngoc Mai from Ho Chi Minh City praised the Moc Chau National Tourism Area for its diverse attractions, such as the Bach Long (White Dragon) Glass Bridge, Happy Land Tourist Site, heart-shaped tea hill, pedestrian street, and Dai Yem waterfall.

"I was truly impressed by the fresh air, breathtaking mountain landscapes, and the locals’ hospitality here," she said.

Son La is now home to 12 officially recognised tourist sites and spots, including one national tourism area, one provincial tourist site, and 10 provincial tourist spots, along with five main groups of products spanning eco-tourism, agriculture, culture, history, and community-based tourism, and leisure and medical tourism, among others.

Since the beginning of this year, the province welcomed over 4.5 million visitors and earned 5.34 trillion VND (209.7 million USD) in tourism revenue, fulfilling 97% of its yearly target.

Thanks to the attention of local authorities, the support of the provincial Tourism Association, and efforts by businesses, Son La has solidified its position on the country’s travel map.