Son La boasts substantial potential and advantages to promote green tourism, with Moc Chau and Na San plateaus, and the vast Son La hydropower reservoir. Notably, each of the 12 ethnic groups in the province has its own unique cultural identity. There are many historical - cultural relic sites and scenic spots that have won national and provincial recognition.

In the context of climate change globally, the provincial Tourism Association has stepped up the communications work and encouraged its members to develop a variety of green and environmentally friendly tourism products. It has also supported the members in investing in new, unique and distinctive tourism products. Such efforts paid off as the local tourism sector has further recovered. Son La has so far this year welcomed more than 4.1 million visitors, exceeding the yearly target by 5.4%, and earned 4.31 trillion VND (175.68 million USD) from tourism, 33.2% higher than the set plan.

The Moc Chau National Tourist Area has been honoured for the second time as as Asia's Leading Regional Natural Destination 2023 and Vietnam's Top Nature Destination 2023 by the World Travel Awards. Visitors can experience strawberry picking and enjoy strawberry products at Chimi Farm and Hoa Moc Chau Farm. They also can visit plum and apricot orchards during the flowering season and pick the fruits in the Na Ka valley, or learn how to care for dairy cows at the Moc Chau Dairy Farm and other farming activities like herding sheep and goats, riding horses and raising rabbits, and visit a market at the Happy Land Moc Chau Tourist Site, tea fields, along with night markets and walking streets.

Visitors to Bac Yen district will have an opportunity to explore tea production of the Mong ethnic group in Mong Vang and Chung Chinh hamlets, Ta Xua commune, hunt for clouds on the Ta Xua peak, and harvest rice on terraced fields in Xim Vang commune. Meanwhile, in Ngoc Chien commune, Muong La district, they will learn about traditional culture with hundred-year-old stilt houses roofed with pomu (Fokienia) wood, take hot mineral baths, discover "golden rice season" in Muong Chien fields, and watch hawthorn flowers. In Quynh Nhai, they will ride boats on the Son La hydropower reservoir, and enjoy dances, music and cuisine of the White Thai people.

Hoang Chi Thuc, Chairman of the provincial Tourism Association, suggested Son La institutionalise mechanisms, policies and regulations on tourism development management towards green growth; develop and issue standards and criteria for green tourism development to be applied across the province and at tourist spots and areas; and raise public awareness of green tourism, and restore and preserve cultural values ​​and historical relic sites.

Besides, it is necessary to utilise the achievements of the Fourth Industrial Revolution, enhance product promotion, connect tourist destinations together, improve the quality of and diversify green tourism products, making them unique and attractive, and always renew products and services to lure visitors./.