Ahead of the National Reunification (April 30) - May 1 holiday and the summer peak season, tourist sites across Son La are rolling out business strategies to attract visitors, lift service quality and ensure conditions are in place for the best possible travel experience.

The province is also tightening tourism oversight while stepping up guidance and support for businesses, as authorities work to build a friendly and appealing destination image.

Bach Long Glass Bridge at Moc Chau Island Tourist Area.

In 2025, Moc Chau National Tourist Area was honoured for a third time by World Travel Awards as the World’s Leading Regional Nature Destination, while retaining its title as Asia’s Leading Regional Nature Destination for a fourth consecutive year.

The impressive achievement is expected to drive fresh momentum in attracting visitors and strengthening Moc Chau’s profile among domestic and international travellers. Tourism operators across the area are continuing to refresh and upgrade products and services, adding more immersive experiences to boost appeal, sharpen competitiveness and support sustainable growth.

A standout destination within Moc Chau National Tourist Area, Moc Chau Island has made detailed preparations across its sightseeing, experience-based tourism, resort, entertainment and event services.

Hoang Manh Duy, deputy executive director of Moc Chau Island, said the site will introduce new signature activities during the upcoming holiday, including hands-on workshops such as handmade crafts, conical hat painting and keychain making. Programmes are designed to deepen engagement with visitors and help them better understand the people and culture of Moc Chau.

Son La Hydropower Reservoir in the Quynh Nhai area.

Across the reservoir areas of Quynh Nhai, Muong Chien and Muong Gion, as well as the highland destinations of Ngoc Chien and Ta Xua, tourist sites and accommodation providers are accelerating preparations for the holiday break.

Nguyen Thang Phuc, owner of Mua Homestay Ta Xua, said the property has 16 rooms accommodating 40 guests per stay. Advance bookings are slightly lower than in previous years, but the homestay has proactively prepared facilities, rooms and safe food supplies to ensure the best possible service during the holiday period.

A room at Mua Homestay Ta Xua

Son La currently has 644 tourism accommodation facilities, including 29 hotels and resorts rated from one to five stars. The province has also recognised 15 tourist sites and attractions, comprising one national tourist area, one provincial tourist area and 13 provincial-level tourist sites.

A growing number of destinations have seen structured investment and upgraded infrastructure, alongside distinctive services that continue to draw visitors. These include Bach Long Glass Bridge, Moc Chau Night Market and Walking Street, Dai Yem Waterfall and Ban Ang Pine Forest Resort and Entertainment Complex within Moc Chau National Tourist Area.

Other attractions include Pa Uon Ecolake Tourist Area, Binh Yen Bay, Heart Island and Quynh Long Riverland in Quynh Nhai, as well as the cloud-viewing destination of Ta Xua and the fairytale-like highland of Ngoc Chien.

The holiday also coincides with the ripening season of Moc Chau plums and one of the best times for cloud hunting in Ta Xua. Cool temperatures, limited rainfall and convenient travel conditions are expected to support visitor flows to Son La.

Thao Nguyen Hotel & Resort in Thao Nguyen ward

Le Thi Hong Anh, Deputy Director of the provincial Department of Culture, Sports and Tourism, said the agency sent documents to departments and local authorities in mid-April on preparations for the Hung Kings Commemoration Day and April 30-May 1 holidays and the 2026 summer tourism season.

The focus is on strengthening tourism oversight while stepping up guidance and outreach to businesses to ensure facilities, equipment and staffing meet visitor demand. Authorities have also ordered strict compliance on transparent price listings and selling at posted rates, with no overcharging or profiteering during the peak season.

Tourism operators are also urged to maintain service quality and raise standards on environmental protection, food safety and public security, she said.

Backed by thorough preparations from committed businesses and close coordination from local authorities, Son La is not only opening its doors to visitors but unveiling a vibrant cultural landscape. Amid the fragrance of ripening plateau plums and rolling seas of clouds over the mountains, travellers will discover a destination that is both welcoming and professional.

This holiday break, the northwestern province aims to leave visitors with lasting memories of a safe, compelling and inspiring getaway.