This conclusion marked a turning point, providing a solid legal foundation and opening a new chapter for the development of Son La tourism. A series of strategic projects were implemented synchronously and decisively, paving the way for tourism advancement. Among these are the Son La provincial Master Plan for the 2021-2030 period with a vision to 2050 (approved by the Prime Minister), the Master Plan for Moc Chau National Tourist Area, the planning of the Da River reservoir tourism region, and others for key sites such as Ta Xua and Pha Din Pass.

According to Tran Xuan Viet, Deputy Director of the Department of Culture, Sports and Tourism, the department has focused its efforts on exceeding the targets set in the Resolution of the 15th provincial Party Congress. Key priorities include developing high-quality tourism products and building a workforce both in terms of quantity and quality, aiming to establish Son La as a tourism destination rich in cultural identity, recognised not only domestically but also on the international tourism map.

Infrastructure, regarded as the "backbone" of the tourism sector, has seen strong investment from the province. A notable highlight is the Hoa Binh – Moc Chau Expressway project, with the Son La section commencing 73 days ahead of schedule. From 2021 to 2025, the province has allocated over 1,149 billion VND (43.5 million USD) to implement 14 tourism infrastructure projects. In addition, Resolution No. 41/2022/NQ-HDND dated August 31, 2022, has translated into four concrete policy groups: tourism product development, promotion and marketing, human resource development, and support for community-based tourism.

Tourism promotion and marketing have been systematically and creatively executed across departments and sectors, with practical initiatives such as photo and video contests, tourism logo and slogan design competitions, and event series like “Colours of Son La – Northwest” held in major cities including Hanoi, Ho Chi Minh City, Da Nang, and in neighbouring Laos. Notably, Son La has taken the lead in applying digital transformation in tourism by building digital maps, digitising tourism sites, and developing 360-degree virtual tours. The launch of the "Son La Tour" app marks a significant step toward building a smart, professional, and visitor-friendly tourism brand.

Vu Xuan Nguyen, Chairman of IGB Group, the software development unit, shared: “Son La Tour was researched and developed in a timely manner to meet the needs of the new local government model, making Son La one of the first localities to pioneer comprehensive tourism digital transformation under the two-tier local governance model.”

Son La tourism has achieved numerous milestones, notably reaching two major targets from the 15th provincial Party Congress’s Resolution one year ahead of schedule: Moc Chau National Tourist Area was officially recognised in 2024, and the Son La Hydropower Reservoir region was included in the national tourism system plan for 2021-2030, with a vision to 2045. Impressively, Moc Chau has been consistently honoured by the World Travel Awards as "Asia's Leading Regional Nature Destination" and, for two consecutive years, as the "World's Leading Regional Nature Destination."

To date, Son La boasts 626 accommodation facilities and 15 officially recognised tourist sites, including one national-level tourist area, one provincial-level tourist area, and 13 provincial-level tourist spots. The province has developed five main tourism product groups: eco-agricultural tourism; cultural-historical tourism; community-based tourism; resort, entertainment, and wellness tourism; and niche tourism such as sports, MICE (meetings, incentives, conferences, and exhibitions), and culinary experiences. The tourism workforce currently comprises over 7,000 people, 60% of whom are trained. By the end of 2025, Son La aims to welcome 5.3 million visitors, more than triple the figure in 2020, with tourism revenue projected at 6,300 billion VND, over five times the 2020 figure.

These achievements serve as clear evidence of strong political will and sound policy decisions that have created a powerful breakthrough, gradually transforming tourism into a key economic sector for Son La and affirming its brand as an attractive destination on the northwestern tourism circuit.