The locality has reached two major tourism targets set in the Resolution of the 15th provincial Party Congress for the 2020-2025 term one year ahead of schedule. One of them is the recognition of the Moc Chau National Tourism Area in line with the Tourism Law, the eighth such destination in Vietnam. Additionally, the Son La hydropower reservoir area is included in the national tourism system plan for 2021-2030, with a vision to 2045.

Moc Chau has further solidified its reputation, earning the title of “Asia's Leading Nature Destination” from the World Travel Awards for three consecutive years and “World’s Leading Nature Destination” for two years in a row.

Vice Chairwoman of the Moc Chau district People’s Committee Nguyen Thi Hoa emphasised the positive impact of the “World’s Leading Nature Destination” title. She elaborated that in 2024, the district welcomed nearly 2.6 million visitors, generating over 3.36 trillion VND (131.95 million USD) in revenue. She called these milestones vital drivers for local tourism to affirm its position on the global tourism map.

Tourism promotion activities have also been scaled up, employing diverse formats to showcase the province to both domestic and international friends. Highlights included the Son La- Houaphanh (Laos) Cultural Tourism Festival, the promotion and recognition ceremony for Moc Chau as a national tourism area, and joint tourism development initiatives involving eight expanded northwestern provinces and Ho Chi Minh City. Key efforts comprised campaigns to promote the Moc Chau National Tourism Area on the fanpages of the eight localities, and participation in events within the National Tourism Year in Dien Bien province, the Vietnam International Travel Mart (VITM) in Hanoi, the HCM City River Festival, the Northwest Trade Fair in Dien Bien, and the National Culinary Festival.

Efforts to attract investment and enhance tourism infrastructure have gained significant outcomes, meeting the growing tourism demand. Over the past year, more than 37 billion VND was allocated to fund three infrastructure projects in key tourist areas. Besides, districts and Son La city have optimised their own resources and called for the support from different economic sectors to implement numerous infrastructure projects, helping reduce travel time for visitors while spurring local tourism.

Son La has approved in principle 11 new tourism projects this year, with a total registered investment of 1.32 trillion VND. To date, the province has attracted 65 projects worth 25.65 trillion VND. It currently has more than 600 lodging facilities, including eight hotels rated three stars or higher, catering to the growing tourism demand.

Tran Xuan Viet, Deputy Director of the provincial Department of Culture, Sports, and Tourism, highlighted coordination between the province, the Vietnam National Authority of Tourism, travel companies, and districts and Son La city in assessing the province’s tourism potential and strengths, which has guided the creation of unique, professional tourism products and the development of new offerings to lure more visitors.

With the recognition of the two destinations, the province now proudly features a portfolio of 12 tourist sites, including one at the national level.

Son La’s tourism has been built on the five pillars, namely eco-agriculture, culture-history, community-based, leisure-entertainment and wellness, and thematic tourism, with upgraded infrastructure.

In 2024, Son La attracted 4.9 million visitors, a 7.5% increase from 2023, with revenue reaching an estimated 5.8 trillion VND, up 22.1% year-on-year, proving the growing importance of the tourism sector to local socio-economic development.

In 2025, Son La will focus on diversifying its tourism offerings that leverage its natural, cultural, historical, and social assets. The province aims to develop tourism in a fast and sustainable manner while preserving and promoting ethnic cultural identities, tangible and intangible heritages, and local products. Greater efforts will also be made in tourism promotion, branding, and enhancing the image of Son La, with the long-term goal of establishing the province as a tourism hub in the northwestern region.