Immediately after the administrative unit arrangement and merger, communes and wards have strengthened state management of tourism and organised various cultural and tourism activities to attract visitors. They included the Moc Chau Culture and Tourism Week 2025 and the New Rice Festival in Ngoc Chien commune.

The province has also focused on tourism promotion, digitised data for a 3D/360 interactive smart tourism map connecting Son La’s tourist attractions with Ho Chi Minh City, and launched a smart tourism application named “Son La Tour”.