As part of the Quynh Nhai Cultural, Sports and Tourism Week 2026, from February 25–27, a series of displays and exhibitions have taken place at the yard of the Quynh Nhai commune General Services Centre. These included a photo exhibition featuring beautiful images of Quynh Nhai tourism, a showcase of local agricultural and OCOP products, and the Da River fish market.

The Lunar New Year (Tet) 2026 holiday, from February 14 to February 22, created favourable conditions for tourist sites and attractions in Son La to welcome a large number of visitors for sightseeing, relaxation, and experiential activities.

The Quynh Nhai commune Culture, Sports and Tourism Week 2026 will take place from February 23-27, or the 7th-11th day of the first lunar month.

In 2025, Luot hamlet welcomed more than 10,000 visitors, generating nearly 4 billion VND (152,745 USD) in revenue from tourism services.

As part of the 2026 Moc Chau Tourism Programme, themed “Moc Chau – A Promise of the Flower Season,” a fashion show titled named “Moc Chau – A Brilliant Season of Flowers” was held on the morning of January 18 at Mu Nau Farm tourist site in Moc Chau commune.

As part of the series of activities of the 2026 Tourism Programme “Moc Chau – A Promise of the Flower Season,” on January 17, a flower float parade took place in Moc Chau ward, traveling along major streets and main routes in the locality.

The People’s Committee of Son La province on January 17 organised a workshop titled “Green and Sustainable Tourism – A Driving Force for the Development of the Moc Chau National Tourist Area.”

The Organising Committee of the Son La Tourism Contests 2025 held a ceremony on December 26 to announce and present awards. The event was attended by representatives of provincial departments and agencies, as well as authors and groups whose works won prizes.

As part of the Pa Hop hamlet moss-harvesting festival 2025 in Chieng Lao commune, the communal People’s Committee organised a running race on December 20. More than 500 athletes took part, representing agencies, units, businesses, and local residents from hamlets across the commune.

Son La province is expected to host approximately 5.3 million visitors for sightseeing, experiences, and leisure this year, with total revenue reaching 6.3 trillion VND (239.22 million USD).

A delegation from Son La, Lao Cai, and Lai Chau provinces on December 15 surveyed the tourism potential around the Son La hydropower reservoir.

The grand finale of Miss Tourism Ethnic Vietnam 2025, held at the Moc Chau Island Tourist Area in Son La province on November 15 evening, was a great success, with Tran Minh Phuong from Hanoi crowned the winner. The contest fulfilled its mission of honouring the intellect, beauty, and connection, while promoting tourism and heritage of Vietnam’s ethnic groups.

Since the beginning of this year, Son La province has welcomed more than 4.1 million tourist arrivals, earning a revenue of 4.86 trillion VND (184.7 million USD).

The Department of Culture, Sports and Tourism of Son La province on October 27 opened a training workshop on agricultural and rural tourism development in association with the new-style rural area building programme 2025.

Since July, Van Ho commune has welcomed over 20,000 visitors coming to explore and experience local culture, including nearly 1,500 international tourists.

The 2025 World Travel Awards (WTA) for Asia and Oceania was held in Hong Kong (China) on October 13 evening. At this event, the Moc Chau National Tourism Area in Son La province was once again recognised as "Asia’s Leading Regional Nature Destination 2025."

Between 2020 and 2025, Son La’s tourism sector has steadily affirmed its position, experienced strong development, and made significant contributions to the province’s socio-economic growth. Its breakthrough achievements in recent years stem from strategic vision and sound decisions, most notably Conclusion No. 94-KL/TU issued on January 23, 2021 by provincial Party Committee.

Since the beginning of this year, Son La province has welcomed more than 3.6 million visitors, earning total revenue of over 4.2 trillion VND (159.2 million USD).

In the first eight months of 2025, total revenue from accommodation, food services, tourism, travel, and other related services in the province reached nearly 7.38 trillion ($279.7 million).

The Miss Tourism Ethnic Vietnam 2025 pageant was launched at a press conference at Moc Chau Island Tourism Area on September 7. Attending the event were leaders of the Son La provincial Department of Culture, Sports and Tourism, representatives of sponsors, and domestic press agencies.