Son La province currently boasts 641 tourist accommodation establishments, including 29 hotels and resorts ranked from 1 to 5 stars, and the remainder being guesthouses, homestays, and other types of tourist lodging.

Tan Yen commune, Moc Chau township has hosted 120,000 tourists since the beginning of this year, creating jobs and increasing incomes for locals.

Son La province will organise a tourism event themed “Colours of Son La” from June 19-23 at at East Sea Park on Vo Nguyen Giap street, Phuoc My ward, Son Tra district, Da Nang city.

The Department of Culture, Sports, and Tourism of Son La province, in coordination with the Department of Culture, Sports, and Tourism of Dien Bien province, organised a meeting of standing and assistant groups of the Steering Committee for tourism development in eight provinces in the expanded northwestern region and Ho Chi Minh City in 2025 in Moc Chau township on June 10.

In response to the Ministry of Culture, Sports and Tourism’s 2025 stimulus campaign themed “Vietnam – Go to Love,” Son La province has rolled out a series of coordinated and creative measures to boost tourism. The initiative encourages the development of new, appealing travel products aimed at attracting visitors.

Leveraging its natural landscapes and rich ethnic cultural identity, Muong La district is actively promoting sustainable tourism through community-based models. The district has encouraged local households to invest in homestays and improve the surrounding environment, resulting in the development of three hotels, 31 guesthouses and homestays, and two community tourism sites.

Son La province is now home to 12 officially recognised tourist areas and sites, including one national tourism area, one provincial-level tourism area, and ten provincial-level tourist sites.

As a major agricultural production area in Son La province, Moc Chau is famous for its distinctive products, such as tea, temperate fruits, organic vegetables, and livestock. Today, Moc Chau stands as a vibrant example of a strong transformation, effectively implementing the policy of cultivating fruit trees on sloping land, combined with experiential tourism, bringing high economic returns.

Son La province's total service revenue reached nearly 1.03 trillion VND (39.7 million USD) in April, up 9.15% over the previous month and 20.2% against the same period last year.

The provincial Farmers’ Union on May 8 held a conference in Chieng Co commune, Son La city to review the project titled "Developing and Expanding the Ecological Agriculture Model Linked with Agritourism."

The People’s Committee of Moc Chau township officially kicked off the “Travel KOL 2025” programme on May 5, aiming to find a standout influencer to represent the locality’s tourism image. The event was attended by representatives of the provincial Tourism Association and local authorities.

The provincial People's Committee on May 5 issued a decision authorising the People's Committee of Moc Chau township to use the geographical name "Moc Chau" to register the certification mark for local agricultural products and tourism services.

Traditional dances, folk songs, and distinctive handicrafts and brocade textiles of ethnic communities across Son La province are being preserved and transformed into attractive cultural tourism products.

During the April 30 and May 1 national holiday, localities across Son La province welcomed over 220,000 tourist arrivals, generating an estimated revenue of more than 255 billion VND (nearly 10 million USD).

Since the beginning of the year, Long Luong commune in Van Ho district has welcomed over 2,000 visitors coming to explore and experience its local charm.

The Foreign Trade University and the Son La provincial People's Committee jointly organised a forum titled “International Trade in the Era of Transformation: Sustainable Tourism and Agricultural Export Potential of Son La” in Moc Chau township on April 26.

Sports tourism, which combines sightseeing with participating in or watching sports events, is becoming a global trend. Son La province has embraced this form of tourism to attract both locals and visitors.

Six organisations and three individuals from Son La province were honoured across various categories at the Vietnam Tourism Association (VITA) Awards 2025 ceremony held on April 10 in Hanoi.

The provincial Farmers’ Union, in coordination with Muong La district, conducted a survey of an eco-tourism cooperative model in Chieng San community on April 10.

In the first quarter of 2025, Van Ho district welcomed over 73,000 visitors, including 19,000 staying overnight, and more than 54,000 coming for sightseeing. Its tourism revenue reached nearly 64 billion VND (2.5 million USD).