One of the activities attracting a large number of locals and tourists at the 2024 Phu Yen district fair for promoting products, tourism, and culture of ethnic minority and mountainous communities is the experience of flying in a hot air balloon over Muong Tac field.

In response to the inevitable trend of digital transformation, Son La tourism is gradually changing, applying digital technology in promoting images, connecting for building brands, and increasing the appeal of each product and destination.

In celebration of Christmas and the New Year 2025, Happy Land Moc Chau, located in Lun hamlet, Muong Sang commune, Moc Chau district, has introduced a "Snow Town" covered with artificial snow, creating a picturesque European-like setting. This has quickly become a popular "check-in" destination for young people during the Christmas season.

The provincial Department of Culture, Sports, and Tourism opened a training workshop on skills for tourism workers working in the Son La hydropower reservoir area on December 7 in Muong La district.

The provincial Tourism Association has put in place a wide range of solutions to help its members develop new tourism products, drawing more visitors to local destinations.

The Son La Tourism Association in collaboration with the Best Tour - Moc Chau Tourism Alliance hosted a Famtrip on November 11-13 with the participation of representatives from 94 travel agencies.

Bac Yen district received more than 16,700 tourists, earning total revenue of over 9.5 billion VND (374,827 USD), in October.

Over the past years, Son La province has focused on effectively implementing a project to preserve and promote the beautiful traditional cultural values of ethnic minorities in conjunction with tourism development.

To realise its tourism development goal, in recent years, Son La province has implemented many solutions to promote its potential and advantages, and diversify tourism products and types to attract more visitors.

The mountainous district of Bac Yen, blessed with majestic mountains, a cool climate, a “sea” of white clouds,and unique traditional cultures of ethnic communities, is working to gradually turn tourism into a spearhead economic sector and make it develop sustainably. Its tourist attractions include Ta Xua, "Dinosaur's spine", A Phu couple cave, and Xim Vang terraced fields.

Representatives from Tram Tau, Mu Cang Chai and Van Chan of Yen Bai province, and Muong La and Bac Yen districts of Son La province gathered in Bac Yen on October 16 to review two years of collaboration in developing agriculture and tourism in association with preserving ethnic cultural heritage.

The Gender Responsive Equitable Agriculture and Tourism (GREAT) project is an initiative under the Australian Government's aid programme for Vietnam. It is being implemented in the northern mountainous provinces of Son La and Lao Cai over a 10-year period (2017-2027) in two phases, with total funding of 67.4 million AUD (45.26 million USD).

The People's Committee of Bac Yen district on October 2 held an award ceremony for the "Bac Yen Beautiful Photo" Contest 2024.

At the end of autumn, when the weather starts to cool, the highlands of Bac Yen seem to be adorned with gold on the mountainsides and in the valleys, thanks to the ripe rice fields signaling wealth and peace for the local Mong ethnic people. This is also a perfect time for adventure seekers and photographers to visit and contemplate the local beauty.

Since the beginning of this year, Thuan Chau district has welcomed 58,750 tourists, with 14,100 of them staying overnight. Revenue from tourism has reached 21.2 billion VND (863,000 USD).

Effectively leveraging its potential and advantages for tourism development, in recent years, Son La province has continued to affirm its status as a safe and attractive destination in the northwestern region of Vietnam, drawing both domestic and international visitors.

Leveraging the value of natural landscapes and the unique cultural traits of ethnic communities, Son La city has focused on planning, attracting investment, and encouraging the development of community-based tourism in conjunction with preserving the culture of ethnic groups.

The Moc Chau National Tourist Area in Son La province has been honoured again as Asia's Leading Regional Natural Destination 2024 by the World Travel Awards.

As part of a series of activities during the 2024 Culture and Tourism Week, themed “Moc Chau - Call of the season of love”, Moc Chau district recreated a "Mong ethnic culture space" at the Moc Chau district Cultural House from August 31 to September 2.

After the preliminary round, organisers selected 12 finalists who are students of Van Ho studying at the Faculty of Culture and Tourism of the Son La College, and representatives of enterprises, cooperatives, and household businesses providing tourism services in the district.