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.

The People's Committee of Son La city organised a training workshop on tourism skills in Chieng Co commune from August 26-30 for 42 representatives from families involved in community-based tourism services and officials in the locality.

Developing tourism services associated with building and promoting national cultural identity, Moc Chau district’s Dong Sang commune has encouraged local residents to preserve traditional houses, good customs and practices, and ethnic culinary culture to attract tourists.

After two days of vibrant and distinctive cultural, art and sports activities, the New Rice Festival 2024 wrapped up on the afternoon of August 30 at Muong Chien Stadium in Ngoc Chien commune, Muong La district.

A buffalo worship ceremony and a "Buffalo Prince" contest have been held within the framework of the 2024 New Rice Festival in Ngoc Chien commune, Muong La district.

Ngoc Chien commune in Muong La district on August 29 held the opening ceremony of the New Rice Festival 2024.

The provincial Centre for Investment, Trade and Tourism Promotion, in coordination with the Hanoi College of Tourism, on August 20 opened a tourism training course in Moc Chau district for 53 individuals, representing enterprises, cooperatives, and tourism business households in Moc Chau and Van Ho districts.

Since the year beginning, Bac Yen district has welcomed 75,000 tourists, ranking in total tourism revenue of nearly 43 billion VND (1.7 million USD).

The Quynh Nhai district People's Committee has launched an art photo contest in 2024 under the theme "Quynh Nhai - Son La affirms potential for tourism development".

Developing green tourism is one of the solutions for Vietnam's tourism to develop sustainably. Grasping that trend, Van Ho district focuses on developing tourism associated with protecting the landscapes and environment, preserving and promoting cultural values ​​bearing the local identity

Muong La district, about 40 km from Son La city and blessed with a plenty of beautiful landscapes, has become one of the most attractive destinations in Son La province

The provincial People's Committee in coordination with the Ministry of Culture, Sports and Tourism organised a conference on orientations for the green, sustainable development of the Moc Chau National Tourist Area in Moc Chau district on May 18. 

As part of a series of activities to promote tourism and announce the Ministry of Culture, Sports and Tourism’s decision recognising the Moc Chau National Tourist Area, the Moc Chau plum picking festival at Na Ka plum valley, Pa Khen 1 hamlet, Moc Chau Farm town is one of the important highlights, attracting a large number of tourists from near and far.

On April 22, 2024, the Minister of Culture, Sports and Tourism signed Decision No. 1077/QD-BVHTTDL regarding the recognition of the Moc Chau National Tourist Area. Achieving this result, along with the participation of Party committees and authorities at all levels, there were also important contributions from businesses and cooperatives operating in the field of tourism.

On April 22, 2024, the Minister of Culture, Sports and Tourism issued Decision No. 1077/QD-BVHTTDL recognising the Moc Chau National Tourist Area. This decision, affirming the stature of highland tourism, is important in enhancing the status of Son La’s tourism, shifting its economic structure and promoting local tourism development.

The Australian Embassy in Vietnam and the management and consulting contractor of the second phase of the Gender-Responsive Equitable Agriculture and Tourism (GREAT 2) project on May 10 coordinated with the Son La provincial Department of Planning and Investment to organise a workshop to share the results of a survey on the current state of tourism in the province.

Son La city welcomed nearly 8,000 tourists staying overnight during the Liberation of the South and National Reunification Day (April 30) and May Day holidays, from April 27 to May 1.