Tour guides of the Moc Chau Culture-Tourist Guide Club are truly "ambassadors" of tourism as their efforts in introducing and promoting the beauty of local history, culture, and landscapes have helped attract an increasing number of domestic and international visitors to the Moc Chau National Tourist Site in particular and Son La province in general.

The 2023 edition of the Ha Long Carnival opened on May 1 with the participation of over 2,000 performers from Vietnam and many other countries in the world.

Nearly 3.7 million foreign tourists travelled to Vietnam in the first four months of 2023, accordiing to Vietnam National Administration of Tourism (VNAT).

Vietnam welcomed more than 300,000 foreign visitors and served 7 million domestic tourists during the five-day holidays of Hung Kings Commemoration Day, Reunification Day and International Workers’ Day from April 29 to May 3, according to the Vietnam National Administration of Tourism (VNAT) under the Ministry of Culture, Sports and Tourism.

Son La province’s Department of Foreign Affairs on April 4 issued a document on China’s adding Vietnam to its list of approved countries for group tours.

The provincial People’s Committee on April 3 issued a plan on the organisation of the voting for travel brands in Son La province in 2023.

Son La province brought its tourism and agricultural products to a festival featuring the Northwestern region in Ho Chi Minh City from April 6-9.

As part of activities at the Son Tra (Hawthorn) Flower Festival, the People's Committee of Ngoc Chien commune on March 18 held a ceremony to announce a decision recognising Vietnam heritage trees in the commune in 2023 at the worshiping area of a giant Keteleeria evelyniana Mast tree in Na Tau hamlet.