Nature’s beauty in Ngoc Chien commune, Muong La district reaches its peak in autumn. Ancient, tranquil Po mu (Fokienia hodginsii) timber-roofed stilts nestle amidst ripe rice fields, creating a picturesque, poetic, and enchanting scene under the autumn sunshine.

With its special deliciousness, ‘tan’ sticky rice in Ngoc Chien commune, Muong La district has become a 4-star OCOP (one commune one product) product of Son La province. In addition to white sticky rice and ‘khau hang’ (young sticky rice), ‘com’ (green rice flakes) is favoured and chosen as gifts by many people every time they come to Ngoc Chien during the ripe rice season.

Ngoc Chien commune of Muong La district held the opening ceremony of the New Rice Festival 2023 on September 2, attracting thousands of tourists and local residents.

The Moc Chau Culture and Tourism Week 2023 was opened in the district on September 1 morning.

Moc Chau district in Son La province on August 28 organised a programme to launch a smart tourism application (app) named “Moc Chau Tour”. This is the opening event in the series of activities of the Moc Chau Culture and Tourism Week 2023.

Vietnamese tourists are mostly booking trips to the sea and islands in the country, as well as destinations in the Asia-Pacific region, for this year's the National Day holiday.

Boasting its majestic mountain scenery and the blue water flow from the Da River, Quynh Nhai reservoir in Son La province is dubbed as “a blue sea in the mountains”. Coming here, visitors can enjoy the beauty of nature and discover the culture and people in the riverside area.

With its stunning landscapes, fresh air, and traditional culture of Mong and Dao ethnic groups, Chieng Di 1 hamlet, Van Ho commune, Van Ho district has become an attract tourist destination.

A series of travel and airline companies have reported impressive revenues thanks to soaring demand this summer. The world’s tourism industry is on a strong recovery track after a long gloomy period because of the COVID-19 pandemic.

A seminar was held in Son La province on August 10 to elevate and improve attractiveness for tourist sites and destinations in the Moc Chau National Tourist Area through the collection and compilation of symbolic stories and quotes of tourism culture.

The People's Committee of Sop Cop district held a conference on August 9 in Muong Va commune to announce a decision approving a project on developing a rural tourism model in the commune’s Muong Va hamlet in the 2023 – 2025 period, with a vision to 2030.

The northwestern province of Son La lured over 320,000 visitors to its tourist sites and spots in July, earning estimated revenue of 332 billion VND (14 million USD).

Over the past years, the northern mountainous province of Son La has directed relevant agencies and localities to implement various solutions to improve professional knowledge and skills for tourism workers.

Vietnam has been named "Asia’s new tourism hotspot" by Travel Off Path, one of North America's largest travel news websites.

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.