Son La is home to around 85,000 hectares of fruit trees, with standout products including Son La mango, Song Ma longan, Arabica coffee, and high-quality tea - many of which meet export standards. The province also offers unique tourism potential, featuring majestic landscapes, a cool climate, and the rich cultural diversity of ethnic groups like the Thai, Mong, and Dao.

Highlights include the Moc Chau National Tourist Area – the World’ Leading Regional Nature Destination, the Son La hydropower reservoir, dinosaur spine cloud-hunting site, the Son La Prison national special relic, as well as traditional festivals and distinctive cuisine.

According to Director Le Thi Hong Anh, the centre builds detailed monthly promotion plans every year and innovated content and methods through a combination of in-person and online activities. It also collaborates on producing promotional reports and programmes on both local and national media.

The centre has recently proposed working delegations to promote Son La coffee in Greece, the EU, and Mediterranean countries, contributing to raising the international profile of the province's products.

Since the beginning of the year, the centre has advised and completed documentation for submission to the provincial People's Committee regarding a clean agricultural food processing plant project. It has supported four new investment applications, eight revised files, and registration procedures for companies such as Minh Trang JSC and Son La Construction and Trade Investment JSC.

The centre also organised training in building the DDCI (District and Department Competitiveness Index), hosted the 2024 DDCI announcement conference, and improved survey capacity and platform management, contributing to a more favourable investment environment.

In terms of trade and tourism promotion, the centre has supported businesses, cooperatives, and entrepreneurs in participating in 14 trade fairs and five promotional programmes inside and outside the province. Notable events included the Vietnam International Trade Fair (VIETNAM EXPO) 2025 in Hanoi, the 9th Buon Ma Thuot Coffee Festival, the Vietnam International Travel Mart (VITM) 2025, and the 21st Ho Chi Minh City Tourism Festival.

It has also promoted Son La’s signature plums through the Green Consumption Campaign, the Son La Plum Festival 2025, and introduced products like strawberries and plums on Vietnam Airlines flights and in major retail chains like Saigon Co.op, BigC, and WinCommerce.

In the first seven months of the year, thanks to the centre's efforts, Son La attracted seven new investment projects with total registered capital exceeding 2.5 trillion VND ($95.17 million), mainly in agriculture, agro-processing, and clean energy.

The province welcomed more than 2.9 million visitors, an increase of 11.49% year-on-year, generating approximately VND3.42 trillion in revenue. Export turnover reached 112.2 million USD, up over 10%, with agricultural exports accounting for 108.7 million USD, including coffee, tea, mango, and banana.

From now until the end of 2025, the centre will continue assisting investors with procedures related to land, environment, and priority projects such as fruit tree cultivation in Dong Hung hamlet of Muoi Noi commune, a deep-processing coffee plant in Chieng Mung commune, and the Hoang Van Thu petrol station in Chieng Coi ward.

Major upcoming events include an export OCOP (One Commune One Product) fair in Hanoi, a week of agricultural products in Hai Phong city, a tourism-agriculture promotional feature on Vietnam Television Channel 1 (VTV1), training on e-commerce platforms and livestream sales, as well as support in packaging, branding, and rural industrial product recognition. The DDCI 2024-2027 sub-project will also be strengthened to further enhance the province’s investment climate.

With a strategy of close partnership with businesses and full utilisation of local potential, the Centre for Investment, Trade and Tourism Promotion is helping Son La reach new heights, toward a sustainable, globally integrated economy.