The event also reviewed the province’s 2023–2025 emulation campaign titled “Son La looks toward sustainable and integrated tourism development.”

The event was attended by Standing Vice Chairwoman of the provincial People’s Committee Trang Thi Xuan, along with representatives of provincial departments and agencies, as well as travel firms, cooperatives, and service providers across the province.

Vietnam’s tourism industry was formed on July 9, 1960, with the founding of the Vietnam Tourism Company under the Ministry of Foreign Trade. Since then, the sector has evolved through various stages of development and institutional reform to become a key driver of the national economy.

In Son La, the provincial Department of Trade and Tourism was established on December 22, 1992, with the birth of a dedicated tourism management division - marking the beginning of state tourism management in the province. Since then, Son La’s tourism sector has steadily expanded in tandem with national growth, playing an increasingly vital role in local socio-economic development.

The conference featured a dialogue between provincial leaders, state management agencies, the provincial Tourism Association, and the business community. Representatives from travel firms shared their insights on the impact of provincial tourism policies, while sharing their experience and achievements in developing various tourism services in recent years.

Between 2021 and 2025, Son La province allocated nearly 1.15 trillion VND (40.04 million USD) to 14 projects, focusing resources on restoring historical and cultural sites and natural attractions to support tourism development.

The province now has 15 officially recognised tourist destinations, and has developed five key tourism product groups.

Two major goals set by the 15th provincial Party Congress for the 2020–2025 term have been completed one year ahead of schedule - the Moc Chau tourist area won national status under the Law on Tourism, and the Son La hydropower reservoir area was included in the national tourism planning for 2021–2030, with a vision to 2045.

Tourist arrivals to Son La have increased steadily, with nearly 3 million visitors in the first half of this year alone, generating an estimated 3.5 trillion VND in revenue.

In her closing remarks, Xuan called on provincial departments, agencies, businesses, cooperatives, and tourism service providers to continue actively and effectively implementing their tasks in line with approved plans and strategies.

She urged faster digital transformation and efficient operation of the "Son La Tour" platform. Xuan also emphasised the need to build a professional and civilised tourism environment, strengthen communication, promotion, and regional linkages, and expand both domestic and international market connections in a more professional and comprehensive manner.

On this occasion, the provincial People’s Committee awarded certificates of merit to nine collectives and six individuals for their outstanding contributions to the 2023–2025 emulation campaign “Son La looks toward sustainable and integrated tourism development.”