Tourism plays an increasingly important role in the economies of both Lao Cai and Son La and continues to rebound strongly in both provinces following the COVID-19 pandemic. The sector generates a significant number of jobs, particularly for ethnic minority women and youth, as well as entrepreneurial opportunities for women-led micro and small businesses. 

Tourism offers a means for livelihood diversification for many ethnic communities and, importantly, for greater economic empowerment of women and girls within the communities.

A tourism demand survey commissioned by the Program in 2023 underlined how important the cultural and environmental diversity found in both provinces are as key draws for domestic and international tourists alike. Tourism development, managed responsibly, is key to cultural preservation as well as environmental conversation and, therefore, to the future and resilience of tourism jobs and income in both Lao Cai and Son La.