Son La has been making significant strides in developing its tourism sector through diversification of tourism products, service quality improvement, and digital marketing innovation. The province has successfully attracted around 4.5 million visitors in 2023 and aims to reach 5.5 million in 2024. The combination of stunning natural landscapes and rich cultural heritage, particularly the experiences offered by its ethnic minority communities, has made Sơn La a popular destination for both domestic and international tourists seeking adventure and cultural immersion.

On May 10th, 2024, the GREAT program, in collaboration with the Son La Department of Culture, Sports and Tourism, organised a workshop in Son La City to share the results of the survey ‘Tourism in Son La Province: A survey on tourist preferences and opportunities’, conducted by GREAT in 2023. 

Some of the key findings from the survey include:

• Tourists are interested in adventurous outdoor activities, cultural immersion, and staying in homestays.
• Both organised tour groups and independent travelers, including families and individuals visiting Son La place a high value on quality services, good accommodations, and authentic and varied cultural experiences.
• While domestic tourists in Son La primarily visit Moc Chau (94%) and Son La City (59%), international tourists exhibit a more diverse range of preferences, with Son La City (41%), Phu Yen, and Van Ho (32%) being popular choices.
• Economic impact: Tourism plays a crucial role in Son La’s economy, generating numerous job opportunities and fostering the socioeconomic development of ethnic minority groups.
• The digital influence on tourism: Internet searches and social media have become indispensable tools in the travel planning process, as many travelers now conduct most of their planning activities online. 

Suggestions derived from the survey:

• Infrastructure development: Addressing infrastructure challenges is crucial for the growth of Sơn La’s tourism sector. Improving roads and public transportation will make the province more accessible and attractive to tourists.
• Accommodation services: While tourists are generally pleased with the current accommodation options, diversifying the offerings and continuously enhancing quality can significantly improve the visitor experience.
• Adventure and Ecotourism: By promoting environmentally friendly adventure activities like guided hiking, biking tours, and conservation projects, we can attract a niche market of tourists.
• Human resource development: Identifying the need for professional tourism services, Sơn La can establish training programs to enhance service quality, focusing on hospitality, language skills, and tour operations.
• Cultural conservation: By promoting community-based tourism, Sơn La can preserve and promote its rich cultural heritage, showcasing local traditions and lifestyles.

At the workshop, the program’s lead partner Clickable Impact presented an overview of the design phase for the ‘Supporting Destination Management Enhancement in Son La Province’ project. This will be implemented in Moc Chau and Muong La, two of Son La’s most popular destinations, with a focus on improving destination planning, investment, and management. A significant goal of the project is to empower ethnic minority women in Son La by providing them with opportunities to increase their participation and income in the tourism sector.