As part of its 2025 activity plan, on April 26, 2025, the WTO Chairs Programme at Foreign Trade University (WCP–FTU), in collaboration with the People’s Committee of Son La Province, organized the forum “International Trade in the Rising Era: Sustainable Tourism and Agricultural Export Potential of Son La” at Thao Nguyen Resort, Moc Chau Town, Son La Province.
The forum was honored to welcome Mr. Lo Minh Hung – Standing Deputy Secretary of the Son La Provincial Party Committee; Mr. Nguyen Thanh Cong – Vice Chairman of the People’s Committee of Son La Province; Assoc. Prof. Dr. Pham Thu Huong – Vice President of Foreign Trade University; Assoc. Prof. Dr. Vu Thi Hien – Vice President of Foreign Trade University; Assoc. Prof. Dr. Trinh Thi Thu Huong – Director of the WTO Chairs Programme at FTU; leaders from provincial departments and agencies of Son La; FTU faculty and administrators; scholars, researchers, policymakers, entrepreneurs, cooperatives, and distinguished agricultural and tourism producers across the province.
In his opening remarks, Mr. Nguyen Thanh Cong – Vice Chairman of the People’s Committee of Son La Province – emphasized that Son La has persistently pursued a green and circular economy development path for years, with high-tech agriculture and sustainable tourism as key pillars. The province’s tourism sector has made significant strides, with its image and brand being increasingly recognized on Vietnam’s tourism map. He especially appreciated the close collaboration with Foreign Trade University – a leading institution in economics, trade, and international integration – in organizing the forum. He affirmed that the event not only served as an academic exchange but also as a practical platform to connect managers, scientists, enterprises, and local stakeholders.
In her keynote address, Assoc. Prof. Dr. Pham Thu Huong, Vice President of Foreign Trade University, expressed deep appreciation to the Son La People’s Committee for its strong support and facilitation of the forum. She expressed hope that the forum would offer an opportunity for policymakers, experts, scientists, and businesses to exchange practical solutions, share local and international experiences, and contribute to policy recommendations that would help local enterprises enhance market access, effectively leverage international commitments, and meet rising standards on quality, traceability, and sustainability.
During the process of organizing and preparing for the Forum, the Organizing Committee received valuable support from Son La province. On behalf of the Organizing Committee, Associate Professor, Dr. Pham Thu Huong presented a gift of gratitude to Mr. Lo Minh Hung – Standing Deputy Secretary of the Son La Provincial Party Committee.
During the presentation session, experts focused on solutions to promote agricultural exports and develop tourism linked to agriculture in the context of international integration, aiming to better harness the potential of Son La.
In his presentation “Promoting Agricultural Exports from Son La in the New Context and Better Complying with Market Regulations”, Dr. Le Thanh Hoa – Director of the Vietnam SPS Office (under the Ministry of Agriculture and Rural Development) – delivered an in-depth analysis of Vietnam’s participation in next-generation FTAs such as CPTPP, EVFTA, and RCEP. He outlined both opportunities and challenges, particularly stricter international requirements on food safety, environmental standards, and sustainability. Dr. Hoa proposed that Son La should strengthen value chain linkages, apply advanced technologies, improve product quality, develop local brands, and diversify export markets, especially targeting emerging regions such as the Middle East and Africa.
In her presentation “Developing Tourism Linked to Agricultural Products: Lessons for Son La Tourism”, Dr. Pham Le Thao – Deputy Head of Travel Division, Vietnam National Authority of Tourism (Ministry of Culture, Sports and Tourism) – reviewed the current state of agricultural tourism in Vietnam, highlighting key achievements, existing issues, and lessons learned. She emphasized that Son La should capitalize on clean agricultural products and indigenous cultural experiences, applying digital tools for promotion and integration of tourism, agriculture, and culture. These solutions would help enhance competitiveness, increase visitor stays and spending, and support sustainable rural development.
The first roundtable session titled “Promoting Agricultural Exports from Son La in the New Era”, chaired by Assoc. Prof. Dr. Trinh Thi Thu Huong – Director of the WTO Chairs Programme at FTU – gathered valuable insights from speakers and delegates on the current state of Son La’s agricultural exports. Key challenges identified included ensuring product quality, meeting technical standards, and accessing international markets. Ms. Cam Thi Phong – Deputy Director of the Department of Agriculture and Environment of Son La – stressed the difficulties posed by small-scale production and meeting stringent technical requirements. Ms. Hoang Thi Thuy, representing Tan Lap Tea Cooperative, discussed market expansion obstacles and called for more effective trade promotion support. Dr. Le Thanh Hoa addressed SPS-related standards and emphasized the support role of the Vietnam SPS Office. From an academic perspective, Assoc. Prof. Dr. Nguyen Ngoc Ha – Director of the Innovation Research Institute at FTU – urged businesses to adopt innovation to meet sustainable development demands. Ms. Trinh Thu Hai – Deputy Director of the Training and Consultancy Center, Intellectual Property Office of Vietnam – added insights on the use of intellectual property tools, such as geographical indications and certification marks, for building agricultural product brands. The session concluded with discussion on effective supply chain models that add value to Son La’s agricultural products, featuring contributions from local cooperative representatives.
The second roundtable, “Sustainable Tourism Development in Son La: Challenges and Creative Models”, chaired by Dr. Vu Kim Ngan – Deputy Director of the WTO Chairs Programme at FTU – provided a comprehensive analysis of the province’s tourism sector. Dr. Pham Le Thao opened by affirming Son La’s high potential for developing agro-tourism linked to local specialties and presented creative model examples. Mr. Tran Xuan Viet – Deputy Director of the Department of Culture, Sports and Tourism of Son La – outlined infrastructural limitations, human resource shortages, and the need for professionalization in the tourism sector. Mr. Vu Xuan Nguyen – Chairman of IGB Group – shared a creative tourism model integrating technology and immersive experiences to improve service quality and visitor engagement. Mr. Nguyen Manh Hung – Vice Chairman of Son La Tourism Association and Director of Happy Land Moc Chau Co., Ltd – presented experiences in developing community-based tourism focused on cultural preservation, local partnerships, and unique product creation. The session ended with strong consensus on the province’s tourism development direction: innovation, sustainability, and digital transformation, supported by practical insights from attending businesses.
Alongside the forum activities, the organizers also hosted exhibition booths showcasing Son La’s agricultural and tourism products as well as an innovation space by Foreign Trade University. The exhibition served not only as a platform for businesses to present their offerings and connect with partners, but also as a space for delegates, experts, and guests to explore development ideas in the context of global economic integration.
In her closing remarks, Assoc. Prof. Dr. Vu Thi Hien commended the forum “International Trade in the Rising Era: Sustainable Tourism and Agricultural Export Potential of Son La” for its success, achieved through a dedicated, productive, and sincere working process. The forum served as a deep dialogue platform revolving around two strategic pillars of Son La’s development – sustainable tourism and agricultural exports – offering practical perspectives on emerging trends, models, and policies in the context of international integration. Solutions such as agricultural branding, digital transformation, agri-tourism development, effective FTA utilization, logistics infrastructure improvement, and human resource development were highlighted as feasible and impactful directions for the province. Assoc. Prof. Dr. Vu Thi Hien concluded by affirming that the forum’s success reflects Son La’s open-minded, forward-looking spirit of integration and sincere cooperation. She extended heartfelt thanks to the provincial leadership, speakers, experts, businesses, and partner organizations for their vital contributions to the forum’s success.
Some pictures of the forum:
