Ta Xua, a mountainous commune in Vietnam's northern Son La province, was named Asia's Leading Emerging Tourism Destination at the 2026 World Travel Awards for Asia, Oceania and the Indian Ocean. The ceremony was recently held in the Maldives.
The award gives the commune new development opportunities, while also creating new requirements for tourism management.
Ta Xua entered the category for the first time and defeated several established destinations, including Thailand's Koh Kood island, Melaka in Malaysia, Morioka in Japan, Sumba island in Indonesia and Taipei (China). Vietnam was also represented by Ninh Binh.
Located at an altitude of more than 1,500 metres, Ta Xua is known for its sea of clouds, ancient Shan Tuyet tea gardens and the distinctive culture of the Mong ethnic community, which makes up almost the entire local population.
Luong Duy Doanh, director of FiveStar Travel and head of the Northeast-Western development division under the Hanoi UNESCO Travel Club, said the combination of natural scenery, indigenous culture and local hospitality had made Ta Xua an authentic and distinctive destination.
Journalist Chu Minh Khoi of Vietnam Economic Times recalled that more than five years ago Ta Xua was still a quiet mountainous area, with only a few small eateries and simple homestays near the commune headquarters.
Tourism has since changed the commune's appearance and the livelihoods of its residents. In 2025, Ta Xua welcomed approximately 130,000 visitors and generated an estimated 75 billion VND, or about 2.9 million USD, in tourism revenue.
According to Do Van Xiem, chairman of the Ta Xua commune People's Committee, many households have shifted from farming to running homestays or supplying agricultural products to accommodation providers. The commune now has 88 households offering community-based accommodation. Its poverty rate fell from 37% in 2024 to 33.64% in 2025.
In the first six months of 2026, the commune received around 56,000 visitors and earned 54 billion VND in tourism revenue. Although visitor spending has increased, it remains relatively modest.
Local authorities acknowledge several challenges, including inadequate tourism infrastructure, growing pressure on land management and construction, uneven service skills and a lack of in-depth cultural experiences.
Le Quang Tuan of Vietnam Travel magazine under the Vietnam Tourism Association warned that uncontrolled construction could replace natural landscapes with concrete. Waste, wastewater, traffic congestion and overcrowding during peak seasons could also undermine the destination's appeal, he said.
He also cautioned that without suitable mechanisms to attract investment and protect local interests, residents could become merely employees of tourism businesses operating on their own land.
Preserving identity while developing tourism
Politburo Resolution No. 26-NQ/TW, dated August 22, 2026, on developing tourism into a key economic sector in the new era, calls for putting culture at the centre of tourism development and shifting the industry's focus from visitor numbers to quality and experience.
For Ta Xua, this requires concrete action, starting with effective planning to prevent uncontrolled construction, experts said.
Local authorities need to clearly identify areas where construction is permitted, regulate building density and height, and protect sensitive landscapes, particularly cloud-viewing spots such as Dinosaur Spine and the ancient Shan Tuyet tea gardens.
Planning must go together with better waste and wastewater treatment, safer mountain roads and visitor-capacity management during peak periods. Violations of construction regulations must also be dealt with firmly.
Rather than pursuing the highest possible visitor numbers, Ta Xua should focus on providing quality experiences for people seeking nature, tranquillity and authentic local culture, Tuan said.
Tourism performance should be measured not only by visitor numbers but also by overnight stays, spending levels and the share of revenue retained by local households.
A Shan Tuyet tea-picking experience with local farmers, lessons in indigo dyeing and beeswax painting, or an overnight stay in a traditional Mong house could encourage visitors to stay longer.
More importantly, local residents must be placed at the centre of tourism development, from planning and product design to benefit sharing. Authorities can support them through hospitality training, access to capital and connections with travel businesses.
Sources: VietnamPlus / Vietnam News Agency
