While many localities across the country are entering the peak of hot weather, Sa Pa still maintains a temperature range of 15-25 degrees Celsius.
Comfortable weather and characteristic natural scenery have made this national tourist area the top choice of tourists during the summer.
According to Sa Pa Ward People's Committee, in the first 6 months of 2026, the locality welcomed nearly 2.6 million visitors, including more than 479,500 international visitors and more than 2.1 million domestic visitors.
Total revenue from tourism services reached more than 16,339 billion VND. It is expected that by the end of 2026, Sa Pa will welcome about 4.7 million visitors.
Notably, the booking platform Agoda once ranked Sa Pa in the group of destinations with the fastest growth rate in Asia, showing the increasing attraction of this highland destination.
Summer is also a time when the market for group tourists and combined tourism for meetings and resorts (MICE) grows strongly. Many businesses and large corporations from Hanoi, Hai Phong, Quang Ninh, Ho Chi Minh City... choose Sa Pa to organize summer tourism, teambuilding and conference programs.
Ms. Tran Thi Thanh - Founder of T'way Vietnam Company - said that in the past 1-2 years, the number of business customers booking summer tours to Sa Pa has increased by about 35-50% compared to before.
If previously Sa Pa visitors were mainly small groups or families, now the number of group visitors has increased significantly. Cool climate and a system of 4-5 star hotels and resorts that are increasingly complete are factors that help Sa Pa become the top choice of many travel agencies," Ms. Thanh shared.
The highlight of Sa Pa summer tourism is the green rice season stretching across the Sa Pa terraced fields national scenic spot. From Muong Hoa valley, Ta Van, Lao Chai to Nam Cang, green fields winding along the mountainside create a vibrant natural picture.
Besides the landscape, the cultural identity of ethnic minorities is also a unique tourism product, from the sound of khen, traditional dances to the Northwest culinary space.
Mr. Phung Viet Hung - owner of the Sa Pa Ancient Cultural and Culinary Space facility - said that the unit always aims to recreate the traditional Sa Pa space, preserve cultural values and introduce typical dishes of the Northwest region to bring a different experience to tourists.
We want to contribute to promoting indigenous culture, and at the same time create more attractiveness for Sa Pa tourism to develop sustainably," Mr. Hung said.
According to statistics, hotel room occupancy rate in Sa Pa in the summer usually reaches 80-90% on weekends. Many accommodation establishments with views of Muong Hoa valley or terraced fields are booked by customers 3-4 weeks in advance.
To meet the increasing demand, local authorities and the business community develop trekking tours, explore nature, experience the green rice season and expand nighttime economic activities with well-planned culinary spaces and night markets.
Mr. To Ngoc Lien - Secretary of the Party Committee of Sa Pa Ward - shared that the locality determines to develop tourism in a harmonious direction between nature conservation and preserving cultural identity.
The combination of terraced field ecosystems with traditional cultural values is contributing to shaping a humane, sustainable and quality tourism style for Sa Pa," Mr. Lien emphasized.
