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Moc Chau district of Son La province which has a rich natural landscape, cool climate and unique customs and culture is one of the most popular tourist destinations in the Northwest. The study has collected secondary data and used statistical, synthetic and comparative methods to analysis the current situation of tourism development in Moc Chau district. The article also assesses the competitiveness of Moc Chau through the DDCI index and uses the SWOT model to clarify the strengths, weaknesses, opportunities and challenges in improving the district's tourism competitiveness of Moc Chau, Son La province. Through the analysis of the current situation, the author has proposed the following recommendations: building diversified tours with attractive prices; investing in tourism infrastructure; developing cultural tourism; raising the awareness of the role of people and effectively communicating the local brand so that Moc Chau with its potential can become an attractive tourist destination.

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