At the festival, held in tandem with the HCM City Tourism Festival 2023, Son La province set up a booth to promote its tourist destinations and products, covering cultural, spiritual, leisure and community-based tourism, such as Moc Chau - the top destination in Asia, the Son La hydropower reservoir, the Ta Xua cloud paradise, the Ngoc Chien eco-community tourism site, and the Son La Prison – a special national relic site.

Local agricultural products on display included coffee, smoked buffalo meat, and plums. There was also a space introducing the culture of ethnic groups in Son La and photos capturing local tourism.  

This event opened up a series of tourism promotion activities of the eight Northwestern provinces of Son La, Dien Bien, Ha Giang, Hoa Binh, Lai Chau, Lao Cai, Phu Tho, and Yen Bai; and Ho Chi Minh City this year. It was intended to promote and introduce their tourism resources and advantages.

It was also expected to stimulate the domestic tourism demand, preserve and promote cultural values of ethnic groups, and create opportunities for tourism businesses in localities to cooperate in developing unique tourism products./.