This year’s expo attracted 700 leaders from the world’s top tourism organisations and businesses from 38 countries and territories.

Son La province set up two booths at the event. One, managed by the provincial Investment, Trade, and Tourism Promotion Centre, showcases a range of the province's prominent agricultural products.

The other, operated by Tay Bac Tea and Special Food Co., Ltd. (TAFOOD) from Bac Yen district, features products such as green tea, black tea, pressed tea cakes, and white tea. The company's Shan Tuyet tea products are widely sold across the country and are about to be exported.

During the expo, themed “Sustainable Tourism, Creating Future”, nine forums and seminars will be held, including those on empowering local communities through sustainable tourism and applying AI in international communication and sustainable tourism.

This event provides an excellent opportunity for Son La’s tourism sector and businesses to showcase and promote their tourism products, as well as highlight the province’s agricultural potential and advantages.