SƠN LA — Hundreds of artists staged a stunning performance to open the Sơn La Province’s Tourism and Cultural Festival on Saturday night at the Mộc Châu National Tourism Area in the northern mountainous province.

Standing vice-chairman of the National Assembly (NA) Trần Thanh Mẫn, former standing vice-chairwoman of the NA, Tòng Thị Phóng, Chairman of the NA's Ethnic Council Y Thanh Hà Niê K'đăm, and Sơn La Provincial Party Secretary Nguyễn Hữu Đông, participated in the event.

Artists stage a stunning art performance to open the Sơn La Province’s Tourism and Cultural Festival on Saturday. — VNA/VNS Photo Minh Đức

Themed “The World's Leading Regional Nature Destination", the festival is an opportunity to connect cultural-tourism products, promote tourism development, attract investment in tourism, and simultaneously create distinctive tourism products.

Speaking to open the festival, the Chairman of the Sơn La Provincial People’s Committee, Hoàng Quốc Khánh, said that the festival is not only to create a new development step for Sơn La’s tourism economy but also to strengthen the cooperation between the province and other localities in Việt Nam and other countries.

“This is also an opportunity for businesses in the tourism industry to improve their product quality associated with conserving and promoting cultural identities," he said. "The distinctive, professional, and attractive tourism products can magnet domestic and international tourists.”

The festival features an interesting agenda of diversified activities presenting unique local ethnic culture. Those include the plum harvesting festival in Mộc Châu District, home to the best plums in Việt Nam.

An off-road motor race in Vân Hồ District and a photo contest are also on the festival agenda. Festival-goers can learn about the rich culture of various ethnic groups living in the province through the display presenting traditional costumes and typical architecture or through a fair showcasing ethnic gastronomy and handicraft products made by ethnic people.

“Through their own experience at the festival, visitors will have an impression of special unique tourism products that present the ethnic identity of Sơn La Province as well as the warm hospitality of Sơn La people," Chairman Khánh said. "They can also realise the transformation and development of the province, being a great place to visit.”

Also at the opening ceremony on Saturday, founder and president of the World Travel Awards, Graham Cooke, has given a trophy to honour Mộc Châu-Vân Hồ in Sơn La as “The World's Leading Regional Natural Destination" in 2022. — VNS