Developing diverse nighttime tourism spaces.

While Sơn La captivates visitors during the day with its lush green tea hills, vibrant flower seasons, and majestic natural landscapes, at night, visitors are immersed in the unique cultural activities of the local ethnic communities. Under the shimmering lights, the graceful Xòe dances, the melodious sound of the Hmong flute, and the community cultural exchanges create a colorful nighttime spectacle. Each experience is a journey of discovery into the life, customs, and traditional cultural values ​​preserved through generations, contributing to Sơn La's unique charm.

From the beginning of the year until now, the province has welcomed over 3 million visitors, an increase of 17% compared to the same period last year; tourism revenue is estimated at 3,490 billion VND. This result shows the increasing attractiveness of destinations in the province, in which night tourism is becoming an important highlight, contributing to enriching the travel experience of tourists.

Tourists and locals participate in community cultural activities.

Built on an area of ​​over 33,000 square meters with a total investment of over 350 billion VND, the Moc Chau Film Studio - Pedestrian Street in Thao Nguyen Ward opened in mid-2022. The space is divided into several areas, including: a traditional Northwest stilt house, a central square, a food court, a museum, a cultural exchange stage, and an entertainment area. Each area has its own unique character, attracting tourists. What many visitors love is the opportunity to immerse themselves in the local culture. The traditional dances, such as the Xoe dance and the bamboo pole dance, performed amidst joyful cheers, bridge the gap between the locals and visitors from afar.

Ms. Nguyen Thu Trang, a tourist from Hanoi , shared: "I've been to Son La many times, but this time I had a very different feeling when I visited the Film Studio - Pedestrian Street. The evenings here are lively and attractive. What I enjoyed most was joining the locals in the traditional Xoe dance and bamboo pole dance. These are experiences that are very difficult to find where I live."

A performance of the Thai ethnic group's Hết Chá festival is presented to tourists at the Film Studio - Moc Chau Walking Street.

Leaving the bustling atmosphere of the pedestrian street, visitors can discover a different kind of beauty in the cultural and experiential space of Vat Hong residential area, Moc Chau ward. Here, there are more than 30 stalls built from bamboo, rattan, and other natural materials. Locals sell characteristic products of the highlands, such as: ripe plums, fresh vegetables, sticky rice cooked in bamboo tubes, grilled fish, smoked meat, five-colored sticky rice, and many traditional handicrafts. Each stall tells a story about the life, customs, and cultural beauty of the ethnic groups living on the Moc Chau plateau.

Ms. Luong Thi Hong Tuoi, a resident of Vat Hong neighborhood, said: "Nighttime tourism activities create more opportunities for people to introduce local products and promote traditional cultural values ​​to domestic and international tourists."

Locals introduce tourism products and local specialties to visitors.

Each nighttime tourist spot in Son La has its own unique character, but they all share the common goal of preserving and spreading traditional cultural values. Through traditional dances, folk songs, the sound of the khene (a type of bamboo flute) to call out to friends, or dishes with the flavors of the mountains and forests, visitors have the opportunity to deeply appreciate the life and soul of the people of Northwest Vietnam.

David Brown, a tourist from France, said: "I was very impressed with the friendliness of the people here. Everyone was always enthusiastic in guiding and inviting me to participate in cultural activities. Being immersed in traditional dances, enjoying local cuisine, and interacting with the locals helped me understand more about the culture of Northwest Vietnam."

Locals introduce traditional musical instruments to tourists.

Currently, Son La is developing many attractive night tourism products such as Chieng Di 1 Market, which stands out with its Mong ethnic culture; Son La pedestrian street, which attracts tourists with vibrant cultural, artistic, and culinary activities; and Ta Xua, offering experiences of cloud watching, stargazing, and exploring local life at night. The harmonious combination of traditional culture and experiential activities contributes to enriching tourism products and enhancing the attractiveness of each destination.

In the journey towards sustainable tourism development, nighttime tourism opens up new opportunities for Son La. When culture becomes the foundation for development, and the community becomes the center of tourism activities, nighttime spaces continue to promote the image of Son La's land and people, preserve and develop traditional values, create unique highlights, and attract tourists to further develop Son La's tourism.

Source: https://baosonla.vn/du-lich/phat-trien-da-dang-khong-gian-du-lich-dem-aStpwdaDg.html