The mountain is a tourism destination in its own right. Everest it isn’t, although the pancake-flat plains of the Mekong make it look higher than it is. It’s a ‘holy’ mountain, full of caves, shrines and temples. The most significant in religious terms is the Ba Chua Xu, dedicated to the ‘Lady of the Region’. Her festival is held in the spring. It attracts huge numbers of devotees and, of course, swarms of vendors hoping to make a killing.