Da Nang strongly promotes the image of My Son to attract more international visitors.

DNO - Strengthening the promotion of My Son's image to new tourist markets. At the same time, promoting the connection between domestic and international businesses and partners, especially those with a stable source of customers.

The number of visitors to My Son continues to increase. Photo: VINH LOC

These are the plans of the My Son World Cultural Heritage Management Board (Thu Bon commune) presented to the leaders of the Department of Culture, Sports and Tourism of Da Nang city in the working session on November 25, aiming at the goal of building My Son destination to develop commensurate with the potential and advantages of the world cultural heritage site.

Number of customers continues to increase

As of November 24, the total number of visitors to My Son temple complex reached nearly 428,000, an increase of 3.9% (international visitors were about 386,000, an increase of 3.1%; domestic visitors were nearly 42,000, an increase of 12.5%), ticket sales revenue reached 62 billion VND, an increase of 3.7% over the same period in 2024.

Besides the traditional European and American tourists, the Northeast Asian, Southeast Asian and Indian markets have risen to the top of the total structure of visitors to My Son.

Some tourism products associated with culture and heritage have been put into service, such as: exploring My Son Museum, Sa Huynh - Champa Culture Museum; connecting tours from Tra Kieu capital to the temple tower area; experiencing Cham brocade weaving, Cham pottery making, conical hat making, enjoying Cham - Vietnamese cuisine ...

Cham festivals, such as excerpts from “Crossing the Sacred River”, “Apsara Legend”, “Legendary My Son Night”… have been put into service for visitors. Up to now, the Cham dance performance program has become the trademark of the heritage site with 9 performances every day (5 performances at the performance house, 2 performances at Tower G and 2 Cham folk songs at Tower H slope).

Notably, many products and services associated with heritage spaces have been deployed with good effects, such as: creating seasonal fresh flower check-in points; opening a cycling route from Nha Doi to the center of the temple tower area; 360-degree virtual reality tours; multilingual automatic commentary (Audio Guide) in 8 languages, including: Vietnamese, Korean, Japanese, Chinese, French, English, Spanish and Indian.

Cham folk art has become the brand of My Son destination. Photo: VINH LOC

According to Deputy Director in charge of the My Son World Cultural Heritage Management Board Nguyen Cong Khiet, tourism services and products contribute to highlighting the cultural, historical, architectural and artistic values ​​of the heritage site, helping to improve the quality of the destination and increase the experience for visitors.

“If 10 years ago, visitors to My Son only spent about 1 hour, now the time has increased to over 2 hours. This proves the attractiveness and diversity of the heritage site’s products and services,” said Mr. Nguyen Cong Khiet.

Locate My Son destination

Although certain results have been achieved, it is easy to see that My Son tourism development is still not commensurate with the title of world cultural heritage; visitors to My Son are unstable; stay time is short; spending is not much; there are no products to retain visitors at night. Notably, some visitors from Northeast Asia (Korea, China...) tend to move to other entertainment spots instead of coming to My Son.

Many Cham intangible cultural products are put on display to serve visitors. Photo: VINH LOC

Mr. Nguyen Cong Khiet admitted that the unit has not fully exploited the tourism potential due to the lack of synchronous mechanisms, policies and overall planning, causing many products and services to not receive proper investment. The promotion and advertising strategy is not clear, many products are exploited ineffectively.

In the coming time, My Son will strengthen promotion and destination introduction activities; focus on connecting with partners and businesses with a stable number of visitors; research financial solutions and ticket prices to build appropriate promotional policies, maintain a sustainable source of visitors, and aim for high growth.

At the same time, calculate to put the product "Legendary My Son Night" into regular performances to create more night products. Research and develop new products based on the natural landscape of the heritage site associated with the community, such as: rowing on Khe The River and Thach Ban Dam; organizing team building and camping programs; trekking, climbing to explore native plants; mountain biking to My Son Hydropower Plant; experiencing the panoramic view of the temple complex from above with a telescope combined with a watchtower to create a unique highlight for visitors.

The art program "Legendary My Son Night" will be regularly performed to serve guests at night. Photo: MY SON

According to Deputy Director of the Department of Culture, Sports and Tourism of Da Nang City, Van Ba ​​Son, My Son needs to diversify tourism products and services, especially products related to Cham intangible culture associated with programs and festival excerpts such as: Kate colors, legendary My Son night...

In particular, promote and introduce the image to the world because the number of international visitors to My Son accounts for a very large proportion.

In addition, the unit needs to increase promotion at Da Nang airport, especially cross-promotion between related units such as: Cham Sculpture Museum, Nguyen Hien Dinh Tuong Theater, Trung Vuong Theater... The Department will actively support and create conditions for My Son to participate in international tourism promotion programs to connect many tourist markets to the heritage site in the future.

Source: https://baodanang.vn/da-nang-quang-ba-manh-hinh-anh-my-son-de-thu-hut-nhieu-khach-quoc-te-3311491.html