"Specialties" attract international tourists

In the context of the global tourism industry increasingly seeking authentic and local experiences, Xoan singing in Phu Tho has emerged as a unique cultural highlight, a “precious gem” of Vietnam’s intangible heritage with special appeal to international tourists. Going beyond the framework of a traditional ritual, Xoan singing is being shaped into a strategic tourism product, opening up a new and sustainable development direction for tourism in the Land of the Ancestors.

Timeless appeal

Xoan singing is a type of ritual folk song, associated with the worship of Hung Kings, recognized by UNESCO as a representative intangible cultural heritage of humanity. The core value of Xoan singing lies in the harmonious blend of rustic music (with only drums and bamboo clappers), graceful dances and lyrics imbued with philosophy of life and history.

For international visitors who are often looking for cultural depth and difference, Hat Xoan offers a rare, original experience. Hat Xoan performance space is not a modern stage but at ancient communal houses and temples such as An Thai communal house, Thet communal house, and Lai Len temple. This historical context has created a perfect sensory “feast”, allowing visitors to fully immerse themselves in the sacred atmosphere, feeling the rhythm of life and beliefs of ancient Vietnamese people.

International tourists experience Xoan singing with artisans and people of An Thai Xoan ward at Hung Lo communal house, Van Phu commune.

The interaction between the artists (actors, actresses) and the audience in the Hat Giao Duyen section is also a big plus. Tourists do not just sit and watch passively but can participate, learn some dance moves, try playing bamboo clappers, and create unforgettable personal memories. This is the "experience" factor that modern tourism is aiming for. Realizing this great potential, Phu Tho province has taken systematic steps in turning cultural heritage into economic tourism resources. The most typical tourism product is the program "Hat Xoan in ancient villages". This program is specially designed to bring tourists to the ancient villages of Hung Lo, Kim Dai, and An Thai. Instead of only organizing performances during the early spring festival season, the original Xoan troupes are ready to serve tourists all year round. Foreign tourists, through travel companies, can book tours to visit ancient village communal houses, learn about the history of Xoan singing, enjoy an authentic Xoan performance, and finish by enjoying local cuisine.

This product is successful thanks to its professional packaging: bilingual commentary, detailed introductory materials, and especially the sincerity and hospitality of the artisans. The combination of visiting historical sites and enjoying folk art creates an integrated tourism value chain, much more attractive than just visiting a single destination.

From heritage to “creative economy”

To further attract international tourists, Phu Tho tourism industry is expanding its development direction towards creative economy: “Hung Temple Night Tour” and multi-heritage combination. The launch of the “Hung Temple Night Tour” product is a typical example of integrating Xoan singing into a larger tourism itinerary. Xoan singing becomes part of the spiritual and historical experience of the nation’s origin in a magical and shimmering space at night. This helps increase the length of stay of tourists in Phu Tho and enhance the value of Xoan singing in the national tourism product chain.

In-depth education and experience model: International tourists, especially backpackers or academic tourists, are very interested in workshops (short-term classes). Experiential classes on beat-beating and basic Xoan singing are being developed, turning tourists from viewers into direct participants, bringing high educational and entertainment value. Digitalization and global promotion: Digitizing Xoan songs, creating high-quality video clips with English subtitles, and using international social networking platforms for promotion are important strategies to reach foreign markets. Technology helps Xoan singing overcome geographical and language barriers, arousing curiosity before tourists set foot in Vietnam.

The development of Xoan singing tourism not only brings economic benefits (increasing income for artisans and local people) but also plays a key role in preserving heritage in a sustainable way. Revenue from tourism is reinvested in the restoration of relics, supporting teaching classes and motivating the younger generation to stick with Xoan singing. Phu Tho Xoan singing is proving that traditional cultural heritage can go hand in hand with the development of the smokeless industry. By positioning Xoan singing as a unique cultural tourism product, Vietnam not only promotes its national identity but also opens up a new and promising direction for the tourism industry, attracting international visitors with its core, genuine and most unique values.

National Assembly

Source: https://baophutho.vn/dac-san-quyen-ru-du-khach-quoc-te-243956.htm