"Specialties" that attract international tourists

In the context of the global tourism industry increasingly seeking authentic and local experiences, Phu Tho Xoan singing emerges as a unique cultural highlight, a "precious gem" of Vietnam's intangible cultural heritage with special appeal to international tourists. Beyond the confines of a traditional ritual, Xoan singing is being shaped into a strategic tourism product, opening up a new, sustainable development direction for tourism in the ancestral land.

Timeless appeal

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

For international tourists – who often seek cultural depth and uniqueness – Xoan singing offers a rare, authentic experience. The performance space for Xoan singing is not a modern stage, but rather ancient communal houses and temples such as An Thai communal house, Thet communal house, and Lai Len temple. This historical setting creates a perfect sensory "feast," allowing visitors to fully immerse themselves in the sacred atmosphere and feel the rhythm of life and beliefs of ancient Vietnamese people.

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

The interaction between the performers (male and female) and the audience during the courtship singing segment is also a major plus. Tourists don't just passively watch; they can participate, learn some dance moves, try playing the bamboo clappers, and create unforgettable personal memories. This is precisely the "experiential" element that modern tourism is aiming for. Recognizing this enormous potential, Phu Tho province has taken systematic steps in transforming cultural heritage into economic tourism resources. The most representative tourism product is the "Ancient Village Xoan Singing" program. This program is specially designed to take tourists to the ancient villages of Hung Lo, Kim Dai, and An Thai. Instead of only holding performances during the spring festival season, the original Xoan singing troupes are ready to serve tourists 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's success stems from its professional "packaging": it includes bilingual explanations, detailed introductory materials, and, most importantly, the sincerity and hospitality of the artisans. The combination of visiting historical sites and enjoying folk art creates an integrated tourism value chain, far more attractive than simply visiting a single destination.

From heritage to the “creative economy”

To attract even more international tourists, Phu Tho's tourism industry is expanding its development towards a creative economy: the "Hung Temple Night Tour" and the integration of multiple heritage sites. The launch of the "Hung Temple Night Tour" is a prime example of integrating Xoan singing into a larger-scale tourism itinerary. Xoan singing becomes part of a spiritual and historical experience about the nation's origins in a magical, enchanting nighttime setting. This helps increase the length of stay for tourists in Phu Tho and elevates the value of Xoan singing within 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 such as playing the clapper and learning basic Xoan singing are being developed, transforming tourists from spectators into direct participants, providing high educational and entertainment value. Digitalization and global promotion: Digitizing Xoan songs, creating high-quality video clips with English subtitles, and using international social media platforms for promotion are crucial strategies for reaching foreign markets. Technology helps Xoan singing overcome geographical and language barriers, sparking curiosity before tourists even 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 the sustainable preservation of the heritage. Revenue from tourism is reinvested in the restoration of historical sites, supporting training classes, and motivating the younger generation to stay involved with Xoan singing. Phu Tho Xoan singing is proving that traditional cultural heritage can absolutely coexist with the development of the tourism industry. By positioning Xoan singing as a unique cultural tourism product, Vietnam not only promotes its national identity but also opens up a promising new direction for the tourism industry, attracting international tourists with its core, authentic, and rich cultural values.

National Assembly

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