Awakening the multi-senses of visitors at the My Son World Cultural Heritage Site.

By 2026, the My Son World Cultural Heritage Site aims to welcome approximately 490,000 visitors. Beyond simply sightseeing and photography, this renowned destination is nurturing ambitions to innovate its offerings, awakening all the senses of visitors with a series of unique cultural and ecological experiences, so that each trip becomes a journey of "living with heritage."

A new wave of tourists is flocking to the "valley of the gods".

Located approximately 70km from the center of Da Nang city and nearly 40km from Hoi An ancient town, the My Son World Cultural Heritage Site (Thu Bon commune, Da Nang city) is the largest and most representative complex of Cham Pa temples and towers in Southeast Asia, recognized as a World Cultural Heritage site by UNESCO in 1999.

With its sacred and mysterious atmosphere, along with a system of ancient towers thousands of years old, My Son has long been an unmissable destination on the journey to explore the heritage of Central Vietnam, especially attractive to international tourists.

My Son Sanctuary holds a special attraction for tourists. Photo: Hoai Van

In the early days of the new year, a large number of tourists flock to the My Son Sanctuary. Amidst the tranquil atmosphere, with sunlight gently falling on the ancient brick walls, groups of visitors attentively listen to stories about the ancient Champa kingdom. They slowly walk closer, touching the traces of time, feeling the breath of history still preserved in every pattern and structure of the towers.

To help visitors gain a deeper understanding of the heritage's value, the My Son World Cultural Heritage Management Center has enhanced experiential guided tours. In these tours, the team of guides acts as "storytellers," leading visitors back in time to explore each layer of Cham Pa culture and beliefs.

At the folk art performance area, the seats are always full. The graceful Apsara dances, the poignant saranai horn music, the lively drum rhythms… offer visitors a vivid experience.

Nguyen Hoai Nam, a tour guide from Vietnam TravelMART, said that the Taiwanese tour group he led was very impressed with the scenery, architecture, and performances at My Son.

"Asian tourists nowadays are no longer interested in noisy entertainment venues. They prefer to learn about culture and immerse themselves in nature. This is a potential customer segment for heritage tourism ," Nam shared.

The lotus pond area, spanning approximately 2 hectares, has been renovated and put into use, becoming a favorite check-in spot for tourists before entering the temple complex.

Product innovation and development are linked to conservation.

According to the My Son World Cultural Heritage Management Board, the long-term goal is not only to attract visitors but also to create an appeal that encourages them to return.

Besides improving the quality of existing services, many new products are being developed based on the advantages of the natural landscape and local culture, such as: cycling through the forest, trekking and hiking connecting to the hot spring area, river tourism, lotus lake and Chua Mountain area, herbal foot bath experiences, etc.

"We want visitors not only to touch the relics, but also to experience the unique cultural atmosphere of My Son," emphasized Mr. Nguyen Cong Khiet, Director of the My Son World Cultural Heritage Management Board.

Tourists visiting the My Son World Cultural Heritage Site.

According to statistics, in 2025, the heritage site is expected to welcome more than 438,000 visitors, generating over 63.7 billion VND in ticket revenue. In 2026, My Son aims to welcome approximately 490,000 visitors, while expanding its market to Malaysia and India in addition to traditional markets...

However, the leader of the My Son World Cultural Heritage Management Board believes that product diversification must be implemented cautiously, in accordance with planning, and avoid negative impacts on the relics. "Tourism development must be linked to conservation. We must not sacrifice heritage values ​​for short-term growth," Mr. Khiet affirmed.

Source: https://tienphong.vn/danh-thuc-da-giac-quan-du-khach-o-khu-di-san-van-hoa-the-gioi-my-son-post1819817.tpo