Unlocking tourism potential through national cultural identity.

Developing community-based tourism in conjunction with the preservation of traditional craft villages is becoming an effective approach in many localities inhabited by ethnic minorities.

This model not only creates livelihoods and increases income for the people, but also contributes to preserving and promoting the unique cultural values ​​of ethnic groups in the context of integration and development.

Transforming cultural heritage into community -based tourism products.

In Xi Thoai village (Xuan Lanh commune), the unique art form of the Ba Na people – "Double drums, triple gongs, five cymbals" – a national intangible cultural heritage recognized since 2016, along with traditional brocade weaving, has become an important foundation for the local community tourism development. This is also one of the typical models for the harmonious combination of cultural preservation and economic development in ethnic minority areas.

Deputy Secretary of the Provincial Party Committee Huynh Thi Chien Hoa visits the traditional pottery and brocade weaving area at the Dak Lak 80 Years of Development with the Country exhibition in Hanoi . Photo: H. Tuyet

Over the years, the locality has intensified its efforts to promote and encourage people to participate in preserving traditional cultural values, restoring festivals, conserving folk art forms, and gradually developing community-based cultural tourism products. Every year, the "Double Drum, Triple Gong, Five-Cymbals" festival, held at the beginning of spring, attracts a large number of locals and tourists. The sounds of drums and gongs, combined with traditional dances, create a unique cultural atmosphere amidst the mountains and forests, contributing to promoting the image of the Ba Na community to visitors from near and far.

Through cultural preservation efforts, Xi Thoai village has gradually developed a community-based tourism model. From being the first "Mountain Cultural Village" of Phu Yen province in 2000, Xi Thoai was recognized as a "Community-Based Cultural Tourism Village" in 2014. Notably, in 2024, the local brocade weaving craft was recognized as a "Traditional Craft Village".

Also in 2024, with the support of the Netherlands-Vietnam Health Organization, the Xi Thoai Village Community Tourism Cooperative, comprising 14 members, was established. They are gradually developing experiential tourism products such as gong performances, showcasing the art of "Double Drums, Triple Gongs, and Five-Gong Sets," brocade weaving, enjoying traditional rice wine, and visiting and experiencing the cultural life of the Ba Na ethnic group.

Performance of double drums, triple gongs, and five-gong ensembles in Xi Thoai village. Photo: T. Thao

According to artisan Dinh Van May, since the establishment of the community tourism cooperative, he and many other artisans have had more opportunities to perform the art of "Double Drums, Triple Gongs, and Five Cymbals" at events and festivals. This not only contributes to spreading the unique cultural values ​​of the Ba Na people but also brings in additional income, helping to improve family life.

Besides the cultural space of gong music, the traditional brocade weaving craft of the Ba Na people in Xi Thoai is also being restored and effectively promoted. Products such as scarves, bags, and skirts with patterns reflecting the ethnic identity have become popular souvenirs for many tourists.

Artisan Nguyen Thi Ri shared that each pattern on the brocade fabric reflects the life, beliefs, and unique cultural characteristics of the Ba Na ethnic group. According to her, the development of tourism has helped the weaving craft find more outlets, creating motivation for people to continue preserving and promoting the traditional craft.

Preserving traditional crafts and creating sustainable livelihoods for the people.

Not only in Xuan Lanh commune, but also in many other localities, efforts to preserve traditional crafts in conjunction with community tourism development are being implemented. At the end of 2025, Hoa Phu commune organized a brocade weaving training course for many local residents to preserve the traditional weaving craft of the Ede people and to develop products for community tourism in Tuor village.

A class on brocade weaving in Tuôr hamlet, Hòa Phú commune. Photo: H. Tuyết

As someone who directly teaches the craft to apprentices, Ms. H'Nẽ Byă (67 years old, Tuôr village) said that she learned weaving from her mother when she was only 17 years old. Her greatest wish is for the younger generation to continue preserving the traditional craft so that the cultural values ​​of the Êđê people do not fade away over time. According to her, passing on the craft to the younger generation is of great significance in preserving the ethnic cultural identity and helping future generations better understand the traditions of their village.

In Lien Son Lak commune, the traditional brocade weaving craft of the Ede and M'nong ethnic groups has been steadily reviving over the past three years. Many products such as scarves, shirts, skirts, and loincloths are produced to meet the needs of locals and tourists. Many tourist groups visiting the villages enjoy experiencing brocade weaving and purchasing products as souvenirs. Ms. H'Hiep Bing, a member of the brocade weaving group in Le village, said that initially, many people learned the craft simply to better understand their ethnic culture. However, as the products were well-received by tourists and generated income, people became even more motivated to stay committed to the craft, contributing to preserving the traditional craft passed down from their ancestors.

Over the years, the brocade weaving group in Le hamlet, Lien Son Lak commune, has created stable jobs for many local workers. Photo: H. Tuyet

Tourist Nguyen Khanh Hung (Ho Chi Minh City) shared that he was truly impressed by the community tourism experience in the villages of Dak Lak province. “I not only enjoyed traditional cultural values ​​but also learned more about the lives, customs, and traditions of the local people. This was a very memorable experience, and I hope to have the opportunity to return to explore more,” Mr. Hung said.

Mr. Huynh Anh Tuan, Chairman of the People's Committee of Xuan Lanh commune, believes that the community tourism model in general, and that of Xi Thoai village in particular, is an important direction for effectively exploiting the cultural potential and natural landscape of the locality. In the coming time, the locality will continue to promote propaganda and mobilize people to participate in preserving and promoting traditional cultural values. At the same time, it will mobilize resources to invest in infrastructure, improve service quality, and train skills for the workforce involved in community tourism. This is an important solution to attract tourists, create sustainable jobs, and improve the lives of people in ethnic minority areas.

According to Nguyen Hoang Giang, Director of the Department of Ethnic Minorities and Religions, in recent years, the cultural and tourism sectors in ethnic minority areas have continued to receive investment; many cultural institutions have been built and upgraded; traditional festivals, intangible cultural heritage, and unique cultural values ​​of ethnic groups have been effectively preserved and promoted. This is an important foundation for localities to exploit cultural potential to serve community tourism development, create jobs, increase income, and improve people's lives. In the future, it is necessary to continue to promote propaganda and raise people's awareness of the role of culture in tourism development. This will contribute to preserving ethnic cultural identity and promoting sustainable economic development in ethnic minority and mountainous areas.

Thuy Thao - Hoang Tuyet

Source: https://baodaklak.vn/van-hoa-xa-hoi/van-hoa/202606/danh-thuc-tiem-nang-du-lich-tu-ban-sac-van-hoa-dan-toc-a042772/