Innovating the approach to heritage

Protecting and promoting heritage values ​​is not just about preserving the status quo, but also requires approaches that are appropriate to the new context.

The Hue Imperial Citadel complex, a representative heritage site in the " Tourism Passport" itinerary. (Photo: Hue City Department of Tourism)

This spirit is emphasized in Resolution No. 80-NQ/TW (dated January 7, 2026) of the Politburo on the development of Vietnamese culture, which sets out the requirement to innovate the content and form of cultural dissemination in social life. From the practical experience in some localities, the "Heritage Passport" initiative initially shows the potential to concretize this requirement.

One of the current challenges is how to ensure that heritage is not only preserved but also actively present in daily life. In reality, many historical sites and museums are still approached in a traditional way, lacking connectivity and interaction.

Hue City is one of the pioneering localities in creating a new approach to heritage through a "Tourism Passport". Starting from a destination introduction publication in 2018, the "Hue Tourism Passport" has now developed into the digital application "Hue City Passport," focusing on heritage passports and connecting heritage sites within a structured itinerary.

According to Ms. Tran Thi Hoai Tram, Director of the Hue City Department of Tourism, the number of visitors to the locality is quite large, but the tour itineraries lack connection and do not create the motivation for in-depth exploration. Meanwhile, the locality has an advantage with its concentrated system of heritage sites, most notably the Hue Imperial Citadel Complex. She believes that the development of a "Tourism Passport" aims to help transform the tour into an interactive experience, rather than just a simple sightseeing experience.

Through the app, tourists check in at historical sites using GPS location, with each site corresponding to a confirmation mark. Upon completing a certain number of sites, participants can receive discounts or rewards. Each destination is integrated with information and a brief story, helping users better understand its historical and cultural value.

According to representatives from Hue City's tourism industry, market feedback has been quite positive and can be divided into three groups. Young tourists and international visitors have responded well, particularly appreciating the exploration element and the "collectible" aspect of the trip. Families see this as a beneficial interactive activity for children, and it also contributes to extending their stay. Traditional tourists, although initially new, quickly adapted and participated after receiving guidance.

Building upon the "Historical Heritage Passport," Hue City has further developed its "Culinary Passport," expanding its approach towards a more comprehensive perspective. Each dish is placed within its specific cultural context, allowing participants to not only "eat" but also "understand" its origin and meaning. This approach demonstrates a trend towards broadening the concept of heritage, from tangible to intangible, towards a cohesive cultural ecosystem.

In Da Nang, the "Heritage Passport" will be launched in 2025 as an innovative product to refresh the approach to cultural exploration. According to Ms. Nguyen Thi Hong Tham, Director of the city's Tourism Promotion Center, the development of the "Heritage Passport" stems from the need to link individual heritage sites into themed itineraries, while also meeting the trend of personalization. The passport, integrated with a digital platform, serves not only as a souvenir but also as a guide, leading to in-depth exploration journeys.

Between September and December 2025 alone, the city issued over 5,000 heritage passports in multiple languages, with a high completion rate of 5-10 points for visitors. Feedback from visitors focused on the passport's outstanding features: novelty, high interactivity, ease of use, and accompanying benefits.

Ms. Nguyen Thi Hong Tham emphasized: “The ‘Heritage Passport’ is one of the typical innovative products in the revitalization phase of Da Nang tourism. This approach contributes to increasing the ability to ‘tell the story of the destination’ as heritage sites are connected into a journey with a continuous narrative; at the same time, it distributes tourist flows, enlivens lesser-known destinations, and creates more creative ‘touchpoints’ in communication, enhancing the cultural recognition of the locality.”

Hoi An is a popular tourist destination for both domestic and international visitors in Da Nang city. (Photo: MY HA)

The "Heritage Passport" helps shift from passive to active sightseeing. Through a points-based system and stage completion, participants not only pass through but also directly engage in the exploration process. The gamification element contributes to increased visitor engagement with the heritage site.

The "Heritage Passport" also demonstrates the potential for combining digital platforms with heritage content. Not only does it support tourists in accessing information more conveniently, but digitization also contributes to building a database on visitor behavior, thereby serving the management, preservation, and promotion of heritage values ​​in an effective and sustainable manner. This aligns with the requirement to accelerate digital transformation in the cultural sector as stated in Resolution No. 80-NQ/TW of the Politburo.

Globally, organizing heritage sites through experiential tours has been implemented in many countries, notably Japan's "Japan Heritage" program and Europe's "European Heritage Label" initiative. However, this model has not yet been widely implemented in Vietnam. The common thread among these models is a shift in approach to heritage from static displays to guided experiences, with visitors playing a central role.

Based on the experience in Vietnam, it can be seen that the "Heritage Passport" not only embraces international trends but is also adapted to suit the characteristics of each locality.

"Heritage passports" are not just tools to support experiences, but also a way to reorganize the relationship between people and heritage. When heritage is placed within an interactive journey, accessibility is expanded, thereby contributing to the protection and promotion of heritage values ​​in contemporary life.

Source: https://baolamdong.vn/doi-moi-cach-tiep-can-di-san-439673.html