Festival tourism connects communities.

With its diverse culture, An Giang boasts many unique traditional festivals, thanks to the cultural exchange of four ethnic groups: Kinh, Khmer, Cham, and Hoa. This is an invaluable resource, attracting a large number of locals and tourists, not only providing rich tourism experiences but also contributing positively to economic development and improving the lives of the people.

Rituals of the Lady of Sam Mountain Festival. Photo: TRUNG HIẾU

After the merger, An Giang province has 2 intangible cultural heritage sites inscribed by UNESCO as representative intangible cultural heritage of humanity: Southern Vietnamese folk music and singing, and the Via Ba Chua Xu festival at Sam Mountain; 10 national treasures; 10 national intangible cultural heritage sites; and 150 ranked historical and cultural relics and scenic spots (3 special national relics, 50 national relics, and 97 provincial relics).

The cultural festivals in the province are all traditional, reflecting the spiritual life and customs of the ethnic groups in the area. The Via Ba Chua Xu festival at Sam Mountain, the Nguyen Trung Truc Temple festival, the Bay Nui bull racing festival; the Nghinh Ong Kien Hai festival, the Phan Thi Rang (Sister Su) festival; the Ky Yen festival at Binh Thuy Temple, along with other characteristic festivals of the Khmer and Cham people... have become important cultural events, attracting the attention of domestic and international tourists. Through these festivals, visitors not only witness unique traditional rituals but also have the opportunity to participate in folk cultural activities, helping them connect with the local culture.

Over the years, tourism associated with festivals has gradually developed. The way festivals are organized has become increasingly innovative and professional, with many activities attracting tourists. In 2024, the Via Ba Chua Xu Festival at Sam Mountain was inscribed by UNESCO on the list of representative intangible cultural heritage of humanity. This is a unique traditional folk festival, playing a particularly important role in the cultural and spiritual life of the people of An Giang, containing distinctive historical and cultural values ​​within the cultural flow of Southern Vietnam.

The development of festival tourism brings many positive impacts to the lives of local people. When tourists come to participate in festivals, the demand for accommodation and food increases. Festival tourism also creates opportunities for traditional craft villages to thrive. Handicraft products such as brocade, traditional musical instruments, and regional specialties have a greater chance of reaching customers.

Ms. Nguyen Thu Hoai, a tourist from Thanh Hoa, said that this year, her family experienced the festive atmosphere and explored tourism services in Chau Doc and surrounding areas. “I watched the procession carrying the statue of the Goddess from the top of Mount Sam, and offered incense at the Lady of the Land Temple. At the same time, we visited famous tourist attractions in Chau Doc, including the Chau Phong Cham village; and enjoyed local specialties such as fish sauce hotpot, sour soup, braised fish, grilled chicken, and palm juice… Overall, tourism services were quite good and met the needs of tourists. However, the province needs to organize connections between satellite tourist destinations around Chau Doc ward to make tourism products more diverse and attractive, especially nighttime events.”

The traditional festival at Nguyen Trung Truc Temple, held annually on the 26th, 27th, and 28th of the 8th lunar month in Rach Gia ward, attracts a large number of visitors from all over to pay homage to the national hero and honor his courageous, resilient, and indomitable spirit in the face of foreign invaders. A unique aspect of the festival is its strong sense of community, demonstrated through the volunteer spirit of the participating people. The festival contributes to the preservation and promotion of traditional cultural values ​​linked to socio-economic development; emphasizes the leading role of the people in festival activities; and promotes national sovereignty, border protection, and the preservation of the country's seas and islands.

Developing tourism through festivals is not only an opportunity to preserve and promote traditional cultural values, but also a sustainable path to economic development, community cohesion, and improved living standards. Therefore, with proper investment and effective communication and promotion strategies, An Giang can become an attractive destination for spiritual and festival tourism, attracting a large number of domestic and international tourists.

According to Deputy Director of the Department of Tourism Nguyen Trung Thanh: “To develop festival tourism, the provincial tourism industry supports localities in diversifying and improving the quality of festival tourism products that are characteristic of the region, creating unique features that are distinct from festivals in other regions. In particular, we focus on investing systematically in terms of content, scale, timing, and connection with other destinations in the province to create attractive tour packages for tourists. In addition, we are doing a good job of promoting festivals; connecting with travel agencies to organize tours, and increasing services to serve visitors from all over the country participating in the festivals.”

LOYALTY

Source: https://baoangiang.com.vn/du-lich-le-hoi-ket-noi-cong-dong-a462415.html