Transforming Cham cultural heritage into a distinctive tourism product.

In its sustainable tourism development strategy, Khanh Hoa province is promoting the preservation and exploitation of Cham cultural heritage values to diversify tourism products and develop local cultural identity into distinctive tourism products of the locality.

Immerse yourself in the Cham cultural atmosphere.

The beauty of the Po Klong Garai Tower National Special Monument (Do Vinh Ward, Khanh Hoa Province ).

Photo: Nguyen Thanh - VNA

Located on Cu Lao hill, the Po Nagar Cham Towers National Special Monument (North Nha Trang ward) welcomes thousands of visitors daily. This is a typical architectural complex of Cham culture, built from the 8th to 13th centuries, comprising three levels of architecture, most notably the four towers on the highest level, constructed of dark red fired brick and featuring exquisitely carved reliefs. The main tower, approximately 23 meters high, is dedicated to the goddess Po Nagar – Thien Ya Na Thanh Mau, revered by the Cham people and locals as the Mother of the Land.

Through cultural exchange and adaptation, the Po Nagar Cham Towers have become a unique symbol of the fusion between Cham and Vietnamese cultures, and a center of Mother Goddess worship in the South Central region. Visitors come here not only to admire the mystical beauty of the ancient architectural complex but also to immerse themselves in Cham culture with traditional dances and the sounds of Paranung drums and Saranai horns echoing through Nha Trang.

Ms. Nguyen Thi Thu Hong, a tourist from Phu Tho province, said that her visit to the Po Nagar Cham Towers brought her many special emotions. “I had heard a lot about Cham culture, but only when I came here and saw the ancient brick towers with my own eyes, watched the artisans perform, and experienced virtual reality technology, did I fully appreciate the uniqueness and vibrancy of this heritage. The architectural space, both sacred and mysterious, combined with the sounds, costumes, and traditional dances, made me feel like I was transported back to a very distant past,” Ms. Hong shared.

In the southern part of Khanh Hoa province, the Bau Truc Cham pottery village (Ninh Phuoc commune) currently has 2 cooperatives and 11 production and business establishments with approximately 300 households involved in the traditional pottery craft. Not only is it a long-standing craft village, Bau Truc is also considered a vibrant "Cham pottery museum" of the South Central region, becoming an attractive destination for many domestic and international tourists.

Mr. Phu Huu Minh Thuan, Director of the Bau Truc Cham Pottery Cooperative, shared that, in addition to government support and investment, production households and cooperatives always focus on preserving the essence of the ancient craft, while promoting creativity to develop new product lines associated with community tourism. At Bau Truc, tourists can not only admire artisans demonstrating characteristic pottery shaping techniques, but also try their hand at molding pottery, painting patterns, or trying the firing process, providing an authentic experience like a real potter.

* Expectations to create a distinctive highlight

The scenic beauty of Hon Chong in Bac Nha Trang ward (Khanh Hoa).

Photo: Nguyen Thanh - VNA

According to Nguyen Van Hoa, Director of the Department of Culture, Sports and Tourism of Khanh Hoa province, the system of cultural heritage sites, especially the Cham temples and towers, is not only a source of pride for the Cham people and local residents, but also a national cultural asset. The province has been implementing comprehensive projects to restore, renovate, and preserve these relics to meet the cultural and religious needs of the people. Simultaneously, Khanh Hoa is developing many attractive cultural tourism programs and organizing them at the Po Nagar Tower, Po Klong Garai Tower, etc., attracting tourists to visit and study the value of these heritage sites.

The Theatre (North Nha Trang Ward) boasts unique architecture and hosts many special art, cultural, and entertainment programs for tourists visiting Khanh Hoa.

Photo: Nguyen Thanh - VNA

The Khanh Hoa Museum and traditional Cham villages are also integrated into a cultural tourism product chain. Many villages are actively reviving techniques such as brocade weaving, pottery making, and Cham dance, aiming to create more souvenirs and experiential activities for tourists. Numerous art performances, reenactments of folk rituals and traditional festivals, most notably the Katê festival of the Cham people practicing Brahmanism, are held annually in conjunction with a series of cultural and sports events that are incorporated into tourism, contributing to the province's cultural tourism offerings.

Looking ahead to 2030, Khanh Hoa aims to develop cultural and historical tourism products associated with Cham heritage in a sustainable manner, focusing on in-depth preservation combined with experiential tourism. The province will strengthen cooperation with research institutes, universities, and tourism businesses to build unique cultural tourism products and promote the image of Cham culture to the region and internationally. Exploiting the value of Cham cultural heritage in conjunction with tourism development is expected to create a distinctive highlight for Khanh Hoa tourism; at the same time, contributing to preserving and spreading the traditional cultural values of the Cham people in contemporary life.

Source: https://chinhsachcuocsong.vnanet.vn/dua-di-san-van-hoa-cham-tro-thanh-san-pham-du-lich-dac-trung/74246.html