Phu Tho Xoan Singing: From Heritage to Unique Tourism Product

Over a decade after being recognized by UNESCO as a Representative Intangible Cultural Heritage of Humanity, Xoan singing has undergone a remarkable transformation, moving beyond the need for urgent protection to become a unique and attractive cultural tourism product for both domestic and international visitors. The revival of Xoan singing today is the result of persistent efforts in preservation combined with tourism development, creating new vitality for the heritage within contemporary life.

Phu Tho Xoan singing has appeared in music videos of singers and celebrities, contributing to spreading and bringing this heritage closer to young people (Photo: Tung Vy).

Over the years, communication and promotion efforts have become crucial levers in bringing the melodies of Xoan folk singing from ancient village communal houses to a wider audience. Through multimedia communication systems from the central to local levels, the image of Xoan singers and dancers in traditional costumes, with their rhythmic and graceful melodies, has become familiar to the public.

In this context, the Provincial Tourism Promotion Information Center has played an active bridging role by supporting dozens of media outlets and producing music videos such as the MV "Xoan Co Phu Tho - Bo Bo" to bring the heritage closer to young people. Not stopping at theoretical promotion, the provincial tourism industry has proactively supported Famtrip and Presstrip delegations in surveying products and filming at key historical sites such as Lai Len Temple, An Thai Temple, Kim Duc Temple, etc., creating a rich and vibrant information ecosystem.

The effectiveness of conservation efforts linked to tourism is clearly demonstrated by the impressive numbers of visitors. In the period of 2020-2025 alone, the "Xoan Singing in Ancient Villages" program in Hung Lo welcomed and guided over 100 international tour groups with thousands of visitors, along with nearly 40,000 domestic tourists who came to visit and enjoy the performances.

The inclusion of Xoan singing in official tour programs by major travel companies such as Vietravel, Saigontourist, and Hanoitourist confirms the enduring appeal of this art form. Xoan singing is no longer confined to village festivals but has become an indispensable cultural highlight in every tourist's journey to the ancestral land.

International tourists were excited to participate in cultural exchanges and Xoan singing performances.

However, in the context of globalization and fierce competition from modern forms of entertainment, preserving Xoan singing in conjunction with tourism development still requires more comprehensive and decisive solutions. The central task in the coming period is to continue promoting awareness and education, especially among young people.

Introducing Xoan singing into schools needs to be done more effectively through field trips and hands-on experiences at traditional performance spaces. When students directly learn how to play the clappers, sway their hands, and sing Xoan melodies right at the temple gate, the heritage will truly permeate the hearts of the next generation. Simultaneously, producing documentaries and digitizing videos of the 31 ancient Xoan songs will be a valuable resource for preservation and widespread dissemination in the digital environment.

A promising new direction is the application of digital technology to create "digital experiences" for tourists. Building digital museums, websites for archiving materials, or applying VR/AR technology will allow tourists to access Xoan singing anytime, anywhere. In addition, multilingual audio guides integrated with artificial intelligence will help break down language barriers, enabling international tourists to better understand the historical and cultural value in each song and dance. This is considered key to adapting Xoan singing to the smart tourism trend, creating new appeal for tech-savvy tourists.

Heritage is more deeply ingrained in the hearts of young people through hands-on experiences.

The key issue in sustainable tourism development is the role of local communities. Local people should not only be performers but also direct stakeholders who manage and benefit from tourism. When communities understand the value of their heritage and have a stable income from related services, they will voluntarily participate in conservation efforts in the most active way.

There needs to be close collaboration between traditional craft villages and Xoan singing clubs to create diverse tourism products, allowing visitors to both watch performances and experience the craft, thereby extending their stay and increasing their spending in the area.

The close coordination between all levels, sectors, and the local community in implementing heritage preservation projects has created a strong foundation of public support for cultural conservation. Honoring the role of artisans and local people should not be limited to titles but should also be demonstrated through practical actions such as financial support, infrastructure improvements at historical sites, and tourism skills training for the local population. When every citizen of Phu Tho becomes a tour guide and a cultural ambassador, Xoan singing will truly shine and affirm its position on the international tourism map.

From a heritage once on the verge of extinction, Xoan singing has gradually been restored and its value promoted, becoming a source of pride for the people of the ancestral land in particular and for Vietnamese culture in general.

Integrating heritage with tourism is not only an effective conservation solution but also opens up a path to sustainable economic development, contributing to building a more prosperous, beautiful, and civilized Phu Tho province, while preserving the full value of traditional culture. Through this, Xoan singing continues to affirm the enduring vitality of the national cultural heritage in the flow of time.

Le Hoang

Source: https://baophutho.vn/hat-xoan-phu-tho-tu-di-san-den-san-pham-du-lich-dac-sac-245979.htm