The rituals at My Son will become a cultural tourism product that will be sold at a high price to tourists. Photo: VINH LOC
Adding many new products.
According to Mr. Nguyen Cong Khiet, Director of the My Son World Cultural Heritage Management Board, in 2026 the unit will focus on diversifying product and service types to attract tourists, including: festival tourism, spiritual tourism (exploiting the intangible cultural heritage values of Cham folk culture) and the application of digital technology .
Specifically, the program will offer visitors excerpts from the Cham people's Prayer for Peace and Ancestor Worship rituals; organize Cham folk songs; hold the "Echoes of My Son" program (performed on the 15th of each month); and implement the "Legendary My Son Night" program…
In addition, ecotourism products will be developed, such as a cycling tour to the My Son hydroelectric power plant (4km long); guiding tourists in planting forest trees and medicinal plants under the forest canopy; trekking in the forest; building observation points (fire watchtowers) to observe and admire the historical site and ecological forest from above and observe wildlife; and implementing night-walking tours to observe forest animals.
The event includes a demonstration of Cham brocade weaving combined with a workshop on making brocade bracelets; a demonstration of Cham pottery making and painting ceramic statues; a demonstration of conical hat making combined with a workshop on painting and decorating patterns on hats; a demonstration of Dong Ho folk painting printing; and opportunities to experience local cuisine , including Cham cuisine…
Mr. Nguyen Cong Khiet shared that most of the products are being offered to visitors for the first time, thereby attracting more visitors to My Son in 2026 and the following years.
At the meeting, most travel businesses recognized My Son as a very unique heritage destination in Vietnam. Therefore, in addition to changing the way tourism is promoted and marketed, My Son also needs to change the way it organizes and implements suitable products and services to attract more visitors.
According to Mr. Nguyen Quoc Dung, representative of Anh Thu Tourism Company, tourists are very interested in watching Cham folk art performances as well as experiencing Cham brocade weaving and pottery making demonstrations. However, the Management Board should also consider a "policy" of giving gifts to tourists after the performances as souvenirs, which would bring more enjoyment and a more memorable experience to visitors.
Sharing the same opinion, Mr. Tran Hoai Nguyen, Deputy Director of Saigontourist's Da Nang branch, believes that My Son has very unique value, so in addition to improving product quality, it is also necessary to build attractive stories associated with the local culture to attract tourists. Simultaneously, promoting and spreading these stories on social media platforms would make the goal of attracting 5% of the total number of tourists to Da Nang in 2026 entirely feasible.
Changing the mindset for tourism development.
In 2025, the My Son temple complex is expected to welcome nearly 432,000 ticketed visitors (over 392,000 of whom are foreign tourists), generating total revenue of nearly 70 billion VND. In 2026, the My Son World Heritage Management Board aims to achieve approximately 81 billion VND in ticket sales and service fees.
Suggestions from businesses and tourism managers will help My Son achieve its goal of generating 81 billion VND in revenue in 2026. Photo: VINH LOC
According to businesses and tourism managers, the above target can be achieved, or even surpassed, if My Son changes its mindset regarding products and methods of promotion and marketing…
Ms. Nguyen Thi Tham, Director of the Da Nang City Tourism Promotion Center, suggested that My Son needs a change in its tourism development mindset, especially in building a story for My Son to tell tourists, while spreading love for heritage to the community and businesses... Tourists come to My Son not because of low or high ticket prices, but because of the value that the temple complex brings, so it is necessary to rethink how products are created and how marketing is done.
According to Ms. Tham, My Son also needs to rethink its traditional craft products and Cham cuisine, so that workshops are not just demonstrations but also tell stories about the living space and the preserved craft. Continuously telling stories about the craft throughout the program, which tourists experience and shop at, is also a way to help them understand Cham culture and My Son better.
If properly managed with a deep love for heritage, the value of My Son World Cultural Heritage site will increase, and the number of tourists will certainly rise.
Source: https://baodanang.vn/hien-ke-cho-du-lich-my-son-3322667.html
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