Hoi An – My Son: From UNESCO recognition to tourism development

The number of visitors to My Son has increased dramatically over the years. Photo: KHÁNH LINH

The nucleus of spreading tourism in the South

In 2025, Da Nang tourism industry aims to welcome 17 million visitors and stay. This number is considered feasible due to the diversity of products and services from high-end entertainment areas such as Ba Na Hills, My Khe beach, Son Tra peninsula...; especially the outstanding brand of 2 World Cultural Heritages: Hoi An Ancient Town and My Son Temple Complex (Thu Bon commune).

Hoi An Ancient Town and My Son Sanctuary were recognized by UNESCO as World Cultural Heritage, marking an important milestone on the country's tourism map.

If in 1999, Hoi An Ancient Town only welcomed about 200,000 visitors and stayed overnight, by 2024 it will welcome 3.56 million visitors buying tickets to visit the ancient town.

Similarly, for My Son Temple Complex, the title of “World Cultural Heritage” brings a new look to the tourism picture here, reflected in impressive growth figures. If in 1999, only about 3,000 visitors bought tickets to visit My Son, after 25 years it reached more than 446 thousand (an increase of nearly 120 times).

Tourism development creates conditions to promote many related activities such as preserving and promoting craft villages, maintaining tangible and intangible cultural values; at the same time helping to spread tourism to localities and neighboring regions.

Mr. Le Quoc Viet, Chairman of the Quang Destination Club, said that many foreign tourists, especially from Europe, America, and Australia, choose Da Nang for tourism because it has two world cultural heritages.

Particularly for Northeast Asian and Southeast Asian tourists, although they focus on entertainment products and services, My Son and Hoi An are still attractive and indispensable additional destinations when coming to Da Nang.

Mr. Nguyen Cong Khiet, Deputy Director in charge of the My Son World Cultural Heritage Management Board, said that the title "World Cultural Heritage" has a great impact on the development of My Son tourism.

Through the title, it creates important conditions for My Son to attract support resources from the Government and international organizations to not only preserve and restore the relic but also help My Son improve infrastructure, tourism services, create jobs and income for local people and workers.

Currently, nearly 80% of the workers at the My Son World Heritage Management Board are local people, further demonstrating the impact of the heritage brand since being honored by UNESCO.

In Hoi An, statistics before July 2025 show that the trade - service and tourism sectors always account for over 70% of the total local economic structure. Along with that, tourism space is also expanded to the outskirts such as Cu Lao Cham island, An Bang beach, Cam Thanh coconut forest, Kim Bong carpentry village, Thanh Ha pottery... contributing to creating livelihoods and income for the people.

Creating momentum for development

Although to assess the impact of heritage titles on local socio-economic development, including tourism, many related factors are needed, it cannot be denied that since becoming World Cultural Heritage, the speed of tourism development in Hoi An and My Son as well as some neighboring places in Da Nang city has increased dramatically.

Statistics show that in the period 1999 - 2005 alone, the annual tourism growth rate at the two heritage sites always increased by 20 - 30%. In recent years, although it has decreased, it still maintains a growth rate of 10 - 15%.

In addition, many tourism services and products have been born, creating a solid position in the hearts of tourists such as: "Old Town Night", "Street without engine noise and for pedestrians", "Night Street", "Ancient River, Ancient Boats", "Legendary My Son Night", Cham folk arts or traditional art performances in the old town... Tourism development has created resources and funding to support the conservation and preservation of heritage more effectively.

h3 (1) — Tourism contributes to promoting the development of trade activities. Photo: KHÁNH LINH

According to Mr. Van Ba Son, Deputy Director of the Department of Culture, Sports and Tourism, in the new context, with open space and space for tourism, in addition to tourism products for entertainment, recreation, festivals, etc., cultural and heritage experiences will still play a key role in positioning Da Nang as a destination, especially for European, Australian and American tourists.

In particular, the World Cultural Heritage of Hoi An Ancient Town and My Son Sanctuary will continue to play a core role in spreading tourism to the South and West of Da Nang, aiming for diverse, comprehensive, green and sustainable development in the new period.

Source: https://baodanang.vn/hoi-an-my-son-tu-vinh-danh-unesco-den-phat-trien-du-lich-3312644.html