Connecting traditional and modern culture to attract tourists

Destinations incorporate art shows into their tourism programs to attract visitors.

In the context of the tourism industry making efforts to renew products and enhance experiences for tourists, many units and businesses have proactively included cultural art forms in tour services, especially at destinations with strengths in sea tourism and resorts.

Integrating cultural shows into tourism programs not only enriches experiences but also contributes to promoting traditional values, developing the night-time economy and enhancing the competitiveness of destinations.

A typical example is The Alma Show, which was recently launched in the Cam Ranh beach area ( Khanh Hoa ). On the first night of its launch, this show attracted about 500 domestic and foreign tourists thanks to its creative performance, a harmonious combination of traditional Vietnamese art and modern stage elements.

Water puppetry is a unique traditional folk art form of Vietnam that is included in The Alma Show to attract visitors to Khanh Hoa.

Having just enjoyed the first night of the show, Simon, a tourist from Australia, shared: “I think the Vietnamese artists were very clever in bringing a traditional art event into a night entertainment space right in a beautiful coastal area like Cam Ranh. This not only brings a special experience to visitors but also helps us understand more about Vietnamese culture, from music, dance to storytelling through modern theater."

Simon was impressed when he saw the art shows.

Simon also appreciates the idea of organizing shows in the evening, a time when there are usually few special activities at resorts. "Instead of going to a beach area with only sea and cuisine, now we can also enjoy art shows right at the destination. That makes the holidays more memorable and profound," Simon added.

Foreign tourists were impressed with the cultural and artistic performances at the program.

Not only international tourists are excited about the cultural and artistic show, domestic audiences also expressed their interest in enjoying art in their own locality. Ms. Nhu Quynh, a resident of Cam Ranh ward, Khanh Hoa province, said: “The program is very good, combining tradition and modernity. Children are especially excited, because before now, local people rarely have the opportunity to access such programs. My family was especially impressed with the Cham dance performance, which helped viewers deeply feel the origin and culture of the Central region.”

The art of Vietnamese water puppetry is transformed in a funny way on stage. The traditional art of Vietnamese puppetry is closely linked to the natural conditions and daily life of rice farmers in the Northern Delta.

Ms. Hang Nga, a tourist from Hanoi, said that she accidentally learned about the program during a business trip to Cam Ranh. When enjoying this art program, she found the program to be quite diverse in structure, with many attractive folk performances. For example, water puppetry - a valuable heritage of Vietnamese culture - was impressively integrated to create curiosity and interest for foreign tourists.

Cham dance in Nha Trang is a unique cultural feature and attracts tourists.

According to Mr. Nguyen Dang Quang Vinh, Director of The Stage VN Co., Ltd., the program organizer, The Alma Show was built from the aspiration to connect the artistic quintessence between Vietnam and Korea, with the goal of not only serving tourism but also contributing to preserving and spreading the values of Vietnamese cultural heritage.

“We hope that every Vietnamese person will contribute to developing the national cultural and artistic identity, and at the same time bring the image of Vietnam closer to international friends. Besides, the show also creates jobs for local artists and workers,” Mr. Vinh shared.

The Alma Show is elaborately staged according to the structure of the five elements. The Water and Wood elements are represented by a silk dance combined with magic, creating a giant lotus blooming in the middle of the stage.

According to Mr. Nguyen Dang Quang Vinh, this show was elaborately staged according to the structure of the five elements, with special performances. The opening was Water and Wood, represented by a silk dance combined with magic, creating the shape of a giant lotus blooming in the middle of the stage.

The Fire section brings a sense of suspense with a fire sword dance, rescuing dancers from a burning cage. Meanwhile, the Metal section is bustling and vibrant with a flash mob dance combined with a traditional Ao Dai performance on modern music.

In particular, the art performance program will not only stop at Cam Ranh but will continue to Nha Trang, Da Lat, Da Nang, Phu Quoc and Ho Chi Minh City - tourist cities with potential to exploit the night economy. Along with training artists and improving the quality of performances, the shows are expected to become an artistic highlight in Vietnam's tourism products in the near future.

During the show, Korean artists also contributed impressive magic shows.

Experts' perspectives also show that this model has long-term development potential if properly invested. Mr. Trinh Nguyen Hung Dung, Chairman of the Saigon Golf Tourism Association, Vice Chairman of the Ho Chi Minh City Tourism Association, said: “The Alma Show is a product with cultural depth. Each performance incorporates typical Vietnamese art to tell national stories to international visitors. Therefore, when combining cultural shows, units need to carefully research the target audience, especially guests traveling in charter groups for short-term stays. In addition to investing in stages and sound, it is necessary to delve into the content and stories appropriate to each region. The art program cannot only be beautiful but also must touch emotions and convey the national soul."

Modern performances are introduced to a wide range of domestic and foreign tourists.

“The appearance of art shows integrated into tourism programs not only helps prolong the length of stay and increase tourists' spending, but also opens up a new direction for the night-time economy, a strategy that many localities are pursuing. When art is not just a performance but becomes a bridge connecting tradition and modernity, each destination will become a vibrant cultural space, imbued with Vietnamese identity,” said Mr. Trinh Nguyen Hung Dung.

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Source: https://baolaocai.vn/ket-noi-giua-van-hoa-truyen-thong-va-hien-dai-de-thu-hut-du-khach-post648776.html