The Quang Ninh Tourism Association and the Vietnam Intangible Cultural Heritage Promotion Center (VICH), in collaboration with the Quang Ninh Museum, recently organized an event to introduce and showcase the art of Xam singing in mid-December 2024. This also serves as an inspiration for developing a new and attractive tourism product and experience.
Accordingly, within the framework of the exhibition "Colors of Quang Ninh's Intangible Cultural Heritage in Vietnamese Intangible Culture," the Community Tourism Club (Provincial Tourism Association) and other units organized performances and introduced Xam art, aiming to test cultural products for community tourism.
Sharing his thoughts on this idea and direction, Mr. Le Minh Thu, Vice Chairman of the Quang Ninh Community Tourism Club, said: "This activity not only aims to recreate and promote intangible cultural values but also provides an opportunity to introduce and connect with community tourism activities. This is also the mission that the Quang Ninh Community Tourism Club always strives to fulfill, with the desire to bring unique and inspiring experiences to tourists."
Xẩm (a traditional Vietnamese folk singing style) was recognized as a National Intangible Cultural Heritage in 2021 and is currently being considered for inclusion in the UNESCO World Heritage list. Therefore, the appeal and novelty of this performance attracted over 150 attendees, including audience members, experts, and tour operators.
Attendees and visitors had the opportunity to learn about the art of Xam singing through simple, unique Xam songs and stories, as well as more relatable creations such as Ha Long Xam, Tu Hai Giao Tinh, and Bai Ho 12 Thang… Simultaneously, the audience and visitors heard VICH artists introduce the culture of receiving coins in Xam singing, experience Xam singing instruments, and sing Xam alongside the artists.
Commenting on the program, Mr. Pham Hong Long, Head of the Tourism Department (University of Social Sciences and Humanities, Vietnam National University, Hanoi), shared: Xam is one of the unique intangible cultural heritages with a rich history. Today, this unique heritage has been strongly promoted and developed, becoming a tourism product, for example in Ninh Binh. Developing products based on Xam not only adds interesting experiences for tourists but is also the most effective way to promote and preserve this heritage.
To organize this experience, the Community Tourism Club reportedly conceived and planned its implementation starting in July 2024. The club collaborated with Xam (traditional Vietnamese folk singing) artists from VICH, members of the Yen Mo Xam Singing Club (Ninh Binh), and others. To increase its appeal and attention, the club will continue to organize two more Xam programs for tourists and travelers to experience. This approach will undoubtedly enhance the program's attractiveness and appeal.
According to most travel agencies, the creativity and innovation in incorporating Xam (a traditional Vietnamese folk singing style) and other intangible cultural values into tourism development are highly appreciated. "However, to ensure long-term sustainability, attention should be paid to preserving and promoting the cultural elements of local areas in the products, increasing their attractiveness and longevity in terms of both theme and human factors," said Mr. Lai Van Toan, Deputy Director. Doan Anh Investment and Development Joint Stock Company (Ha Long City) shared this information.
Therefore, to create an attractive and sustainable product, the Community Tourism Club has a specific and detailed plan. Accordingly, to increase promotion and introduction, the Club will continue to organize experiential performances for tourists at tourist destinations such as: Vung Duc Tourist Area (Cam Pha City), Sen A Dong Cafe (Sen A Dong Tourism Corporation, Ha Long City). In addition, performances may be held in various locations such as: Ha Long International Cruise Port, the Lighthouse area, the Provincial Association of Culture and Arts… as well as organizing mobile performances for tourists.
To create its own unique identity, this project will gradually become more organized and structured. Accordingly, the first programs are expected to feature performances by artists from VIHC and the Hai Phong City Xam Art Troupe… In the long term, these veteran artists will be the main source of guidance and training for young local artists, enabling them to perform for audiences. Regarding performance content, in addition to Xam songs in general, the club will also commission artists to compose songs specifically about Ha Long, reflecting the life and culture of Ha Long and Quang Ninh.
Thus, the appeal and novelty of this tourism experience are clearly evident. However, to become a sustainable and attractive product, it requires time for training, program development, finding performance venues, and strong support from agencies, organizations, and travel agencies.
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