Exploiting tourism from the art of Xam singing

Quang Ninh Tourism Association, Vietnam Intangible Cultural Heritage Promotion Center (VICH) in collaboration with Quang Ninh Museum recently organized an introduction to the experience of Xam singing in mid-December 2024. This is also a suggestion to build a new and attractive tourism product and experience.

Accordingly, within the framework of the Exhibition "Colors of Quang Ninh intangible heritage culture in Vietnam's intangible culture", the Community Tourism Club (Provincial Tourism Association) and other units organized performances and introduced Xam art to test cultural products for community tourism.

Sharing about this idea and direction, Mr. Le Minh Thu, Vice President of Quang Ninh Community Tourism Club, said: This activity not only aims to recreate and promote intangible cultural values but also is an opportunity to introduce and connect with community tourism activities. This is also the mission that Quang Ninh Community Tourism Club always strives to carry out, with the desire to bring unique and inspiring experiences to visitors.

faf — Community Tourism Club brings Xam back to introduce to tourists and travel agencies to experience.

Xam has been recognized as a national intangible cultural heritage in 2021 and is being oriented to build a dossier to submit to UNESCO for inclusion in the list of World Cultural Heritage. Therefore, the attractiveness and novelty of this performance program has attracted more than 150 people including audiences, experts and tourists to attend.

Attending the program, delegates and visitors enjoyed learning about the art of Xam singing through rustic and unique Xam songs and stories, as well as familiar creations such as Ha Long Xam, Tu Hai Giao Tinh, Bai Ho 12 Thang... At the same time, the audience and visitors listened to VICH artists introduce the culture of rewarding coins in Xam singing, experienced Xam singing instruments and Xam singing with the artists.

Evaluating the program, Mr. Pham Hong Long, Head of the Faculty of Tourism (University of Social Sciences and Humanities, Vietnam National University, Hanoi) shared: Xam is one of the unique intangible cultural heritages with a long history. Today, this unique heritage has been promoted and strongly developed, becoming a tourism product, for example in Ninh Binh. Creating products from Xam not only adds a good experience for tourists but is also the most effective way to promote and preserve the heritage.

To organize this experience, it is known that the Community Tourism Club has come up with the idea and implementation plan since July 2024. The Club has cooperated with Xam singing artists of VICH, members of Yen Mo Xam singing Club (Ninh Binh)... To increase attraction and attention, the Club will continue to organize 2 other Xam programs for tourists and travelers to experience. It can be seen that this approach will increase the appeal and attraction of this program.

According to the records, most travel agencies highly appreciate the creativity and innovation in bringing Xam and intangible cultural values into tourism exploitation. "However, to ensure long-term and sustainable development, it is necessary to pay attention to preserving and promoting local cultural elements in the product, increasing the attraction and durability of both the theme and the human factor for the product" - Mr. Lai Van Toan, Deputy Director Doan Anh Development Investment Joint Stock Company (Ha Long City) shared.

Therefore, to have an attractive and sustainable product, the Community Tourism Club also 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 space (Sen A Dong Tourism Corporation, Ha Long City). In addition, performances can be performed in different spaces such as: Ha Long International Passenger Port, Lighthouse area, Provincial Arts and Literature Association... as well as organizing mobile performances to serve tourists.

faf — During the programs, audiences and tourists will be able to interact and take photos with the performing artists, creating an open space to learn and experience Xam.

To create its own "quality", this product will gradually be organized in a more systematic and systematic way. Accordingly, it is expected that the first programs will be performed by VIHC artists, Hai Phong City Xam Art Troupe... In the long term, these veteran artists will be the main source of "hand-holding", training young local artists to become talented, performing for the audience. Regarding the performance content, in addition to Xam songs in general, the Club will also "order" artists to compose songs specifically about Ha Long, carrying the breath of life and culture of Ha Long, Quang Ninh.

Thus, it is clear to see the appeal and novelty of this tourism experience. However, to become a sustainable, attractive product, it takes time to train, build programs, find performance spaces as well as great support from agencies, units and travel agencies.

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