Service participation increases industrialization
Up to now, Hue Festival has been over 22 years and 10 editions, carrying the mission of awakening and arousing the values of Vietnamese culture, Hue culture, including art, relics, lifestyle and the art of living. Building Hue into a Festival City of Vietnam of international stature. At the same time, proactively receiving and absorbing valuable artistic creative trends of the world's cultural quintessence.
As one of the individuals who “goes with the times”, contributing greatly to the “birth” of Hue Festival, cultural researcher Nguyen Xuan Hoa is always proud that Hue Festival was born with the “pioneering mission” in building and developing festivals into tourism products. Because one thing that is indisputable is that in 2000, holding festivals to attract tourists during the low season, perhaps only Hue was the first to think of and implement.
When it comes to technology, all activities are carried out systematically and effectively.
“The pioneering nature of Hue Festival is also demonstrated when it builds for itself an advanced organizational “technology” at that time, not mixed with any other festival in the country, with IN (ticket sales) and OFF (no ticket sales) programs. The festival is divided into time frames, important highlights are held in a 3-day cycle, suitable for a tour at that time. A festival that always promotes cultural integration and development, always needs to have quality programs, the so-called “pioneering art”. This is what Hue has been, is and needs to continue to promote in the coming time”, cultural researcher Nguyen Xuan Hoa wishes.
20 years have passed, with Hue Festival also closing a "life cycle", a concentrated organization form compressed in a week, now replaced by a form called "Four seasons of festivals". The pioneering nature in the way of organizing festivals is once again demonstrated, the role of economic and social development is more emphasized when Hue is on the way to implementing solutions to become a city directly under the Central Government.
Tourists and the public come to Hue Festival
Participating in the Hue Festival 2022 as the General Director, Director Quang Tu said that the art world always considers participating in the Hue Festival as an opportunity to affirm their name on the top art forum. Therefore, in addition to the requirements of the Organizing Committee on standards for organization, production, and implementation, the program must always be "higher class - more impressive - more attractive" compared to the successful programs of the previous year's festival. That is the challenge and motivation for artists to continue to innovate constantly, to create pioneering performances and activities.
Although there are still some "uncertainties", it is affirmed that the direction of organizing Hue Festival into four seasons is an inevitable trend, suitable for its "second life cycle", in response to the requirement of renewing itself to carry out the important task of socio-economic development.
In the rush to prepare the plan for the "Four Seasons Festival" in 2023, Mr. Huynh Tien Dat, Director of Hue Festival Center confidently affirmed that Hue Festival has taken the first steps in changing its organizational form. The most successful year of 2022 was pointed out, the response of the community, creating the premise for tourism exploitation. When spreading the festival throughout the year, it helps the festivals ensure quality and be raised to a higher level. For example, the Kite Festival in previous festivals was "forgotten" in a lavish meal. Or like the Lantern Festival, which used to be just a prop, a decoration for the festival, is now the subject, creating a brand and a restored craft industry.
Mr. Dat raised the issue that needs to be done better in the following years, from the initial successes, it is necessary to socialize better and reduce pressure when organizing. Upgrade and professionalize to become an organizational "technology". The goal that needs to be done better is from conservation, to promoting and developing the economy from tourism, creating momentum for the development of the "cultural industry".
“Festival economy” or more specifically, making money from festivals is a new and sometimes strange concept to many people, when for a long time festivals were only known as a time for residents to gather, a solemn community activity, bringing excitement to everyone. But when talking about economics, it is necessary to raise it to an “industry”. After raising the level and professionalizing the organization, “industry” is needed to refine and perfect the service.
When talking about “industry” as a synthesis, the role of commerce must be placed more. The connection between the management agency, to the people, to each business operating in related fields needs to be tighter. “Industry” reaching its peak is a continuous “battlefield”, from the subject participating in the organization, to each person, each activity, each venue… to be able to meet all the needs of customers. Like a spiritual festival, when “industry” is successful, it helps customers return to their roots, their hometown, their ancestors, their homeland, and their religious beliefs.
Hue Festival is a festival tourism product, a type of cultural tourism with unique characteristics. Festival activities are important to the economy and society. Through that, festivals are preserved and developed, while creating jobs, bringing prosperity to the spiritual and material life of local people. Moreover, it makes the destination more attractive by attracting tourists to visit, study and learn about the cultural values of the land through festivals. Festivals are a great strength to create a unique tourism product of Hue, a cultural land with beautiful and charming landscapes, a typical Festival city.
Article and photos: Hanh Nguyen
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