Revitalizing craft village tourism to attract visitors.

Traditional craft village tourism in Thanh Hoa province is facing the need for "renewal" as tourists increasingly seek authentic and emotionally rich experiences. Innovation and creativity, therefore, are not only necessary to attract visitors but also to ensure that traditional crafts continue to thrive in contemporary life.

The traditional brocade weaving village of Lặn Ngoài (Pù Luông commune) offers a diverse range of products for tourists to visit and shop at.

A typical day in the Tra Dong bronze casting village (Thieu Trung commune) sees the craftsmen's work unfolding as it has for years: making molds, mixing alloys, melting copper, casting bronze, and finishing products. This rhythm of life seems so familiar that nothing more needs to be said, yet it raises a big question: how can the everyday values ​​of this craft village become a memorable experiential destination for tourists?

Tra Dong is one of the typical craft villages of Thanh Hoa province, where the bronze casting craft has existed for over a thousand years, closely linked to the religious, spiritual, and cultural life of the people. However, for a long time, the craft village mainly developed in the direction of commodity production. Therefore, visitors to Tra Dong usually only stop at buying products, with few opportunities to delve deeper into the craft environment or the story behind each bronze item.

In recent years, along with the overall development of tourism , the idea of ​​transforming traditional craft villages into attractive tourist destinations has become more prominent. Some households in these villages have proactively changed their approach, building exhibition and product display areas, and readily showcasing the bronze casting process, sharing details about the stages requiring experience and patience from the craftsmen. These small changes have initially attracted the attention of tourists, gradually forming a process for welcoming and serving visitors.

Mr. Nguyen Ba Quy, from Dong Son Che Dong Traditional Bronze Casting Company, shared: “Previously, we only thought about how to cast beautiful products to sell. But in the last few years, when some tourist groups came to visit and learn about the craft, we realized that if we explained things to them, they would appreciate the products much more. Some people didn't buy anything, but they came back next time, bringing more friends, and that's also a benefit.” This shows that craft village tourism can absolutely start from the openness of the craftspeople themselves.

In another aspect of Thanh Hoa's tourism, the brocade weaving craft in Lan Ngoai village (Pu Luong commune) offers a heartwarming story about preserving and spreading the value of a traditional craft. Here, brocade weaving is closely linked to the culture of the Thai ethnic group, their community life, and family traditions during festivals and holidays. However, in the flow of the market, brocade products have faced the risk of disappearing due to increasingly limited demand from the people. As a locality developing tourism, the commune has encouraged households to invest in sewing machines and brocade looms, restoring and developing the traditional weaving craft. This creates jobs, increases income, and provides additional products to serve community tourism activities. Currently, Pu Luong commune has nearly 100 households participating in production, with 15 display points showcasing embroidered and woven brocade items. Ms. Ha Thi Ly, owner of Co Ly brocade shop, said: “Customers who come to the shop are often curious about the patterns on the brocade dresses, how to distinguish the dresses of Thai women, and the process of making the products... I feel very happy! To serve tourists who want to buy gifts, our shop has added a few souvenir products such as stuffed animals, handbags, scarves... Sometimes, when there are many customers, we don't sell many products, but when they come to Pu Luong, they remember to visit Lan Ngoai village to learn about brocade weaving, and that's precious!”

From the experiences of the Tra Dong bronze casting village or the Lan Ngoai brocade weaving village, it's clear that craft village tourism cannot develop if it only focuses on "product introduction." Products are the starting point, but the experience is the decisive factor. When tourists can see, touch, and hear the stories of the craftspeople, the cultural value of the craft village is truly "activated." According to the Chairman of the Provincial Tourism Association, Le Xuan Thao: "Craft village tourism needs to be approached with a cultural mindset instead of a sales mindset. Innovation and creativity in craft village tourism therefore need to begin with answering very practical questions: what can tourists experience at the destination, how can craftspeople participate in tourism activities, and what benefits will it bring to the community? When these questions are thoroughly answered, craft village tourism can develop and reach a wider audience."

In fact, many traditional craft villages in the province possess similar advantages to the Tra Dong bronze casting village and the Lan Ngoai brocade weaving village: the craft is still maintained, the people are still attached to the craft, and the rural landscape retains its distinctive characteristics. However, the lack of connection and systematic tourism development orientation means that this potential has not been exploited to its full potential. In many places, craft village tourism remains spontaneous, dependent on short-term or seasonal periods. This requires the coordinated involvement of all levels, sectors, localities, and craft village communities.

Innovation doesn't mean doing things differently at all costs, but rather knowing how to select the core values ​​of traditional crafts and retell them through the language of tourism. When craftspeople not only practice their craft for a living but are also willing to share their skills with tourists, when craft villages are no longer closed off but open up as vibrant cultural spaces, craft village tourism will no longer be a potential prospect; it will be the path for the traditional values ​​of Thanh Hoa to continue to be preserved and spread for generations to come.

Text and photos: Hoai Anh

Source: https://baothanhhoa.vn/lam-moi-du-lich-lang-nghe-de-hut-khach-275414.htm