The practice of setting up roadblocks to force cars to turn into the toll booth leading to the Mount Sam National Tourist Area in Chau Doc City, An Giang Province, which had caused resentment for many years, has just been dismantled following decisive directives from the central government.
"Barriers" to tourism development
It's not just now that locals and tourists have voiced concerns about the inadequacies of the toll booths located directly on the pilgrimage route to the Ba Chua Xu Temple Complex at Sam Mountain in Chau Doc City, An Giang Province. This is a nationally renowned tourist destination, associated with a festival recognized internationally as a representative intangible cultural heritage of humanity, and one of the sacred sites in the Southwestern region of Vietnam.
The roadblocks that force cars to turn into the toll lanes have caused much frustration among tourists visiting the Ba Chua Xu Temple on Mount Sam.
This situation has persisted for many years in Chau Doc City, causing considerable inconvenience and even making many people hesitant to return due to the feeling of being exploited in a sacred place. Not only tourists, but also travel businesses are directly affected as pilgrimage tours become more expensive, leading to a loss of goodwill from customers.
Placing toll booths right at the entrance to the festival area is not only a flawed implementation of the public-private partnership tourism model, but also reflects a mindset of exploiting heritage for short-term profit instead of investing in long-term value.
It is noteworthy that many local residents are also being treated like tourists right on their own land. Roads that were originally intended to serve the needs of the local population have been transformed into "tourism-only roads," leading to a conflict between community interests and the financial goals of the operating entity.
Clearly, if each locality is considered a link in the national tourism development strategy, then this approach is not only flawed in terms of development thinking but also sets a bad precedent. Chau Doc, which should have been a model for cultural and spiritual tourism in the Southwest of Vietnam, has instead become a "hot spot" due to a barrier involving a fee.
Many of these problems are a consequence of the "commercialization" of heritage and tourism resources by exploiting tourists for short-term gains. Instead of nurturing long-term revenue sources, localities have sought to squeeze every last penny out of tourists through exploitative means.
Building sustainable tourism
What needs to be done to free tourism from the "short-sighted, opportunistic, and exploitative" approach? In my opinion, the solution lies in changing the mindset and awareness of those involved in the tourism industry. The lesson from Chau Doc is not just about dismantling a checkpoint or a toll booth, but a reminder of how to manage heritage and develop tourism in the new era, where the experience and trust of tourists are more valuable assets than any revenue.
While Chau Doc is embroiled in the "checkpoint" issue, Hoi An ( Quang Nam ) is more appealing to tourists thanks to its harmonious approach between preservation and development. Here, entrance fees only apply to specific historical sites, while the old town remains open, without barriers or inconvenience. As a result, Hoi An retains tourists through its vibrant heritage, rather than through checkpoints.
Despite complaints, Da Lat (Lam Dong province) is gradually curbing the pace of tourism urbanization, focusing on ecological development and preserving its cultural identity. Kyoto (Japan) and Brussels (Belgium) are prime examples of limiting the number of tourists, diverting visitors to other areas, and reducing pressure on historical sites to enhance the experiential value.
The tourism value chain should not be confined within the administrative boundaries of a single locality. Regional linkages and benefit sharing allow for the exploitation of relative and comparative advantages, complementing each other in terms of tourism resources, infrastructure, and technical facilities. The goal is to diversify tourism products across regions, retain visitors, and encourage travel between different destinations, primarily through respect for tourists and local people.
To avoid a recurrence of the "tourism barriers" seen in Chau Doc, An Giang province needs a new approach, prioritizing quality over quantity, and using the satisfaction of both locals and tourists as a measure of success. First and foremost, An Giang province needs to review and adjust all current fee collection policies, ensuring transparency, fairness, and that they serve the community effectively, rather than pursuing localized interests.
Simultaneously, there should be increased investment in infrastructure, not only to serve tourists but also to improve the living conditions of local people. A tourist area can charge fees – but tourists must clearly see what they receive in return for their investment.
Before the checkpoint was removed, all cars wishing to go straight along Tan Lo Kieu Luong Street or onto Chau Thi Te Street, through the back gate of the Ba Chua Xu Temple on Mount Sam, had to turn left to purchase entrance tickets before being allowed to enter.
Tourism development cannot be separated from the community. Local people are the key custodians of identity, transmitting cultural stories, fostering connection, and promoting hospitality. When people feel excluded, tourism is unlikely to be sustainable. They need to participate, share in the benefits, and be considered an integral part of the operation of this "smoke-free" economic sector.
Finally, An Giang needs to boldly learn from international experience and cooperate with domestic and foreign organizations to build a modern, professional, and friendly tourism management model. Each locality has the right to create a model suitable to its specific conditions, but creativity does not mean "setting up toll stations" or barriers to control.
No one denies the need for resources to preserve historical sites and develop tourism infrastructure. However, those resources cannot come from spontaneous, unplanned, opaque checkpoints that are detached from the feelings of the people. "Forcing people onto toll roads" is not just a technical maneuver, but also a manifestation of outdated management thinking that needs to be replaced by a new mindset – a mindset of creation and service.
When locals and tourists are respected, and when heritage is preserved with humanity instead of barriers, only then will Vietnamese tourism truly have the opportunity to expand, become sustainable, and win people's hearts.
Over 200 years of history
The Lady of Sam Mountain Temple is a famous historical, architectural, and spiritual site, recognized as a National Historical Monument since 2000. In 2001, the Lady of Sam Mountain Festival was recognized as a National Festival by the Ministry of Culture and Information and the Vietnam National Administration of Tourism. In 2024, the Intergovernmental Committee of the 2003 Convention on the Protection of Intangible Cultural Heritage recognized the Lady of Sam Mountain Festival as a Representative Intangible Cultural Heritage of Humanity.
With a history spanning over 200 years, this temple in the southwestern border region is associated with many anecdotes and legends from the pioneering era of land reclamation and the digging of the Vinh Te Canal by the popular Nguyen Dynasty official Thoai Ngoc Hau and his wife, Chau Thi Te. Located in the That Son – Bay Nui region, the temple is shrouded in mystery and wonder, and the rumors surrounding it pique people's curiosity and make them want to visit.
Source: https://nld.com.vn/noi-thang-khong-duoc-vi-du-khach-vao-duong-thu-phi-196250422203323514.htm
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