Developing cultural tourism products

The Hung King Temple is a destination included in the cultural tourism experience tour in Can Tho. Photo: KIEU MAI

Going to a memorial service on the sand dune.

"Going to a memorial service on the islet" has become a common phrase among tourists participating in the "Memorial Service on the Islet" tour – a tourism product developed by Mekong Smile Trading Joint Stock Company (Mekong Smile) in collaboration with garden locations on Son islet, Binh Thuy district, Can Tho city. Mr. Chau Nguyen Thanh Lam, representative of Mekong Smile, said: "The memorial service on the islet is a trending topic on social media, so Mekong Smile has developed the 'Memorial Service on the Islet' tourism product to offer tourists a real-life experience of the unique culture and lifestyle of the Southwestern region of Vietnam. We collaborate with many garden locations on Son islet to ensure tourists can immerse themselves in the lives of the locals and have authentic experiences of memorial services in the riverside garden areas. This tour is currently attracting many tourists."

Accordingly, during this tour, visitors will transform into people of the Mekong Delta, wearing simple traditional clothing, preparing gifts such as sugar, fish sauce, and MSG at Aunt Ut's house before moving to Uncle Hai's house for the memorial service. Here, visitors will experience the memorial rituals and traditional customs. On this day, descendants from all over will gather to prepare the rituals and offerings for their ancestors.

Participating in the Memorial Ceremony on the islet tour, Ms. Do Thi Kim Chi, Director of Mekong Discovery Tourism Company, observed: “This is my first time experiencing a memorial ceremony on an islet. The atmosphere of preparation, working together, and cooking was very enjoyable and distinctly Southern Vietnamese. Besides the existing products on Son islet, I believe the Memorial Ceremony on the islet tour is a new product that can be developed and attract tourists.” Sharing the same sentiment, Ms. Le Thi Ngoc Giau, representative of Giang Travel Company, said: “I was very impressed with the memorial service on the islet. From simple activities like dressing up as locals in traditional Vietnamese clothing and preparing gifts for the host family, to working together to prepare dishes, setting the table, and chatting, it created a truly authentic memorial atmosphere. For people in Southern Vietnam, this is a very normal activity, but for tourists from other regions, it is very special. It is a distinctive cultural value of the Mekong Delta, and such tourism products will have their own unique charm that will leave a lasting impression on visitors.”

Ms. Nguyen The Ngoc, owner of Ngan Long Home & Camp - Con Son, a connecting garden in the "Memorial Service on the Island" tour, said: "In the memorial service tour, we choose traditional dishes prepared in a rustic way, such as island hot pot, braised pork with duck eggs, curry, spring rolls, stuffed bitter melon... Tourists and locals on Con Son Island work together, each doing their part to prepare a truly elaborate memorial service. At the end of the program, the host also gives guests cakes and fruits to take home as a token of hospitality and the warm feelings of the people of the Mekong Delta."

It can be said that the "Memorial Service on the Sand Dunes" tour is a product that is currently attracting attention. According to the organizers, this program is receiving many positive responses. It was also honored by the Vietnam Tourism Association in the category of Outstanding New, Creative, and Unique Tourism Product at the Vietnam International Tourism Fair - VITM Hanoi 2025.

Promoting cultural values in tourism product development.

Vietnam's tourism development strategy until 2030 emphasizes the development of cultural tourism products, linked to the preservation and promotion of the value of the nation's traditional cultural and historical heritage. This aims to create unique, distinctive tourism products with competitive advantages, contributing to building a prominent brand for Vietnamese tourism. Accordingly, in Can Tho, many cultural tourism products are being developed, contributing to diversifying the tourism product chain while preserving the traditional cultural and historical values of the locality.

When participating in the "Memorial Service on the Sandbank" tour, visitors will immerse themselves in the lively atmosphere and experience many activities related to preparing the offerings and tables in the traditional style of the Mekong Delta. Photo: KIEU MAI

Mr. Mai Ngoc Thuyet, Deputy Director of the Can Tho City Tourism Development Center, said: “In recent years, the Department of Culture, Sports and Tourism and the Can Tho City Tourism Development Center have regularly organized survey trips to advise on and develop tourism products, while also creating opportunities for travel agencies and businesses to build new routes and destinations. Each survey trip has a specific focus, such as this time on cultural tourism products. The Cai Rang floating market, the Hung King Temple, and the “Commemoration Ceremony on the sandbank” are being considered for survey and introduction, with the expectation of creating a tour rich in the culture of the Southwest region.” Notably, the Can Tho City Tourism Development Center has innovated its approach, not stopping at surveying and introducing destinations but also directly coordinating with travel agencies to develop products based on established tours, thereby providing feedback and adjustments to create high-quality, in-depth products that meet the needs of tourists.

Participating in the survey trip, Ms. Doan Thi Tu Trinh, a staff member of the Sales Department at TTC Can Tho Hotel, shared: “This is a culturally rich journey. Tourists can experience the unique culture of the floating market at Cai Rang floating market, the religious culture and trace their roots at the Hung King Temple, and then the lifestyle and customs of the garden-dwelling civilization at the memorial ceremony on Son islet. These experiences will allow tourists to discover each aspect of the local culture. I think this product is quite interesting and can attract tourists.”

Developing cultural tourism products requires research and investment. Each locality, destination, historical site, and festival contains a story intertwined with unique cultural values. Creating tourism products is not simply about exploiting existing potential, but also about understanding and telling that story through in-depth and creative experiences. To achieve this, the product development process requires the collaboration of tourism professionals, the government, destination management units, local communities, and cultural and historical experts. Can Tho is also innovating its approach; the process of shaping tourism products involves the participation of travel agencies, experts, and the tourism community. They experience, evaluate, and provide feedback, leading to reasonable adjustments so that the product gradually improves, becomes more profound, meets market demands, and contributes to promoting cultural values in tourism activities.

AI LAM

Source: https://baocantho.com.vn/phat-develop-products-tourism-culture-a186735.html