Developing the Khánh Hòa cultural tourism brand.

With its rich and unique cultural heritage resources, Khanh Hoa has the advantage of developing distinctive cultural tourism products. However, this type of tourism has not yet been exploited to its full potential, and a strong brand capable of breaking through and creating a powerful attraction for tourists has not yet been formed.

Initial results

Khanh Hoa possesses a unique cultural and historical landscape, inheriting and converging typical cultural values ​​of the South Central coastal region, especially the Cham cultural heritage, maritime culture, and the cultures of several other ethnic minorities. These cultural values ​​are valuable resources for the locality to develop sustainable tourism . The province also has a rich system of relics in terms of type and age, many typical intangible cultural heritages, including 3 UNESCO-recognized heritages: Central Vietnamese Bài Chòi art; Southern Vietnamese Đờn Ca Tài Tử art; and Cham pottery art...   In addition, traditional craft villages such as Bau Truc pottery village, My Nghiep weaving village, and coastal craft villages producing local specialties are preserved and promoted. Traditional festivals are diverse and typical, including: Po Nagar Tower Festival; Katê Festival; Ramuwan Festival; Rija Nugar Festival; Chabun Festival; Funeral Rites; Yang Worship Festival; Raglai wedding ceremony; and the fishing festival of coastal fishermen... Unique forms of folk art include: performances of the ma la and chapi musical instruments, fan dances, water-carrying dances, boat rowing songs, and traditional singing...

Tourists visit the Po Nagar Cham Towers National Special Monument.

Moreover, Khanh Hoa's culinary culture is rich thanks to its abundant natural resources and the intermingling of various ethnic groups. Among these, the unique cuisine of the Cham people stands out, along with the fresh and distinctive flavors of local seafood and a host of renowned local specialties.

Based on its cultural heritage potential, the province has developed several cultural tourism products associated with famous historical sites and scenic spots such as: Po Nagar Cham Towers, Po Klong Garai Towers, Hoa Lai Towers, Hon Chong scenic spot, Am Chua relic site... In addition, the province is developing community-based tourism products associated with OCOP products and rural agricultural tourism to diversify experiences for tourists, typical examples include: Agarwood carving village (Van Thang commune); Ninh Van community tourism (Dong Ninh Hoa ward); Hon Dung community tourism village (Khanh Son commune); community tourism at Bau Truc pottery village and My Nghiep weaving village (Ninh Phuoc commune); tourism associated with rural agricultural development at Thai An vineyard (Vinh Hai commune), Lam Son fruit garden (Ninh Son commune), My Nghiep lotus village (Ninh Phuoc commune), Hon Thien mural village (Ninh Hai commune)...

According to Mr. Pham Minh Nhut, Chairman of the Khanh Hoa Tourism Association, the province can develop several unique cultural tourism products, thereby upgrading and positioning them as national brands. Examples include: the Cham cultural heritage discovery journey, branded as the Cham cultural experience center; the Nha Trang - Khanh Hoa sea and island culture festival, branded as the Khanh Hoa Sea Festival; and the Khanh Hoa bird's nest cultural space, branded as the national bird's nest capital. In addition, the province can also exploit festivals to develop and build cultural tourism brands such as: the Po Nagar Tower Festival; the Katê Festival; the Ramưwan Festival; and the fishing festival of coastal fishermen.

Tourists visit the Po Klong Garai Tower National Special Monument.

Maximizing value to elevate the brand.

According to Mr. Cung Quynh Anh, Deputy Director of the Department of Culture, Sports and Tourism, the issue of shaping and building the cultural tourism brand of Khanh Hoa still faces some limitations such as: the restoration and preservation of historical sites are not synchronized with the overall plan; some historical sites have not received timely investment and are at risk of deterioration; the effectiveness of exploitation after restoration is not commensurate with the potential, lacking distinctive, unique, and attractive tourism products to retain tourists; the application of science and technology in managing and promoting the value of historical sites is still limited. In addition, many typical traditional cultural values ​​of ethnic minorities are at risk of disappearing. Funding for cultural preservation and restoration of historical sites is also limited.

To develop a tourism brand based on culture, the province first needs to focus on preserving and promoting cultural heritage values ​​in conjunction with sustainable tourism development; strengthen information dissemination to raise community awareness in protecting and preserving local cultural, historical, and traditional values. At the same time, connect cultural and historical revolutionary sites to build and develop distinctive tourist routes; effectively integrate and exploit various types of tourism such as: spiritual tourism; traditional craft villages; ecotourism, etc.

On the other hand, the province also needs to promote the application of information technology, diversify and innovate methods and content of communication and promotion of culture and tourism products, such as through organizing national and international-scale events; promote socialization in the conservation and promotion of historical and cultural relics and scenic spots; attract investment in building tourism projects associated with visiting relics, intangible cultural heritage, and traditional craft villages...

Mr. Cung Quynh Anh, Deputy Director of the Department of Culture, Sports and Tourism, emphasized: The Provincial Party Standing Committee has just issued an Action Program to implement Resolution No. 80, dated January 7th, of the Politburo on the development of Vietnamese culture. This is the basis for achieving new results in the preservation and promotion of cultural heritage values ​​associated with sustainable tourism development in the province. Building a cultural tourism brand for Khanh Hoa is essential in the new context and situation.

GIANG DINH

Source: https://baokhanhhoa.vn/du-lich/202605/phat-trien-thuong-hieu-du-lich-van-hoa-khanh-hoa-d824aa7/