Enhance experiences to "awaken" the potential of heritage tourism in Hanoi's Old Quarter

Located among the narrow, bustling streets of Hoan Kiem District ( Hanoi ), the Heritage House at 87 Ma May and the Cultural and Art Center at 22 Hang Buom are two unique destinations rich in historical and cultural values.

However, despite their prime locations and unique architecture, these two "cultural gems" have yet to fully exploit their potential. Monotonous services, lack of interactive experiences, and unattractive promotional activities... are making these destinations unable to attract tourists.

Unique destination in the heart of Hanoi Old Quarter

Only about a 10-minute walk from the Bo Ho tram station, the Heritage House at 87 Ma May is one of the few buildings that still preserves the traditional tube house architecture of Hanoi in the early 20th century. Recognized as a national monument since 2004, the house has a 5m wide frontage, a length of 28m with a total area of ​​over 157m2, considered a "living museum" of ancient architecture and lifestyle. This is an attractive and unique destination for domestic and foreign tourists to learn about Hanoi culture.

Not far away, the 22 Hang Buom Cultural and Art Center (Quang Dong Assembly Hall) is located on a 1,800m² campus, with a fusion of Vietnamese-Chinese-French architecture. This place is often chosen as a venue for folk art activities, such as ca tru, hat xam, and contemporary art exhibitions. The spacious space, unique architecture, and frequent exhibitions on many themes have made this place a destination for visitors to explore traditional culture and take "check-in" photos.

Mr. Vu Van Tuyen, Director of Travelogy Vietnam, was extremely surprised when visiting the 2 Heritage Houses at 87 Ma May and the Guangdong Assembly Hall. The ancient house is a typical tube house architecture, long and narrow. The rooms are separated by natural spaces arranged as courtyards and skylights to provide light and ventilation. The interior is mainly made of wood, with intricate carvings preserved almost intact.

The old kitchen space in the Heritage House 87 Ma May is separated from the other rooms by a courtyard with natural skylights, ensuring ventilation for the house. (Photo: Ngoc Bich/VNA)

According to Mr. Tuyen, although many original features are preserved in the exhibition, when coming here, besides looking around, taking pictures, and buying some items for sale, visitors do not have any other activities to interact and leave an impression.

Viktor Bernat (a Polish tourist) said that the architecture and decoration of the house at 87 Ma May is very special and worth visiting. This is definitely an attractive destination for European tourists. However, many tourists to the old town just accidentally pass by without knowing that this is a tourist destination to learn about the old lifestyle of Hanoians.

Discussing the points that make tourists pay little attention to this ancient house, Mr. Viktor mentioned the shortcomings such as: small, unattractive signs, no staff at the door to welcome and guide.

Inside the house, although there is a QR code to introduce an overview of the house, it is not lively or attractive. Another regrettable point is that there is no guide on site to share more information with visitors, and there is no simulation of the life of Hanoians.

Enhance visitor experience

To turn the Heritage House at 87 Ma May and the Cultural and Art Center at 22 Hang Buom into truly attractive destinations for tourists, especially international tourists, investing in upgrading the experience is a prerequisite. Only when satisfied with the service experience, will tourists be willing to introduce, promote the destination and return when they have the opportunity.

Currently, on the Google Maps application, there are few images introducing the two relics, and there are no reviews or feedback from visitors. While tourists, especially international visitors, often decide to choose a destination based on experience reviews, these two destinations are too new and have few reviews, so they have not attracted many tourists.

In addition to investing in more systematic promotion, management units need to increase the introduction of destinations on digital platforms and integrate tourist maps. Virtual tour guides or multilingual experience videos can be used to help visitors easily access. In addition, directions and signs need to be designed in harmony with the architecture of the old town but so that visitors can easily identify tourist destinations.

Director of Travelogy Vietnam Tourism Company Vu ​​Van Tuyen said that to attract tourists and increase emotional touch points, heritage sites need to invest more in on-site interactive activities.

At the Heritage House 87 Ma May, it is possible to organize performances simulating the life of the ancient Hanoians: such as recreating the daily meals of the Hanoians, simulating the daily life, and trading activities in the house. On special occasions, there can be performances of activities such as wrapping banh chung, making tea, writing calligraphy... instructing how to make traditional handicrafts, such as: figurines, lanterns, rattan and bamboo weaving... The experience of trying to be an ancient Hanoian will create memorable highlights, keeping tourists longer. Foreign visitors are willing to pay to participate in the experience, try making handicrafts, fine arts...

Inside the Cultural and Art Center (22 Hang Buom) there is a spacious space with unique architecture that blends Vietnamese-Chinese-French. (Photo: Ngoc Bich/VNA)

To do this, destinations need to collaborate with artisans to increase interaction and extend visitors' experience, while promoting Hanoi's culture, history, craft villages, and craft streets.

Mr. Nguyen Tien Dat, Vice Chairman of the Hanoi Tourism Association, suggested that at heritage sites, there should be a team of tour guides or tourism collaborators at the site. They not only play the role of explaining and telling stories, but also connect the emotions between the heritage and visitors. Tour guides can dress up as residents of the ancient town, recounting stories of life, trade, and activities - turning the tour into a more vivid journey.

At the 22 Hang Buom Cultural and Art Center, the large space can be used to organize weekend cultural markets, traditional and contemporary art exchanges, talks with artisans, handicraft demonstrations, Ao Dai performances... At the same time, connect with old town tours, tram tours, night cuisine... to create a multi-dimensional chain of experiences for visitors.

In Hanoi's Old Quarter, there are about 120 cultural and historical relics with many typical points such as: Bach Ma Temple, Heritage House 87 Ma May Street, Kim Ngan Communal House, Bach Ma Temple, Ancestral Temples... This place is also famous for traditional craft streets such as Hang Bac Street with the craft of making and trading jewelry; Hang Ma Street with the craft of making votive offerings; Lan Ong Street with the craft of processing oriental medicine... In particular, the areas of Ta Hien, Luong Ngoc Quyen, Cau Go, Tong Duy Tan streets... are where many restaurants with rich and attractive cuisine gather.

According to Vice Chairman of the People's Committee of Hoan Kiem District Nguyen Quoc Hoan, in order to increase tourism attraction, the district has recently organized many evening art performances in the Hanoi Old Quarter area such as: art space at the Center for Culture and Arts No. 22 Hang Buom Street; the program "Old Quarter Music Stories" at the Old Quarter Exchange Center (No. 50 Dao Duy Tu Street)...

To serve the sightseeing and entertainment needs of tourists, Hoan Kiem district has also restored many traditional festivals, organized the introduction of handicrafts of the old quarter and Hanoi craft villages.

With many cultural and artistic activities, Hoan Kiem Old Quarter is an indispensable destination in the journey of tourists to explore the capital. On average, every weekend, the walking street of the Old Quarter and Hoan Kiem Lake welcomes about 20,000 visitors for entertainment. In 2024 alone, the number of international tourists staying overnight in Hoan Kiem district will reach 2.2 million, with tourism revenue increasing by 48.5%.

The People's Committee of Hoan Kiem District has plans and projects to preserve and promote the value of the old quarter. In the coming time, the district will coordinate with departments and branches to organize cultural and tourism events to preserve, maintain and promote the cultural identity of the old quarter, while increasing the attraction of the old quarter to visitors - Vice Chairman of the People's Committee of Hoan Kiem District Nguyen Quoc Hoan shared.

Investing in upgrading the experience for visitors at heritage sites in the heart of Hanoi's Old Quarter is the "key" to developing tourist destinations. Ancient houses and old assembly halls are not only places to admire but also become lively interactive spaces - where visitors can feel, touch and live in the atmosphere of old Hanoi. At that time, heritage values ​​are not only preserved but also breathed life into, spread strongly, attracting visitors to return and continue telling the story of the Old Quarter through their own experiences./.

(Vietnam News Agency/Vietnam+)

Source: https://www.vietnamplus.vn/tang-trai-nghiem-de-danh-thuc-tiem-nang-du-lich-di-san-pho-co-ha-noi-post1038916.vnp