Craftsmen paint lotus leaf fans right at the heritage site.

Exclusive product

Previously, at many historical sites, tourists could easily find generic, unoriginal souvenirs, including mass-produced imported goods. Many stalls sold products similar to those found in budget tourist markets elsewhere, diminishing the quality and value of the heritage experience.

Currently, at tourist attractions within the Hue Imperial Citadel complex, souvenirs with a royal flair are displayed in a consistent and meticulously arranged setting. Products such as jewelry boxes, trays, vases made of wood, lacquer, mother-of-pearl inlay, or exquisitely crafted handicrafts, lotus-shaped hats, hand-embroidered items, pottery, rattan and bamboo items, and toys for children... are all uniquely designed and bear the identifying logo of the Hue Imperial Citadel Conservation Center.

According to Mr. Le Cong Son, Deputy Director of the Hue Center for Conservation of Cultural Heritage, the unit's orientation is to remove all products lacking Hue's unique identity from the heritage site, replacing them with exclusive products associated with royal court culture.

"Achieving this takes time because we and our partners all have to change our mindset, from design and production processes to the organization of service spaces. But when we're on the right track, the results are very clear: the quality of service is highly appreciated by tourists, and revenue grows well," Mr. Son said.

One model considered a successful experiment is the experience space for wearing royal court costumes at the Huu Vu House in the Imperial Citadel. The center collaborated with renowned ao dai designers to upgrade all services, from the quality of the costumes to the organization of the space.

Previously, this area was quite chaotic due to free access for visitors, but now it has been designed in a royal palace style, controlling the number of visitors with experience tickets. The space is cleaner, more culturally profound, and the quality of the costumes has been upgraded accordingly.

According to the center's leaders, this model will continue to be expanded to other historical sites, with the principle that each site must have its own unique product, avoiding duplication and creating a distinct impression.

Selling... experiences

The Hue Center for Conservation of Cultural Heritage is also moving towards a new approach: selling cultural heritage experiences. Many international tourists now seek personalized, private, and in-depth experiences. From enjoying morning tea in the Imperial Citadel, afternoon tea in Thieu Phuong Garden, light cocktails at Kien Trung Palace, to royal banquets at Duyet Thi Duong Theater or guided tours of historical sites at specific times, all are being developed with a focus on luxury.

“There are cruise ship tourists who only spend about 20 minutes sitting and drinking cocktails on the terrace of Kien Trung Palace but are willing to pay tens of millions of dong for that private experience. Or there are groups of tourists who want to visit the Imperial Citadel early in the morning before it opens to the general public, then enjoy royal tea and Hue pastries in Thieu Phuong Garden, at a cost of tens of millions of dong.” These groups of tourists usually book services a year in advance, and the Center is currently connecting with many international partners to bring high-end tourists to Hue, Mr. Le Cong Son informed.

"What we aim for is not only to increase revenue for the Center, but also to create a ripple effect for the local economy . When tourists stay in Hue longer and use more services, the entire tourism ecosystem benefits," Mr. Son affirmed.

The center's orientation is to develop products that "cannot be found anywhere else." This means that you can only see that show, buy that product, or experience that cultural space in Hue.

The dream of a nighttime economy

During the recent April 30th and May 1st holidays, the "Mystical Imperial Palace" art program at the Hue Imperial Citadel attracted a large number of visitors, contributing to the vibrant atmosphere of the heritage night economy.

However, according to Hoang Viet Trung, Director of the Hue Center for Conservation of Cultural Heritage, this is only the beginning of the testing process.

"We're not prioritizing revenue in the initial phase; instead, we want to introduce the destination and gauge market reaction to further refine the product," Mr. Trung shared.

What the Center aims for is to develop nighttime entertainment products that clearly reflect the identity of Hue, possessing both cultural depth and high-quality standards.

Despite owning the Duyet Thi Duong Theater – considered one of the most luxurious and historic theaters – Mr. Le Cong Son, the head of services at the unit, admits that the current operational efficiency is still not as expected. The biggest weakness is that the performance programs have not created a strong enough distinction to become a "must-visit" destination for tourists visiting Hue.

Currently, alongside product innovation, the Hue Center for Conservation of Traditional Culture is also implementing many new service projects such as experiencing woodblock printing, making Hue cakes, and enjoying royal cuisine at the Ministry of Interior; opening additional business locations at Thien Dinh Palace - the tomb of King Khai Dinh; and upgrading royal photography services at the Imperial Citadel…

These plans are being implemented in accordance with the resolution on innovation in service exploitation activities in 2025 of the Hue Center for Conservation of Cultural Heritage, with the orientation of developing the heritage economy towards professionalism, high quality and linked to local cultural values.

Service revenue is expected to increase by 50-70% in 2026.

Mr. Hoang Viet Trung, Director of the Hue Center for Conservation of Cultural Heritage, stated that in 2025, the total revenue from service activities of the Center will reach 41.7 billion VND, an increase of 25.6% compared to the same period last year, equivalent to an increase of 8.5 billion VND. Of this, the unit will pay approximately 3.6 billion VND in taxes and fees, and nearly 7.9 billion VND in profit will be contributed to the state budget. The Center expects service revenue to increase by 50-70% in 2026.


Text and photos: LIEN MINH

Source: https://huengaynay.vn/van-hoa-nghe-thuat/thay-ao-moi-cho-di-tich-de-thu-hut-du-lich-166017.html