touching the “cultural depth” when participating in a folk festival, listening to a then song by the fire, enjoying local specialties... And when that depth is told in the language of technology, breathed life into new, convenient and creative tourism products, the Quang Ninh tourism brand will truly break through.
Exploiting cultural depth - The driving force for sustainable tourism development
Quang Ninh has long been known as a land of “spiritual land and talented people”, not only possessing the World Natural Heritage Ha Long Bay, but also a rich cultural treasure with many unique festivals bearing the mark of the community. The whole province currently has over 70 festivals held annually, not only an opportunity for the community to return to its roots and cultivate spiritual values, but also becoming a unique tourism product attracting millions of domestic and foreign visitors each year.
According to Mr. Nguyen Viet Dung, Director of the Department of Culture, Sports and Tourism, in the context of tourism shifting strongly from "sightseeing" to "experience", from "single product" to "integrated journey", destinations with cultural depth and the ability to constantly renew themselves are gradually asserting their sustainable competitive advantage. Quang Ninh, a land that converges both natural beauty and cultural depth, is gradually changing in that direction: Not only is it a place to admire Ha Long Bay, make a pilgrimage to Yen Tu or explore fishing villages, but it is also a place to live fully in the cultural, historical and identity values that are vividly recreated through each journey.
Quang Ninh has taken systematic steps in linking the preservation of intangible cultural heritage with the development of tourism economy. A typical example is Plan No. 161/KH-UBND dated June 21, 2023 of the Provincial People's Committee on piloting the construction, preservation and promotion of the cultural identity values of 4 ethnic minority villages associated with the development of community tourism in mountainous areas, period 2023-2025. These are : Dao ethnic village in Po Hen hamlet, Hai Son commune (Mong Cai city); Tay ethnic village in Ban Cau hamlet, Luc Hon commune, San Chi ethnic village in Luc Ngu hamlet, Huc Dong commune (both in Binh Lieu district); San Diu ethnic village in Vong Tre hamlet, Binh Dan commune (Van Don district). Up to now, the villages have completed detailed planning, landscape embellishment, and organized heritage conservation activities, such as festival performances, traditional rituals, and ethnic costumes. In particular, San Diu Village in Van Don was officially opened in December 2024, becoming a cultural destination attracting tourists, showing initial effectiveness in turning intangible cultural heritage into a resource for sustainable tourism development.
Not only stopping at spatial planning, typical intangible cultural heritages are focused on preservation, such as: Then ritual of the Tay people, Dai Phan festival of the San Diu people, Soong co singing festival of the San Chi people, Cap sac ritual of the Dao people... Of which, 4 heritages have been included in the list of national intangible cultural heritages by the Ministry of Culture, Sports and Tourism, affirming the unique cultural values of Quang Ninh land and creating a solid foundation for developing tourism products with strong local identity. Heritage preservation not only contributes to preserving national identity, but also directly promotes socio-economic development, improves spiritual life and creates sustainable livelihoods for mountainous communities and remote areas of the province.
Quang Ninh currently has more than 70 festivals held annually. From major festivals such as Yen Tu Festival, Cua Ong Temple Festival, Xa Tac Temple Festival, Tien Cong Temple, Lang Trai Communal House... to festivals associated with the religious life and traditional customs of the Dao, Tay, San Diu, San Chay ethnic groups..., all create a vibrant cultural space, where visitors can immerse themselves in sacred, profound and authentic values. Not only an opportunity for the community to return to their roots, these traditional cultural festivals are now organized systematically and attractively, becoming unique cultural tourism products, attracting millions of visitors each year. Instead of exploiting festivals in a single, fragmented manner, many traditional festivals have been raised in scale, combined with art performances, OCOP product fairs, ethnic cultural space exhibitions... creating a comprehensive chain of experiences for visitors. At the same time, festival activities are planned reasonably according to regions and seasons, avoiding overlap, contributing to increasing exploitation value while still maintaining the original and sacred nature.
“Modern Experience” - A Necessary Direction to Keep Up with the Market
New generation tourists, especially Gen Z and international visitors, have higher demands on experiences: Technology interaction, personalized tour design, creative check-in space, green - smart - convenient accommodation. In recent years, Quang Ninh has invested heavily in digital transformation, infrastructure systems, smart tourism, new style festivals, such as Carnaval, light festival, Net Zero tour in Co To... This is the foundation for "modern experience" to not only be a promise, but also the ability to execute.
In addition to the unique traditional festivals of ethnic groups, Quang Ninh is increasingly affirming its position as a dynamic destination with many modern and creative festivals. A typical example is the Ha Long Carnival - a colorful street festival, which has become the province's cultural tourism brand, attracting hundreds of thousands of visitors each year, especially young people and international tourists. Festivals bearing the imprint of nature and heritage such as the Golden Camellia Festival in Ba Che and the So Flower Festival in Binh Lieu have contributed to diversifying tourism products, effectively exploiting indigenous resources associated with ecological conservation.
In the modern tourism trend, tourists not only look for beautiful and convenient destinations, but also have a higher demand for experiencing local culture, exploring historical depth and community values. In the 2025 tourist season, Quang Ninh will implement 170 tourism stimulus events, including 24 international, national and provincial-level programs, along with 146 local activities, designed to meet the diverse needs of many groups of tourists. In addition to experiencing cultural and historical festivals, modern art and entertainment experiences create strong appeal, typically the music night "Skywave Ha Long" with the participation of singer Son Tung M-TP; the program "Legend of the Heritage Land" and the Cruise Festival on Ha Long Bay organized by Sun Group. Tourists looking for eco-tourism experiences can join a new journey to explore Bai Tu Long Bay, a night cruise street, an international cultural - artistic - environmental event, held for the first time in Vietnam "Festival Art For Climate - Ha Long 2025" including a series of activities such as painting and photography exhibitions, art auctions to raise environmental funds, recycled fashion shows, climate seminars...
Activities are arranged in a reasonable space and time: In Ha Long, there is Carnival and sea tourism; in Uong Bi, there is spiritual tourism and meditation in Yen Tu; in Binh Lieu, Tien Yen, Ba Che, there is a series of festivals associated with ethnic minorities; in Co To, Van Don, there is sea and island tourism products associated with diving to see corals, enjoying seafood and exploring traditional fishing grounds. Connecting these experiences into a continuous tourism chain will create a special spread and attraction for both domestic and international tourists.
In the context of digital technology reshaping global tourism behavior, Quang Ninh is gradually shifting strongly from traditional promotion methods to multi-platform, flexible and highly personalized digital promotion. According to Plan No. 214/KH-UBND dated September 25, 2024 of the Provincial People's Committee, it is determined to "take the experience and satisfaction of tourists as the center" in the process of comprehensive digital transformation of the tourism industry by 2025, with a vision to 2030. Some notable projects, such as building a Smart Tourism System, digitizing nearly 200 relic sites with QR codes, applying e-tickets, automatic control in Ha Long Bay, building a 3D "Virtual Museum" model at Quang Ninh Museum... Service businesses are actively applying e-commerce, cashless payments, VR/AR technology and integrating AI chatbots in customer care. These solutions are gradually improving service quality, optimizing management and bringing convenient and modern experiences to tourists.
Promoting digital promotion is also a communication solution that the provincial tourism industry is striving to take advantage of, not only helping to reduce marketing costs compared to traditional forms of promotion, but also expanding access to the global market, especially in the context of international tourism gradually recovering after the pandemic. On social networks, Quang Ninh promotes digital communication campaigns in the direction of "each destination is a story", conducting livestreams at major festivals, such as Ha Long Carnival, Yen Tu Festival, OCOP night festival... attracting millions of interactions and shares. This is also a necessary step for Quang Ninh tourism to keep up with the trend of "personalized experiences" and "smart tourism" that is dominating the market today.
Destinations in Quang Ninh are not only attractive online but also impressive in real life thanks to the green tourism development policy and the active participation of businesses and people, contributing to building the image of a clean, civilized, friendly and responsible Quang Ninh towards nature.
Mr. Nguyen Hai Linh, Head of the Department of Culture, Tourism and Science and Technology of Co To district, said: The new feature of Co To tourism in 2025 is the orientation of building "Green destination - Clean experience - Civilized tourism", focusing on connecting island culture with modern and convenient experiences. Tourists can not only visit by electric car, cycle along the coast, check-in at spaces without plastic waste, but also immerse themselves in a series of underwater entertainment activities at famous beaches such as Van Chay, Hong Van, Vung Tron, Ba Chau and Co To Con. The district has announced a pilot project to organize 8 sightseeing routes connecting the islands of Co To Con, Hon Ca Chep, Hon Su Tu, Hon Bay Sao, Hon Dong Nam, Thanh Lan and Tran island, places that not only possess pristine landscapes, but also preserve many cultural values typical of coastal residents. The harmonious combination of natural heritage, indigenous culture and modern experiential services is the direction that helps Co To elevate its brand, becoming an attractive and sustainable destination on the national tourism map.
Exploiting cultural depth associated with modern experiences is one of Quang Ninh's efforts in building a tourism brand in the direction of "quality - rich identity - sustainability" in the spirit of Resolution No. 17-NQ/TU dated October 30, 2023 of the Provincial Party Committee on building and promoting cultural values, human strength of Quang Ninh to become an endogenous resource, a driving force for rapid and sustainable development. Tourism is not simply a key economic sector, but also an important means to preserve, promote and spread the values of cultural heritage and people of Quang Ninh to the young generation and international friends.
Source: https://baoquangninh.vn/thuong-hieu-du-lich-quang-ninh-ket-noi-chieu-sau-van-hoa-voi-trai-nghiem-hien-dai-3357841.html
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