In early February 2021, the Quan The Am (Avalokitecvara) Festival earned Viet Nam’s national Intangible Cultural Heritage status. This has helped to promote the historical and cultural values of the event, as well as created a premise for the district to fully tap its tourism potential, especially spiritual tourism, in order to drive local growth.

A scene of the Avalokitesvara Bodhisattva Statue procession, which is the most eagerly anticipated ritual during the Quan The Am Festival

The Quan The Am Festival takes place at Ngu Hanh Son District's Quan The Am (Avalokitecvara) Pagoda in the Marble Mountains Tourist Area from 17^th - 19^th days of the 2^nd lunar month every year.

The festival is one of the most eagerly anticipated spiritual cultural events for Buddhists and non- Buddhists across Da Nang and elsewhere in the country. It aims to meet the cultural, spiritual and religious needs of the locals and it is a good opportunity to advertise the city’s tourism images to domestic and foreign visitors.

Vice Chairman of the Ngu Hanh Son District People’s Committee Mai Nien remarked that it is a deserved award that recognises historical and cultural values of the Quan The Am (Avalokitecvara) Festival. The festival's recognition brings joy and  pride to the public across Da Nang, including Buddhist followers and people in Ngu Hanh Son District.

Vice Chairman Nien said, since early this year, the district has mapped out a plan to drive the development of local tourism industry to 2025. The focus has been on developing new tours to local historical and cultural relic sites combined with experiencing traditional festivals in the district, including the Quan The Am Festival.

According to Head of the district’s Information and Culture Office Hoang Thi Phuong Loan, more appropriate and effective measures will be taken in the coming time to preserve and promote the cultural value of the festival in a scientific manner.

In the near future, boat tours on the Co Co River which runs through some parts of Da Nang and neighbouring Quang Nam Province will be created, and some piers for tourist boats will be built in front of the Quan The Am Pagoda, in a bid to facilitate the travel by tourists more convenient.

Most Venerable Thich Hue Vinh, the Head of the Quan The Am Pagoda, expressed his joy at hearing that the Quan The Am Festival has made it onto the list of Viet Nam’s national intangible cultural heritage.

He highlighted the importance of scaling up the festival in a bid to meet expectations of Buddhist followers across Viet Nam and increase visitor numbers in Da Nang.

Vice Chairman of the Hoa Hai Ward People's Committee Hoang Chi Trung said that the Quan The Am Festival has long been one of the district’s most popular spiritual tourism products. The festival plays a vital role in preserving and promoting the cultural values of the Marble Mountains Tourist Area, a special national-level relic site in Da Nang, as well as to promoting the images of the city to tourists from both home and overseas.

Vice Chairman Nien revealed that the district would continue to promote the festival and other local tourism products online to increase visitor numbers to the city.

By NGUYEN QUANG - Translated by M.D