Under the national government-approved adjustments to the Da Nang Master Plan for 2030, with a vision towards 2045, culture is identified as a driving force for tourism development, especially cultural and historical tourism segments. This serves as an opportunity for the city itself to draw up cultural development strategies in the coming time.

The annual Fish Worshiping Festival is considered an important traditional event for coastal fishermen and can be upgraded to one of the most typical festival in Da Nang. Here is a scene from the Son Tra District Fish Worshiping Festival held in February, 2019. Photo: NGOC HA

Da Nang, for the time being, possesses many unique cultural heritages, including the arts of ‘Bai choi’ (singing while acting as playing cards) in Central Viet Nam inscribed in 2017 on the Representative List of the Intangible Cultural Heritage of Humanity, national intangible heritages such as ‘Tuong’ (classical drama), ‘Cau ngu’ (Fish Worshipping) and ‘Quan The Am’ (Avalokitesvara) festivals and Non Nuoc stone carving village. How to preserve and promote the value of these time-honoured heritages to create attractive new tourism products must be taken into account in a strict manner.

Ceaseless conservation efforts

In recent years, Da Nang has paid special attention to the conservation and promotion of traditional artistic values. Specifically, in order to bring ‘Tuong’ closer to the public and especially serve tourists, since 2015, Tuong (classical drama) street show have taken place on a weekly basis at a public park located on a section of riverside Tran Hung Dao Street, near the eastern end of the Tran Thi Ly Bridge.

The audience members are treated to impressive Tuong performances by artistes from the Nguyen Hien Dinh Tuong Theatre. The theatre's artistes are in charge of staging a different traditional classical drama and classical concerts.

Following the track of ‘Tuong’, ‘Bai choi’, another stage performing arts form, has also step by step crept into the city’s vibes. Free-to-watch ‘bai choi’ performances held at the weekend along a section of Tran Hung Dao Street, southern sidewalk on the eastern bank of the Han River, have impressed both locals and visitors.

In addition to traditional arts, Da Nang possesses about 20 village communal house festivals and religious events. Remarkable amongst them are Avalokitesvara Festival seek a berth in the  top 15 major national-level festivals in Viet Nam, the village communal house festivals of Tuy Loan and Hai Chau, both of which attract a great deal of public attention.

The Da Nang Centre for Tourism Promotion under the municipal Department of Tourism has paid a heed to promote the city-held events and festivals on its official media channels such as fanpage Danang Fantasticity, website, YouTube, as well as on publications, photo collections, videos and clips, plus at fairs, conferences, roadshows at home and abroad.

An excerpt of ‘ Tuong’ performed by artistes from the Nguyen Hien Dinh Tuong Theater is in progress under the ‘Viet Nam Soul’ arts programme Photo: NGOC HA

Unique identity values need fully tapping

Le Tan Thanh Tung, Deputy General Director of the Vitours pointed put to the fact that tourists come to Da Nang for many its strengths such as beautiful beaches, safe environment and friendly and hospitable dwellers. However, many of them are still reluctant to make Da Nang comebacks.

In his perspectives, Tung suggested that, in order to lure tourists back, Da Nang focus on creating in-depth tourism products, such as developing highly-inviting arts forms and festivals.

“We have to make sure that domestic and foreign tourists are well informed of all festivals and events in Da Nang to make proper travel schedules. For example, it is ideal to visit Da Nang in January to admire Fish Worshipping Festival, in February for the Avalokitesvara Festival, and in March for the Hai Chau Village Communal House Festival”, said Tung.

Of special note, clips and images about these festivals must ‘go viral’ on websites and social networking sites in a bid to make a drawcard for both locals and visitors near and far. It has to be done in a methodical and professional way to create unique products targeting tourists.

Meanwhile, renowned cultural and historical researcher Bui Van Tieng said that, in order to set intangible heritages as a foundation for tourism development, first of all, it is a need to make a big difference to create outstanding characteristic values of locally-developed products.

For instance, as for products developed at the Non Nuoc stone handicraft village, seasoned artisans are highly recommended to breathe the life into their artworks to satisfy the growing demands and diversified tastes by visitors.

Reporting by NGOC HA – Translating by A.T