Da Nang is blessed by nature with the advantage of being situated between rivers, mountains, and the sea, alongside historical sites, landmarks, scenic spots, museums, craft villages, and festivals with histories spanning over a century. This provides a valuable cultural treasure and serves as a foundation and magnet for tourism development. Therefore, we have every reason to hope for the growth of cultural tourism products that are distinctive, unique, and aligned with sustainable development.

The “most majestic scenery” Hai Van Pass Gate, after more than two years of restoration, has reopened, attracting domestic and international tourists to visit and enjoy. Photo: XUAN SON

Magnificent new garments

At the windy Hai Van Pass summit with endlessly lingering clouds, the “most majestic scenery” Hai Van Pass Gate, after more than two years of restoration, has reopened and attracted domestic and international tourists to visit and enjoy. This project has revived the majestic vision of King Minh Mang's sea-oriented thinking. Standing atop the pass and gazing into the distance, visitors are greeted by a breathtaking panorama: the vast sea and majestic mountains stretching endlessly, shrouded in mist and gently descending white clouds, resembling a one-of-a-kind masterpiece.

Mr. Huynh Dinh Quoc Thien, the Director of Da Nang Museum, expressed his pride when speaking about Hai Van Pass Gate. He shared that the restoration and preservation of Hai Van Pass Gate truly revive its cultural values, as it embodies immense historical, cultural, and military significance. It also serves as a "lever" for sustainable tourism development.

From the summit of Hai Van Pass Gate, we descended to Hoa Hiep Nam Ward in Lien Chieu District to meet Mr. Bui Thanh Phu, the owner of Nam O Huong Lang Co fish sauce business. Reflecting on nearly a decade ago, he recalled his concerns when Nam O fish sauce craft village, with its over 400-year history and once a royal delicacy, was at risk of disappearing amid urbanization. Limited market demand and slow capital turnover led many residents to consider abandoning the craft in search of other livelihoods.

As a native of the ancient fishing village of Nam O and the inheritor of a family with a 4-generation tradition of fish sauce production, Mr. Bui Thanh Phu was determined to revive the once-renowned Nam O fish sauce brand. True to his word, he invested all his savings into establishing a company, meticulously researched methods to produce fish sauce with the signature amber-brown hue while ensuring food safety standards, and then actively promoted the product to tourism companies, organizations, and community groups.

Mr. Phu's dedication and the efforts of people in Nam O craft village have borne fruit, as Nam O fish sauce has steadily risen to prominence on the national map of fish sauce production. It received a collective logo and trademark from Vietnam Intellectual Property Office and was recognized as a national intangible cultural heritage by the Ministry of Culture, Sports, and Tourism. A new milestone was achieved this past June when Nam O fish sauce was granted the city’s first geographical indication certificate by the Intellectual Property Office, making it one of only three fish sauce products in Vietnam to receive such recognition, alongside Phu Quoc and Phan Thiet fish sauces.

Caution and flexibility

Da Nang is home to a wealth of cultural treasures, including the nationally recognized special heritage site of Marble Mountains (Ngu Hanh Son), Dien Hai Citadel, Da Nang Museum, Museum of Cham Sculpture, and Da Nang Fine Arts Museum. Additionally, the city boasts traditional craft villages such as the Non Nuoc stone carving village and Tuy Loan rice paper-making village, along with the Whale Worshipping Festival, all of which have been recognized as national intangible cultural heritage.

Prominently, along the picturesque Han River, Da Nang International Fireworks Festival has become a signature cultural and tourism event. However, to create a distinctive appeal and lasting impression for cultural tourism development throughout all four seasons of the year—not just a single season—requires investments in both human resources and product quality.

Mr. Huynh Dinh Quoc Thien noted that, like many other localities, Da Nang faces numerous challenges in integrating cultural development with tourism. To find solutions that balance cultural tourism growth, economic development, and the preservation of valuable cultural heritage, the city must approach the issue with both caution and flexibility.

"I believe five key factors are essential. First, the promotion and enhancement of cultural values must be effective and proportional to their potential, to captivate the public, especially younger generations. Second, there must be dynamism, innovation, and a willingness to take bold actions to enrich cultural heritage values for tourism development. Third, the reception of tourists should be carefully planned with capacity and sustainability in mind to ensure proper utilization and long-term preservation. Additionally, clear guidelines should be established for aspects such as forming organizations to protect heritage sites, financial mechanisms and policies for cultural heritage conservation activities, and sustainable tourism development that integrates with the local community."

"Fourth, it may be beneficial to integrate traditional cultural heritage into educational curricula and develop programs that offer training and professional development for those working in both the cultural and tourism sectors. Fifth, efforts should be made to facilitate regional collaboration in order to leverage shared cultural heritage resources and values to promote sustainable tourism development. At the same time, the results achieved should be built upon, weaknesses addressed, strengths emphasized, and the development of a professional, well-trained workforce encouraged," Mr. Thien shared.

To develop the cultural industry, particularly in potential sectors like cultural tourism, Mr. Ha Vy, Deputy Director of the Department of Culture and Sports, stated that the department has advised the city’s People's Committee to issue directives and guidelines for organizing cultural and artistic activities. Through this, localities have proactively implemented projects to promote the value of heritage sites linked to tourism development, such as the "Preservation and Promotion of Lo Giang Communal House Project" and the "Nam O Community Tourism Project". These efforts also include the introduction of traditional art programs like "The Soul of Vietnam" and "Traditional Theater in the Streets". In addition, the city has developed tours and travel routes connecting heritage sites and traditional festivals.

Particularly, the focus is on cultural activities and festivals along both banks of Han River, as well as artistic performances in districts and towns. These activities are being revamped in both content and form to meet the entertainment needs of both locals and visitors.

At the same time, solutions are being proposed to accelerate digital transformation in the cultural sector, especially by applying new technologies, to create high-quality cultural and artistic products that can participate in the international market. A market for cultural products and activities will be developed based on knowledge and skills. Notably, the department has advised the city’s People's Committee to implement a plan for organizing annual distinctive cultural events and festivals, which will serve as a foundation for large-scale, effective activities that attract both domestic and international tourists to the city.

Reporting by TUONG VY – Translating by HONG VAN