Ninh Thuan weaves cultural heritage into transformation of local tourism

Tourists visit Po Klong Garai tower in Ninh Thuan
province's Phan Rang-Thap Cham city (Photo: VNA)

The central coastal province of Ninh Thuan is taking measures to make the most of its cultural heritage advantage to attract more tourists.

The central coastal province of Ninh Thuan is taking measures to make the most of its cultural heritage advantage to attract more tourists.

Ninh Thuan is home to two famous national relic sites: Hoa Lai and Po Klong Garai towers, 18 cultural heritage sites, and 52 revolutionary historical sites, communal houses, temples, and shrines ranked at the provincial level.

Notably, Ninh Thuan has the art of “Don Ca Tai Tu” (Amateur Southern Folk Music) recognized as an Intangible Cultural Heritage of Humanity, and the "Cham pottery making art" inscribed on the list of intangible cultural heritage in need of urgent safeguarding by the United Nations Educational, Scientific and Cultural Organisation (UNESCO). Additionally, the province has four artifacts recognized as National Treasures: Hoa Lai Stele, Relief of King Po Rome, Phuoc Thien Stele, and Statue of King Po Klong Garai.

Ninh Thuan is also home to several unique festivals, such as the Kate Festival, the Ramuwan New Year Celebration of the Cham people, the “Bo Ma” (Farewell to the Dead) of the Raglai ethnic minority group, and the Whale Worship Festival of the coastal communities.

To maximize the value of its cultural heritage, the locality has continuously worked to restore and renovate historical and cultural sites while preserving their unique cultural and artistic values, and connecting these sites into attractive tourism clusters to draw a larger number of visitors.

To meet the increasing demand of visitors for local cultural and product experiences, the local tourism industry has closely collaborated with traditional craft villages, such as Bau Truc Pottery and My Nghiep brocade weaving to develop vibrant and attractive tour packages. This allows visitors to directly observe and learn about the production processes and purchase distinctive handicrafts that reflect the Cham culture.

Recently, the launch of a pedestrian street in Phan Rang - Thap Cham city has brought a "fresh wind" to the local tourism and cultural activities. Featuring a diverse array of cultural and artistic activities from the Cham and Raglai communities, the pedestrian street has become an appealing destination for tourists. It provides opportunities for artists, students, and residents to interact, showcase their talents, and collaboratively preserve and promote the rich traditional cultural values of the ethnic groups.

In its Tourism Development Plan for the 2021-2025 period, with a vision to 2030, Ninh Thuan aims to turn tourism into a key economic sector. The province emphasises the importance of developing cultural tourism associated with the preservation and promotion of heritage values to create new and distinctive products, with a focus on sea tourism and Cham cultural tourism.

According to Vice Chairman of the provincial People's Committee Nguyen Long Bien, the locality is concentrating on developing and refreshing tourism products, shifting from broad-based growth to a focus on depth, with priority given to high-quality products that strongly reflect local cultural heritage. Consequently, Ninh Thuan is investing in infrastructure and developing tourism products linked to historical and cultural values.

In the first seven months of 2024, the province welcomed approximately 2.62 million tourists, representing a 20.7% increase compared to the same period last year. This included 63,000 international visitors. Social revenue from tourism activities is estimated at 2.96 trillion VND (119.2 million USD), contributing to the province’s economic growth and affirming its status as an attractive cultural tourism destination.