Digital transformation in traditional festivals

Visitors scan QRcode to learn about the national historical and cultural relic of Nua Temple - Am Tien (Trieu Son).

The Nua - Am Tien Temple Festival in Nua town (Trieu Son) is one of the spring festivals that lasts throughout the year (from January 1 to 20 every year). According to statistics from the People's Committee of Nua town, the At Ty Spring Festival 2025 welcomed about 15,000 visitors to offer incense and attend the festival. Notably, the innovations in the application of digital technology are highly appreciated by visitors, making it convenient for sightseeing during the festival season. There are QR code scanning points and signs to download the MobiFone Smart Travel app. Through this application, visitors can explore the entire Nua - Am Tien Temple historical and cultural relic using 360-degree photo technology, search for service locations, and book tours. Interestingly, viewers can interact on the app in a lively way such as choosing a sightseeing location, rotating the direction, listening to automatic commentary... This is also a way for tourism and heritage to go together and develop together in the new situation. Along with that, the loudspeaker system is automatically broadcast to introduce the destination, propagate the rules and regulations of the relic for visitors to grasp. For service stalls outside the relic, the local government has promoted the application of non-cash payment methods.

Chairman of the People's Committee of Nua Town, Hoang Van Chung, shared: “During the spring festival, there were days when the relic welcomed several thousand visitors. Therefore, digitizing the destination helps the festival organizers improve the quality of reception and service for visitors, while also making it convenient for people to participate in the festival and find information about the destination. In particular, the Project "Innovation to improve the efficiency of management, protection, exploitation and promotion of the value of historical relics, scenic spots - Ba Trieu uprising site in the period of 2024-2030", approved by the Provincial People's Committee on December 31, 2024, is the basis for continuing to promote the application of digital technology in festival activities in particular, and the management and promotion of the value of relics in general in the coming time".

The live stage combines modern sound and lighting technology at the Lam Kinh Festival 2023, bringing new experiences to the traditional festival.

Along with the spring festivals, in 2023, for the first time, the art program at Lam Kinh Festival with the theme "Lam Son Uprising - Brilliant Marks" was organized in the form of a live stage. Thereby, it brought people and tourists new and attractive experiences in a traditional festival. The art program recreated the heroic historical period and the great contributions of the cloth hero Le Loi and his generals and people to repel the invading Ming invaders. At the same time, it demonstrated the richness and diversity of the cultural heritage treasure of Thanh land. With the arrangement of a live stage, combining the scene and modern sound and lighting technology, it brought viewers impressive festival experiences. This is considered a new approach and expression for a traditional festival in contemporary life.

Chairman of the Provincial Tourism Association Le Xuan Thao said: “The live stage art program at the Lam Kinh Festival 2023 has left a deep impression, thanks to the harmonious combination of traditional art and modern technology. The live stage with majestic natural scenery, sound and projection effects has vividly recreated the heroic history of the Later Le Dynasty. Not simply an art program in the festival, the live stage in the sacred space of the relic has created authentic experiences, helping the audience feel the spirit and spirit of their ancestors in the war against the Ming invaders. The application of technology and digital transformation in festival activities is also a bridge for the younger generation to better understand history and appreciate the traditional values ​​of the nation".

According to statistics from the Department of Culture, Sports and Tourism, the province currently has nearly 300 traditional festivals. As a land rich in cultural and historical traditions, digital transformation has been opening up many new opportunities in optimizing the organization process, while enhancing the experience for visitors to Thanh Hoa. According to tourism experts, digital transformation in festival activities, if researched and applied appropriately, will not only renew the festival part of traditional festivals, but also contribute to preserving and promoting cultural values, promoting the development of cultural tourism products in an attractive direction, imbued with identity.

Article and photos: Hoai Anh

Source: https://baothanhhoa.vn/chuyen-doi-so-trong-le-hoi-truyen-thong-245062.htm