Promoting the value of festivals in tourism development.

Festivals are considered a special resource as they contribute to facilitating economic development while introducing and promoting the unique cultural features of localities and regions to domestic and international tourists. In recent years, many localities in the Mekong Delta have leveraged the value of festivals in tourism development, creating many unique events that attract visitors.

The potential for festival tourism in the Mekong Delta region.

The Mekong Delta currently has over 1,230 festivals, with folk and traditional festivals accounting for nearly 70%. The Mekong Delta is home to various ethnic groups, including the Kinh, Hoa, Cham, and Khmer, who live together, resulting in a diverse cultural identity of the riverine region. Accordingly, the festivals here are notable for their comprehensive form of folk culture, encompassing literature, performing arts, religion, customs, and beliefs. In the Mekong Delta, festivals are opportunities to showcase and introduce to visitors the unique cultural values ​​of the region – customs, forms of entertainment, folk cuisine … closely linked to the region's formation and adaptation to the times. These festivals not only honor the ancestors who pioneered the land but also remind people of their responsibility to preserve and build good relationships with family, neighbors, and the community where they live, contributing to the formation of the distinctive character and cultural behavior of the people of the Mekong Delta. It is characterized by generosity, sincerity, humanity, hospitality, unity in overcoming difficulties, adaptability, and living in harmony with nature.

Visitors at the Southern Vietnam Traditional Cake Festival 2024.

The Mekong Delta boasts numerous traditional festivals recognized as National Intangible Cultural Heritage, such as the Via Ba Chua Xu Nui Sam Festival (An Giang), the Nguyen Trung Truc Temple Festival ( Kien Giang ), the Nghinh Ong Festival (Ca Mau), and the Ky Yen Binh Thuy Temple Festival (Can Tho)... Notably, the Via Ba Chua Xu Nui Sam Festival has been recognized by UNESCO as a Representative Intangible Cultural Heritage of Humanity. These festivals all possess unique local cultural identities and attract a large number of tourists annually. In addition, the Mekong Delta also features festivals deeply rooted in the cultures of the ethnic groups living in the region, such as the Ok-Om-Bok Festival and the Bay Nui Bull Racing Festival of the Khmer people; the Ramadan and Roya Haji Festivals of the Cham people; and the Thien Hau Goddess Worship Festival of the Chinese people... all creating their own unique appeal to visitors from near and far.

Leveraging the potential and creativity of festivals to develop tourism.

Besides existing traditional festival values, provinces and cities in the Mekong Delta also create events and festivals based on local cultural resources, leveraging local economic and cultural strengths to promote tourism development. Specifically, these include the Southern Traditional Cake Festival (Can Tho), the Ben Tre Coconut Festival (Ben Tre), the Vietnam International Rice Industry Festival - Hau Giang (Hau Giang), the Red Ceramic and Green Economy Festival (Vinh Long), the Sa Dec Ornamental Flower Festival (Dong Thap), and the Vietnam Salt Craft Festival - Bac Lieu.

Many festivals have gradually become annual events characteristic of the locality, creating a tourist attraction. For example, the Southern Traditional Cake Festival has been held 11 times to date and is preparing for its 12th edition (expected to take place from April 4th to 8th, 2025). The festival not only contributes to preserving and promoting the value of Southern traditional cakes but also attracts tourists.

Following the success of the first Sa Dec Flower and Ornamental Plant Festival, Dong Thap is also preparing for the second festival, scheduled to take place from December 27, 2025 to January 4, 2026. Meanwhile, the Vietnam Salt Festival in Bac Lieu has also made a strong impression, showcasing Bac Lieu's salt specialties and tourism.

Festivals serve as a foundation for developing unique tourism products, especially themed tourism. Prominent among these are themes exploring cultural heritage, history, agriculture, traditional crafts, and cuisine. Festivals should receive investment not only in terms of scale but also in quality. Well-organized tourism products from festivals not only contribute to preserving and promoting national cultural identity but also make localities attractive destinations for tourists.

Currently, the Ministry of Culture, Sports and Tourism has issued a plan titled "Preserving Traditional Festivals in Localities, Exploiting and Developing Products to Serve Tourism Development," with the aim of improving the cultural life of the community, while simultaneously fostering national pride and awareness of preserving cultural identity through traditional festivals. This is also a way to attract investment resources from the state and society, contributing to the development of sustainable tourism. Based on this, localities in the Mekong Delta will research and systematize festivals to develop appropriate orientations and plans, promoting the value of festivals in conjunction with sustainable tourism.

Text and photos: AI LAM

Source: https://baocantho.com.vn/phat-huy-gia-tri-le-hoi-trong-phat-trien-du-lich-a184846.html