Solutions identified to turn traditional arts into unique tourism products

Da Nang boasts a rich treasure trove of traditional arts, including ‘tuong’ (classical drama), ‘bai choi’ (folk singing with playing cards), folk opera and cultural heritage of ethnic communities. Developing these art forms into unique tourism products not only helps preserve and enhance cultural values but also creates new motivation for artistic institutions in the current context. A Cham dance performance by artists from the Nguyen Hien Dinh Tuong Theater (now part of the Da Nang Traditional Arts Theater) presented for visitors at Da Nang International Airport. Photo: NGOC HA Up to now, the Nguyen Hien Dinh Tuong Theater, now part of the Da Nang Traditional Arts Theater, has produced many unique art programs tailored specifically for tourism, such as the show “Hon Viet” (The Soul of Vietnam), which is imbued with the cultural identity of Vietnam and the Quang Nam – Da Nang region. In addition, “Tram Tich Song Han” (Sediments of the Han River) is a long story about Da Nang and Central Vietnam, introducing the art of ‘bai choi’. It is inspired by ‘ba trao’ singing of coastal fishing communities. In addition to performing on traditional stages, artists and actors have proactively brought art closer to the public through flexible, accessible formats: taking Tuong to the streets, performing for tourists at Da Nang International Airport under the program “Heritage Road” and participating in tourism promotion events. Among these activities, the program “Tuong Xuong Pho” (Street Tuong), part of the Han River cultural – festival series, has become a familiar cultural rendezvous. On average, the theater organizes 15 – 24 performances annually, each drawing around 500 – 700 spectators, adding a memorable cultural highlight to Da Nang’s tourism products. Despite positive signals from these open-stage initiatives, artists acknowledge a reality that traditional performing arts have yet to attract a large number of tourists who intentionally seek out theater venues. A performance from the “Tuong Xuong Pho” (Street Tuong) program on the eastern side of the Dragon Bridge draws large crowds of residents and visitors. Photo: NGOC HA Discussing the upcoming orientation, Ms. Nguyen Thi Huong, Director of the Da Nang Traditional Arts Theater, said that the theater is making efforts to research and improve the performance style to meet audience preferences, especially those of younger viewers. Mr. Nguyen Ngoc Thien, Deputy General Director of Hai Van Cat International Travel Joint Stock Company, emphasized the necessity for traditional art units to upgrade and professionalize their products, invest in scripts and staging, and tell stories related to Da Nang and the broader Central region through their performances, aimed at turning traditional arts into unique tourism products. At the same time, these units must create high-class experience spaces, transforming theaters or performance venues into “living museums” to diversify audience experiences. en.baodanang.vn TỔNG ĐÀI DỊCH VỤ CÔNG: (0236) 1022 hoặc *1022, miễn phí phục vụ   1. Đường dây nóng tiếp nhận ý kiến phản ánh, góp ý của tổ chức, công dân và chuyển đến cơ quan chức năng xử lý 2. Hướng dẫn, giải đáp quy định, chính sách, thông tin kinh tế – xã hội 3. Hướng dẫn thực hiện thủ tục hành chính, dịch vụ công trực tuyến 4. Cung cấp thông tin phòng chống thiên tai, bão lũ 5. Cung cấp dịch vụ Tổng đài CSKH, nhắn tin CSKH, truyền thông, sự kiện và các dịch vụ tư vấn khác…