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| Excerpt from “Van Tri - Vo Cong” unique visual art performance |
The product must be worthy of the money
As planned, the project focuses on creating an integrated cultural product - a place where visitors can both enjoy art performances, experience cuisine, and take part in shopping.
The highlight of the activity series will be stage and visual art programs developed by 4LLIN Co., Ltd. in collaboration with local artisans and professional artists, aiming to provide refined, unique, and particularly engaging experiences for visitors. “Instead of exploiting cultural values in a static form, this project boldly transforms them into dynamic, interactive tourism products that align with the needs of modern tourists,” shared Ms. Tram.
Ms. Thuy Trang, a guest attending the launch event, commented: “For a long time, Hue has lacked nighttime experiences for visitors. Adding cultural and artistic activities is necessary, but the product must truly be distinctive and compelling, something that makes visitors feel they must come”.
From the perspective of some travel agencies, the visual art performance titled “Van tri - Vo cong”, introduced at the launch of the cultural and artistic experiential tourism project in Hue, still requires improvement to attract tourists. Some parts of the performance were highly specialized in artistic expression, making it difficult for audiences to fully appreciate. This is an aspect that needs refinement if the product is to be integrated into travel tours.
Mr. Do Ngoc Co, Chairman of Travel Association and Director of Xanh Viet Tourism Co., Ltd., said that most cities with developing tourism organize local cultural-art shows. However, for visitors to pay, the product must truly be “worthy of the money”. Hue, as a cradle of culture, needs to stage the stories of Hue, imbued with its identity, easy to watch, easy to understand, yet attractive, in order to create a unique appeal for tourists.
The organizers could develop and stage stories about Princess Huyen Tran or narratives tied to historical milestones and cultural heritage associated with the Nguyen Dynasty, or values imbued deeply with Hue’s culture. Carefully researched and well-produced scripts would not only bring artistic value but also cultural and educational significance.
On the other hand, for the tourism product to reach visitors, sustain itself, and develop in a sustainable manner, many solutions are needed. Among them, long-term cooperation among stakeholders is crucial. In particular, careful consideration of ticket pricing is necessary to ensure that travel agencies can integrate the product into their tour programs.
Toward a regular program
Immediately after the launch and introduction of the product, with feedback from various units, 4LLIN Co., Ltd. and the tourism sector conducted a survey in Nam Dong Commune to seek “materials” and explore local cultural elements for further development and improvement, with the goal of building a regular, long-term program.
Mrs. Huynh Thi Thuy Van, Director of 4LLIN Co., Ltd., Hue branch, shared that at the end of August and beginning of September, the company’s artists would continue working in Nam Dong alongside local artisans to learn from the lives of the Co Tu ethnic community. The aim of the company is to draw inspiration, conduct research, and create an artistic version rich in local identity. Depending on the findings and available “materials”, the artists will strive to produce the most impressive product.
Mr. Pham Thien Vu, Executive Director of 4LLIN Co., Ltd., expressed: “We wish to tap into the potential for developing cultural tourism products with strong local identity. This is a direction that contributes to generating value and attracting tourists. The support of Hue City Department of Tourism in orienting product strategy, along with the close coordination of the Center for Tourism Information and Promotion of Hue in its role as coordinator, and consultation from specialized units in Hue, are valuable foundations that enable the project to be built in a substantive and long-lasting way”.
In the near future, once the product has been finalized, the tourism sector and relevant units will also need to sit down together to conduct studies and collaborations to incorporate the product into tour programs, while also creating promotional campaigns and tourism stimulus activities to effectively bring the product to visitors.