BQL DSVH THẾ GIỚI MỸ SƠN TỔ CHỨC TOẠ ĐÀM

On the afternoon of September 26th, 2025, the Management Board of Mỹ Sơn World Cultural Heritage Site organized a seminar on “Solutions to attract tourists to Mỹ Sơn World Cultural Heritage Site.” Attending and directing the seminar were Mr. Tán Văn Vương – Standing Committee Member, Deputy Director of Da Nang Department of Culture, Sports and Tourism; leaders of Thu Bồn Commune People’s Committee, leaders of Nông Sơn Commune People’s Committee; representatives of Da Nang City Travel Management Department; representatives of Da Nang Cham Sculpture Museum; and representatives of Đông Giang Heaven’s Gate Tourist Area; along with travel businesses, tourism experts, officials and staff working in heritage management and value promotion.

In recent years, the preservation and promotion of Mỹ Sơn World Cultural Heritage has received attention and support from companies and travel businesses, yielding positive results. The Management Board of Mỹ Sơn has focused on preservation through international cooperation programs, putting into operation new tourism products (such as group A, A’, K, H, and the restoration of group E, F) to soon develop attractive new destinations. The landscape has also been invested in to preserve rare flora and fauna, promoting green tourism. Infrastructure has been upgraded to meet visitors’ needs (waiting halls, shuttle stations, information systems, digital transformation, internal transportation, electric vehicles, service staff…) along with introducing new products to serve tourists. These efforts have contributed to the rapid growth of visitors to Mỹ Sơn, with markets increasingly expanding into new international segments.

However, besides achievements, Mỹ Sơn tourism still faces limitations: short visiting times, limited experiences, lack of evening activities to retain visitors, and tourist flows often shifting from Mỹ Sơn to other destinations with strong entertainment offerings. This is particularly evident among Asian tourists (Korea, China, Taiwan), whose spending per capita remains low. Tourist arrivals to Mỹ Sơn are also unstable, heavily dependent on package tours organized by travel companies.

At the seminar, delegates discussed and shared the current situation, advantages, and challenges, while also proposing practical solutions to strengthen image promotion, improve service quality, and develop new tourism products associated with the unique values of Mỹ Sơn Sanctuary. Creative suggestions were raised, such as: organizing regular cultural and artistic events, applying digital technology in interpretation and visitor experience, connecting tour routes with nearby destinations, enhancing the effectiveness of the Heritage Road, and strengthening media campaigns targeting international markets.

At the seminar, Mr. Tán Văn Vương – Deputy Director of Da Nang Department of Culture, Sports and Tourism –  he emphasized the need for Mỹ Sơn Management Board to better understand visitor demands, thereby introducing solutions and tourism products that stimulate demand while aligning with preservation and heritage promotion. He also called for greater application of digital transformation in communication, promotion, and marketing of Mỹ Sơn Sanctuary; stronger connections between heritage routes and river routes from Cửa Đại and Hàn River to Mỹ Sơn; and continued cooperation with local authorities, empowering local communities as key stakeholders in heritage tourism development.

The seminar was an important occasion for stakeholders to work together on solutions, affirming the commitment to developing Mỹ Sơn Sanctuary into a key tourism destination. This effort contributes to achieving the 2030 target of making Da Nang a leading tourism and high-quality service hub, and a creative destination for Vietnam and Southeast Asia.

Người dịch: Ngọc My