In the context of the tourism industry making efforts to innovate products and enhance experiences for tourists, many units and businesses have proactively introduced cultural art forms into tour services, especially at destinations with strengths in sea tourism and resorts.
Integrating cultural shows into tourism programs not only enriches experiences but also contributes to promoting traditional values, developing the night-time economy and enhancing the competitiveness of destinations.
A typical example is The Alma Show, which was recently launched in the Cam Ranh coastal area ( Khanh Hoa ). On the very first night of its launch, this show attracted about 500 domestic and foreign tourists thanks to its creative performance, a harmonious combination of traditional Vietnamese art and modern stage elements.
Having just enjoyed the first night of the show, Simon, a tourist from Australia, shared: “I think Vietnamese artists have been very skillful in bringing a traditional art event into a nighttime entertainment space right in a beautiful coastal area like Cam Ranh. This not only brings a special experience to visitors but also helps us understand more about Vietnamese culture, from music, dance to storytelling through modern theater."
Simon also appreciated the idea of organizing shows in the evening, a time when there are usually few special activities at resorts. "Instead of going to a beach area with only the sea and cuisine, now we can also enjoy art shows right at the destination. That makes the vacation more memorable and profound," Simon added.
Not only international tourists are excited about the cultural and artistic show, domestic audiences also expressed their interest in enjoying art in their own locality. Ms. Nhu Quynh, a resident of Cam Ranh ward, Khanh Hoa province, said: “The program is very good, combining tradition and modernity. Children are especially excited, because before now, local people rarely have the opportunity to access such programs. My family is especially impressed with the Cham dance performance, which helps viewers deeply feel the origin and culture of the Central region.”
Ms. Hang Nga, a tourist from Hanoi, said that she accidentally learned about the program during a business trip to Cam Ranh. When enjoying this art program, she found the program to have a diverse structure, with many attractive folk performances. For example, water puppetry - a valuable heritage of Vietnamese culture - was impressively integrated, creating curiosity and interest for foreign tourists.
According to Mr. Nguyen Dang Quang Vinh, Director of The Stage VN Company Limited, the program organizer, The Alma Show was built from the aspiration to connect the artistic quintessence between Vietnam and Korea, with the goal of not only serving tourism but also contributing to preserving and spreading the values of Vietnamese cultural heritage.
“We hope that every Vietnamese person will contribute to developing the national cultural and artistic identity, while bringing the image of Vietnam closer to international friends. In addition, the show also creates jobs for local artists and workers," Mr. Vinh shared.
According to Mr. Nguyen Dang Quang Vinh, this show was elaborately staged according to the structure of the five elements, with special performances. The opening was Water and Wood, represented by a silk dance combined with magic, creating the image of a giant lotus blooming in the middle of the stage.
The Fire section brings a sense of suspense with a fire sword dance, rescuing dancers from a burning cage. Meanwhile, the Metal section is bustling and vibrant with a flash mob dance combined with a traditional Ao Dai performance on modern music.
Notably, the art performance program will not only stop at Cam Ranh but will continue to Nha Trang, Da Lat, Da Nang, Phu Quoc and Ho Chi Minh City - tourist cities with potential to exploit the night economy. Along with training artists and improving the quality of performances, the shows are expected to become artistic highlights in Vietnam's tourism products in the near future.
Experts also see that this model has long-term development potential if properly invested. Mr. Trinh Nguyen Hung Dung, Chairman of the Saigon Golf Tourism Association, Vice Chairman of the Ho Chi Minh City Tourism Association, said: “The Alma Show is a product with cultural depth. Each performance incorporates typical Vietnamese art to tell national stories to international visitors. Therefore, when combining cultural shows, units need to carefully research the target audience, especially guests traveling in charter groups for short-term stays. In addition to investing in stages and sound, it is necessary to delve into the content and stories appropriate to each region. The art program must not only be beautiful but also touch emotions and convey the national soul."
“The appearance of art shows integrated into tourism programs not only helps to extend the length of stay and increase tourists’ spending, but also opens up a new direction for the development of the night-time economy, a strategy that many localities are pursuing. When art is not just a performance but becomes a bridge connecting tradition and modernity, each destination will become a vibrant cultural space, imbued with Vietnamese identity,” said Mr. Trinh Nguyen Hung Dung.
Source: https://baolaocai.vn/ket-noi-giua-van-hoa-truyen-thong-va-hien-dai-de-thu-hut-du-khach-post648776.html
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