Da Nang seeks direction for developing My Son tourism

More than 20 travel agencies based in Da Nang city gathered at My Son Heritage Site (Thu Bon commune) last weekend to consult, contribute ideas, and find ways to attract tourists to this tourist destination.

Tourists visit My Son temple complex.

Not commensurate with potential

As a unique brick architectural complex built by the ancient Cham people over nearly 10 centuries, My Son temple complex has become the only tourist attraction in Vietnam with distinct values. In addition, more than 1,100 hectares of landscape forest along with the surrounding flora, fauna, river and lake ecosystems bring outstanding advantages to the heritage complex.

In recent times, the My Son World Cultural Heritage Management Board has implemented plans, invested in service infrastructure, and developed attractive tourism products, from Cham folk dance performances, singing Bai Choi, electric car transfers, Cham brocade weaving experiences, Cham pottery making, conical hat making... to multilingual automatic audio guides, 360-degree virtual reality tours, online ticket sales... bringing many attractive experiences to visitors, contributing to maintaining a stable growth of visitors to My Son each year, averaging over 10%. However, compared to the potential advantages of the heritage site, the above growth rate is still not commensurate.

According to Mr. Nguyen Cong Khiet, Deputy Director in charge of the My Son World Cultural Heritage Management Board, because My Son belongs to the group of historical, spiritual and religious cultural tourism , the number of tourists is unstable.

Besides, customer trends are also changing when choosing eco-tourism, responsible tourism, returning to nature and recreational tourism, which creates certain impacts on destinations.

In particular, the Management Board is a financially autonomous unit, but some procedures for investment in construction of product categories must be approved by financial consensus before investment can be implemented.

In the coming time, My Son will have to diversify and further improve the quality of tourism products and services to increase the length of stay and spending of tourists.

At the same time, strengthen promotion activities in markets, promote communication on digital platforms; create attractive promotional mechanisms to attract businesses, travel companies, and tour guides to bring visitors to My Son heritage.

Different destination - different value

In 2024, My Son welcomed more than 450,000 visitors, and in the first 9 months of 2025 alone, more than 353,000 visitors bought tickets to visit the temple complex, an increase of 4.2% over the same period. Most businesses recognize that My Son is very unique and different, so it also needs to have a different way of exploiting and promoting it.

My Son will develop many service products to attract tourists in the coming time.

Mr. Bui Van Tuan, Director of Hi Vooc Company Limited, acknowledged that My Son is a unique world cultural heritage that is only found in Vietnam, so it has a strong attraction for foreign tourists. Not to mention, the fresh ecological space and beautiful landscape should bring many attractive experiences to visitors. The problem now is the solution and effective way to highlight the values ​​of the heritage site.

“The rarer something is, the higher its value, so tourists are willing to spend a lot of money to experience it if the service quality is good. My Son already has its own values, now it only needs to add additional services and products to attract tourists,” Mr. Bui Van Tuan analyzed.

According to Mr. Ly Dac Nam, representative of Khang Huy Tourism Company Limited, although the number of visitors to My Son relic site is relatively large, compared to other world cultural heritage sites, it is still modest, because My Son's services are not really attractive, not diverse, and lack visuality.

“Khang Huy Company specializes in welcoming cruise ship passengers, receiving an average of nearly 60,000 passengers arriving at seaports in Vietnam each year. We have also developed My Son products for shipping lines, but there are not many choices for customers. Because, when tourists travel by sea to any place, they want to experience the culture of that destination in the most intuitive way. Therefore, My Son needs more intuitive and vivid forms of transmission to highlight the cultural heritage, and must clearly show that this is a world cultural heritage with outstanding cultural values,” said Mr. Ly Khac Nam.

Mr. Nguyen Cong Khiet informed that with the current status of products and services and the strengths of natural landscapes, in the coming time, the unit will focus on developing diverse types of tourism, in which eco-tourism will be the focus along with auxiliary experiential services to diversify products to bring more appeal to customers.

The Management Board is focusing on building the My Son Tourism Development Project for the period 2025 - 2030, in which ecotourism resources, landscapes of hills, mountains, streams, lakes, waterfalls, hydropower... will be accessed and used appropriately to build ecotourism products connecting heritage with the community.

“The unit will also build river tourism products based on the strengths of Thach Ban dam; trekking, mountain climbing to explore native plants, research on biodiversity, topics associated with historical stories... Create a space for experiencing Cham - Vietnamese craft villages; a space to experience Cham - Vietnamese folk games.

In addition, implementing the service of experiencing mountain biking at My Son hydropower plant; observing with telescopes from above combined with fire watchtowers... to create a new and unique highlight for tourists, developing My Son tourism worthy of being a world cultural heritage", Mr. Khiet shared.

Source: https://bvhttdl.gov.vn/da-nang-tim-huong-phat-trien-du-lich-my-son-20250929103132324.htm