Exploiting Cham cultural values in sustainable tourism development

The coastal area of Lam Dong province is not only famous for its sunshine, wind, blue sea and white sand, but is also a convergence of unique cultural heritages of the Cham community.

With thousands of years of history, the tangible and intangible cultural values of the Cham people here are being preserved, honored and gradually exploited effectively as a "soft resource" for sustainable tourism development.

Heritage system living in the heart of modernity

For a long time, the Cham community in Lam Dong has inherited and produced a massive system of cultural heritage in many areas of social, cultural, religious and belief life. Among them are architectural works with historical and artistic values, worship statues inside and a unique system of religious rituals.

The most typical is the Po Sah Inư Cham tower cluster located on Ba Nai hill, Phu Thuy ward. This is a group of Cham temple towers remaining from the ancient Champa Kingdom, built more than 1,200 years ago, once a symbol of the heyday of the Cham Kingdom from the 8th to the 9th century. This place worships the god Shiva, and later, Princess Po Sha Inư. This group of temple towers is recognized as a National Monument.

The collection of Cham royal heritage - the only remaining quite complete collection of a Champa kingdom that has been preserved for over 400 years by the family of descendants of King Po Klong Mohnai is being preserved by the family of the Cham Royal descendant - Mrs. Nguyen Thi Them in Hong Thai commune.

In particular, in 2024, the golden Linga discovered at Po Dam tower (Phuoc The commune, old Binh Thuan province) was recognized as a national treasure. This artifact dates back to the 8th-9th century, is crafted from pure gold (accounting for more than 90%), and is a unique artifact of great archaeological, religious, historical and artistic value.

If the ancient towers and treasures are the lasting symbols of the past of the Champa kingdom, the festivals, customs, and traditional craft villages are the living "breath" that continues the Cham culture in today's life.

In localities where Cham communities live, such as Bac Binh, Lien Huong, Hong Thai communes, cultural identity is not only preserved but also spread, becoming a fulcrum for sustainable development and cultural integration.

One of the most typical and unique intangible cultural heritages of the Cham people is the Kate Festival.

The festival is held annually in the seventh month of the Cham calendar (around October in the solar calendar). It is an occasion for the community to express gratitude to their ancestors and gods, and pray for favorable weather, bountiful crops, and a prosperous family.

In 2022, the Kate Festival was included in the List of National Intangible Cultural Heritage by the Ministry of Culture, Sports and Tourism.

Along with the Kate Festival, the intangible culture of the Cham people in Lam Dong is also richly expressed through pottery making, brocade weaving, traditional food processing and folk art forms such as folk singing, ethnic dancing, playing traditional musical instruments (Ginang drum, Saranai trumpet...).

Rituals and customs associated with the human life cycle such as weddings, funerals, ancestor worship, field worship... are still maintained in many Cham communities. This is a testament to the vitality and strong self-preservation ability of Cham culture in modern life.

According to the Department of Culture, Sports and Tourism of Lam Dong province, the locality currently has two cultural heritages of the Cham people included in the National List of Intangible Cultural Heritage, which are the Kate Festival of the Cham people following Brahmanism and the Pottery Craft of the Cham people.

The work of preserving and promoting the values of Cham cultural heritage not only enriches and diversifies the culture but also promotes tourism development.

Artisans demonstrate the traditional pottery making of the Cham people for tourists to experience. (Photo: Hong Hieu/VNA)

“Soft resources” for sustainable tourism development

Connecting heritage conservation with tourism development is opening up a sustainable direction for Lam Dong province's tourism industry, turning traditional values into unique tourism products, attracting domestic and foreign tourists.

Not only is it a place to preserve unique Cham cultural imprints, Po Sah Inư tower also has an ideal location to view the whole Mui Ne and Phan Thiet sea from above.

Exploiting the potential, in recent years, the local tourism industry has implemented many solutions to turn Po Sah Inư tower into an indispensable cultural destination in the journey to explore the sea of Lam Dong province.

The work of preserving and restoring the ancient tower, improving infrastructure serving tourism such as the road up to the tower, parking lot, lighting system, landscape space and experience area is of interest and upgraded synchronously.

Since 2005, every July of the Cham calendar, the Kate Festival of the Cham people following Brahmanism has been restored at the tower with all the traditional rituals and festivities imbued with Cham folk colors.

In addition to its community-building significance, the Kate Festival also helps domestic and foreign tourists better understand the spirit of Cham culture in modern times.

Mr. Tran Duc Dung, Head of the Po Sah Inư Tower Relic Management Board, said that in order to bring new cultural experiences to attract tourists, the unit regularly organizes unique Cham folk cultural and artistic activities such as: performing traditional fan dances, performing traditional musical instruments with Ghi-nang drums, Saranai trumpets and community exchange activities such as brocade weaving, pottery making, gingerbread making...

Notably, the unit is aiming to digitize relic information; at the same time, build a tour, connecting Po Sah Inư Tower with key tourist routes such as Mui Ne, Ancient Fishing Village... to create a seamless chain of experiences.

Tourist Le Thi Ngoc Hong from Ho Chi Minh City shared: “My first impression was the red brick color of the ancient tower standing out against the blue sky, giving me a feeling of both antiquity and solemnity. Another special experience was enjoying the Cham music and dance right at the tower area. This made me learn more about the cultural diversity of my country.”

Tomb-sweeping ceremony during Ramưwan Festival is a unique feature in the religious life of the Cham people, attracting many scientists and tourists to learn and explore. (Photo: Hong Hieu/VNA)

In addition to Po Sah Inư Tower, currently, in the province, there are tours and routes for cultural tourism and spiritual beliefs of the Cham people that attract a large number of tourists, especially tours and routes connecting from the Cham Cultural Exhibition Center to the Po Klong Moh Nai temple relics in Luong Son commune; the collection of Cham Royal cultural heritage (Hong Thai commune); Binh Duc pottery village (Bac Binh commune); Po Dam temple and tower group (Lien Huong commune)...

Besides building tours and routes, currently, many tourism service businesses and resorts in Phan Thiet, Mui Ne... have brought Cham culture into the architectural and experiential space.

The Cham community in Lam Dong with its unique cultural heritage is creating its own mark for local tourism. The skillful connection between cultural preservation and exploitation turns traditional values into unique tourism products.

Through ancient tower relics, Kate Festival, pottery, brocade weaving and typical cuisine, visitors not only experience but also deeply feel the soul of Cham culture.

This is an opportunity for Lam Dong to affirm its position on the map of Vietnam's cultural tourism, while contributing to building the image of a colorful, rich-in-identity Lam Dong in the hearts of tourists from near and far./.

(TTXVN/Vietnam+)

Source: https://www.vietnamplus.vn/khai-thac-gia-tri-van-hoa-dong-bao-cham-trong-phat-trien-du-lich-ben-vung-post1060224.vnp