To bring folk songs and traditional melodies to tourists.

(Baonghean)-Following in the footsteps of Southern Vietnamese folk music, Hue royal court music, and Bac Ninh Quan Ho folk songs, the folk melodies of Nghe Tinh - a representative intangible cultural heritage of humanity - are expected to become a unique tourism product.

Supply and demand have not yet met.

Promoting tourism through traditional performing arts has long been adopted by many travel agencies, hotels, and restaurants. After Nghe Tinh folk songs were recognized by UNESCO as a representative intangible cultural heritage of humanity, the Muong Thanh Hotel Group was one of the pioneers in incorporating folk song performances into restaurant services for tourists within its high-end hotels in Nghe An and Ha Tinh provinces. However, due to the lack of a suitable method, this idea remains on paper.

The Center for Preservation and Promotion of Nghe An's Vi Giam Folk Song Heritage held an exchange at the Nghe An Newspaper - Photo: Duc Chuyen

Ms. Vo Ngoc (Communications Manager of Muong Thanh Hotel Group - Central Region) stated: “With the motto of preserving the cultural heritage of Vietnam's regions, Muong Thanh Group always supports programs introducing local culture to tourists, as well as projects to develop heritage sites into tourism products. Specifically in Nghe An and Ha Tinh, Muong Thanh Group wishes to promote the Vi and Giam folk songs and has prepared a certain amount of funding to organize performances. However, this plan faces difficulties from many sides. On the artists' side, the number of professional Vi and Giam folk song artists is not large, and they mainly serve large-scale provincial programs, not readily available for outside activities. Furthermore, with our long-term project, the cost for artists is still relatively high. Clubs find it difficult to gather enough personnel for regular group performances due to the nature of their individual work. On the part of the organizing units in general, there also needs to be systematic investment in research and development.” "We need a performance space and a stage that is intimate and suitable for this type of folk art. Besides that, our company has not yet received specific and practical programs from relevant departments and agencies... to bring Ví and Giặm folk songs to tourists."

In discussions with us, several members of folk song clubs in the province said that the clubs have received almost no invitations from businesses or tourism operators for regular collaborations.

While in the Southwestern region of Vietnam, traditional Southern folk music clubs have daily performance venues in orchards, and in Hue, Hue folk singers perform on boats along the Perfume River during the tourist season with continuous frequency, members of the Vi and Giam folk music clubs are primarily focused on preserving the heritage, only gathering to perform on special occasions. A member of a folk music club in Cua Lo town shared: "Summer is the peak season for fishermen, so for many small-scale programs inviting us to perform Vi and Giam folk music that don't guarantee a steady income, some members ask to quit to work in other services."

Pilot program, but not yet fully implemented.

Since the end of April 2014, the Department of Culture, Sports and Tourism, in coordination with the People's Committee of Nam Dan district, has implemented a pilot plan to organize performances of folk songs and dances at the Kim Lien historical site to serve tourists. The large number of visitors to the site and their enjoyment of the unique folk art of Nghe An - Ha Tinh province has shown positive signs in the preservation and development of cultural heritage. However, this pilot model has not been implemented in a synchronized and formal manner. The Cultural Center is currently responsible for everything from mobilizing collaborators, selecting key artists for the club, transporting the stage, etc., but has not received close coordination from other units.

A practice session of the Nam Dan Folk Song Club. Photo: Tran Hai

Mr. Phan Van Tinh, Deputy Director of the Culture and Sports Center of Nam Dan district, said: "The members of the clubs each have different professions, so gathering them together to form a semi-professional performance club with specific, fixed days and times at the historical site is a matter that needs to be rationally arranged."

Furthermore, a drawback of the regularly scheduled folk singing performances for tourists, especially on holidays and weekends as directed by the department, is that the performance area is currently outdoors and dependent on the weather. Both hot and rainy weather hinder the performers and discourage tourists. On many days with heavy rain, performances are canceled.

Entering 2016, the Nam Dan Cultural Center continued to implement the plan in coordination with the district and the Department of Culture, Sports and Tourism to bring Nghe An - Ha Tinh folk songs to tourists as a long-term strategic goal, with the attention of all sectors and levels, the District People's Committee, and the participation of tourism units. Based on this, plans were made to build an indoor stage area, a sound system, costumes, and other facilities to be more professional, serving tourists regularly in a unique performance space, allowing them to interact with artists while enjoying the culture and cuisine of Nghe An... to gain a deeper understanding of the soul and value of folk songs.

Mr. Nguyen Huu Bac, Director of TST Travel International Tourism Center, stated: “Promotional efforts must be prioritized. As a travel company, we are ready to promote this attractive tourism product. Performing arts clubs at tourist destinations should also strengthen their links with tours offered by travel companies inside and outside the province. Only then will the clubs develop sustainably, and the Vi Giam folk songs will have the best opportunity to serve tourists.”

Therefore, in order for folk songs and <i>ví giặm</i> (a type of Vietnamese folk singing) to reach tourists, a "leading force" is needed to connect travel agencies, tourism businesses, and service providers with folk artists and <i>ví giặm</i> clubs, and to improve the current performance areas in a more systematic and professional way.

Hoang Van