From the Ma Nhai stele, one thinks of the economic ecosystem of heritage in Nghe An province.
Resolution 80-NQ/TW of the Politburo (issued on January 7, 2026) sets out a clear direction: not only to preserve, but to "awaken" cultural values, transforming heritage into an endogenous resource for economic development. The concept of "heritage economy" is therefore no longer a distant notion, but is gradually becoming evident in how many localities exploit their existing potential.
These "coordinates" are highly valuable.
In Nghe An, layers of cultural, historical, and natural ecological sediments are creating a foundation of rich potential. From historical relics in the border region to folk songs imbued with life, or the pristine forest ecosystem of Pu Mat – all do not exist in isolation, but can connect to form a unified development space.
On a journey exploring the heritage of Western Nghe An, the "Ma Nhai Memorial Stele," nestled amidst the vast Pù Mát forest (Con Cuong commune), is a special stop. Nearly seven centuries have passed, and the inscriptions carved on the cliff face not only recount the rebellion suppressed by Emperor Tran Minh Tong in 1335, but also evoke a historical period in which the border region was established and defended. The value of the Ma Nhai Stele therefore extends beyond a mere historical site; it is a symbol of sovereignty, of governing philosophy rooted in the people's will, and has been recognized as a national treasure.
If Bia Ma Nhai is the "hard" part of history, then the Ví and Giặm folk songs of Nghe Tinh are the "soft" part of the spiritual life of the people of Nghe An. These simple yet profound songs have accompanied generations, becoming a collective memory. After being honored by the United Nations Educational, Scientific and Cultural Organization (UNESCO), Ví and Giặm have had more opportunities to reach tourists.
However, the value of this heritage lies not in its theatrical staging, but in preserving its natural performance space – where the songs are connected to everyday life. When tourists listen to Ví and Giặm on the Lam River, or in warm community spaces, they not only enjoy the music but also feel the cultural depth of the heritage.
Changes in tourists' experiential needs also open up new opportunities. Instead of just sightseeing, many tourists are willing to pay to experience the local culture. In this case, heritage is no longer just something to display, but becomes part of the tourism product, contributing to the livelihoods of the communities that possess it.
The economic landscape of Nghe An's heritage would be incomplete without the green space of its ecological heritage. Pu Mat National Park – an ASEAN Heritage Park – is not only one of the major biodiversity hotspots but also a space preserving the indigenous cultural values of ethnic minority communities.
According to Mr. Nguyen Hoai An, a member of the Provincial Party Committee and Secretary of the Con Cuong Commune Party Committee, the local tourism development orientation is always linked to the preservation of the ecosystem and historical and cultural values of the core area of the Western Nghe An Biosphere Reserve. This orientation is being concretized through a project to develop Con Cuong into a type III urban area with an ecological and tourism focus by 2035, with a vision to 2050.
The planning and development space are divided into zones, with the new administrative center as the core, connecting with the areas along the Lam River and National Highway 7. Several eco-tourism projects at Khe Kèm Waterfall, Nước Mọc Stream, and Nàng Màn Abyss have been surveyed and approved for investment.
To ensure feasibility, the locality applies the "6 clear principles" of management, assigning tasks to each individual and unit, and linking responsibility to progress and results. This is considered the basis for policies and resolutions to be put into practice, creating clear changes in tourism development associated with heritage preservation.
Creating a heritage economic ecosystem.
While ecotourism in Pu Mat is developing in a green and sustainable direction, a journey to explore the pristine beauty of Khe Kem Waterfall, take a boat trip on the Giang River, or visit the Pha Lai Dam (Mon Son) will allow you to immerse yourself in the unspoiled local culture.
In Con Cuong commune and many other communes in western Nghe An province, the heritage economy is inseparable from the restoration and exploitation of traditional crafts. The brocade weaving of the Thai and Mong people, or the rattan and bamboo weaving, has transcended the self-sufficiency stage to become marketable products. Many products recognized under the OCOP program have become souvenirs for tourists.
From the skillful hands of the women of the highlands, each brocade fabric and each rattan basket not only brings economic value but also conveys the cultural story of the vast forests. When heritage generates income, the process of preservation and transmission also takes place more naturally and sustainably.
The situation in Nua village (Con Cuong commune) clearly demonstrates this. Starting with a community-based tourism model in 2017, the village has gradually revived traditional crafts. Handicraft products have continuously improved in quality, exemplified by the rattan and bamboo handbags that won second prize in the 2024 Vietnam Handicraft Products Competition.Ms. Vi Thi Hong from Nua village, Con Cuong commune, said that her rattan and bamboo handbags are always in high demand, selling out as soon as they're made, with stable prices that help improve her income.
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Following the direction of Decision No. 1439/QD-UBND, Nghe An is gradually forming a chain of interconnected destinations. A tourist can begin their journey by learning about history at the Ma Nhai Stele in Con Cuong, enjoying the Vi and Giam folk songs, then exploring Pu Mat and shopping for brocade products – a self-contained tourism itinerary is gradually taking shape.
For this value chain to operate effectively, it requires synchronized investment in infrastructure connecting heritage areas, while also focusing on training local human resources – those who understand and are able to tell the heritage story in the most authentic way.
Preserving and promoting heritage is the responsibility of the State, but for heritage to truly "live," community participation is essential. From the government and businesses to the people – each entity plays a role in preserving and exploiting cultural values. With renewed thinking and unlocked resources, the heritage economic ecosystem in Nghe An has a solid foundation for sustainable development, becoming a driving force for growth in the new era.
