Phu Tho’s Xoan Singing: From Heritage to a Unique Tourism Product

More than a decade after being inscribed by UNESCO as an Intangible Cultural Heritage of Humanity, Xoan Singing has undergone a powerful transformation. It has successfully moved from a state of “urgent protection” to become a unique cultural tourism product, attracting both domestic and international visitors. The revival of Xoan Singing today is the result of persistent efforts in preservation linked with tourism development, breathing new life into the heritage within modern society.

Phu Tho’s Xoan Singing featured in music videos of famous singers, helping to spread and bring the heritage closer to the youth (Photo: Tung Vy).

In recent years, communication and promotion have served as vital levers to bring these melodies from ancient communal houses to a wider audience. Through multimedia systems, images of Xoan performers in traditional costumes, performing rhythmic and graceful melodies, have become familiar to the public.

The Provincial Tourism Promotion Information Center has played an active bridging role by supporting numerous media units in producing music products, such as the music video “Ancient Xoan of Phu Tho - Bo bo,” to bridge the gap with younger generations. Beyond theoretical promotion, the province’s tourism sector has proactively supported Famtrip and Presstrip delegations to survey products and film at key historical sites like Mieu Lai Len, An Thai Communal House, and Kim Duc, creating a rich and vivid information ecosystem.

The effectiveness of preservation linked with tourism is clearly evidenced by impressive visitor statistics. Between 2020 and 2025 alone, the “Xoan Singing in Ancient Villages” program in Hung Lo welcomed and guided over 100 international delegations with thousands of visitors, alongside nearly 40,000 domestic tourists.

The inclusion of Xoan Singing into official tour programs by major travel agencies such as Vietravel, Saigontourist, and Hanoitourist confirms the enduring appeal of this art form. Xoan Singing is no longer confined to village festival spaces; it has become an indispensable cultural highlight in every traveler’s journey to the Ancestral Land.

International tourists are excited to participate in exchanges and Xoan Singing performances.

However, amidst globalization and fierce competition from modern entertainment, preserving Xoan Singing alongside tourism requires more synchronous and drastic solutions. A core task is to continue strengthening communication to raise awareness, especially among the youth.

Integrating Xoan Singing into schools needs to be more practical through field trips and hands-on experiences at ancient performance spaces. When students learn to beat the clappers, gesture with their hands, and chant Xoan melodies at the communal house doors, the heritage truly sinks into the souls of the next generation. Simultaneously, producing documentaries and digitalizing the 31 ancient Xoan songs will provide valuable resources for storage and widespread dissemination in the digital environment.

A promising new direction is the application of digital technology to create “digital experiences” for visitors. Building digital museums, archival websites, or utilizing VR/AR (Virtual/Augmented Reality) will help tourists access Xoan Singing anytime, anywhere. Additionally, AI-integrated multilingual narration apps will help remove language barriers, allowing international guests to deeply understand the historical and cultural values within every lyric and dance move. This is seen as the key for Xoan Singing to adapt to smart tourism trends.

Heritage sinks deeper into the souls of the youth through practical experiential activities.

The pivotal issue in sustainable tourism development is the role of the local community. Residents must be more than just performers; they must be the subjects who directly manage and benefit from tourism. When the community recognizes the value of their heritage and gains a stable income from accompanying services, they will participate most actively in preservation.

There needs to be a close connection between traditional craft villages and Xoan Singing clubs to create diverse tourism products. This allows visitors to both watch performances and experience traditional crafts, thereby extending their stay and increasing local spending.

The close coordination between various levels, sectors, and the community has created a solid “people’s heart position” in cultural preservation. Honoring artisans and locals should go beyond titles to include practical actions like financial support, infrastructure improvement at relic sites, and tourism skill training for the people. When every resident of Phu Tho becomes a guide and a cultural ambassador, Xoan Singing will truly shine on the international tourism map.

From a heritage once at risk of fading away, Xoan Singing has been gradually restored and promoted, becoming the pride of the Ancestral Land and Vietnamese culture as a whole. Linking heritage with tourism is not only an effective preservation solution but also opens a path for sustainable economic development, contributing to building a prosperous and civilized Phu Tho while fully intact traditional cultural values.

Le Hoang