Preserving Intangible Cultural Heritage within the Current of Tourism

Phu Tho is an ancient land—the cradle of the Vietnamese nation—and a focal point for a rich treasure trove of Intangible Cultural Heritage (ICH) associated with the Hung King era. In an era of integration, leveraging heritage for tourism development is an inevitable direction; however, it poses a significant challenge: preserving original values against the risk of commercialization. Harmonizing this relationship is not only an economic puzzle but also a responsibility to safeguard national identity for future generations.

Tourists from all regions offer incense and sightsee at the Hung Temple—a testament to the enduring vitality of the Hung King Worship Belief, a quintessential heritage that connects the community and drives spiritual tourism in the Ancestral Land.

The current ICH system in the province is a vast “living museum,” encompassing everything from traditional festivals and performing arts to folk knowledge. Following the administrative boundary merger, Phu Tho has become a “cultural super-region,” showcasing a powerful convergence of the Ancestral Land’s midland culture and the unique traits of various ethnic minorities.

Most notably, Phu Tho is honored to host five UNESCO-recognized Intangible Cultural Heritages, including: “Xoan Singing of Phu Tho Province,” “The Belief in Hung King Worship in Phu Tho,” “Ca Tru Singing of the Viet People,” “Tugging Rituals and Games,” and 'Practices Related to the Viet Beliefs in the Mother Goddesses of Three Realms.' Additionally, the province boasts 41 national-level heritages, affirming its status as one of the most vital heritage centers in the country.

Additionally, the province boasts 41 national-level heritages, affirming its status as one of the country’s most vital heritage centers. The allure of the Ancestral Land lies in over 800 traditional festivals held year-round, such as the Hung Temple Festival, the Mother Au Co Temple Festival, the Tro Tram Festival, and the Bach Hac Boat Racing Festival. These are not merely spiritual activities but symbols of community solidarity.

Furthermore, the vast folk knowledge includes over 400 heritages related to healthcare, cuisine, and weather forecasting. Traditional crafts also contribute significantly, with about 90 occupations ranging from banh chung making to brocade weaving and Bich Chu woodworking, creating a vivid, rustic, yet profound cultural tapestry.

Performing Xoan Singing at the 2026 Phu Tho Street Folk Culture Festival—a vital highlight in bringing “living human treasures” and their values closer to the community and tourists.

Assessing this treasure trove, Mr. Nguyen Dac Thuy—Director of the Department of Foreign Affairs and Chairman of the Phu Tho Provincial Cultural Heritage Association—remarked: "Phu Tho holds the core values of Vietnamese identity. However, as ICH “lives” within the community, it is highly sensitive to market economy impacts. Preservation is not about “freezing” heritage but about maintaining its 'endogenous vitality.' Heritage must drive tourism, and conversely, tourism must be the environment for heritage to spread. We must preserve the entire human ecosystem—where artisans are “living human treasures” and the community is the central subject."

In the economic flow, tourism acts as a fresh breeze reviving heritage, but it also carries the risk of eroding identity. On the positive side, tourism is the “bridge” that saves heritage from being forgotten. Revenue from visitors helps restore craft villages and provides a financial foundation for artisans to pass the torch to younger generations.

Conversely, the downside includes the risk of commercialization and uncontrolled crowds that may diminish the solemnity of spiritual spaces. Resolving this symbiotic relationship is the key to ensuring the Ancestral Land’s culture is both a growth engine and a solid spiritual anchor.

Muong gong performances at the Opening Ceremony of the 2026 Hung Temple Festival and Ancestral Land Culture-Tourism Week.

To preserve heritage within the tourism stream, Phu Tho adheres to the principle: "Protecting heritage is to serve humanity." Heritage is a rich resource for tourism, but under the influence of tourism, its values should be spread rather than its essence altered. This requires close coordination between the State and the community. The State creates mechanisms to support artisans directly, ensuring the most authentic performance environments rather than artificial stages detached from their original spaces.

When every local resident proudly carries the “torch” of their ancestors' heritage, the Ancestral Land’s culture will truly soar. Xoan melodies, gong sounds, and ancient rituals will no longer be fragmented memories but an underground stream nourishing the sustainable development of the homeland. Preserving heritage is preserving the soul of the nation, ensuring every pilgrimage back to the roots finds the purest values of the Vietnamese people, past and present.

Le Hoang