Da Nang steps up My Son Sanctuary promotion to attract global visitors
Da Nang City plans to step up promotion of My Son Sanctuary to new markets and strengthen links with domestic and international partners.
Tourist arrivals to My Son continue to rise
Tourist numbers keep rising
As of 24 November, My Son Sanctuary welcomed nearly 428,000 visitors (up 3.9% year-on-year), among which there were 386,000 international arrivals (up 3.1%) and 42,000 domestic visitors (up 12.5%). Alongside traditional European and American markets, East Asia, Southeast Asia, and India are emerging strongly.
Cultural performances have become a signature of My Son
To enhance the visitor experience, My Son has expanded heritage-based tourism offerings, including museum tours, links with Tra Kieu, traditional craft activities, and Cham – Vietnamese cuisine. Cham cultural performances, such as excerpts from “Crossing the Sacred River,” “Apsara Legend,” and “Legendary My Son Night”, have become major highlights, with nine shows daily.
New services, including seasonal check-in spots, cycling routes, virtual tours, and eight-language audio guides, are also drawing interest. Currently, visitors spend over two hours on average at the site, reflecting its growing appeal and added diversity.
Defining My Son’s positioning
To strengthen its appeal as a world cultural heritage destination, My Son plans to boost destination marketing, expand partnerships with key visitor-source markets, and review pricing policies for sustainable growth.
The site is also considering making “Legendary My Son Night” a regular night-time attraction and developing more community-based ecotourism products such as boating, trekking, camping, mountain biking, and panoramic tower viewing.
“Legendary My Son Night” is planned for regular night-time shows
According to Van Ba Son, Deputy Director of Da Nang’s Department of Culture, Sports and Tourism, it is really necessary to diversify offerings tied to Cham intangible heritage (especially night-time cultural shows) and enhance global promotion through airport advertising and cross-marketing with major cultural venues in Da Nang.
Source: DNO
