After the merger, An Giang province now has two intangible cultural heritages recognized by UNESCO as Representative Intangible Cultural Heritage of Humanity (the Art of Southern Don Ca Tai Tu and the Ba Chua Xu Temple Festival at Sam Mountain); 10 national treasures; 10 nationally recognized intangible cultural heritages; and 150 ranked historical, cultural, and scenic sites (including 3 special national relics, 50 national relics, and 97 provincial relics). In addition, the province possesses a rich and diverse treasure of intangible cultural heritage from the Kinh, Khmer, Cham, and Hoa communities. This is a valuable resource and an important driving force for tourism development, contributing to economic growth and social progress.

The cultural festivals in the province are all traditional in nature, reflecting the spiritual life and customs of local ethnic groups. Among them, festivals such as the Ba Chua Xu Temple Festival at Sam Mountain, the Nguyen Trung Truc Temple Festival, the Bay Nui Ox Racing Festival, the Nghinh Ong Festival in Kien Hai, the Phan Thi Rang (Sister Su) Festival, the Ky Yen Festival at Binh Thuy Temple, and other characteristic Khmer and Cham ethnic festivals have become important cultural events attracting domestic and international visitors. Through these festivals, tourists not only witness unique traditional rituals but also have the opportunity to participate in folk cultural activities, helping them connect more deeply with local culture.

In recent years, tourism associated with festivals has gradually developed. The organization of festivals has become more innovative and professional, with many activities attracting visitors. In 2024, the Ba Chua Xu Temple Festival at Sam Mountain was recognized by UNESCO as part of the Representative Intangible Cultural Heritage of Humanity. The festival is a unique traditional folk celebration that plays a particularly important role in the spiritual and cultural life of An Giang’s people, embodying distinctive historical and cultural values within the cultural flow of Southern Vietnam.

The growth of festival tourism has brought many positive impacts to local communities. As visitors attend festivals, the demand for accommodation and food services increases. This not only improves economic conditions but also creates opportunities for traditional craft villages to flourish. Handicrafts such as brocade weaving, traditional musical instruments, and regional specialties have more opportunities to reach new customers.

Ms. Nguyen Thu Hoai, a visitor from Thanh Hoa province, shared: she had heard much about An Giang’s beautiful landscapes and unique culture, especially the Ba Chua Xu Temple Festival at Sam Mountain. This year, her family directly experienced the festive atmosphere and explored tourism services in Chau Doc and nearby areas. “I participated in the ritual of carrying the statue of Ba from the top of Sam Mountain and offered incense at the Ba Chua Xu Temple. I also visited famous tourist sites in Chau Doc, explored the Cham village of Chau Phong, and enjoyed local specialties such as fermented fish hotpot, sour soup, braised fish, roasted chicken, and palm juice.

Overall, tourism services are quite good, meeting visitors’ needs. However, the province should better connect satellite tourist sites around Chau Doc to create more diverse and attractive tourism products, especially nighttime events.”

The traditional Nguyen Trung Truc Temple Festival, held annually on the 26th, 27th, and 28th days of the eighth lunar month in Rach Gia ward, attracts a large number of pilgrims who come to honor the heroic spirit of the national hero Nguyen Trung Truc, known for his courageous and unyielding struggle against foreign invaders. The festival’s unique feature is its strong sense of community connection, reflected through the voluntary and charitable participation of local people. This helps preserve and promote traditional cultural values while contributing to socio-economic development, highlighting the people’s role in festival activities, and raising awareness of national sovereignty and the protection of borders and islands. Nguyen Khanh Hoang, a resident of Rach Gia ward, shared: “The Nguyen Trung Truc Temple Festival is a long-standing traditional cultural festival of our homeland. The atmosphere is lively and joyful, attracting many visitors. It is not only an opportunity to preserve and promote traditional culture but also to strengthen community bonds.”

Developing tourism through festivals is not only an opportunity to preserve and promote traditional cultural values but also a sustainable direction for economic growth, community connection, and improving people’s lives.

Therefore, with appropriate investment and effective communication strategies, An Giang can become an attractive destination for spiritual and festival tourism, drawing large numbers of domestic and international visitors./.

Reported by Trung Hieu

Translated by Kim Thuan