Amid the rapid growth of tourism, many destinations face the risk of losing their unique identity when chasing market trends. In this context, cultural identity is not only the “identity card” of each land, but also an important endogenous resource that creates a distinctive, sustainable appeal for tourism. In Quang Ninh, efforts to preserve and promote cultural identity are not only an inevitable requirement, but also a consistent orientation aimed at developing tourism towards distinctiveness and uniqueness.
Developing tourism linked to cultural identity is not a new form, yet it is increasingly becoming a trend that attracts visitors. Beyond sightseeing scenic spots and historical relics, tourists today desire to explore and experience indigenous cultural life—from customs, beliefs, and festivals to architecture, performing arts, and local cuisine... In other words, what retains visitors is the distinctiveness, the cultural story of each land. Clearly identifying this trend, over the past years, Quang Ninh has proactively tapped into cultural materials, especially the traditional culture of ethnic minorities such as the Tay, Dao, San Chi, and San Diu, to create tourism products rich in identity.
Closely following that direction, many localities across the province have implemented cultural tourism development models in a methodical, scientific, and community-centered manner. In particular, after implementing the two-tier local governance model, administrative boundaries have expanded, and cultural spaces have also become interconnected and seamless, creating favorable conditions for communes, wards, and special zones to effectively leverage indigenous cultural values.
One of the clearest manifestations of preserving identity is the restoration and organization of traditional festivals on the basis of respecting authenticity, selective curation, and appropriate scaling. Many festivals that were once forgotten have been revived, becoming appealing tourism products, such as: the Cai Chien Communal House - Shrine Festival (Cai Chien Commune) restored after nearly 80 years; the Khoi Kem ritual of the Dao ethnic people in Duong Hoa Commune organized for the first time on a festival scale; the 1st Ethnic Cultural Festival of Dien Xa Commune linked with the Ha Lau fair market... At these events, traditional rituals, folk games, and folk singing and dancing are authentically recreated, becoming highlights that attract tourists while enriching community cultural life.
Mr. Luong Viet Hung, Deputy Secretary of the Party Committee and Chairman of the People's Committee of Dien Xa Commune, shared: Following the administrative merger, over 85% of the local population are Dao and Tay ethnic people, creating a diverse cultural foundation. The commune is currently coordinating with relevant agencies and experts to develop the “Project on Preserving and Promoting the Values of Ha Lau Fair Market in Association with Tourism Development.” The project is implemented on the basis of scientific research, with consultations from cultural researchers and, in particular, the active participation and ownership of local residents. Activities such as ritual reenactments, folk singing, costume tailoring and embroidery, and culinary preparation are all carried out and passed down across generations by the people themselves. Thereby, not only is the authentic “soul” of the culture preserved, but local residents' awareness of preserving and promoting traditional values is also enhanced.
Reality shows that only when culture is nurtured within community life itself do its values truly become sustainable. Meritorious Artisan Dieng Chong Xenh (Quang Son 3 Village, Duong Hoa Commune) shared: Beyond teaching embroidery within the family, I also directly instruct students at local schools. At the recent Khoi Kem festival, the traditional embroidery craft of the Dao Thanh Phan people was showcased through competitions and cultural display spaces, drawing keen interest from tourists. Through this, each resident is not only a guardian but also an active ambassador introducing and spreading the cultural beauty of their ethnic group and homeland.
In parallel, the province maintains the review, inventory, and documentation of tangible and intangible cultural heritages to formulate appropriate protection and restoration plans. Thanks to this, many unique cultural values of ethnic minorities have been revived, recognized, and promoted, such as: the Soong co singing art of the San Chi people, Soong co singing of the San Diu people, the wind-abstinence custom of the Dao Thanh Phan, the Cap sac ritual of the Dao Thanh Y, and the new rice celebration of the Tay... Notably, the Then practices of the Tay, Nung, and Thai ethnic groups, including those in Quang Ninh, was inscribed by UNESCO as an Intangible Cultural Heritage of Humanity, opening up significant opportunities for promotion and tourism development.
