Hoi An - My Son: UNESCO recognition - Leverage for tourism development

A tourism hub in southern side

In 1999, Hoi An welcomed only around 200,000 visitors. In 2024, the number of ticketed entries to the ancient town surged to 3.56 million.

And, it’s the same picture in My Son Sanctuary. From just 3,000 ticketed visitors in 1999, the site has welcomed more than 446,000 tourists after 25 years, an increase of nearly 120 times.

The development of tourism has promoted many related activities such as the revival of traditional craft villages, and the preservation of heritage, and tangible and intangible cultural values. It has also contributed to spreading tourism benefits to neighboring localities.

Mr. Le Quoc Viet, Chairman of the Quang Land Destination Club, said that many international travelers, especially those from Europe, America, and Australia, choose Da Nang because of its proximity to two world cultural heritage sites.

Particularly for tourists from Northeast Asia and Southeast Asia, although they are more interested in entertainment and leisure services, My Son and Hoi An are still indispensable complementary attractions during their trips to Da Nang.

Notably, the title "World Cultural Heritage" has significantly accelerated tourism growth at the My Son Sanctuary.

The designation has enabled the site to attract support resources from the government and international organizations not only for conservation and restoration but also for improving tourism infrastructure and services, creating jobs and livelihoods for local residents. Currently, nearly 80% of the workforce at the My Son Management Board are local people.

Creating momentum for development

Although assessing the full socio-economic impact of the UNESCO designation requires multiple factors, it is undeniable that tourism in Hoi An, My Son, and neighboring areas of Da Nang has witnessed a remarkable surge since both sites were recognized as World Cultural Heritage.

Statistics show that between 1999 and 2005, the annual tourism growth rate at the two sites has always increased by 20 - 30%. In recent years, although growth rates have moderated, they have still remained at a 10% -15%.

In addition, a wide range of tourism services and products have been developed and gained strong appeal among visitors, including “Hoi An by Night”, “Motor-Free and Pedestrian Streets”, “Hoi An Night Street”, “Ancient River - Old Boats”, “Legendary My Son Night Show”, Cham folk performances, and traditional arts showcases throughout the old town.

Tourism revenue has also created financial resources that support more effective heritage preservation.

According to Mr. Van Ba ​​Son, Deputy Director of the municipal Department of Culture, Sports and Tourism, cultural heritage experiences will continue to play a key role in positioning Da Nang as a destination, especially for visitors from Europe, Australia, and the United States.

In particular, the Hoi An Ancient Town and the My Son Sanctuary will remain key drivers extending tourism flows toward the southern and western sides of Da Nang, contributing to a more diverse, comprehensive, green, and sustainable tourism landscape in the years ahead.