Local experts have discussed how creativity and innovation are transforming heritage tourism and increasing its appeal to both domestic and international travelers at a forum on adding value to heritage over the weekend.

Foreign visitors at the Temple of Literature in Hanoi. Photo: Pham Hung/The Hanoi Times

To reinvent tourism strategies and offer tourists new and interesting experiences, heritage and monument management agencies have undertaken innovative activities.

The Van Mieu - Quoc Tu Giam (Temple of Literature) in Hanoi is currently hosting interactive activities such as learning about the site through 3D mapping technology and a nighttime experience program called "The Essence of Education". This program presents the traditional values of education, respect for teachers, and meritocracy vividly and engagingly.

After more than a year of operation without government funding, the night tour "The Essence of Education" has yielded positive results, said Le Xuan Kieu, Director of the Center for Cultural and Scientific Activities at the Temple of Literature.

"In the past, many visitors came to the Temple of Literature simply to rub the turtles' heads for good luck in exams or to admire the architecture. They rarely delved deeply into the true essence of the place: the spirit of learning, respect for educators, and reverence for talent," Kieu said. "But with the night experience, visitors are guided through meaningful stories about education and history, helping them to better appreciate the cultural values of the Temple of Literature."

Modern technology has also been used to share the stories of the past with today's visitors. AI-powered interactive "turtles" and 3D mapping effects make activities engaging, while the event is widely promoted on social media. Over time, staff have also refined their service, increasing their skills and professionalism to provide the best possible experience for visitors.

Another successful example comes from the Independence Palace where an exhibition has been held. Housed in a two-story colonial-era villa on the grounds of the Independence Palace, the exhibition features more than 500 historical artifacts and documents that trace the establishment of this symbol of French power in southern Vietnam.

According to Tran Huu Phuoc, Deputy Director of the Reunification Hall, the exhibition attracts nearly 350,000 visitors every year.

With an entrance fee of VND40,000 (US$1.58), which is reduced to VND25,000 (US$0.99) when purchased with a ticket to the Independence Palace, the exhibition quickly recouped its initial investment within the first year. In 2023, revenue had tripled compared to 2018.

Phuoc said the management of the Reunification Hall will digitize the exhibition space and its artifacts, and use technology to create immersive historical experiences to make the relic more appealing to younger generations.

Talking about the cooperation between the two attractions, Ta Duy Linh, Director of the Institute for Economic and Tourism Development Research, said the move offers greater insights into history and culture. "This cooperation promotes the promotion of heritage values, raises awareness of the importance of preserving heritage, and fosters sustainable development," he said. 

Duong Duc Minh, Deputy Director of the Institute for Economic and Tourism Development Research in Ho Chi Minh City, noted that tourists are increasingly looking for nostalgic experiences while at the same time wanting to stay connected to the modern world in the post-pandemic phase.

"The Independence Palace and Temple of Literature are on the right track by offering unique experiences that blend history with contemporary life," he stated.

He also emphasized that personalizing the visitor experience and tailoring travel services to individual preferences will make it easier for tourists to access suitable packages and ultimately encourage them to spend more.

At the forum, the Reunification Hall and the Center for Cultural and Scientific Activities at the Temple of Literature agreed to work together to bring greater recognition to these two nationally prominent heritage sites.

Exploring the Temple of Literature with AI solutions

An exhibition entitled "Special National Monument Temple of Literature" opened last weekend at the sacred Hung King Temple in the southern city of Cantho.

Secondary students use AI tools to explore the Temple of Literature. Photo: giaoducthoidai.vn

The exhibition attracted a large number of students, teachers, and local residents for the exploration of the space of knowledge and culture.

Nguyen Ngoc Nha Quynh, a student at Tran Hung Dao Secondary School in Ninh Kieu District, was excited to use AI technologies to interact with the virtual "turtle" that answered her questions and helped her learn many new things.

Nguyen Le Thu Thuan, Headmistress of Tran Hung Dao Secondary School, said she was impressed with how the exhibition was set up, especially the use of technology to explain the history of the monument.

This has made people more aware of national pride and encouraged a greater appreciation of Vietnam's history and culture, he said.

Le Xuan Kieu, Director of the Center for Cultural and Scientific Activities at the Temple of Literature, said the exhibition was an opportunity for Hanoi to introduce the values of the Temple of Literature, Vietnam's first university, to the public, especially young people.

"Through the exhibition, we want to promote love for cultural heritage, traditional values of learning, respect for teachers, independence, and the spirit of innovating and striving to contribute to a prosperous and happy nation," he stated.

Truong Cong Quoc Viet, Deputy Director of the Cantho Department of Culture, Sports, and Tourism, said that the exhibition allows locals and tourists to explore Vietnam's cultural heritage and the spirit of education passed down through generations.

The "Special National Monument Temple of Literature" exhibition will run until December 18.