From “Peacock” to a million dollar festival
In March, Hanoi residents had the opportunity to preview the spectacular performance of famous Chinese artist Yang Liping in the classic ballet “The Peacock”. Few expected that, with ticket prices ranging from 5 to 20 million dong, this internationally renowned contemporary dance work would be sold out for all performances, and that many spectators would even return to the Ho Guom Theater for a second performance.
Recently, the series of classical ballet performances given by the Russian State Ballet at the Ho Guom Theater, presenting two timeless masterpieces of world ballet art, “The Nutcracker” and “Romeo and Juliet “, continued to spark a renewed interest in classical art among the Vietnamese people.
The emergence in Vietnam of a series of exhibitions showcasing the world’s finest artistic achievements has once again confirmed the direction of Vietnam’s cultural development, in accordance with Politburo Resolution No. 80-NQ/TW on the development of Vietnamese culture, with a modern orientation where absorbing the most beautiful aspects of human culture is not only a task but also an opportunity for Vietnam to strengthen its position, increase its cultural influence and contribute positively to the progress of human civilization.
In addition to high-level artistic programs, internationally renowned art exhibitions and cultural festivals, held annually on a large scale with multi-million dollar budgets, a promising cultural industry is also being established in Vietnam.
One of the most prestigious festivals is the Da Nang International Fireworks Festival (DIFF), which will celebrate its 14th anniversary in 2026. Thanks to an eight-year partnership with Sun Group, DIFF has become a light show that every renowned pyrotechnic team in the world dreams of performing. With dozens of teams from the world’s leading fireworks nations, a competition lasting nearly two months and the use of the most modern fireworks and cutting-edge technologies, DIFF has made Da Nang not only the fireworks capital of Vietnam, but also a must-visit destination for international events and culture. Nadia Shakira Wong, CEO of Global 2000, a leading international consultancy company in the field of fireworks, even declared: “I think it is entirely possible to propose the inclusion of DIFF 2025 in the Guinness Book of Records. HAS”
It is evident that major cultural festivals like DIFF have not only made Vietnam a premier destination for regional and international cultural and artistic events, but also contributed significantly to its economic development. According to statistics, DIFF 2025 attracted nearly 2 million visitors to Da Nang, generating total revenue for accommodation, catering and tourism services estimated at VND5.6 trillion. Leveraging the influence of DIFF, a series of internationally renowned artistic performances have been organized at Ba Na Hills, as well as street performances, food festivals and international film festivals, making Da Nang a magnet for Vietnamese and foreign tourists.
The person who is shaping the next generation of cultural tourism.
The Sun group’s history with the DIFF festival perfectly illustrates the driving role of the private sector in the development of the national cultural industry. It is not only about financial resources, with budgets reaching hundreds of billions of dong for each edition of DIFF, but also about long-term vision and remarkable creativity in creating world-renowned cultural products with international influence.
DIFF is just one example of the many cultural and tourism products created by this company. In Phu Quoc, Sun Group’s investment in iconic sites such as the Bridge of Kisses, Sunset Village and two world-renowned fireworks shows, presented 365 days a year, has transformed Pearl Island into a new international destination and the only island in the world to offer fireworks twice per evening.
Fansipan – once known for its majestic beauty and nicknamed the “roof of Indochina” – now welcomes the breath of the cultural industry with shows in the colors of the highlands, such as “Dancing on the Clouds”, or more recently, the spectacular artistic performance “Journey to the Summit sacred …
In Da Nang, Sun World Ba Na Hills welcomes millions of international tourists every year, who come not only to admire the iconic Golden Bridge or the charming French Village, but also to immerse themselves in the vibrant atmosphere of world-renowned artistic performances and varied styles offered throughout the four seasons.
It is evident that every tourist destination now attracts visitors with its cultural heritage, the richness of its preserved culture and the integration of the most beautiful aspects of world culture. We are thus observing the emergence of a new form of cultural tourism, where visitors not only come to be entertained, but are also ready to pay to absorb the cultural value of the places.
Source : https://congluan.vn/nhung-nguoi-dinh-hinh-du-lich-van-hoa-the-he-moi-cho-viet-nam-10336766.html
