Leverage for An Giang
In the minds of the people of the Mekong Delta, for a long time, Ba Chua Xu nui Sam (Chau Doc city, An Giang province) has been considered a solid spiritual support. In the midst of a difficult life, there they can send their wishes and hopes for a better future.
Over time, the fertile land has crystallized its traditional values into the Ba Xu Festival of Sam Mountain, gradually overcoming the spiritual limits of the region, thereby having an influence throughout the country. Every year, hundreds of thousands of people come to An Giang to visit, visit the Lady of the land, burn incense, pray for peace, pay taxes... This is a land of spiritual, human, majestic mountains, rich resources, converging the cultural quintessence of the 4 brotherly ethnic groups: Kinh, Hoa, Khmer and Cham... more opportunities to keep tourists from near and far.
According to statistics, in 2023, An Giang welcomed about 8.5 million tourists, while in 2024, the province welcomed about 9.1 million. However, according to the assessment, the development of An Giang tourism is still not worthy of its potential advantages, especially when owning diverse indigenous resources.
The night of March 19, 2025 is considered a historical milestone in the homeland of An Giang in particular, Vietnam in general when the Ba Chua Xu Festival of Sam Mountain in Chau Doc City (An Giang) was honored by UNESCO as a Representative Intangible Cultural Heritage of Humanity. This is not only the pride of the people but is also expected to open a new door for the local tourism industry.
Ms. Truong Thi Van Anh (An Giang province) expressed: "Previously, people only listened to stories about An Giang as a curiosity when coming to Ba Vice, now the Festival is honored by UNESCO, we are very happy. I believe that in the future, not only spirituality will be developed but many other types of tourism in An Giang will also be known by domestic and foreign friends".
Accordingly, when the effect of the Festival is heard far and wide, visitors will not simply go on a pilgrimage in one day. Curiosity about the mysterious stories around Ba Temple urges the discovery of other unique historical and cultural relics of An Giang that will gradually take shape.
Hang Pagoda hidden in the heart of the mountain, Tay An Co Tu with unique interspersed architecture... bearing a strong impression will become a must-see destination on the journey to explore An Giang. The diversity of this travel experience will lead to significant changes in the length of stay of tourists, hotels, motels, and homestays will have the opportunity to increase room capacity.
Spreading regional tourism
This turning point not only strengthens An Giang's position, but can also strongly support and help promote tourism in the Mekong Delta.
Within the framework of the event of the Ba Chua Xu Festival of Sam Mountain of Chau Doc City (An Giang) being honored by UNESCO as a Representative Intangible Cultural Heritage of Humanity, the Ministry of Culture, Sports and Tourism also announced and called on departments, ministries, branches, local authorities at all levels and relevant agencies to implement the national action program.
In particular, every year, the Ba Chua Xu Festival of Sam Mountain is organized solemnly, respectfully, economically, in accordance with the principle of practicing heritage, with the participation of the people, contributing to connecting communities, praying for peace and prosperity of the country.
According to many experts, if we take advantage of this opportunity, build quality tourism products, and promote our image effectively, An Giang province will become a central destination, attracting tourists from all over.
From there, An Giang can play the role of an "extended arm", expanding tourism routes to neighboring localities, such as Ha Tien (Kien Giang).
However, to realize this great potential, the province also needs to have specific strategies and actions. The preservation and promotion of the value of the Ba Chua Xu Festival on Sam Mountain needs to be given top priority, ensuring the integrity and cultural identity of the heritage.
Improving service quality, training professional human resources, especially promotional work, not only focuses on the Ba Chua Xu Festival but also introduces other tourism potential of An Giang and the region.
