In the era of globalization, when tourism is increasingly becoming a key economic sector, preserving and promoting traditional cultural values ​​is not only the task of each locality but also the key to sustainable tourism development. Hoa Binh province, a land rich in national cultural identity, is gradually affirming its position in this field through effectively exploiting traditional values ​​to attract domestic and foreign tourists.

Located at the gateway to the Northwest region, Hoa Binh province is not only famous for its poetic natural landscape but also a place to preserve the unique cultural treasures of ethnic minorities, such as Muong, Thai, Dao, Tay, etc. Each ethnic group has its own unique cultural features, creating a diverse, rich and unique cultural picture. These traditional values ​​are expressed through festivals, costumes, ethnic musical instruments, folk arts, and stilt house architecture. Preserving and promoting these elements not only contributes to preserving national identity but also creates a special attraction for tourists.

In fact, tourists come to Hoa Binh not only to enjoy the fresh air and admire the majestic natural scenery but also to experience traditional cultural life. In community tourism villages such as Lac village (Mai Chau), Ke village (Da Bac), or Giang Mo village (Cao Phong), tourists can live in stilt houses, enjoy local cuisine, participate in festivals, listen to gongs and learn about the customs and practices of the indigenous people. These experiences bring a genuine, profound and unforgettable feeling, something that modern tourism services cannot easily bring.

To increase the attractiveness of craft village tourism destinations, one of the important solutions is to let visitors not only see and buy products but also learn about the process of making products, especially being creative and participating in the process of making products. Tourists will certainly have a better impression of the products than just coming and buying products to bring home. In the two communes of Hang Kia and Pa Co (Mai Chau district, Hoa Binh province), tourism development has changed the way of thinking and working of the ethnic people here. They have known to pay attention to preserving the traditional cultural identity of the nation and collecting and restoring some cultural features, activities and beliefs that have been lost to promote and attract tourists to visit. If you have the opportunity to come here, you will be able to participate in community activities with the locals such as planting rice, corn, picking plums, picking peaches, traditional crafts such as weaving linen, dyeing indigo, painting beeswax, making Giang paper, recreating the festival of pounding rice cakes, playing folk games and cultural exchanges.

Tourists participate in cultural exchange at Y Mua homestay, Hang Kia commune, Mai Chau

However, for sustainable tourism development, the exploitation of traditional values ​​must go hand in hand with conservation. It is necessary to avoid excessive commercialization, which destroys the inherent nature of national culture. The local government and people need to coordinate closely in preserving heritage, training tourism staff with cultural knowledge, and building a friendly, unique, safe and professional image of Hoa Binh tourism. That is also the policy of developing community tourism in Da Bac district, Hoa Binh province.

At the tourist destination of Sung village, Cao Son commune, Da Bac district, traditional crafts such as brocade weaving, herbal medicine picking, herbal baths, Do paper making, beeswax printing, etc. have become popular tourist products, contributing to creating a new look, more diverse and attractive tourism products for the Dao Tien village. Along with raising awareness, consciousness of preserving and promoting cultural identity, the livelihood of local people is increasingly improving. Up to now, over 80% of households in the village have income from participating in services such as accommodation, food, tour guides, performing arts, brocade, medicinal herbs, making Do paper, etc. Ms. Do Thi Thanh Huong - a tourist from Hanoi said: When traveling to localities with traditional crafts, whether on a tour or on a self-guided tour, she wants to experience more than simply buying products to bring home. Therefore, traveling to craft villages means experiencing, understanding the history, how to create products, from which tourists can see the uniqueness and value of the products with high competitiveness.

Tourists experience beeswax printing and making do paper products in Sung village, Cao Son commune (Da Bac)

Attracting tourists with traditional values ​​is the right and long-term direction. The harmonious combination of nature and culture, tradition and modernity has helped Hoa Binh become an attractive destination. Hoa Binh is showing that, when we know how to appreciate and promote what belongs to the origin, we not only preserve national identity but also create a driving force for sustainable socio-economic development and Hoa Binh tourism will certainly go further on the journey of national tourism development.