Cham Cultural Tourism in Lam Dong: A Unique Revival Experience

A distinctive tourism offering

With more than 42,000 Cham people living mainly in the southeastern part of the province, the rich heritage of Cham traditional arts is not only being preserved but also gradually revitalised, helping diversify tourism offerings and attract both domestic and international visitors.

Recently, Cham cultural elements have moved beyond static displays to become immersive, staged experiences. In Hong Lam Hamlet, Hoa Thang Commune, several tourist sites have partnered with Cham artisans and amateur performers to organise folk music and dance performances.

Although launched only recently during the 2026 Lunar New Year and offered mainly on weekends or for group bookings, the programme has quickly made a strong impression. In just 30 minutes, the performances take visitors on an emotional journey through traditional culture. “The programme vividly reflects the daily life of local people. Though short, it is engaging and deeply moving,” said Mai Thi Huong, a visitor from Ho Chi Minh City.

Before exploring the Bau Trang sand dunes, visitors can immerse themselves in graceful Apsara dances, accompanied by the rhythmic sounds of ghi-nang and paranung drums and the saranai horn. This artistic space acts as a bridge between past and present, allowing visitors to experience the cultural depth of the local community.

According to Pham Van Trong, a representative of a tourism site in Bau Trang, integrating Cham performances into tourism activities not only enhances visitor experience but also helps preserve and promote traditional cultural values. He noted that international tourists are particularly interested in local cultural experiences, while domestic visitors have yet to fully appreciate them. Therefore, combining performances with traditional craft village experiences is seen as a necessary step to enhance the destination’s appeal.

Deeper cultural experiences

Beyond performances, many destinations are developing deeper cultural experiences. At the Po Sah Inu Towers, visitors can not only explore the ancient architecture but also enjoy Cham folk art and take part in reenactments of traditional festivals such as Rija Nugar and Rija Harei upon request.

Tran Duc Dung, Head of the Po Sah Inu Towers Management Board, said the site has actively collaborated with travel companies to develop cultural tourism routes. Activities such as folk performances and demonstrations of traditional crafts like weaving and pottery have received positive feedback, particularly the evening programmes held at the site.

From Bau Trang and Po Sah Inu Towers to resorts in Mui Ne, Tien Thanh and Phan Thiet, Cham traditional arts are increasingly being integrated into tourism products. These experiences not only help extend visitors’ stays but also open up a sustainable pathway, transforming heritage into assets and culture into a driver of development.

The revival of Cham cultural heritage is not solely the responsibility of the tourism sector. It requires coordinated efforts from local communities, authorities, and businesses. As traditional dances, music and festivals continue to be preserved and shared, Lam Dong will be known not only for its landscapes but also as a destination rich in vibrant and enduring cultural values.