SPIRITUAL-CULTURAL TOURISM AT HUONG PAGODA, HANOI CITY, VIETNAM: OPPORTUNITIES AND CHALLENGES IN THE CURRENT CONTEXT

ABSTRACT

Huong pagoda located in Huong Son commune, Hanoi is one of Vietnam’s most prominent scenic and historical complexes, as well as one of the largest spiritual centers and pilgrimage destinations in the country. The uniqueness of the Huong pagoda lies in its harmonious convergence of Buddhist cultural values, folk beliefs, and exceptionally distinctive natural landscapes. In the context of contemporary sustainable tourism development, spiritual–cultural tourism at Huong Pagoda presents important opportunities for promoting Vietnam’s cultural and religious heritage while contributing to local economic growth. Nevertheless, alongside these benefits, tourism development in this area encounters considerable challenges, including the commercialization of sacred spaces, environmental pollution, visitor overcrowding, and difficulties in management and multi-stakeholder coordination. This paper focuses on a comprehensive analysis of the opportunities and challenges in the current context, with the aim of clarifying the role and potential of spiritual–cultural tourism at Huong pagoda, while at the same time proposing sustainable development solutions that harmonize the preservation of cultural and religious values with the promotion of socio-economic growth.

АННОТАЦИЯ

Пагода Хыонг, расположенная в общине Хыонгшон (г. Ханой), является одним из самых значимых природно-исторических комплексов Вьетнама, а также крупнейшим духовным центром и местом паломничества в стране. Уникальность пагоды Хыонг заключается в гармоничном сочетании ценностей буддийской культуры, народных верований и исключительных природных ландшафтов. В условиях современного устойчивого развития туризма духовно-культурный туризм в пагоде Хыонг открывает важные возможности для продвижения культурного и религиозного наследия Вьетнама, способствуя при этом экономическому росту региона. Тем не менее, наряду с преимуществами, развитие туризма в этой зоне сталкивается со значительными вызовами, включая коммерциализацию сакральных пространств, загрязнение окружающей среды, чрезмерный поток посетителей, а также трудности в управлении и координации действий заинтересованных сторон. Данная статья посвящена всестороннему анализу возможностей и вызовов в современном контексте с целью уточнения роли и потенциала духовно-культурного туризма в пагоде Хыонг. В работе также предлагаются решения для устойчивого развития, обеспечивающие гармонию между сохранением культурно-религиозных ценностей и стимулированием социально-экономического роста.

Keywords: Spiritual-cultural tourism, religious tourism, Huong pagoda, heritage management, cultural and religious values.

Ключевые слова: духовно-культурный туризм, религиозный туризм, пагода Хыонг, управление наследием, культурно-религиозные ценности.

Introduction

In recent years, spiritual–cultural tourism has emerged as one of the most prominent development trends in Vietnam. Characterized by the utilization of elements of belief and religion for tourism development, this type of tourism not only meets visitors’ needs for sightseeing, experience, and leisure but also fulfills their spiritual needs. With the advantage of a diverse and rich religious and belief life, along with an extensive system of worship facilities and major festivals, Vietnam holds significant potential for the development of this tourism segment. Among these, Huong pagoda - a spiritual heritage complex located in Huong Son commune, Hanoi stands out not only as a famous scenic complex but also as a representative case in the development of spiritual–cultural tourism in the north of Vietnam.

Huong pagoda is renowned not only as a sacred place of Buddhist worship but also as a space where folk beliefs, traditional arts, and majestic natural landscapes converge. Notably, the Huong pagoda festival has become one of the largest festivals in the country, lasting from the first to the third lunar month after the lunar new year and attracting millions of pilgrims. However, the rapid growth of spiritual–cultural tourism activities has also brought about significant consequences, such as visitor overcrowding and environmental pollution, posing urgent challenges for the management and preservation of cultural and religious values.

1. The Historical formation and cultural-landscape values of Huong pagoda

The Huong pagoda scenic landscape complex, also known as Huong Son, is a cluster of historical, cultural, and religious heritage sites located in Huong Son commune, Hanoi. The pagoda’s history dates back to around the 15th century during the reign of king Le Thanh Tong (1442–1497). However, the main temples were constructed on a larger scale toward the end of the 17th century. After enduring the vicissitudes of history, by the early 20th century, the complex comprised over one hundred pagodas, featuring magnificent architectural works of exceptional craftsmanship. Unfortunately, due to the impact of war in 1947, 1948, and 1950, the pagoda was almost completely destroyed. The current structure is partly the result of restoration and reconstruction efforts initiated in 1989 by venerable Thich Vien Thanh, under the guidance of the late venerable Thich Thanh Chan.

In subsequent years, following in the footsteps of previous generations of venerable monks, venerable Thich Minh Hien-the 12th abbot-has devoted himself to Buddhist worship while continuing the work of restoration, renovation, and expansion by constructing numerous new structures. As a result, visitors today can admire a complex of architecture imbued with Buddhist cultural identity, in which the harmonious integration of ancient pagoda architecture and majestic, poetic natural landscapes is vividly manifested [3, p. 248].

Huong pagoda is surrounded by the Yen stream valley, forming a “sacred journey” that extends from the Trinh temple where pilgrims perform the ritual of presenting themselves to the deities and the Thien Tru pagoda, with its triple-gate entrance set upon a spacious courtyard and its ancient bell tower. Along the path from Thien Tru to Huong pagoda lies the Giai Oan pagoda.

Figure 1. The poetic beauty of the Yen stream

From Thien Tru, following a winding mountain path with many slopes for approximately 2 kilometers, one reaches Huong pagoda, located inside the Huong Tich cave, also known as the “Inner pagoda.” The descent into the cave consists of a steep staircase with 120 stone steps. Yet, the challenging terrain has never deterred the footsteps of devoted pilgrims coming here on their spiritual journey. On the cliff face at the cave’s entrance there are five Chinese characters:  Nam thien de nhat dong (“The first cave in the south”) carved in 1770 during the reign of lord Trinh Sam. The cave is spacious, adorned with numerous stalactites in various shapes, each given evocative names such as “Nun mountain,” “Uncle mountain,” “Rice heap,” and “Money heap.”… A distinctive feature of Huong pagoda is that it is dedicated to Bodhisattva Avalokiteshvara (Quan The Am), one of the great symbols of compassion and salvation in Mahayana Buddhism. In the spiritual consciousness of the Vietnamese people, Quan Am is not only a buddha with supernatural powers but also a gentle, benevolent figure akin to a mother who protects all beings. While the Outer pagoda has been shaped and refined by human hands, the Inner pagoda, nestled within Huong Tich cave, stands as a magnificent masterpiece of nature, with its majestic and awe-inspiring grottoes touching the hearts of all who behold them.

The enduring existence of Huong pagoda over the centuries reflects the pivotal role of Buddhism in the spiritual life and cultural structure of Vietnamese communities in the red river delta.

Alongside elements of orthodox Buddhism, Huong pagoda also embodies multiple layers of folk beliefs, such as the worship of the Mother Goddess, mountain deities, and village tutelary gods. This reflects the flexibility and inclusiveness of Vietnamese religion, in which Buddhism plays a central role without excluding or negating traditional forms of belief.

The Huong pagoda festival is a vivid testament to the communal spirit in Vietnamese cultural life. Held annually from the 6th day of the first lunar month until the end of the third lunar month, the festival encompasses not only Buddhist rituals but also a variety of folk cultural activities, such as hat cheo do (boat folk singing), boat races, vegetarian cooking contests, and traditional folk games. This combination creates a comprehensive cultural space where people come not only to express their devotion to the buddha’s teachings but also to enjoy recreation, socialize, reaffirm community identity, and preserve and promote traditional cultural values.

The Huong pagoda festival holds profound cultural and religious significance, being organized within the sacred setting of temples and mountains, thereby helping to reinforce and preserve traditional Buddhist rituals. The blending of sacredness with the majestic mountain scenery in the festival space at Huong pagoda also serves as a site of transformation between belief and tourism, the sacred and the secular, tradition and modernity. Pilgrims attending the festival seek peace, serenity, and tranquility of mind, while also strengthening their faith in Buddhism. At the same time, the festival interweaves elements of folk belief, reflecting the harmonious integration of orthodox Buddhism with local customs and traditions. This makes the festival approachable and widely accessible, enriching the spiritual life of the people.

The Huong Son historical and scenic complex, with its ensemble of ancient Buddhist architectural works harmoniously integrated into an ecosystem interwoven with caves, streams, forests, and mountains, has formed one of Vietnam’s most renowned scenic landscapes, possessing exceptional appeal for pilgrims. For this reason, the Huong pagoda complex is recognized as one of Vietnam’s 21 national tourist areas and has been designated a special national monument under decision No. 2082/QĐ-TTg in 2017 [4].

Figure 2. Trinh temple at Huong pagoda (Source: Internet)

2. Opportunities and challenges in the development of spiritual–cultural tourism at Huong pagoda today, and proposed solutions

2.1. Opportunities

First, it must be affirmed that Huong pagoda possesses abundant potential well-suited for the development of spiritual–cultural tourism. This serves as the fundamental basis for creating opportunities to advance spiritual–cultural tourism at Huong pagoda.

Huong pagoda is not only a venue for Buddhist rituals but also a comprehensive cultural space. It is a place where elements of folk belief, customs and traditions, traditional arts, and indigenous knowledge converge. These constitute distinctive “soft resources” with the capacity to generate high added value in tourism development:

The religious element, with the meaning of a pilgrimage to the land of the buddha - where Bodhisattva Avalokiteshvara is believed to have manifested and practiced - plays a central role. During the festival season, millions of Buddhists and visitors from all directions eagerly journey to Huong pagoda, not merely for sightseeing, but to participate in sacred rituals, seek comfort, salvation, and spiritual guidance toward goodness. This is an advantage that ordinary tourist destinations cannot compete with.

Intangible cultural elements such as the Huong pagoda festival, peace-praying ceremonies, misfortune-cleansing rituals, Buddha bathing, ceremonial processions, hat cheo do (boat folk singing), and traditional vegetarian cuisine create a rich and multidimensional experience that allows participants to find serenity and tranquility in their souls while strengthening their faith in Buddhism. These values can be developed into specialized tourism products that meet the growing demand for “authentic cultural experience tourism”.

The natural landscape of Huong Son, with its streams and mountains, forms a picturesque scene of “mountains and waters in harmony”. In particular, the Yen stream exudes a gentle charm as it meanders between two mountain slopes. The stream stretches for about 3 kilometers in winding curves, giving the impression of an endless flow. During the festival season, its usual tranquility is enlivened by boats leisurely carrying visitors to admire the scenery and pay homage to the Buddha. Boarding a boat from Duc wharf and following the Yen stream, visitors can let their spirits merge with and be immersed in the clouds and sky of Huong Son. The natural setting - comprising mountains, streams, and caves intertwined with a sacred symbolic space - provides the foundation for the development of eco–spiritual–cultural tourism, a model that many countries around the world are currently promoting as a sustainable tourism solution.

Buddhism as a guiding force in shaping ethics and culture in the experiential journey. Unlike traditional forms of tourism, spiritual–cultural tourism is profoundly influenced by the ethical philosophy and worldview of religion. In the case of Huong pagoda, Buddhism, through its ritual practices, helps orient the lifestyle, behavior, and attitudes of both pilgrims and those engaged in tourism services. With its philosophy of compassion, altruism, filial piety, living in harmony with nature, empathy, and sharing - core values conveyed through space, rituals, and symbols - Buddhism, when skillfully integrated into the festival organization process, delivers highly practical benefits such as: Contributing to guiding people toward goodness, fostering an altruistic and humane way of life; Reducing negative behaviors such as jostling, littering, and promoting civilized conduct in public spaces; Enhancing awareness of respecting sacred spaces; Creating a healthy, educational, and humanistic cultural tourism environment.

In practice, the management boards of Huong pagoda, together with the Vietnam Buddhist sangha, have made considerable efforts in coordinating with local authorities to organize the festival in accordance with proper rituals, combat superstition, and guide Buddhists and pilgrims to conduct their journeys safely, economically, and civilly. This is one of the factors contributing to the sustainable development of spiritual–cultural tourism.

The uniqueness of Huong pagoda lies in its sacred space that extends across a vast area, combined with the majestic beauty of nature: The system of mountains, caves, streams, and forests surrounding Huong pagoda creates a sacred natural complex that serves both as a place of pilgrimage and as a setting where people can immerse themselves in nature, seeking tranquility and balance in life. Huong pagoda stands as a quintessential symbol of the harmonious bond between humans and nature, helping to inspire a sense of responsibility for environmental protection and the preservation of sustainable values.

The cultural and religious values of Huong pagoda are not merely a legacy of the past but also a vibrant resource in the contemporary spiritual and social life of the Vietnamese people. Preserving and promoting these values not only enriches spiritual life but also enhances awareness of safeguarding traditional culture, thereby fostering the sustainable development of spiritual–cultural tourism and contributing to the preservation of national identity in an era of integration and development.

These are precisely the favorable conditions for the development of spiritual–cultural tourism. From this reality, on September 24, 2024, the Hanoi municipal people’s committee issued a decision recognizing the special national monument of the Huong Son complex  as a city level tourist site.

Secondly, in reality, spiritual–cultural tourism at Huong pagoda has been developing and has achieved many noteworthy results. This forms the basis for valuable lessons learned, creating opportunities for even stronger growth of spiritual–cultural tourism at Huong pagoda.

Spiritual–cultural tourism at Huong pagoda is organized year-round with numerous activities; however, the peak period is during the festival season. The Huong pagoda tourism festival is directly managed, planned, and organized by the people’s committee of My Duc district. For example, in 2025, the Huong pagoda tourism festival, under the theme “Huong pagoda festival - a destination of Vietnamese tourism, culture, and tradition,” takes place over three months, from February 3 to May 1, 2025 (equivalent to the 6th day of the first lunar month to the 4th day of the fourth lunar month of the year of the snake). The opening ceremony is held on February 3 (the 6th day of the first lunar month). The Huong pagoda festival has recently undergone many innovations to attract more visitors: My Duc district has introduced electronic tickets for scenic area entry, integrated with boat transportation services. More than 3,700 boats operated by the Huong Son tourism services cooperative have been refurbished, painted blue, and equipped with life jackets, trash baskets, umbrellas for sun and rain protection, seating, and free drinking water. The district has also focused on enhancing landscapes and public spaces by installing billboards, backdrops, flower beds, and ornamental plants along provincial road 419 (from Van Tin to Huong Son) and along the pedestrian paths on both sides of the Yen stream, creating a scenic environment for visitors to enjoy during the festival. Additionally, My Duc district organizes a “Culture tourism week” featuring a fair displaying OCOP (One Commune, One Product) goods from the local area and neighboring districts, as well as performances of traditional Vietnamese cultural and artistic activities, including Te Tieu dry-land water puppetry (Dai Nghia town), Muong ethnic gong performances (An Phu commune), and hat cheo (traditional operetta) at local clubs across the district.

According to statistics, during the festival season, Huong pagoda welcomes over 2 million visitors annually, generating thousands of temporary jobs in sectors such as transportation (boats and electric vehicles), food and beverage services, accommodation, and souvenir sales in the local area and surrounding regions. This enables residents to make productive use of their free time after completing the agricultural season. Many households around the Huong pagoda area have shifted from agricultural production to tourism-based economic models, helping improve incomes and enhance quality of life.

In particular, spiritual–cultural tourism not only generates economic value but also contributes to raising awareness about preserving cultural and religious traditions. Many rituals, customs, and traditional crafts that seemed on the verge of fading away have been revived and preserved thanks to visitor demand. This exemplifies a mutually reinforcing relationship: tourism revives culture, and culture enriches tourism.

Figure 3. The opening ceremony of the Huong pagoda festival 2025

Thirdly, there is a significant opportunity arising from the growing demand for spiritual–cultural tourism in a context of considerable social change, in which Buddhism in Vietnam holds many advantages.

Spiritual well-being plays an important role in the contemporary concept of hum an health. The most essential function of religion is to provide spiritual compensation for human beings. In the present context, alongside the achievements that have improved both material and spiritual living standards, numerous challenges and shortcomings have also emerged: the paradoxes of market mechanisms, with economic growth accompanied by moral decline, widening wealth gaps, social instability, disease, and natural disasters. Particularly pressing are issues related to people’s spiritual lives, such as loneliness, stress, and psychological disorders. All these problems have created a growing need for religion in general, as individuals seek “compensation” for the many imperfections of the real world.

Among the religions in Vietnam, Buddhism is the one with the longest-standing tradition. Introduced into Vietnam in the early centuries of the common era, Buddhism gradually developed to become one of the most widespread religions in the country: “During the process of introduction and development, Buddhism has demonstrated itself to be a peaceful religion, harmoniously integrating with the traditional beliefs of the Vietnamese people. The Buddhist spirit of compassion - loving-kindness - joy - equanimity has educated individuals to live altruistically, harmoniously, and with a respect for equality and social progress. Buddhist teachings are highly compatible with the moral values of Vietnamese society. Buddhism has also served as a fertile environment and catalyst for the development of various forms of literature, art, architecture, and sculpture” [2, p. 13]. Buddhism has the largest number of followers among all religions in Vietnam. According to official statistics, there are currently about 14 million registered Buddhist adherents (those who have taken refuge). In reality, however, a distinctive feature of Vietnamese Buddhism is its strong integration with indigenous culture. As a result, Buddhism has a vast number of individuals who are influenced by and have an affinity for it, even if they do not formally identify as Buddhists: “What is also noteworthy is that Buddhism coexists with traditional beliefs, forming a unique characteristic of Vietnamese Buddhism - there exists a core group of devout Buddhists, but also a large number of people who follow traditional beliefs while being influenced by Buddhism, or in other words, who hold an affinity for Buddhism” [5, p. 107]. Evidence of Buddhism’s position in the lives of the Vietnamese people lies in the role of the pagoda in rural villages. Each traditional Vietnamese village typically has at least one pagoda, which, together with the communal house, becomes a cultural symbol of the village. In the overall picture of Vietnamese Buddhism, the Hương pagoda holds an important position, representing a vast opportunity in terms of target audience for the development of spiritual–cultural tourism associated with Buddhism in general, and spiritual–cultural tourism at the Hương Pagoda in particular.

Fourthly, spiritual-cultural tourism is emerging as a sustainable development trend in the modern context.

In the context of globalization and modernization rapidly transforming social and cultural structures, spiritual–cultural tourism has emerged as a distinctive form of tourism that carries many sustainable values. Unlike mass tourism, which focuses on entertainment and leisure, spiritual–cultural tourism meets the need for profound spiritual experiences, the exploration of cultural identity, and the search for a connection between people and sacred values.

Since 2013, the world tourism organization has organized the seminar “Spiritual–cultural tourism for sustainable development” in Ninh Binh. UNWTO assessed that spiritual–cultural tourism is a type of tourism with great development potential, particularly in the Asia-Pacific region, including Vietnam. In Vietnam, this type of tourism has grown strongly since the early 21st century, in parallel with the revival of religion and the increasing demand for “inner peace” in a society under significant pressure from urbanization and the digital age. Writing about the boom of spiritual–cultural tourism in Vietnam, author Đinh Hong Hai analyzed: In Vietnam, religion has combined with the tourism development trend, flourishing after the “Open door” and “Renovation” periods, to create commercial products that meet both the material and spiritual needs of “pilgrim-tourists”. Notably, the participation of major enterprises in the spiritual–cultural tourism supply chain has provided an important boost, leading to the explosive growth of this sector [1, p/ 78-92].

In that context, the Huong pagoda is not only a long standing destination on the journey to a Buddhist land but also holds the potential to become a model for developing spiritual–cultural tourism in connection with the preservation of cultural and religious heritage.

Fifthly, facilitation through mechanisms and policies

In recent years, the State has introduced numerous policies to support tourism in general, cultural tourism in particular, and spiritual–cultural tourism. Resolution No. 08-NQ/TW dated January 16, 2017, issued by the Politburo, clearly affirms the viewpoint that: Developing tourism into a spearhead economic sector is a strategically important orientation for national development, creating a driving force to promote the growth of other sectors and fields. Developing tourism is the responsibility of the entire political system, all levels, all sectors, and the whole society. It requires the close leadership and direction of Party committees at all levels; strong promotion of the driving role of enterprises and local communities; unified management by the State; and the concentration of national resources on the development of tourism in general and cultural tourism in particular [6].

Huong pagoda is located within the territory of Hanoi City - the thousand-year-old capital rich in cultural heritage, and the leading political, cultural, and social center of the country. Hanoi City pays great attention and creates many favorable conditions for the development of tourism in general, including spiritual–cultural tourism. In plan No. 191/KH-UBND dated September 30, 2020, on implementing the Vietnam tourism development strategy to 2030 in Hanoi city, the goal was set for Hanoi tourism to truly become a spearhead economic sector, with high growth rates, professionalism, and a modern, synchronized technical and physical infrastructure system; to promote the application of achievements from the Fourth Industrial Revolution; and to focus on developing high-quality human resources. Regarding spiritual–cultural tourism, on September 19, 2023, the Department of Home affairs of Hanoi city issued official dispatch No. 367/BTG–NV2 on reviewing cultural-spiritual–cultural tourism sites with elements of belief and religion. The People’s Committee of Hanoi city approved the project on renewing the organization and management methods, as well as the conservation and promotion of the value of the special national historical and scenic complex of Huong Son (Huong pagoda). The facilitation through mechanisms and policies has created a legal framework for the development of spiritual–cultural tourism in Hanoi in general, and at Huong pagoda in particular.

2.2. Challenges

Firstly, the issue of balancing elements of belief, religion, and commerce, services

Although the goal of pilgrims is to worship, pray, and experience spiritual culture, in reality, the festival space at Huong pagoda in recent years has been affected by rampant and uncontrolled trading and service activities. The dense presence of stalls, the loud calls inviting purchases, and the aggressive solicitation of sales have disrupted the sacred atmosphere, blurring the boundary between religious rituals and tourism consumption. The sale of goods of unclear origin, along with the widespread and unplanned display of merchandise, has negatively affected the aesthetics and public order of the area. This has led to many spiritual values being “popularized,” diminishing their inherent religious depth. A typical example is the issue of soliciting tourists to use boat services to sightsee at Huong pagoda in previous years, as well as the recurring problem of “requesting tips” from boat rowers - all of which have reduced the emotional and experiential quality of pilgrims’ journeys.

Secondly, the issue of tourism development in conjunction with the preservation of heritage values and traditional culture

The documents of the 13th National Congress of the Communist Party of Vietnam affirm: “Link cultural development with tourism development, make tourism a spearhead economic sector, while protecting and preserving cultural resources for future generations”. How to develop tourism while still preserving the values of heritage is a matter requiring utmost attention, as reality shows that tourism exploitation, if not concerned with sustainable development, can easily “damage” cultural heritage. In fact, alongside the achievements attained, the development of spiritual–cultural tourism in our country in recent years has posed significant challenges to the protection of heritage and the diversity of cultural expressions, as well as to the requirements of ecological environment protection and sustainable tourism development. It can be seen that tourism activities, on the one hand, contribute to the preservation and promotion of the traditional cultural values of the community; on the other hand, they are also factors that distort and alter the cultural identity and traditional lifestyle of the community, while causing considerable negative impacts on the ecological environment.

The situation at Huong pagoda in recent years shows that the Huong pagoda festival usually lasts from the first lunar month to the end of the third lunar month. During the festival period, millions of pilgrims travel there to worship Buddha. This creates tremendous pressure on transportation infrastructure, environmental sanitation, public order, and service capacity: The Thien Tru pagoda area and other sightseeing spots are frequently overcrowded, making it difficult for visitors to tour and perform religious rituals; household waste, plastic bags, and offerings discarded indiscriminately by tourists negatively affect the natural landscape and the sacred environmental sanitation; caves, rocky mountains, and streams suffer from degradation due to uncontrolled, overloaded tourism activities; the capacity of boat docks, walking paths, restrooms, and resting areas remains low, unable to meet peak-season demands…These factors not only diminish the image of spiritual–cultural tourism but also threaten the sustainability of both the natural ecosystem and the religious-cultural space. Huong pagoda holds exceptional value in culture, belief, architectural art, landscape, and biodiversity; therefore, tourism development must go hand in hand with the preservation and safeguarding of its heritage values as a top priority.

Thirdly, the issue of developing a complete model of spiritual–cultural tourism

At present, most tourism activities at Huong pagoda remain limited to pilgrimage, festivals, and sightseeing, without establishing a fully developed tourism route that is distinctive and unique in proportion to its existing potential. Investment resources have not yet been allocated to transform potential into tourism products for exploitation in spiritual–cultural tourism. There are still no well-designed products that offer in-depth spiritual and cultural experiences, such as experiential tours combining rituals, meditation, and folk activities. Tour guides remain weak in their knowledge of Buddhism and local history, and lack the ability to inspire visitors. Accommodation and retreat infrastructure combined with spiritual elements (such as meditation centers and vegetarian retreats) are almost nonexistent. The prevailing trend is that most pilgrims come for a day trip, with few staying overnight.

Fourthly, limitations in tourism management and development

The role of the local government still leans more toward managing relics and festivals rather than formulating strategies for sustainable tourism development. Local residents participate in tourism services but lack formal training and awareness of preserving cultural and religious heritage. Travel businesses mainly focus on short-term profit exploitation, with little investment in developing tourism products of substantial depth and value.

2.3. Some solutions for developing sustainable spiritual–cultural tourism at Huong pagoda

Firstly, developing spiritual–cultural tourism in association with the preservation of cultural and religious values

Huong pagoda is not only a famous scenic site but also a Buddhist center with profound religious and historical significance, exerting a deep influence on Buddhist followers. Therefore, tourism development must be closely linked to the principle of “tourism in service of religion”. Comprehensive preservation efforts should be carried out, from architecture, landscape, and rituals to the traditional cultural space, ensuring the sacredness and identity of the relic site.

To ensure harmonious development between tourism and religion, it is essential to adhere to the principle that spiritual–cultural tourism must remain within the bounds of preserving and promoting traditional religious and cultural values. Such development must not distort or commercialize the sacred nature of the relic.

Secondly, planning and restructuring the spiritual–cultural tourism space of Huong pagoda to preserve the core cultural values and ensure sustainable development

An important direction is to re-plan the overall space of Huong pagoda according to a model with clearly defined functional zones: Sacred core zone (such as Trinh Temple cave, Huong Tich, Thien Tru, Giai Oan, etc.) should be strictly preserved; Adjacent zone: reorganize the system of stalls, rest stops, and offering areas according to a civilized, orderly, and environmentally friendly model; Buffer zone and eco-cultural tourism development area: establish experience centers, accommodation facilities, meditation services, and spiritual retreat resorts in line with sustainability criteria and local characteristics. Special attention should be paid to religious aesthetics and Buddhist landscapes in spatial design, avoiding the “concretization” phenomenon that could negatively affect the heritage site’s landscape.

Thirdly, improving the quality of spiritual–cultural tourism products and services

Developing spiritual–cultural tourism at Huong pagoda should not be limited to sightseeing and performing rituals. Efforts should be directed toward creating tourism products with intellectual depth and rich cultural–spiritual experiences, such as: Meditation tours combined with basic meditation instruction sessions and Dharma talks; Programs for experiencing Buddhist rituals, providing guidance on the meaning of each ceremony, how to make offerings, worship the Buddha, and pray for peace - all in accordance with tradition; Pilgrimage journeys exploring spiritual culture, helping visitors understand the history, legends, and folk culture associated with Huong pagoda. At the same time, it is necessary to train a team of tour guides with in-depth knowledge of Buddhism and religious culture, capable of inspiring visitors and accurately conveying the meaning of sacred values.

Fourthly, enhancing the effectiveness of management

To effectively manage spiritual–cultural tourism at Huong pagoda, it is necessary to establish a governance model with close coordination among stakeholders in terms of mechanisms, policies, and programs, in which the rights, responsibilities, and benefits of each party are clearly defined so that spiritual–cultural tourism activities achieve high efficiency and ensure effective, long-term cooperation: The local government plays the role of coordinator and overall manager, especially in planning, social order, and heritage preservation; The Vietnam Buddhist Sangha and the pagoda are responsible for supervising and guiding ritual activities, protecting the sacred space, and advising on the development of tourism products in line with Buddhist teachings; Strengthen communication and promotion efforts to raise the local community’s awareness of the importance of preserving heritage and the benefits brought by spiritual–cultural tourism. This will help them clearly understand the close interrelationship between their own benefits and the sustainable development of spiritual–cultural tourism in Huong Son; Tourism enterprises should not only play the role of service providers but also adhere to professional ethics and commit to sustainable development.

In today’s era of advancing digital technology, the application of smart technology solutions can help enhance both management efficiency and the spiritual–cultural tourism experience: Develop an intelligent digital mapping system that integrates information about the heritage site, sightseeing guidance, online ticket booking, and visitor flow management; Implement an electronic ticket system that combines both sightseeing tickets and boat tickets into a single unified e-ticket. This will help reduce queuing time, minimize overcrowding, and provide maximum convenience for pilgrims visiting the sacred site; QR code information at heritage sites; during peak festival seasons, a tour guide model with an automatic audio narration system (Audio guide) can be developed to serve both domestic and international visitors. This device, connected to headphones, facilitates researchers and tourists in learning about the history, culture, people, land, artifacts, and related stories of Huong pagoda; Develop a digital media platform to present in-depth content about the values of Buddhism and Huong pagoda through videos, podcasts, photo books, and more, in multiple languages; Create virtual reality (VR) and augmented reality (AR) sightseeing spaces to attract young people, foreign visitors, and those unable to visit in person.

Digital transformation is not only an inevitable trend but also a key solution to enhancing service capacity, reducing overload during peak seasons, and managing visitors effectively. It is essential to develop a communication and promotion strategy to affirm the image of Huong pagoda not merely as a festival-season tourist destination, but also as a distinctive religious-cultural-ecological center of Vietnam. The communication message should focus on: the historical, cultural, and Buddhist values of the relic complex; the significance of the Huong pagoda Festival in the spiritual life of the Vietnamese people; the value of intangible cultural heritage preservation within the festival; and the regulations and guidelines for civilized behavior when visiting and participating in the festival.

Conclusion

The Huong pagoda relic and scenic area is not only a renowned spiritual destination but also a place that preserves the traditional cultural values of the Vietnamese people, serving as one of the most distinctive cultural–religious symbols of Vietnam. Its system of unique religious architectural works, combined with magnificent natural landscapes, creates a harmonious whole. The development of spiritual–cultural tourism at Huong pagoda is an inevitable trend, but it must be closely linked with the preservation and promotion of traditional cultural and religious values. For spiritual–cultural tourism to truly deliver sustainable value, a comprehensive approach is needed - one that harmonizes development with conservation. In particular, close coordination in management between local authorities, the relic site management board, and the local community regarding festival organization, pilgrim management, infrastructure investment, and image promotion should be placed within a long-term vision with clear orientation, avoiding excessive commercialization or damage to the inherent sacred space. Only when sustainable development is firmly tied to preserving the authentic values of Huong pagoda can it truly become an exemplary spiritual–cultural destination, making a positive contribution to the building of a sustainable Vietnamese spiritual–cultural tourism industry imbued with national identity.

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2. Government Committee for Religious Affairs. Religion and Religious Policies in Vietnam, Hanoi:  Religious Publishing House, 2023.
3. Ha Van Tan. Vietnamese Pagodas, The Gioi Publishing House, 2013.
4. Hương Temple.  Url: https://en.wikipedia.org/wiki/Hương_Temple
5. Nguyen Thanh Xuan. Religion and Religious Policies in Vietnam. Hanoi: Religious Publishing House, 2020.
6. Resolution No. 08-NQ/TW of the Politburo: A historical resolution affirming our Party's determination to develop tourism into a truly spearhead economic sector.. Url: https://vietnamtourism.gov.vn/post/37071.