Vice Chairman of the Provincial People's Committee, Head of the Organizing Board of Hue Festival 2022, Nguyen Thanh Binh
To better understand the achievements of Hue Festival Week 2022 and new orientations that connect the festival organization with socio-economic development in the direction of four seasons, Thua Thien Hue Weekly had an interview with the Vice Chairman of the Provincial People's Committee, Head of Organizing Board of Hue Festival 2022 - Nguyen Thanh Binh.
Hue Festival 2022 has ended, what are the positive results of the peak week, Sir?
It can be affirmed that the peak week of Hue Festival 2022 continues to demonstrate the past Hue Festival's brand values fully. That is, continuing to promote the role of the point, to meet and connect regions and countries by traditional culture. Visitors have a chance to experience fascinating cultural and artistic colors, immerse themselves in the space of an ancient but equally dynamic city. It is expressed in a fresher and more modern direction, creating a lively and vibrant atmosphere for Hue.
This year, festivals and activities are more community-oriented; people and communities join and enjoy the festival. The support of people and visitors contributes to the revival and restart of the tourism and service industry.
During the week of the festival, Thua Thien Hue attracted about 180,000 visitor arrivals, revenue from tourism services was estimated at 155 billion VND. This shows the effectiveness of organizing festivals associated with tourism products, in the overall picture of socio-economic development of the province.
This year, the organizers pay special attention to communication and promotion. The contribution of press agencies and media; especially new and modern forms of promotion, applying digital method to promotion, have created a pervasive communication effect, creating a new impetus for the festival week after 4 years of hiatus. This is also a communication method that will continue to be applied and maintained in the coming time, in addition to constantly updating new forms of communication.
From the impressions, evaluations to the numbers obtained after the week, it has confirmed that Hue is a cultural center, a typical festival city, creating a driving force to turn Thua Thien Hue into a centrally-governed municipality.
Hue Festival 2022 is held in the context of the negative impact of the pandemic. When the pandemic is under control, the process of cultural exchange and trade in the world becomes favorable. In the following years, the role of a place for traditional cultural exchange of Hue festival will be more significant.
With the freshness in the organization, combined with the core values and brand name, Hue Festival will certainly create truly lively spaces and programs, keeping the tradition, combined with activities that aim at young audiences... then, the festival will be very different and attractive.
Although it is a famous land for culture, for a long time, Hue has too few spaces and entertainment activities for people and tourists to enjoy culture. What does Hue need to do to change this, Sir?
In a festival city, the festival activities will have to take place continuously. Therefore, the method of organizing Hue Festival 2022 has an innovative approach: not focusing on accumulating activities and festivals in a short time like before, but organizing them throughout the year.
Through the peak week, the organization of the Hue Festival in the direction of four seasons shows that it is going on the right path. When the festival is held all year round, it means that entertainment activities, programs to introduce Hue culture, and cultural enjoyment will be enriched. After the end of Hue Festival Week 2022, Hue moves to the autumn festival, and then winter.
However, it is also necessary to re-evaluate it and provide appropriate and attractive activities and festivals. There should be a division of beneficiaries, including top-notch art programs and programs for community. The four season festival is not only a peak week for the whole year, but each season has new highlights, with obvious ones to attract guests. The organization must take into account quality and efficiency, not organizing it in a perfunctory way.
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Artistic fireworks in the opening ceremony of Hue Festival 2022
Once determining the goal of organizing the festival for socio-economic development, it is necessary to analyze and evaluate the pros and cons of Hue Festival 2022. Have the organizers implemented this?
It must be affirmed that the initial effect has been recorded. Hue Festival was held during a difficult period; we are delighted that from the beginning of the year until now, it has showed a positive effect on the return of the tourism industry. The organization of the festival has changed into the way for everyone to participate in; in the form of four seasons one to develop economy in association with tourism products.
The evaluation and analysis of the effectiveness of the four-season festival will be carried out, which is what the provincial leaders and the Organizing Board would have to do. As I said, the organization of the festival must be associated with economic development; so, there must be relevant parameters and indicators for evaluation. Thereby, we learn from experience to adjust and change accordingly.
For the four-season festival in 2022, all the work and preparation were quite hasty. But in 2023, this will be different. The province will have an overall assessment of the four-season festival, then select, sequence and announce the activities and programs of the four-season festival in 2023 from October 2022.
This facilitates the communication and promotion more effectively; thereby contributing to attracting tourists. With early preparation and our experience in 2022, next year's series of four-season festivals will be organized professionally and bring about even more positive effects.
Socialization for the festival is inevitable but there are always two sides. What will the province do to both ensure the interests of the socialization unit and increase resources for the festival?
Yes, the work of socialization has created an effect for Hue Festival this year. A lot of festival activities are fully socialized.
When organizing in the direction of four seasons associated with economic development, socialization must be done better. Socializing festival organization must be carried out both in larger scale and depth. The province will have the best mechanisms to create favorable conditions for businesses. This includes balancing the interests, benefits for the company, and efficiency for the organizers.
Of course, socialization must be controlled, with the content first. Programs require orientation and adjustment accordingly.
It must also be assessed that it is the change in the organizational approach towards four seasons, more community-oriented... that right after the week, the Organizing Board has received two consecutive offers of cooperation and support from businesses.
Thank you, Sir!
By Duc Quang
Photos: Duc Quang - Organizer of Hue Festival 2022