Awakening the Music Tourism Potential of Ha Long Bay

From singing under the lighthouse to elaborate stages set up along the Bay's shores, today, visitors to Ha Long come not only to admire the magnificent natural wonder but also to enjoy unique artistic performances featuring many of Vietnam's top music stars. The model of "singing amidst the wonders" and cruising with music on luxury yachts has created a new momentum for the city’s tourism industry.

As the sun sets, at the foot of the 55.5-meter-tall lighthouse in Bai Chay, with the resonating music of the orchestra, singer Trung Quan Idol sings the first notes of the evening under the Ha Long sky. Together with female singer Hien Thuc, his mini concert "Người Đang Yêu" (The One Who is in Love) marks the opening event for the summer of 2024, meticulously prepared by the team behind "Thanh Âm Trên Thông" (Sounds on the Hill).

On the picturesque shores of Ha Long Bay, Trung Quan Idol presents heartfelt love songs such as "Dấu Mưa" (Traces of Rain), "Trót Yêu" (Fell in Love)... As the performance concludes, he expresses his sincere gratitude to the audience and the program for giving him the opportunity to fully experience those moments with music. For him, this stage is truly special. Each note sung in this poetic space, with the sky, the sea, the lighthouse, and the majestic nature, all come together as a wonderful catalyst, bringing the artist closer to the hearts of the audience.

Singing Amidst the Heritage – A New and Effective Form of Tourism in Ha Long.

Fascinated by Trung Quan Idol's singing, Trần An Huy (26 years old, from District 2, Ho Chi Minh City) didn't hesitate to travel nearly 1,800 kilometers to Quang Ninh to enjoy the music program "Thanh Âm Trên Thông." Huy shared that, although he had traveled to many northern provinces before, this was his first time visiting Ha Long Bay.

"Passionate about both music and travel, I spend a lot of time enjoying art during my trips. Every month, I usually arrange my work schedule and take a few days off to travel somewhere with my family and friends. And Da Lat, which is quite close to Ho Chi Minh City, is my preferred destination. Many people like me go to Da Lat just to listen to 'Mây Lang Thang' (Wandering Clouds), immerse in the music, and forget about the daily hustle," An Huy shared.

Initially, Huy came to Ha Long just for Trung Quan Idol's music night. "However, the more I explored, the more I loved the scenery and people of this city. With the same song and the same singer, the music sounds completely different when performed in Ha Long and Da Lat," An Huy emphasized.

As a pioneer in bringing music to Ha Long as a form of tourism, Ngô Thanh Tùng stated that every singer has a story to tell, and music will be the connecting thread to awaken the audience's soul.

"My journey of bringing music to Ha Long as a tourist specialty started with my love for this art form. I also realized that the lives of Ha Long's people are very diverse. They are willing to spend a reasonable amount for quality tourism and entertainment services. Above all, I want to bring a suitable tourism model to Ha Long to attract visitors to this coastal land," Tùng recalled the time when the idea for the music event "Thanh Âm Trên Thông" was formed.

After nearly two years of learning from the "Mây Lang Thang" model in Da Lat, Ngô Thanh Tùng was constantly pondering: How can he create a unique music stage that only Ha Long can offer? From this determination, he began building the stage at the Đồi Mặt Trời (Sun Hill) café, where audiences can enjoy music while gazing out at the sea, taking in the full beauty of Ha Long Bay.

Inspired by the tallest lighthouse in Vietnam (55.5 meters) located in Bai Chay, Tùng took advantage of the landscape and decided to organize the "Thanh Âm Trên Thông" (Sounds on the Hill) music event here. As his idea and ambition grew, he partnered with several businesses and set up additional stages at the Ha Long International Passenger Port, bringing music aboard luxury yachts. Through this unique approach, "Thanh Âm Trên Thông" has captured the hearts of a wide range of audiences across various service segments, helping to create a new tourism product for Quang Ninh Province.

Once its appeal and effectiveness were proven, the music tourism model gradually began to be embraced by many businesses in Ha Long. Instead of listening to singers at a fixed location, visitors can now enjoy music while cruising, taking in the breathtaking nighttime views of Ha Long Bay aboard luxury yachts.

Quickly seizing the trend of incorporating music into nighttime cruise experiences, the Paradise Delight, which can accommodate up to 360 guests, is often fully booked. With this combination, as the yacht sails past 18 attractions of Ha Long Bay, tourists not only enjoy delightful culinary experiences but also have the chance to watch an artistic performance directed by Hoàng Nhật Nam.

Nguyễn Thị Huyền, the Head of the Human Resources Department of Paradise Delight, shared that the yacht is meticulously designed down to the smallest detail, featuring an open space with large glass walls that offer panoramic views of the entire Bay. From this yacht, guests can enjoy the beauty of nature and the splendor of Ha Long City.

"What makes us stand out compared to other products in the same segment is that every art performance is specially staged and designed. This project has attracted many international and out-of-town visitors to experience it," Ms. Huyền added.

In addition to the impressive music performances aboard the Paradise Delight and Pacific yachts, the recent music night "Love in the Bay - Giao Lộ Thời Gian" (Crossroads of Time) has garnered significant public attention. Featuring famous singers, 500 guests aboard the Ambassador yacht immersed themselves in the emotional melodies amidst the majestic Ha Long Bay.

According to Mr. Nguyễn Hồng Nhật, CEO of APC Corporation, the operator of the Ambassador yacht, to enhance the music experience for audiences, the show was rebranded with a unique and fresh theme, and the organization of the event was made more professional. It is known that in 2023, over 10,000 tourists enjoyed this unforgettable music night.

It is clear that now, the unique music stages in Ha Long Bay have become a must-visit destination and an unmissable experience for both domestic and international tourists, attracting more and more visitors to explore the world natural heritage at night.

Quang Ninh was one of the regions hardest hit by Typhoon Yagi in early September. Many tourism businesses were severely affected by the powerful storm. "I almost lost everything with two of my business locations, and the music programs that had been planned months in advance were also canceled," shared Ngô Thanh Tùng, the creator of the "Thanh Âm Trên Thông" (Sounds on the Hill) stage.

After the storm, Ngô Thanh Tùng had to rebuild the two service locations he owned and urgently repair the damages caused by the typhoon. Despite the challenges, he saw this as an opportunity to refresh the music tourism product and transform the "Thanh Âm Trên Thông" music night.

Understanding the circumstances and the impacts of natural disasters, Tùng recognized that the mental well-being of the people would be affected, and their spending levels would decrease, leading to a reduction in the outreach and impact of music programs. The music tourism model could face a slowdown. At that moment, Tùng posed the question of how to create a quality product at a reasonable price to attract tourists back. Gathering all available resources, he rebuilt the stage and set a new direction, making the music night more suitable.

Most of the audience for "Thanh Âm Bên Thông" (Sounds by the Pine Tree) are from Quang Ninh and neighboring provinces. However, by correctly grasping public tastes and choosing impressive artists, the program attracted a large number of young people from all over the country to Ha Long to enjoy the music.

As the audience's demands grew, there was an increasing need for high-quality and diverse tourism products. While Ha Long boasts many beautiful locations, such as the stage at the lighthouse or the Sun Hill, where guests can both listen to music and enjoy the scenery, if these natural advantages are not fully utilized, the music products may gradually be forgotten over time.

"Beyond the pure experience of enjoying music, utilizing the landscape for performance spaces brings much more emotion to both the artists and the audience. In my opinion, we need to further enhance the wonderful synergy between tourism and music to create valuable, distinctive products," Tùng shared.

In 2025, Tùng plans to collaborate with Luna Cruise to launch a series of "Singing Amidst the Wonders" programs. He also hopes to bring this model to other regions across the country, turning lesser-known areas with natural beauty into bustling tourist destinations.

Evaluating the effectiveness of the music tourism model, Dr. Nguyễn Thu Thủy, Deputy Head of the Department of Arts and Design at the School of Interdisciplinary Studies and Arts (Vietnam National University, Hanoi), analyzed: “In essence, in terms of art form, music tourism is event tourism. Therefore, this type of program will attract a large number of people who are interested in the event and draw them to the tourism destination.”

Around the world, many artists embark on tours across multiple countries. The locations they perform at have attracted hundreds of thousands of fans, directly generating historic revenue for local tourism.

In Vietnam, Ha Long is not the first to implement the music tourism model, but with a creative approach to tourism, the region has quickly set itself apart, successfully building the "singing amidst the wonders" brand.

“This change has brought new life to the tourism industry in Ha Long City. However, if solely relying on music, this model will not have the lasting appeal to keep audiences engaged in the long run. Businesses need to incorporate more performance elements such as dance, variety acts, etc., and fully leverage the beauty of the heritage as the backdrop and stage space. When combined with the charm of the artists, music will easily touch the audience’s emotions. The performance will also leave an unforgettable mark, making everyone want to return to experience this wonderful tourism space,” Dr. Nguyễn Thu Thủy concluded.

Translated by Thuy Ha