Ao Dai - from "cultural ambassador" to "tourism ambassador"

If you're already a "cultural ambassador," why are you also a "tourism ambassador"?

There's probably no need for many words to praise the beauty of the ao dai, as this garment has a long history spanning hundreds of years, affirming its irreplaceable position in Vietnamese culture and life. Although there is no official document recognizing it, the ao dai is considered a traditional garment representing the beauty of Vietnam, and there are even calls to honor it as the "national costume."

The ao dai (Vietnamese traditional dress) is increasingly prevalent in everyday life, serving as a school uniform for students, a workplace uniform (for many industries such as aviation, education, banking, etc.), and a source of pride for solemn events such as weddings, holidays, diplomatic events, cultural events, and entertainment both domestically and internationally. The ao dai is an endless source of creative inspiration for artists, and many world-renowned fashion brands such as Reem Acra, Blumarine, Paul Smith, VFiles, and Stine Goya have showcased collections inspired by the ao dai. It is clear that the ao dai has truly contributed to introducing Vietnamese culture to the world, becoming a symbol associated with the beauty of Vietnamese women.

So why should the ao dai (Vietnamese traditional dress) also be considered a "tourism ambassador"? Don't hastily dismiss it as mere embellishment or pointless showmanship. Many countries have successfully used traditional clothing as ambassadors to promote and boost tourism. Looking at the most recent examples in Asia, it's easy to see that many tourists (including Vietnamese tourists) cannot miss this experience. For instance, wearing a hanbok when visiting palaces and ancient villages in Korea, a kimono in Japan… and even wearing a sarong (Thailand) or longyi (Myanmar) is mandatory when entering temples if the tourist's attire is not modest.

A trip to these countries would feel incomplete without some photos in traditional costumes. Around the world, there are numerous costume festivals (where you can see all kinds of traditional clothing) considered a "dream experience" for travel enthusiasts, and of course, no one would turn down such a rare opportunity to wear these special outfits.

Furthermore, in this era of cultural integration, we can easily spot traditional costumes from other countries on the streets of Vietnam at cosplay festivals, cultural exchange events, or simply worn for photos shared on social media. Just these few simple examples are probably enough for everyone to realize the value of traditional costumes in relation to tourism development and the necessity of designating ambassadors for tourism, not just meaningless talk.

What can we expect from an "ambassador"?

Let's go back a bit to the Hanoi Tourism Ao Dai Festival 2022, which just concluded a few days ago. This wasn't the first Ao Dai festival held in the country; hundreds of large and small festivals have been organized (some even held annually) throughout the country. However, none of them truly emphasized the Ao Dai as a tourism ambassador; most only focused on its role as a tourism product/experience.

Perhaps thanks to a change in approach, the Hanoi Tourism Ao Dai Festival 2022, which lasted only three short days, featured numerous activities such as ao dai fashion shows from the three regions of North, Central, and South Vietnam, a parade and mass ao dai performances, an exhibition space showcasing the history and exhibition of ao dai, and an ao dai design competition. This result initially confirms the strong appeal of the ao dai, especially considering the festival was held in a context where tourism had not yet recovered from the Covid-19 pandemic, international tourists were returning in small numbers, and the festival was organized hastily without early promotion to allow visitors to plan their participation.

In reality, similar experiences of traveling in traditional attire in the aforementioned countries can be found with the ao dai in Vietnam. For example, free admission for those wearing ao dai to visit historical sites in Hue, a 24-hour ao dai tailoring service very convenient for tourists, or the Ao Dai Museum for those who want to learn more in depth… However, the “touchpoint” of these experiences with tourism is still weak; although they exist, they don't truly give tourists a “must-see” feeling, only managing to attract attention.

The reasons may stem from a communication method that focuses only on the short launch period, or is seasonal (only focusing on related festivals/events), lacking sustainability and therefore easily forgotten. Services also haven't created connections to build a consistent system for shared creativity and development. Festivals also need to aim for higher quality, more uniqueness, and a greater emphasis on a contemporary "festive" atmosphere to turn interest into action, creating a fervent desire to participate in these ao dai festivals.

Meanwhile, throughout its centuries-long history marked by many ups and downs, the ao dai itself is not only a beautiful garment but also holds within its graceful panels stories that captivate and stir emotions. These stories can be used as material to build many unique cultural tourism products, offering visitors the opportunity to explore and immerse themselves in Vietnamese culture. Furthermore, despite being a traditional garment, the ao dai has a design that suits modern aesthetics and is easily adaptable to all aspects of daily life.

The cultural differences between the East and the West also provide an added advantage for the ao dai in its role as an "ambassador," not only promoting domestic tourism, introducing Vietnamese culture, and attracting tourists, but also potentially transforming traditional culture into a brand, with the aim of creating added value and enhancing the national image through the application of traditional cultural content into lifestyles, industry, and globalization.

Phuong Thao is an editor at Travellive magazine. She is passionate about traveling and enjoys capturing moments with her camera in every place she visits. Travel, art, and lifestyle are Phuong Thao's favorite writing topics.

PV