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The Ho Chi Minh City’s River Festival 2023 was launched between the 4th and 6th of August 2023 with the feature show "The Story of a River" taking place on August 6th, 2023.
Ho Chi Minh City’s tourism has encountered challenges amidst the pandemic, with a decline in tourists and emerging attractions. This event aims to enhance the city's reputation as a cultural, tourist, economic destination and sow confidence in safety and cultural richness.
The inaugural performance, "The Story of a River" aims to preserve cultural heritage and establish the Festival's identity while seeking to foster civic pride, promote river tourism and cultural entertainment.
"The Story of a River" was grounded in a deep understanding of the cultural and historical significance of the Saigon River. The rational behind the festival revolves around three key objectives. Firstly, it aims to promote the city's unique cultural identity by showcasing the historical narrative and cultural richness associated with the Saigon River. Secondly, through theatrical arts and modern performance technologies, the festival serves as a tourism attraction, offering a distinctive experience to attract tourists. Lastly, the festival acts as an economic stimulus by boosting growth in tourism, services, commerce through shopping activities during the festival.
Implemented with precision, the event brought to life the cultural heritage of the Saigon River, creating an impactful experience for all visitors, rooted in a deep understanding of audience insights. The excitement among locals for the event garnered attention from both the city and the media. The inclusion of valuable antiques, like Cay Mai ceramics, enhanced the experience with authenticity and nostalgia. The spectacle of boats, synchronized fireworks created a memorable experience for all attendees. Interest has spread through influencers on online platforms, helping to drive online ticket sales, increased anticipation among those unable to attend. A sensory journey has been created with traditional performances, 3D mapping projections, and fountains, demonstrating the creativity behind the production.
The core creative concept of the event focuses on narrating the story of the Saigon River, spanning thousands of years and integrating elements of theatrical arts and modern technologies to create a multisensory experience. Nearly 1000 local artists and farmers were trained to recreate the history of Ho Chi Minh City on a musical background.
In terms of results:
• Over 60000 direct visitors participated during the 3-day event.
• The festival attracted over 210000 visitors during the week, an increase of 112.4% compared to previous major holidays in Vietnam.
• Restaurant boats reached full capacity with a revenue increase of 23% compared to normal operations.
• Hotel occupancy rates surged by 20%.
• Waterway tours experienced a 15% increase in visitors compared to normal.
• The inner-city waterway route observed a 50% increase in passenger traffic.
• The event garnered over 11 million reach and over 200000 interactions on social media platforms.
• Ranked Top 7 of outstanding events in August 2023 by BSI rankings, highlighting its local cultural impact.
• Over 500 press articles were published.
• Nationwide Google searches reached 2742, with an additional 3094 searches from tourists in Ho Chi Minh City.
Nomination Title: THE STORY OF A RIVER- THE FIRST HO CHI MINH CITY RIVER FESTIVAL 2023
