My Son Sanctuary continues to attract growing numbers of visitors

Listed as a UNESCO World Heritage Site, My Son Sanctuary continues to strengthen its appeal among international travelers. By the end of 2025, the site is expected to welcome more than 438,000 visitors, with nearly 91% being international tourists, a significant increase compared to previous years.

According to the Management Board of the My Son World Cultural Heritage Site, total revenue from entrance tickets and tourism services is expected to exceed VND 63.7 billion, surpassing official targets. These revenues play a key role in funding conservation projects and supporting the long-term preservation of the site.

Conservation and international cooperation at the core

Protecting the sanctuary remains a top priority. In 2025, several major projects were completed through large-scale international cooperation. The E and F tower groups were restored with the support of Indian experts, while archaeological excavations were carried out on the L tower group in collaboration with Italian specialists. Geological studies were also conducted with Japanese partners, and LiDAR technology was applied with Polish support to advance stratigraphic research.

At the same time, digital transformation efforts have accelerated. Artifacts have been digitized, temples and towers modeled in 3D, and artificial intelligence tools deployed to enhance heritage protection and site management. These technologies also allow visitors to better understand My Son, notably through virtual tours available online, often described as a way to “discover My Son with a single click.”

Protecting the natural environment

Beyond its architectural remains, My Son is set within a sensitive natural landscape. Site management teams oversee more than 1,158 hectares of protected forest, using modern tools such as SMART software and camera traps to monitor biodiversity. Hundreds of patrols have been conducted to preserve the ecological balance of the area, an essential element of the site’s overall appeal.

Tourism innovation and cultural promotion

Tourism development at My Son is accompanied by a wide range of cultural initiatives. Artistic programs such as “The Legendary Night of My Son” highlight Cham heritage through performances and immersive experiences. Visitors also benefit from multilingual guides, online ticketing, and virtual reality content, reinforcing the image of a site that is both modern and deeply respectful of its history.

Promotion and marketing efforts have been intensified across digital platforms, in close cooperation with travel industry partners. Online campaigns, promotional programs, and visitor loyalty initiatives contribute to positioning My Son as a green, accessible, and sustainable destination that meets the expectations of today’s travelers.

A destination looking to the future

Thanks to structured management, continued investment, and a strong focus on sustainability, My Son Sanctuary continues to attract a growing international audience. At the crossroads of history, technology, and environmental preservation, the site stands as one of the pillars of cultural tourism in central Vietnam, while actively preparing for the challenges of the future.