How My Son Green Is Reshaping Central Vietnam Itineraries

My Son Green expands the UNESCO sanctuary beyond monument viewing, combining Champa heritage, forest ecology and hands-on experiences. For travel partners, the shift creates new ways to build slower, more immersive Central Vietnam products around culture and sustainability.

From Heritage Stop to Experience-Led Destination

For many Central Vietnam itineraries, My Son Sanctuary has traditionally been positioned as a half-day heritage excursion from Hoi An or Da Nang. That model is beginning to change.

On September 25, 2026, the My Son World Cultural Heritage Management Board introduced “My Son Green – A Journey through Culture and Nature,” adding experiences that connect the UNESCO-listed sanctuary with Champa culture, forest ecology, biodiversity and traditional practices.

For travel agents, the significance is not simply that My Son has new activities. It is that the destination can increasingly be packaged around participation and interpretation rather than sightseeing alone, opening opportunities for slower and more experience-focused Central Vietnam programmes.

What the Latest Data Shows

Demand already provides a strong foundation. My Son now receives more than 450,000 visitors annually, while visitor numbers have increased by more than 10% per year in recent years, according to figures presented by the site’s management board in September 2026.

The wider market is also expanding. Vietnam welcomed 15.91 million international visitors during the first eight months of 2026, up 14.4% year on year, according to the Viet Nam National Authority of Tourism.

Da Nang is simultaneously developing its green-tourism ecosystem. By April 2026, 33 tourism businesses in the city had received green-tourism certification, while the destination continued developing standards and products linked to sustainable tourism.

For international travel partners, these figures point to two parallel opportunities: growing visitor volume and increasing product diversification beyond conventional sightseeing.

What Is New at My Son Green?

The programme introduces three experience groups designed to connect heritage with the surrounding cultural and natural landscape.

Developed along the visitor route from Tower K to the E–F Tower Group, the experience “Botanical and Medicinal Plant Garden under the My Son Forest Canopy” introduces native plants and medicinal species associated with the daily life and traditions of the Cham people, while also providing information about the special-use forest ecosystem and local biodiversity.

Cham musical instrument space in the Ho Sen – H Tower slope area introduces artifacts, costumes, Cham cultural documents and traditional musical instruments. Visitors can interact and experience with artisans.

From September 25 to October 5, the “My Son Nature” Exhibition Week introduces about 200 images and documents about wild animals, special-use forest flora and forest management and protection.

The launch also included a medicinal plant and herbal foot-soak experience, while a “Nature of My Son” exhibition from September 25 to October 5, 2026 presented approximately 200 photographs and materials covering wildlife, forest vegetation, camera-trap images and conservation work.

The series of activities contributes to connecting heritage conservation, nature protection, and promoting community culture with sustainable tourism development.

The important product shift is therefore from seeing the ruins to understanding the landscape that surrounds the ruins.

Why This Matters for Travel Agents

A conventional My Son excursion primarily serves travellers interested in archaeology, architecture or UNESCO heritage. The expanded experience can potentially reach a broader set of motivations:

• Cultural travellers can move beyond viewing Cham towers toward music, crafts and living cultural interpretation.
• Slow travellers and mature travellers may value additional time within the heritage landscape rather than moving quickly between attractions.
• Nature and sustainability-focused clients can connect heritage conservation with forest ecology and biodiversity.
• Repeat visitors to Vietnam gain another reason to revisit Central Vietnam through experiences that are less dependent on iconic sightseeing alone.

This also creates room for stronger product differentiation. Instead of selling “My Son half-day tour,” agents can position the experience as a journey through Champa heritage, traditional knowledge and the forest landscape that has surrounded the sanctuary for centuries.

Sources:

https://dtinews.dantri.com.vn/lifestyle/my-son-sanctuary-launches-new-green-tourism-experiences-20260925155108544.htm

https://danangfantasticity.com/ru/news/my-son-green-a-journey-through-culture-and-nature

https://news.laodong.vn/du-lich/tin-tuc/my-son-da-nang-ra-mat-san-pham-du-lich-xanh-gan-voi-thien-nhien-1773916.html

My Son Green shows how a familiar heritage destination can evolve without abandoning the values that made it important in the first place.

For travel agents, the opportunity is not simply to add another activity. It is to reconsider how My Son is positioned within Central Vietnam: from a short sightseeing stop toward a richer heritage, cultural and nature experience.

The strongest products will match traveller motivation, suitable experiences and realistic itinerary design.

Planning a new Central Vietnam programme? Share your target market, traveller profile, preferred duration and travel period with An Vui Travel. Our product team can help develop a routing and experience mix suited to your clients.

#AnVuiTravel #MySonSanctuary #VietnamHeritage #SustainableTourism #B2BTravel

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