Preserving and promoting values of Ba Chua Xu Goddess Festival on Sam Mountain

The Sam Mountain National Tourist Area in Vinh Te Ward hosts the annual Ba Chua Xu Festival at Sam Mountain, a typical cultural and spiritual activity of the people of southern Viet Nam.

This is the largest spiritual festival in the southern region. Each festival season attracts more than four million pilgrims and tourists from across the country and abroad who come to explore local customs and the Mother Goddess worship tradition.

The festival not only reflects the cultural interaction and convergence of the Kinh, Hoa, Cham, and Khmer communities during the process of opening up and safeguarding the land of An Giang, but also expresses the people’s aspirations for peace, prosperity, and happiness.

In March 2025, An Giang Province, in coordination with the Ministry of Culture, Sports, and Tourism and the Viet Nam National Commission for UNESCO, held a ceremony to receive the UNESCO certificate recognising the “Ba Chua Xu Festival at Sam Mountain” as a Representative Intangible Cultural Heritage of Humanity.

Nguyen Van Tan, a resident of Ninh Kieu Ward in Can Tho City, said that every year he and his family visit Sam Mountain to explore scenic sites and come to Ba Chua Xu Temple to pray for prosperity and peace. For many people, Ba Chua Xu of Sam Mountain is revered as a sacred Mother Goddess who protects and blesses the community.

During the early days of the Lunar New Year 2026 and on weekends, large numbers of visitors from many places flock to Sam Mountain, causing congestion on several roads such as Kieu Luong Boulevard and Nguyen Tri Phuong Street.

However, thanks to the proactive and determined efforts of the authorities, security and public order have been maintained, with no complicated incidents reported, helping visitors feel safe and reassured.

Ngo Thi My Ngoc, Chairwoman of the People’s Committee of Vinh Te Ward, said that according to the plan, the Ba Chua Xu Festival at Sam Mountain in 2026 will take place from May 31 to June 12, 2026 (corresponding to the 15th to the 27th day of the fourth lunar month). The ceremonial part will be conducted solemnly in accordance with traditional rituals.

In addition, a wide range of cultural, artistic, and sporting activities will be organised to meet the sightseeing, worshipping, and recreational needs of large numbers of domestic and international visitors.

It is forecast that in the coming period, the number of pilgrims and tourists visiting during the April 30 public holiday and the peak festival season will continue to rise significantly.

In response to these practical demands and in implementing Plan No. 219/KH-UBND of the provincial People’s Committee, Vinh Te Ward has proactively advised and coordinated with relevant departments to develop a well-organised and systematic festival plan, with particular focus on ensuring security, public order, and traffic safety.

Identifying this as a key task, the Command Board of the Vinh Te Ward Police has proactively advised the provincial police leadership and the ward authorities to implement comprehensive measures.

The police force has worked closely with traffic police, mobile police, criminal police, administrative police for social order, the local Military Command, and grassroots security forces to organise continuous patrols.

Traffic diversion and regulation have been implemented at the gateways leading to the Sam Mountain National Tourist Area and at crowded locations such as Ba Chua Xu Temple, the Thoai Ngoc Hau Mausoleum, and Tay An Pagoda. Parking areas are arranged in accordance with regulations, and authorities are determined to prevent localised congestion and the overcharging of parking fees.

A 24-hour steering committee has been established to promptly handle any incidents arising throughout the festival period.

At the same time, security and order measures are being implemented vigorously. Police forces are strengthening professional operations to promptly detect and handle theft, pickpocketing, and robbery, while firmly cracking down on touting, aggressive solicitation of tourists, and superstitious activities that create negative impressions and affect the image of the tourist site.

The security camera system installed along roads and key locations is being utilised to its fullest capacity, helping enhance surveillance and crime prevention. In addition, hotline phone numbers are publicly displayed at easily visible locations to enable residents and visitors to report any emerging issues promptly.

According to Ngo Thi My Ngoc, in addition to ensuring security, the authorities of Vinh Te Ward are placing special emphasis on service management, urban beautification, and the promotion of civilised tourism practices.

Business households are encouraged and guided to sign commitments to publicly display prices, sell at listed prices, refrain from encroaching on pavements, and maintain environmental hygiene. Fire prevention and firefighting inspections are conducted regularly, particularly at business establishments, accommodation facilities, and crowded areas.

The ward also organises training sessions to enhance communication skills and civilised behaviour among business households under the motto: “Welcoming guests with pleasure and seeing them off with satisfaction”.

The leadership of Vinh Te Ward identifies the sustainable development of tourism at Sam Mountain, closely linked with the preservation of spiritual and cultural values as well as national defence and security, as a long-term objective.

The orientation of “Green tourism — Exemplary spiritual tourism” has been proposed with a range of coordinated solutions: preserving the solemnity of the historical and cultural complex; researching and developing suitable cultural and night tourism products; and improving service quality and extending visitors’ length of stay.