Ninh Binh is a “cradle” of Xam singing, attached to late artisan Ha Thi Cau, the last Xam singer of the twentieth century. The province has preserved more than 10 Xam melodies expressing emotion and nuance. To promote the artform in a sustainable manner, Ninh Binh has been carrying out the “Restoring, preserving and developing Xam singing in the 2019 - 2022 period” project. Ninh Binh has held many classes in Xam singing in recent times, and taken the traditional art to schools. It also organises Xam singing contests throughout the year, to promote its popularity. Activities in teaching and performing for tourists allows Xam singing to be effectively preserved and promoted in Ninh Binh, contributing to Vietnam’s proposal that UNESCO recognise it as an intangible cultural heritage of humanity in need of urgent protection./.