No longer focused on mass advertising campaigns, modern travel communication emphasizes personalization, authenticity, creativity, and multi-channel interaction.
Mobilizing the influence of the content creation community.
The year 2026 marks a significant shift in the tourism industry, moving from destination-focused and quantity-driven trips to one that emphasizes depth and personalized experiences. Travelers are increasingly seeking not just scenery or entertainment, but journeys that connect with the authentic values of a destination, thereby awakening multiple senses and regenerating renewed emotions and energy.
Anticipating this trend, Da Nang's new tourism communication campaign is being implemented based on the principle of synergy within an open ecosystem, where content creators, tourism businesses, and management agencies all participate in spreading the message "Returning to the Original," jointly promoting the authentic values of the locality.
Over the years, Da Nang has implemented numerous modern and flexible tourism communication campaigns, effectively utilizing digital platforms, social media, and the participation of KOLs and KOCs (Key Opinion Leaders and Inspirational Leaders). These campaigns have contributed to spreading the dynamic, friendly, and creative image of Da Nang to domestic and international tourists.
This media campaign associated with the "Return to Origin" program is seen as a continuation and further development of previous key promotional messages such as "I Love Da Nang" (2020), "Enjoy Da Nang" (2023), and "New Da Nang - New Experiences" (2025).
Ms. Nguyen Thi Hong Tham, Director of the Da Nang Tourism Promotion Center, said: In the coming time, the city will implement many specific programs and activities to mobilize the power from digital platforms, especially the content creation community both domestically and internationally, in order to spread the image of the destination naturally and effectively, enhancing the recognition of Da Nang tourism on global digital platforms.
"We aspire for our content creation team to become digital tourism ambassadors, vibrant and creative storytellers, sharing authentic experiences about the local nature, heritage, culture, cuisine , lifestyle, and people," Ms. Tham emphasized.
Media "touches upon" the original
It is evident that, through a modern approach, Da Nang is hoping to create a significant transformation in its tourism communication activities. Regarding this issue, Ms. Nguyen Phuong Dung, a corporate branding expert and Marketing Director at Enosta Group, points out several challenges that the city needs to address.
First and foremost, the content of the communication and the actual services at the destination need to be consistent and aligned. “Does what we tell resonate with the tourists' genuine experiences? If we talk about authenticity, healing, and depth, but when tourists arrive they encounter a disjointed journey, inconsistent service quality, and a lack of consistent regional infrastructure, then the brand will easily break down,” Ms. Dung stated.
Next is the risk of being overly general and vague in information delivery. According to Ms. Phuong Dung, when a destination tells too many things at once, the story isn't clear enough, details aren't explored, and the communication struggles to create a distinctive impression. Therefore, in addition to being truthful, promotional content must be focused, sharp, and attractive enough to influence tourists' choices.
“Even strong brands sometimes get trapped within their own symbols. Da Nang, in my opinion, is in a rather interesting position: prominent enough to be well-known, but still open and innovative enough (especially after merging with Quang Nam) to write its own story. This is a media asset with much room for further development,” Ms. Dung shared.
Mr. Mai Tan Hong Hai, CEO of HiTik Company, believes that on digital media platforms, creating unscripted videos is a rapidly developing new trend. These are contents created and shared by real users, from tourists and customers to local residents, on platforms like TikTok, Instagram Reels, YouTube Shorts, and Facebook... without a fixed script, professional director, or elaborate editing.
Da Nang can encourage its content creation community to focus on this form of media, while also concentrating on creating products that are highly personalized and offer unique experiences to increase emotional connection and trust with viewers.
"As technology, AI, social media, and personalized data shape tourist behavior, tourism communication will only be truly effective when it 'returns to its roots' - going back to the authentic, intimate, and emotionally rich values of people, culture, and nature," Mr. Hai affirmed.
Source: https://baodanang.vn/cau-chuyen-truyen-thong-du-lich-3329970.html
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