Da Nang accelerates tourism promotion after merging with Hoi An

Dragon Bridge - symbol of the breakthrough of Da Nang city. Photo: Shutterstock .

On November 14, the forum "Promoting and promoting Da Nang tourism in the new era" gathered nearly 300 delegates from management agencies, tourism businesses and international press. The event aimed to establish brand positioning, unify communication messages and build a long-term marketing strategy in the context of Da Nang's recent administrative boundary merger.

This is considered a move that shows the determination of the tourism industry in exploiting the maximum potential of a multi-faceted, in-depth tourism complex that has just been formed.

Speaking at the event, Mr. Tang Van Vuong, Deputy Director of the Department of Culture, Sports and Tourism of Da Nang City, said: "We aim to unify the destination story, clarify the message and position the city as one of the top choices for international tourists."

This vision comes from the merger with Hoi An (former Quang Nam province), forming a sea tourism - urban - heritage complex with an area expanded about 10 times and more than 200 km of coastline.

According to the expert council, the strategy to build a destination brand for Da Nang in the coming time needs to be based on four pillars: culinary excellence, culture - heritage, nature and conservation, and positioning as an event - entertainment city.

Some experts have proposed the slogan "One City, Two Worlds" to represent the harmony between the dynamic pace of life of Da Nang and the traditional values of Hoi An.

After merging with Hoi An, Da Nang City now possesses a tourist complex that is both dynamic and imbued with its own identity. Photo: Pham Toan.

In addition to changing the slogan, the city is aiming for a long-term approach: targeting high-spending customer segments, expanding international markets and promoting public-private partnerships to create a sustainable promotional ecosystem.

In the first 10 months of the year, Da Nang welcomed about 15.4 million overnight guests, an increase of 20.3% over the same period in 2024. Of which, international visitors accounted for 6.3 million, an increase of 25.9% over the same period, with accommodation and food revenue reaching VND 44,503 billion , an increase of 23.9%.

The city also recorded a 17.4% increase in air travel over the past 12 months, mainly from key Asian markets such as South Korea, India and Japan, according to Bousserind Comson, Senior Director of Sales for Thailand and Vietnam at Amadeus. These are markets that fit the new promotional strategy that Da Nang is pursuing.

With its open space and rich tourism product system - from sea, mountains, modern urban areas to UNESCO heritage - Da Nang has the opportunity to enhance its brand. However, the challenge is how to avoid duplication of promotional messages in the context of fierce competition in regional tourism. Experts say the city needs to shift from increasing quantity to improving the quality of experiences; personalizing messages according to the market; strengthening links with Hoi An, Hue, Quang Nam; and ensuring sustainable development to preserve its identity.

The event attracted about 300 delegates from management agencies, tourism businesses and international press with many practical contributions. Photo: Organizing Committee.

Delivering Asia (DA), a media agency specializing in tourism, hotels and real estate in Asia, has accompanied the city, recommending the implementation of long-term communication campaigns, building clear slogans and applying modern marketing methods to help Da Nang stand out more on the international tourism map.

“Da Nang has all the necessary elements to position itself as a truly world-class destination: natural beauty, heritage depth, unique cuisine and outstanding tourism infrastructure. Our role is to connect these elements through building a brand story, applying best practices and implementing a unified strategy,” said David Johnson, General Director of DA, at the event, also giving an in-depth presentation on how to implement strategic marketing for tourist destinations.

Da Nang is facing a pivotal moment: not only recovering tourism but also comprehensively repositioning the destination after the administrative boundary merger. Tourist growth, diverse tourism resources and the synergy between the government and businesses are the foundation for the city to enter a new era, raising its position on the international tourism map.

Source: https://znews.vn/da-nang-but-toc-quang-ba-du-lich-sau-sap-nhap-voi-hoi-an-post1604680.html