Da Nang - One destination, many wonders

Businessman Nguyen Duc Quynh, who has nearly 30 years of experience in tourism in Da Nang and the Central region, shared his suggestions for positioning a new brand for Da Nang tourism.

A group of foreigners living on the beach in Da Nang . Photo: Kha Han

Repositioning Da Nang on the world tourism map

After the merger, the city’s tourism industry needs to address a strategic challenge: building a unified image on the world tourism map. In the past, Da Nang (old) and Quang Nam (old) used many different slogans, leading to fragmentation and lack of focus in the message conveyed.

Now, the ultimate goal is to build a unified cluster of destinations, and the slogan “Danang - One Destination, Endless Wonders” could be the choice to fully address this strategic challenge.

This slogan is highly appreciated because it is not only a slogan, but also a strategic statement. The phrase “One destination” thoroughly solves the challenge of “unification”, affirming that Da Nang has transformed itself into a comprehensive tourism center. Strategically, it unifies two tourism identities: one is “Modern, livable city” and the other is “Heritage land”.

The new Da Nang will become the gateway and main anchorage, taking full advantage of Da Nang International Airport, its central location and convenient transport infrastructure, to integrate and distribute tourist flows to all diverse products from mountains, seas, to UNESCO heritages. This is the foundation for tourists to easily stay longer, fully experiencing both core values ​​under a single brand.

If “One destination” is the strategy, then “Myriad wonders” is the emotional value and experience that the brand promises to bring. The word “wonder” used here has a much broader meaning than the mere “wonder” (meaning of the word “wonders”), encompassing the diversity and depth of the new tourism ecosystem.

These “wonders” include all the key brand pillars: diverse landscapes (mountains - sea - green ecosystem), cultural heritage, world-class events - MICE, arts - sports, and rich local life. It conveys the message that visitors will always find surprises, discover different nuances and constantly renewed experiences.

This is completely in line with international market trends, where modern travelers seek authenticity and balance, and Da Nang is a rising “multi-identity destination”.

To make the new slogan enter people's hearts

The tourism development strategy in the coming time must ensure high consistency to realize the slogan "Da Nang - One destination, countless wonders". First is consistency in product development and service quality. All new services, from sustainable green tourism to MICE conference centers, must be built on the criteria of creating "wonders" in the chain of tourist experiences.

It should be noted that, for a long time, tourists from Western Europe in general have loved and prioritized green tourism experiences, circular tourism and sustainable tourism, considering them important factors when choosing a destination. This is a great advantage when Quang Nam (old) has formed a set of green tourism criteria and many units are operating sustainable tourism models, while Da Nang (old) can still pursue mass tourism models for other segments.

This integration creates a balance, allowing the city to develop different market segments in parallel while ensuring overall sustainability.

In addition to product consistency, global communication strategy consistency is the second key factor. The unified message of “wonder” needs to be “localized” through data-driven multi-channel communication strategies. Specifically, the overall message of “Wonder” needs to be customized according to consumer behavior and preferences of each market.

For example, for the Australian market, the message should emphasize nature tourism, relaxation and value for money; for the Southeast Asian market, it is necessary to leverage the power of KOL/KOC (celebrity/influencer on the internet and in the community) to share their real experiences to create a ripple effect. And for further markets such as North America and Europe, short videos and immersive experiences on YouTube can be an effective means to convey the depth of culture and products.

The difference in behavior of each market requires a flexible communication strategy while still maintaining the common core message of the brand. In other words, like Vietnam tourism, Da Nang tourism also needs to have a specific message for each product and each market share. To do that quickly and consistently shape the brand, organizing in-depth discussions with domestic and foreign experts is extremely necessary.

Ultimately, the sustainability of the brand lies in building a solid destination brand ecosystem. This requires close connection and cooperation between the government, businesses, the community and the media, through the public-private partnership (PPP) model. Only when all components clearly understand and fulfill the promise of “One destination, countless wonders”, can the image of the Da Nang brand reach the level of becoming an international tourism brand with its own identity, sustainable influence and a worthy position on the world tourism map.

Source: https://baodanang.vn/da-nang-mot-diem-den-muon-van-ky-thu-3313970.html