Da Nang - One destination, countless wonders.

Businessman Nguyen Duc Quynh, who has been involved with tourism in Da Nang and Central Vietnam for nearly 30 years, shared his suggestions for repositioning the brand of Da Nang tourism.

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

Repositioning Da Nang on the world tourism map.

Following the merger, the city's tourism industry faces a strategic challenge: building a unified image on the world tourism map. In the past, the former Da Nang and former Quang Nam used many different slogans, leading to fragmentation and a 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 perfect choice to fully address this strategic challenge.

This slogan is highly regarded because it is not just a catchphrase, but also a strategic statement. The phrase "One Destination" thoroughly addresses the challenge of "integration," affirming that Da Nang has transformed into a comprehensive tourism center. Strategically, it unifies two tourism identities: on one hand, "A Modern, Livable City," and on the other, "A Heritage Region."

The new Da Nang will become the main gateway and anchorage, maximizing the advantages of Da Nang International Airport, its central location, and convenient transportation infrastructure to integrate and distribute tourist flows to a diverse range of products from mountains and beaches to UNESCO heritage sites. This provides a foundation for tourists to easily stay longer, fully experiencing both core values ​​under a single brand.

If "One Destination" is the strategy, then "A Multitude of Wonders" represents the emotional value and experiences that the brand is committed to delivering. The word "wonders" used here has a much broader meaning than simply "wonders," encompassing the diversity and depth of the new tourism ecosystem.

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These "wonders" encompass all the key brand pillars: diverse landscapes (mountains, seas, and green ecosystems), cultural heritage, world-class events (MICE), arts and sports, and rich local life. It conveys the message that visitors will always find surprises, discover different facets, and experience constantly being renewed.

This aligns perfectly with international market trends, where modern travelers seek authenticity and balance, and Da Nang is emerging as a "multicultural destination."

To make the new slogan resonate with people.

The tourism development strategy for the coming period must ensure high consistency to realize the slogan "Da Nang - One destination, countless wonders." First and foremost is consistency in product development and service quality. All new services, from sustainable green tourism to MICE (Meetings, Incentives, Conferences, and Exhibitions) centers, must be built on the criterion of creating "wonders" in the visitor experience.

It should be noted that tourists from Western Europe have long favored and prioritized green tourism, circular tourism, and sustainable tourism experiences, considering these important factors when choosing a destination. This is a significant advantage for Quang Nam (formerly) as it has established a set of green tourism criteria and many businesses are operating sustainable tourism models, while Da Nang (formerly) 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.

Besides product consistency, consistency in global communication strategy is the second key factor. The unified message about "wonder" needs to be "localized" through data-driven, multi-channel communication strategies. Specifically, the common message about "Countless Wonders" needs to be customized to the 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, leverage the power of KOLs/KOCs (celebrities/influencers on social media and in the community) to share their real-life experiences to create a ripple effect. And for more distant markets like North America and Europe, short videos and in-depth experience videos on YouTube can be an effective means of conveying cultural depth and product insights.

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Differences in market behavior necessitate a flexible communication strategy while maintaining the brand's core message. In other words, just like Vietnamese tourism, Da Nang tourism also needs a specific message tailored to each product and market segment. To achieve this quickly and consistently shape the brand, organizing in-depth discussions with domestic and international experts is crucial.

Ultimately, brand sustainability lies in building a robust destination brand ecosystem. This requires close collaboration and partnership among the government, businesses, community, and media, through a public-private partnership (PPP) model. Only when all stakeholders understand and fulfill the promise of "One destination, countless wonders" can Da Nang's brand image reach the level of an international tourism brand with its own unique identity, sustainable reach, and a worthy position on the world tourism map.

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