Positioning the core customer market

The structure of the international tourist market of Da Nang tourism has more or less shifted after the merger with Quang Nam tourism. Positioning the key tourist markets is a requirement to have an effective attraction strategy and at the same time develop the Da Nang tourism industry sustainably.

After the merger, Da Nang tourism has become more diversified in terms of international tourist market structure. In the photo: European tourists visiting the Japanese Covered Bridge. Photo: QUOC TUAN

Diversity in market structure

Before the merger, Da Nang and Quang Nam were both the two leading international tourist attractions in Vietnam. However, the tourist market structure of the two sides was different. This was clearly reflected when the top 5 international tourist markets of Da Nang (old) in 2024 were all in Asia, while Quang Nam had 3/5 of the top markets coming from Australia, UK, and France.

While Da Nang (old) has a high level of dependence on intra-Asian markets, of which nearly 50% are Korean visitors, Quang Nam has a more balanced structure with a good proportion of English-speaking visitors (Western Europe - America - Australia...), accounting for nearly 40%.

Da Nang tourism participates in promotion at ITB Asia Singapore 2025 fair. Photo: Da Nang Department of Culture, Sports and Tourism

The Department of Culture, Sports and Tourism estimates that in 2025, Da Nang will attract about 7.6 million international visitors. After the merger, Northeast Asia will still be the largest market for Da Nang tourism with an estimated rate of more than 60%, followed by the European - Australian - American and Southeast Asian markets...

Da Nang tourism industry is actively promoting the markets of India, the Middle East, the CIS region (Commonwealth of Independent States)... According to The Outbox Company, after the merger, Da Nang has a larger international tourist market in terms of scale and more diverse in structure. This creates opportunities to expand the potential tourist segment as well as access the mid- to high-end segment more effectively. At the same time, it reduces market dependence and ensures the goal of market development in terms of quantity and quality of tourists.

Mr. Nguyen Trung Khanh, Director of the Vietnam National Tourism Administration, said that in order to diversify the attraction of international visitors, Da Nang needs to soon expand Da Nang airport to meet larger traffic volume; actively connect direct flights with a number of new markets; develop Tien Sa tourist port into a port serving yachts, luxury cruise ships, etc. In addition, it is necessary to upgrade and perfect specific, high-quality tourism products, products with unique characteristics to serve target market groups.

Market positioning associated with typical products

After the merger, the international tourist market is more diverse, requiring the Da Nang tourism industry to soon have a suitable market positioning along with appropriate promotion and attraction policies to adapt.

Northeast Asia will still be Da Nang's largest tourist market. In the photo: Visitors from the Northeast Asian market visit Ba Na Hills. Photo: Da Nang Tourism Promotion Center

According to Mr. Cao Tri Dung, Chairman of the Danang Tourism Association, Danang's international visitors can be divided into 4 main groups with typical products of each market. The main group is still Northeast Asian visitors with product groups focusing on resorts, heritage exploration and amenities, MICE, and golf.

Next is the Southeast Asian market with individual groups and families using resort services, sea tourism, and cuisine. The European markets (including the CIS region) - Australia - America are associated with the high-end market, long-term stays, and those who love to experience culture and history. And another market is South Asia and the Middle East, mainly using resort, entertainment, and MICE services.

Mr. Cao Tri Dung commented: “There will be concerns about the position of the two markets Southeast Asia and Europe - Australia - America because Europe - Australia - America are long-standing traditional tourist markets of Hoi An. However, Southeast Asia is a nearby market, easy to travel, and has similar cultures, so if we promote the exploitation of this market, Da Nang tourism will develop very sustainably in the coming years.”

International tourists watch Cham dance performance at My Son Sanctuary. Photo: Le Trong Khang

Regarding the Indian and Middle Eastern markets, tourism experts say that the number of Indian tourists to Da Nang is growing rapidly, and is expected to soon be among the top three largest tourist markets in the locality. Direct flights between Da Nang and India and the Middle East are gradually opening up, showing that it is necessary to separate these markets into a separate group to have a suitable promotion strategy.

Mr. Tan Van Vuong, Deputy Director of the Department of Culture, Sports and Tourism, said that in the coming time, Da Nang tourism will continue to develop in depth based on the consistent viewpoint of being systematic, connected, sustainable, creative, adaptive and flexible. “Da Nang will promote major markets in Northeast Asia and Southeast Asia. For the Europe - Oceania - North America region, it will focus on the UK, France, Germany, Australia, the US and Canada markets. In addition, it will expand the markets of India, Russia, CIS and the Middle East. The goal is to improve the quality of visitors, increase spending capacity and length of stay, and attract high-end customer segments,” said Mr. Tan Van Vuong.

Source: https://baodanang.vn/dinh-vi-thi-truong-khach-chu-luc-3308382.html