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.

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

Diversity in market structure

Before the merger, Da Nang and Quang Nam were both top destinations for international tourists in Vietnam. However, their tourist market structures differed significantly. This was clearly reflected in the fact that the top 5 international tourist markets for Da Nang (formerly) in 2024 were all in Asia, while Quang Nam had 3 out of its top 5 markets from Australia, the UK, and France.

While the old Da Nang had a high degree of dependence on regional Asian markets, with nearly 50% being South Korean tourists, Quang Nam has a more balanced structure with a fairly good proportion of English-speaking tourists (Western Europe, America, Australia, etc.), accounting for nearly 40%.

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

The Department of Culture, Sports and Tourism anticipates that Da Nang will attract approximately 7.6 million international tourists in 2025. After the merger, Northeast Asia remains the largest market for Da Nang tourism, accounting for an estimated over 60%, followed by Europe, Australia, America, and Southeast Asia…

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

According to Mr. Nguyen Trung Khanh, Director of the Vietnam National Tourism Administration, to diversify the attraction of international tourists, Da Nang needs to expand Da Nang Airport to accommodate a larger volume of visitors; actively connect direct flights with several new markets; and develop Tien Sa tourist port into a port serving high-end cruise ships and yachts. In addition, it is necessary to upgrade and improve unique, high-quality tourism products, products with distinctive characteristics to serve target market groups.

Market positioning is linked to the unique product.

Following the merger, the more diverse international tourist market requires Da Nang's tourism industry to quickly establish a suitable market positioning, along with appropriate promotion and attraction policies to adapt.

Northeast Asia will remain Da Nang's largest source market. (In the photo: Tourists from Northeast Asia visiting Ba Na Hills. Photo: Da Nang Tourism Promotion Center)

According to Mr. Cao Tri Dung, Chairman of the Da Nang Tourism Association, international tourists to Da Nang can be divided into four main groups, each with its own characteristic products for the specific market. The most prominent group remains Northeast Asian tourists, with product offerings focusing on relaxation, heritage exploration, amenities, MICE (Meetings, Incentives, Conferences, and Exhibitions), and golf.

Next is the Southeast Asian market, with individual travelers and families using resort services, beach tourism, and culinary experiences. The European (including the CIS) - Australian - American markets are associated with the high-end market, with long stays and a preference for cultural and historical experiences. And another market is South Asia and the Middle East, primarily using resort, entertainment, and MICE services.

Mr. Cao Tri Dung commented: "There will be some concerns about the position of the Southeast Asian and European-Australian-American markets because Europe, Australia, and America have long been traditional tourist markets for Hoi An. However, Southeast Asia is a nearby market, easy to travel to, and has similar cultures, so promoting this market will ensure sustainable development for Da Nang tourism in the coming years."

International tourists watch a Cham dance performance at the My Son temple complex. Photo: Le Trong Khang.

Regarding the Indian and Middle Eastern markets, tourism experts note that the number of Indian tourists visiting Da Nang is growing rapidly, and is predicted to soon become one of the top three largest tourist markets for the locality. The opening of direct flights between Da Nang and India and the Middle East suggests the need to separate these markets into a distinct group for appropriate promotional strategies.

Mr. Tan Van Vuong, Deputy Director of the Department of Culture, Sports and Tourism, said that in the coming time, Da Nang's tourism will continue to develop in depth based on the overarching principle of being systematic, interconnected, sustainable, creative, adaptable, and flexible. “Da Nang will strengthen promotion to major markets in Northeast Asia and Southeast Asia. For the Europe-Oceania-North America region, we will focus on the UK, France, Germany, Australia, the US, and Canada. In addition, we will expand to the markets of India, Russia, the CIS, and the Middle East. The goal is to improve the quality of tourists, increase their spending and length of stay, and attract high-end tourist segments,” Mr. Tan Van Vuong said.

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