Positioning Danang tourism brand after merger

Repositioning the Da Nang tourism brand after the merger is an issue to be worthy of the value system that the city's tourism industry possesses.

Da Nang stands out with its brand as a livable city, with modern infrastructure serving sea tourism . Photo: Trieu Pham

Two big brands of Vietnamese tourism

Before the merger, the tourism industry of the old Da Nang and Quang Nam both achieved many marks, clearly positioning their brands on the Vietnamese tourism map, even at the international level. The question is how the tourism brands of the two destinations were built in different directions. Da Nang stands out with the brand of a livable city, modern infrastructure serving sea tourism, MICE tourism... While Quang Nam has long been famous as a leading cultural heritage tourism destination and a pioneer in the green tourism trend in recent times.

The tourism industry of Da Nang city after the merger is expected to blend these two elements to make the new Da Nang tourism brand complete.

According to Associate Professor Dr. Pham Trung Luong, former Deputy Director of the Institute of Tourism Research, member of the National Planning Advisory Group, before the merger, Da Nang only performed the function of being a "gateway" and a tourist distribution center for the Central region, but did not really function as a tourism center for the Central region, partly because the available tourism potential was not too abundant.

With the system of great natural and cultural values ​​added from Quang Nam, Da Nang has a solid foundation to become a leading tourist center in the country. Photo: QUOC TUAN

“The position of Da Nang tourism after the merger is now very different. With the system of great natural and cultural values ​​(many of which are recognized by UNESCO) added, Da Nang is confident to become a leading tourist center in the country and has a distinct identity,” said Associate Professor, Dr. Pham Trung Luong.

Associate Professor, Dr. Pham Trung Luong added that according to the national planning for the period 2021 - 2030, with a vision to 2050 that has just been adjusted, the Da Nang - Hue urban area will be developed into a center for many fields, including tourism, and a center for organizing regional and international events. This is a solid foundation for the Da Nang tourism industry to grow.

Need a common brand

For many years, Da Nang tourism industry has promoted with the slogan “DANANG FantastiCity”, which roughly translates to “wonderful Da Nang city”. After the merger, in some promotional activities, Da Nang tourism is still promoting its brand with this slogan.

For many years, Da Nang tourism industry has promoted with the slogan “DANANG FantastiCity”. Photo: QUOC TUAN

According to many experts in the tourism industry, Da Nang needs to soon promote the building of a new tourism brand, blending the identity of Da Nang and Quang Nam tourism. Thereby, positioning the Da Nang destination brand at a higher level instead of aiming to become the leading international tourism center in Southeast Asia by 2030.

According to Mr. Cao Tri Dung, Chairman of the Da Nang Tourism Association, when we have not yet built and adjusted the master plan for tourism development as well as the strategy for Da Nang tourism development in the new period, we need to immediately have a brand positioning to implement promotion work, focus resources, and build products associated with attracting target customer markets.

At the workshop “Orientation for Da Nang tourism development in the new period” that just took place, Mr. Cao Tri Dung proposed to research the brand “The Essence of Vietnam” - temporarily called “Essence of Vietnam” or “Essence of Vietnamese tourism” or no need to translate into Vietnamese.

“I think we have a lot of basis to pursue this new positioning for Da Nang. This is a comprehensive, concise brand, not emphasizing any particular tourism pillar. Nearly 10 years ago, there was a study by the international expert group of the EU - ESRT project proposing this brand to be used for Thua Thien Hue, Da Nang, and Quang Nam. The local merger has created the right time to be able to use this brand,” said Mr. Cao Tri Dung.

It can be seen that positioning a more comprehensive brand for new Da Nang tourism is very necessary to match the stature and development strategy of the city's tourism in the new era.

Ms. Truong Thi Hong Hanh, Director of the Department of Culture, Sports and Tourism of Da Nang, said that the department will soon receive and systematize valuable opinions and suggestions from the workshop to advise the city's leaders to adjust the planning orientation for Da Nang tourism development in the coming time, and at the same time issue specific policies and action plans.

According to the Department of Culture, Sports and Tourism, Da Nang is expected to welcome 17.3 million overnight visitors in 2025, including about 7.6 million international visitors. Da Nang's tourism revenue in 2025 is estimated to reach about 59 trillion VND.

Source: https://baodanang.vn/dinh-vi-thuong-hieu-du-lich-da-nang-sau-hop-nhat-3308164.html