Returning to original values
In the context of a global tourism landscape shifting significantly from mere sightseeing to seeking in-depth, personal, and emotional experiences, Da Nang is choosing a new approach for its tourism stimulus program in 2026.
Instead of chasing mass-produced products, the local tourism industry focuses on "authentic" values, considering them the foundation for creating differentiation, sustainability, and alignment with the identity of a coastal, heritage, and ecological city that is reshaping its tourism development space.
A noticeable difference in Da Nang's 2026 tourism stimulus program is how it re-establishes the relationship between tourists and the destination. "Touching" is no longer about superficial interaction, but about seamless connection between people and their living spaces, cultural memories, and local rhythms.
"Returning" represents a journey to rediscover balance, while "originality" reflects a commitment to preserving the core values that have shaped Da Nang's identity over the years.
In that spirit, the tourism products in the "Touching the Roots" stimulus program are oriented towards a deeper experiential focus with 5 itineraries accompanied by 5 prominent touchpoints. Tourists will not only visit craft villages but also touch the heritage of artisans, listening to the stories of the land told through memory, skills, and love of the craft.
Besides heritage, the natural element continues to be placed at the center. Itineraries connected to forests, seas, ecological spaces, and medicinal plant areas are designed to respect their pristine nature.
Ecotourism, community-based tourism, trekking, beach experiences, or herbal research not only satisfy the need for exploration but also help tourists reconnect with nature and with themselves.
Another important pillar is wellness and healing tourism. With its cultural foundation, spiritual elements, indigenous herbs, and high-quality resort spaces, experiences such as meditation, tea ceremonies, natural therapies, and body-mind-care are harmoniously integrated with the landscape, creating precious moments of rejuvenation for visitors.
Cuisine is also seen as a living heritage, intertwined with the story of the land and its people. Connecting cooking experiences, interacting with culinary artisans, creating local food maps, and celebrating the flavors of Quang Nam contribute to enriching the experience.
According to Mr. Tao Viet Hai, Deputy Director of the Department of Culture, Sports and Tourism, the series of festivals, cultural, sports and entertainment events that take place throughout the year are also considered "emotional touchpoints".
Instead of just organizing seasonal events, Da Nang proactively designs continuous experiential milestones, so that each time of year has a compelling reason for tourists to return and experience the city's unique beauty.
Stay on trend.
The Da Nang tourism stimulus program for 2026 will be implemented throughout the year, divided into four phases, closely following seasonal trends and market trends, thereby creating proactive opportunities for both tourists and businesses.
In the early months of the year, the city focused on promoting and stimulating demand for traditional craft products and healing tourism, targeting customers seeking refined, less noisy experiences.
The peak summer season, associated with festivals, culinary events, and major events, is expected to create a strong ripple effect, attracting families, domestic and international tourists. The following months expand to include health tourism, community culture, and connect with themed festivals focusing on medicinal herbs, before concluding the year with a series of culinary, resort, and New Year's celebrations.
According to the Da Nang Tourism Promotion Center, a notable highlight of the program is the large-scale gift and prize system, with over 25,000 gifts for tourists. These offers are not separate from the experiential products but are designed to be closely linked to the actual itinerary, from accommodation, entertainment, and dining to healthcare.
In addition, high-value prizes such as round-trip air tickets, all-inclusive travel packages, or luxury resort and experience combos contribute to increasing the program's attractiveness, especially for high-spending customers and those who tend to return frequently.
The prize draws and raffles are organized flexibly both online and in person at events and airports, creating continuous interaction throughout the implementation period.
In addition, the "I Love Da Nang" program, which focuses on attracting international tourists who visited the city in 2020 to return in 2026, will continue to be maintained.
Targeting customers with prior experience demonstrates a practical approach, leveraging the memory effect and loyalty to increase return rates, especially in key markets and new international routes.
According to Mr. Tao Viet Hai, in 2026, Da Nang will for the first time implement a mechanism to encourage tourism content creators to participate in spreading the value of the destination. Recognizing and rewarding quality content will not only help expand promotional channels but also contribute to telling the "original" story of Da Nang from a personal, authentic, and emotionally rich perspective.
“With the support of the tourism and service business community, a diverse product ecosystem, and a series of national and international-scale cultural, sports, and entertainment events, the Da Nang tourism stimulus program 2026 aims to increase the length of stay, the depth of experience, and the return rate of tourists,” Mr. Hai said.
Source: https://baodanang.vn/lan-gio-moi-kich-cau-du-lich-da-nang-3323789.html
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