Product differentiation to capitalize on the summer customer wave.

VHXQ - This summer, the city's tourism industry aims to increase the number of visitors while improving the quality of the experience by innovating products, differentiating according to customer segments, and ensuring safety conditions for tourists...

The activities and festivals organized offer a fresh experience for tourists. Photo: THU HA

The city and businesses are proactively repositioning their tourism practices, aiming for sustainable development, contributing to enhanced competitiveness, and retaining tourists.

Product segmentation

Developing products tailored to the specific needs of each customer group is a priority for the business community. Accordingly, family groups often choose vacations combined with experiences, entertainment, and exploration of core areas; while younger groups prefer products such as water sports tours, snorkeling, SUP paddling, or products related to music , sporting events, or green tourism and ecotourism experiences…

Instead of fixed tour routes, many programs are designed to be flexible, allowing visitors to choose stops according to their preferences.

According to Mr. Nguyen Ngoc Thien, Deputy Director of Hai Van Cat International Travel Joint Stock Company (Hava Travel), this summer, Da Nang businesses are focusing on strategic customer groups such as the middle class and high-spenders; MICE and leisure tourists; young people and families.

With the official operation of Vietnam's first Free Trade Zone, Da Nang is targeting tourists who enjoy combining leisure with duty-free shopping for luxury brands (shopping tourism). This group of tourists also contributes significantly to the city's revenue.

As for younger travelers and families, they often choose products that prioritize experiencing local culture, green living, and sustainable tourism.

Mr. Thien believes that instead of chasing quantity, businesses should focus on developing in-depth product lines that meet the new experiential trends of tourists. "Healing" tourism products are gaining attention, such as trekking in Son Tra forest, meditation at Ngu Hanh Son, or spa treatment packages using local herbs. This is also a direction that aligns with the "Touching the Silence" campaign that the city is promoting.

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Da Nang International Airport Terminal Investment and Exploitation Joint Stock Company has many activities for tourists. Photo: THU HA

Furthermore, the duty-free shopping ecosystem linked to nighttime entertainment needs continued systematic investment. According to Mr. Thien, in addition to familiar spots like the Dragon Bridge or the night market, it is necessary to develop large-scale "shopping hubs" that combine art programs, live shows, and major events such as the DIFF 2026 International Fireworks Festival or musical activities along the Han River to extend the length of stay and increase spending of tourists.

From an experiential perspective, community-based tourism and local culture also represent a segment with great potential. Tours exploring Phong Nam ancient village, Hoa Bac craft village, traditional crafts in Hoi An ancient town, or experiencing the life of fishermen in fishing villages are increasingly attracting tourists, as visitors tend to "live like locals" rather than simply sightseeing.

Expand your experience, extend your stay.

The trend of regional connectivity is also emphasized, expanding the experiential space for tourists. Multi-city tours connecting Da Nang, Hue, and Hoi An are designed flexibly, allowing tourists to proactively choose a suitable itinerary.

Mr. Nguyen Son Thuy, Director of Visit Indochina Company, believes that when localities coordinate closely and unify their development orientations, a trip lasting less than a week can offer tourists a full experience of the cultural, historical, and natural values ​​of the Central region. In addition, the increasingly improved transportation infrastructure facilitates connectivity between localities, contributing to longer stays and increased likelihood of repeat visits.

Along with developing and refreshing their offerings, accommodation establishments are also proactively creating in-depth experiences. Many hotels and resorts not only provide lodging but also offer wellness spaces, yoga, cultural experiences, cooking classes, or craft workshops… allowing guests to stay longer and experience more.

Beyond just accommodation, enhancing the visitor experience extends right from the airport. Mr. Do Trong Hau, Deputy General Director of Da Nang International Airport Terminal Investment and Exploitation Joint Stock Company (AHT), stated that AHT is gradually creating spaces where passengers can clearly feel the unique identity of Central Vietnam from the moment they arrive at the terminal and even before boarding their flights departing Da Nang.

Many family groups enjoy experiential activities such as cooking, exploring nature, etc. Photo: NH

Accordingly, the company is implementing a strategy to enhance the overall passenger experience, with passengers at the center. AHT collaborates with professional art and creative organizations to develop exhibition spaces, contemporary performances, workshops, and heritage touchpoints, arranged in a continuous experiential flow...

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It is clear that Da Nang's approach this summer goes beyond simply increasing activities; it focuses on revitalizing the tourism ecosystem, from products and events to the market. When these elements are synchronized, the peak season generates growth while simultaneously enhancing the value of the destination.

Increase the appeal of the event.

To attract tourists, this summer the city's tourism industry plans to organize many large-scale events and activities to refresh the experience and increase the length of stay for visitors. Key programs include: the opening of the 2026 beach tourism season with the message "Immerse yourself in the blue sea - Enjoy a colorful summer" (April 25th to May 3rd) at the East Sea Park, Son Tra Peninsula, and tourist beaches; the Da Nang International Fireworks Festival (DIFF) 2026 (May 30th to July 11th, 2026) with the theme "Da Nang - Connecting Horizons"; the Da Nang Asian Film Festival 2026 (expected early July); the Food Tour Festival 2026 (late May); the Enjoy Da Nang Festival 2026 (June); the Da Nang International Lantern Festival 2026 (September); the Da Nang Ao Dai Festival 2026...

Source: https://baodanang.vn/phan-hoa-san-pham-don-song-khach-he-3334964.html