From the impressive opening night of the fireworks festival on the Han River.
On the evening of May 30, 2026, the sky over the Han River once again erupted with light, music , and emotion as the Da Nang International Fireworks Festival DIFF 2026 officially opened. Over 10,000 seats in the stands were filled, and the riverside promenades and iconic bridges of the city were packed with locals and tourists.
Da Nang has entered its most spectacular season of the year with the Da Nang International Fireworks Festival DIFF 2026.
The excitement of DIFF 2026 was evident not only in the skies over the Han River but also reflected in the impressive figures of Da Nang's tourism industry. The number of visitors served by accommodation establishments on the opening day, May 30th, was estimated at 91,700, a 17.5% increase compared to last year's opening night. The high-end accommodation segment continued to be the preferred choice for tourists, with occupancy rates for 4-5 star hotels and equivalent reaching approximately 75%; in the areas along the Han River and the coast, occupancy reached 95%, with many riverside hotels fully booked well in advance, achieving near-total occupancy.
Sun Group has partnered with and contributed to making DIFF 2026 one of the 9 most worthwhile festivals to experience on the planet.
This appeal further solidifies DIFF's position after nearly two decades of development. 2026 also marked the first time the festival was selected by the prestigious travel magazine Travel + Leisure as one of the Top 9 most worthwhile festivals in the world. From a local cultural event, DIFF has become an international tourism brand. This success is closely linked to the partnership of Sun Group, in its role as organizer and sponsor throughout the years.
But DIFF is not the only highlight on Vietnam's festival map this summer.
"Lighting up the night-time economy" with… fireworks.
While Da Nang is known for its weeks-long fireworks festivals, in Phu Quoc and Ha Long, fireworks are being lit up every night at destinations invested in and developed by Sun Group.
Nightly high-altitude fireworks displays light up the sky over Sunset Town in Phu Quoc.
Since January 2024, when the Kiss of the Sea multimedia show debuted in Sunset Town, the sky over Phu Quoc Island has never ceased to light up. Over 880 consecutive nights of fireworks displays, nearly 450,000 fireworks launched, and millions of spectators have enjoyed the spectacle, creating a rare milestone for Vietnamese tourism.
It's noteworthy that these fireworks displays weren't simply for entertainment. During the same period, Phu Quoc witnessed strong growth in tourist numbers and the vitality of its tourism economy. In 2025, the island welcomed 8.3 million visitors, a 38.5% increase compared to the same period; of which international visitors reached 1.9 million, a staggering 93.6% increase. More vibrant night streets, busier restaurants, and more bustling resorts demonstrate that fireworks are acting as a catalyst for the breakthrough of the island's night-time economy.
The impressive fireworks display, shaped like a Vietnamese bamboo tree, was featured in the special art program "Under the Glorious Banner of the Party".
Sun Group's fireworks displays are not only present in tourist centers but also in national-scale events. Earlier this year, the special art program "Under the Glorious Banner of the Party" at My Dinh National Stadium brought together nearly 10,000 artists and performers along with tens of thousands of spectators, combined with elaborately staged fireworks displays featuring many types of fireworks appearing for the first time in Vietnam. Sun Group was the co-organizer and sponsor of the fireworks for this politically and culturally significant event.
Besides beautifying the sky, fireworks are enriching tourist destinations.
The frequent appearance of fireworks displays in many localities shows one reality: fireworks today are no longer just an entertainment activity.
High-altitude fireworks explode in the sky over Vung Tau (Ho Chi Minh City) every weekend, adding to the destination's appeal.
At DIFF 2026, audiences witnessed unprecedented fireworks effects such as bamboo, rice stalks, and multi-tiered fireworks displays precisely synchronized with music. In Phu Quoc, fireworks were integrated into a multimedia show combining water, fire, light, and lasers. In large-scale programs in Hanoi, Ha Long (Quang Ninh), Ha Nam (Ninh Binh), and Vung Tau (Ho Chi Minh City), fireworks are also being elevated to become part of the overall cultural and entertainment experience. Fireworks are being recognized as a genuine tourism product.
When tourists have more reasons to stay longer, they will use more accommodation, dining, shopping, and entertainment services. When a city hosts events that attract tens of thousands or hundreds of thousands of people, the value generated is not just in ticket revenue or audience numbers, but also extends to the entire local tourism economy.
The spectacular fireworks displays at Sunset Town have earned Phu Quoc Island the nickname "the island of 365 days of fireworks".
The examples from Da Nang and Phu Quoc show that large-scale festivals and shows are contributing to building unique brands for each region. Mentioning Da Nang in the summer brings to mind DIFF (Da Nang International Fireworks Festival). Mentioning Phu Quoc at night brings to mind the fireworks displays by the sea. These are valuable, long-lasting brand assets that are difficult to replicate and are increasingly becoming a competitive advantage for the destination.
This direction is also consistent with the development orientation of the cultural industry that Vietnam is pursuing, in which cultural, artistic, and entertainment products not only serve spiritual life but also become a driving force for economic growth.
After an emotional opening night, DIFF 2026 still has 5 nights of competition ahead, featuring top fireworks teams from around the world. Looking at what has already happened in Da Nang and Phu Quoc, it's clear that today's fireworks displays are no longer simply moments of dazzling light in the sky. They are also a way to illuminate, beautify, and enrich destinations with new experiences.
Source: https://thitruong.nld.com.vn/phao-hoa-cach-sun-group-dang-lam-dep-cho-nhung-vung-dat-viet-nam-196260603085121031.htm
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