The tourism industry needs to quickly seize opportunities, build long-term strategies and take advantage of the influence of billionaires, artists, football stars... to strongly promote the image of Vietnam to international friends.
In recent days, the news that former Manchester United (MU) players will come to Da Nang City to participate in the Vietnam - UK Football Festival has become the focus of discussion for many people, especially fans of this team.
Celebrity appeal
According to the Da Nang Tourism Promotion Center, former stars of MU's "golden generation" including Michael Owen, Paul Scholes, Ryan Giggs, Teddy Sheringham and many teammates will attend the Vietnam - UK Football Festival 2025, taking place from June 26 to 29.
The event aims to promote tourism and sports connections, and lay the foundation for the development of international sports tourism in Da Nang. Former MU players will participate in many activities to contribute to promoting the beautiful image of the coastal city of Da Nang as well as Vietnam to friends around the world.
Previously, on June 21, about 40,000 spectators were present at My Dinh National Stadium to attend the super concert "VPBank K-Star Spark in Vietnam 2025" with the participation of famous K-pop artists, in which the highlight was "king" G-Dragon. This is the return to Vietnam after 12 years of the multi-talented artist - singer, musician, director and producer - and leader of the legendary group BIGBANG. This year's event also marks the first time that two K-pop superstars G-Dragon (King) and CL (Queen) have performed together on the same stage in Vietnam.
According to VPBank - the organizer, the program is not only a highlight of the summer of 2025 but also contributes to strengthening the attraction and increasingly clear position of the Vietnamese music market on the regional map. In recent years, this bank has continuously brought to Vietnam the world's leading art names such as Richard Clayderman (2014), Kenny G (2015, 2024), Paris Ballet (2016), Thomas Anders (Modern Talking - 2016), Westlife (2023), Vienna Chamber Orchestra (2024)... The vibrancy of the cultural industry is effectively contributing to promoting the destination and image of Vietnam internationally.
Not only stopping at art, many world billionaires such as Bill Gates, Tim Cook... have recently chosen Vietnam as a destination for their vacations and conferences. According to experts, this not only helps increase revenue but also contributes to positioning Vietnam on the global luxury tourism map.
Mr. Nguyen Khoa Luan, General Director of Anh Viet Company Limited (the operator of the Hop On - Hop Off double-decker bus in Vietnam), shared with a reporter from Nguoi Lao Dong Newspaper on the afternoon of June 27 that the visit of former MU players to Da Nang, as well as the trend of world celebrities and billionaires visiting Vietnam, is a great opportunity for the tourism industry. He said that about 3 months ago, a representative of MU Club contacted the company to rent a double-decker bus for former players to visit Da Nang. "However, at the last minute, they changed their plans. Previously, in 2018, Man City Club players also came to Vietnam and experienced the double-decker bus service. The image of famous people, artists, and international players exploring and experiencing Vietnamese culture and cuisine is a great opportunity to promote tourism. If well utilized, the ripple effect will be very strong," said Mr. Luan.
A resort in Da Nang hosted MU legends Photo: BICH VAN
Tourism needs to be associated with culture and sports
According to experts, the presence of famous figures such as singers, football players or international businessmen in Vietnam is a positive signal. This not only helps to enhance the value of Vietnam's tourism brand, expand the international tourist market but also promote sustainable tourism growth.
Dr. Duong Duc Minh, Deputy Director of the Ho Chi Minh City Institute for Economic and Tourism Development, analyzed that the appearance of famous stars helps increase the number of visitors and revenue for the tourism industry. Moreover, the effect of stars can spread widely to the media, culture, and even change the travel habits of local people and international tourists. "Tourists do not only come to Vietnam for the beautiful scenery but also for entertainment and sports events, which enrich the travel experience. Therefore, identifying the entertainment industry including culture and sports as a strategic component of the tourism industry is very necessary in the context of fierce competition in the region" - Dr. Minh commented.
He believes that the entertainment industry can help extend the length of stay and increase spending by providing attractive services and experiences. International sporting events, music festivals or cultural festivals will create great demand for accommodation, cuisine, shopping, transportation..., and at the same time encourage visitors to stay longer.
To take advantage of the opportunity, the Vietnamese tourism industry needs to build a flexible, smart, personalized tourism ecosystem based on digital data platforms, helping to optimize the experience from searching for information, booking tickets to participating in events.
According to Dr. Minh, investing in information technology and building a digital platform will be the key to breakthroughs. At the same time, it is necessary to encourage creativity in organizing diverse entertainment events with profound cultural values, not only to attract tourists but also to create sustainable value for the economy.
However, the appearance of celebrities is only part of the story. More important is the exploitation, preservation and promotion of traditional cultural values, from craft villages, cuisine to unique folk festivals. "Tourists not only seek modernity but also want to experience a simple, close life, something that not every destination has. It is this combination of modernity and tradition that creates the quintessence of Vietnamese tourism," said Dr. Minh.
Need long term strategy
From another perspective, Mr. Phan Xuan Anh, Chairman of the Board of Directors of Du Ngoan Viet Company, believes that the arrival of many famous stars to Vietnam is mainly for "event" purposes. To become a long-term trend, it is necessary to invest systematically and long-term, because the nature of international visitors is to plan many months, even years in advance. Tourism products aimed at international visitors need careful preparation time, such as the International Fireworks Festival in Da Nang.
Experts agree that Vietnam needs a tourism development strategy that does not rely solely on short-term entertainment events but also highlights the unique "essence" of national culture. "There is no need for too many destinations, but each place needs to have a unique story, authentic and inimitable experiences. Developing elite tourism also requires innovation in approach and communication, not only through events or images but also by creating vivid experiences rich in human values," Dr. Minh emphasized.
Source: https://nld.com.vn/phat-trien-du-lich-tinh-hoa-196250627215409987.htm
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