Boosting tourism at the end of the year.

Aiming for double-digit growth by 2026, Da Nang's tourism industry is focusing on building and positioning its image as a destination that aligns with its strengths and development orientation; while also promoting key markets, delving into specific product segments, and targeting high-quality tourists.

Da Nang businesses are stepping up efforts to promote the destination. Photo: NHAT HA

Increased traction in the new era

To achieve sustainable growth, the city's tourism industry has continuously innovated its promotional activities in key markets. Following the merger, Da Nang entered a new phase of development with expanded space, possessing abundant resources and unique cultural, economic , and tourism heritage values. Positioning its image to affirm its place on the international tourism map has become an urgent requirement.

Over the years, Da Nang's tourism promotion efforts have yielded many positive results, establishing its image as a destination in the eyes of both domestic and international tourists. Multi-channel and multi-market promotion has been implemented; and 36 international cooperation agreements in the tourism sector have been signed with 18 countries, 15 provinces and cities domestically, and 10 major tourism corporations and businesses. The industry has also effectively promoted digital transformation, leveraging social media platforms and communication campaigns to enhance the tourist experience; while also effectively mobilizing social resources for promotion.

However, promotional activities remain limited in some distant markets; advertising campaigns lack long-term viability; and the ability to leverage digital data and new media trends is not yet strong. Da Nang's international brand identity is also not yet clearly defined in some markets such as Europe, Australia, and the US, where tourists mainly recognize Hoi An. Regional linkages are not strong, and connecting air routes to distant markets remains challenging.

According to Nguyen Thi Hong Tham, Director of the Tourism Promotion Center, the end of the year, with its many events welcoming the new year, is a crucial time to boost promotion. The city will intensify communication about the series of year-end festivals, enhance decorations, and organize synchronized activities at service establishments and localities, most notably the 2026 New Year's Festival along with a large-scale stimulus program. Communication themes will focus on green, safe, and sustainable destinations, and Da Nang as a city of events and festivals.

Implementing policies to attract KOLs (influencers) and businesses to bring tourists aims to spread the image of the city with new experiences. Simultaneously, maintaining a consistent presence on media channels and closely coordinating with businesses, airlines, OTAs (online travel agencies), and international partners will help maintain market momentum and attract tourists back to Da Nang with the message "New Da Nang - New Experience".

In addition, the city will strengthen tourism development linkages, implement a plan to connect the three localities of Hue, Da Nang, and Quang Tri; and connect with Quang Ninh to attract tourists. It will also promote the "Heritage Route" railway tourism line from Ninh Binh to Hoi An. Notably, the city will organize a gala event titled "Da Nang - A Meeting Place for Friends from Around the World" to connect the expatriate community residing in Da Nang, thereby spreading the image of the locality.

Sustainable positioning for the future

Deputy Director of the Department of Culture, Sports and Tourism, Tan Van Vuong, offered several suggestions and strategic directions for promotion and advertising in the coming period. In particular, to make Da Nang an international destination, it is necessary to quickly position its brand with a globally relevant message. The brand story must be told through emotion and experience, reflecting the journey of "coming to Da Nang to find a balance between modern life and nature and heritage."

Da Nang businesses are stepping up efforts to promote the destination. Photo: NHAT HA

Building upon its existing foundation, Da Nang needs to clarify the core values ​​of a "livable and worthwhile destination" with five outstanding elements: world cultural heritage sites; a rich natural ecosystem; unique events and festivals; diverse cuisine; and modern tourism infrastructure. This will create a streamlined, easily communicative brand identity that aligns with the trend of high-quality tourism.

In addition, it is necessary to shift the promotional model from event-based communication to digital experiential communication; building long-term communication campaigns focusing on strategic markets such as Northeast Asia, Southeast Asia, Central Asia, the Middle East, India, Australia, North America, and Europe.

Furthermore, it is necessary to collaborate and build a "Destination Brand Ecosystem"; develop human resources, enhance the capacity of tourism promotion organizations towards professionalism, modernity, and international integration, and attract talented individuals in the industry to participate in projects related to market development and tourism promotion and marketing.

Source: https://baodanang.vn/tang-suc-bat-cho-du-lich-cuoi-nam-3311143.html