Da Nang has announced its 2022 theme of ‘Year of safe and flexible adaptation approaches to effective control of COVID-19 and socio-economic recovery’. Since the first day of the New Year, international flights to Da Nang have been resumed while domestic flights connecting between the city and other destinations in Viet Nam have increased the frequency of operation. Therefore, the city’s tourism industry is showing positive signs of rebound from the COVID-19 crisis.

Many domestic and international flights to Da Nang have been already resumed, bringing more visitors to the city. IN THE PHOTO: Visitors arriving at the Da Nang on New Year’s Day. Photo: THU HA

Efforts to adapt to a new normal during COVID-19

The COVID-19 pandemic has caused a rapid change in travel behavior and patterns, thereby driving the tourism sector toward adapting to a new normal amid COVID-19 in efforts to suit new tastes of tourists.

Mr Nguyen Duc Quynh, the Chairman of the Da Nang Hotel Association and Director General of the Bac My An Tourism Joint Stock Company highlighted the need to develop MICE, food, medical, high-end commercial and entertainment tourism as core tourism products as well as promote Da Nang’s image through its honoured brands such as a friendly, hospitable and safe city, the city's heritage, and a city of legends.

Mr. Quynh also pointed out the importance of developing night markets, beauty tourism, nursing care, training tourism, and global MICE services as well as accelerating digital transformation for long-term growth. In addition, special attention must be given to resuming more international flights and opening new ones connecting with potential markets.

Mr Cao Tri Dung, the Chairman of the Da Nang Tourism Association said that local tourism businesses are ready for the return of domestic and international tourism in 2022.

Mr Dung stated that Da Nang is optimistic about strong recovery potential for its tourism industry after the COVID-19 situation is brought under control and the city reaches high vaccination rates. Da Nang is expected to be crowded with domestic tourists in May and June, and it will welcome back international tourists from such Asian countries as South Korea, China, Japan, Taiwan (China), and Thailand in July and August. Da Nang hopes to host more international guests from outside Asia by the end of 2022.

Da Nang has developed innovative marketing strategy for tourism development in 2022 in a bid to lure tourists back. IN PHOTOS: Tourists are visiting the Love Bridge in Son Tra District. (Picture was taken before COVID-19 resurgence). Photo: XUAN SON

Innovations in destination marketing

In its efforts to lure tourists back, Da Nang has enhanced and renewed its tourism promotion activities.

Mrs Nguyen Thi Hoai An, the Director of the Da Nang Tourism Promotion Center said that specific marketing strategies have been developed to target domestic and international tourists in order to spread the city’s message of ‘Enjoy Da Nang’ to them.

Da Nang highlights the key role of domestic tourists in driving its tourism recovery in 2022. Hence, the focus will be on offering attractive new tourism products that are promised to bring visitors fresh and unique experiences in an attempt to attract domestic visitors, especially young people.

Survey of international marketing orientations jointly conducted by Outbox Consulting and the Da Nang Tourism Promotion Center shows that only South Korea and Singapore could experience moderate to good recovery of tourism from the first quarter of 2023, and may return to normal from the third quarter of 2023 while the recovery of the remaining countries will post more later.

In the immediate future, Da Nang will focus on offering self-contained tours to vaccinated international tourists from such traditional key markets as Taiwan (China), Japan, and South Korea. From third and fourth quarters of 2022, the city is expected to host international visitors who travel for work and travel long term along with solo travellers.

Mrs Truong Thi Hong Hanh, the Director of the municipal Department of Tourism, said that Da Nang will take measures to allow flexibility and adaptation for effective control of the pandemic to drive the recovery of the tourism while ensuring the safety of hospitality staff, tourists and the community.

Reporting by THU HA – Translating by H.L