Tourism is one of the most noticeable and growing sectors in Son Tra District’s economy as the coastal district is now home to a large number of tourist accommodation establishments . This sector plays an important role in boosting Da Nang’s economy. After Da Nang opened its doors to tourism, the authorities in Son Tra District has made great efforts to create new products to lure tourists back, contributing to driving rapid tourism recovery.

Son Tra District is giving high priority to developing new tourism products and services to turn tourism into a spearhead economic sector. In the photo: Tourists do shopping at the Son Tra Night Market. Photo: THU HA

Data published by the District authorities showed that the district's tourism contributed an estimated VND 4,420 billion to its economy over the past 10 months, up 157% from the same period in 2021. After the country opened its borders to foreign tourists in March, the district has reported a rise of 183.9% to an estimated 1.1 million in tourist arrivals compared to 2021. Tourist accommodation establishments across the district have already reopened their doors, and the occupancy rates of seaside hotels reached 60-70 % on weekends.

Mrs Vo Thi Phuong, the Head of Son Tra District Office of Culture and Information pointed out shortcomings of the district tourism sector that caused the low spend in visitors and a slower-than-expected recovery of tourism revenue. Included are a lack of quantity in the nightlife, specialised shopping areas, monotonous souvenir products, and the lack of professionalism.

In its efforts to develop the right tourism products to maximise visitor numbers, the district has created many new attractive products to make it more inviting to domestic and foreign visitors. Most notably, a mural street themed ‘The story of a Fishing Village’ has been created in Man Thai Ward in a bid to create a positive image of the tourist destination that can attract more visitors. This site has become familiar with locals and tourists as it has attracted significant numbers of visits. In addition, the images of the mural street posted online to promote it as a new tourist attraction have attracted thousands of views.

The creation of the mural street is in line with the direction from the Da Nang government to develop Son Tra District into a civilised urban centre, with a focus on promoting the development of the ocean economy.

Created by the HAFA ART Construction and Fine Arts Co., Ltd,  the nearly 400-m mural street features about 30 vivid paintings that depict the culture, daily life and livelihood of residents along the Son Tra coast. Included are scenes of pulling nets, rowing basket boats, fishermen heading out to the sea and children playing on the beach with fun, as well as marine species in the ocean such as octopus, scad and fish. The street covers an area of more than 1,200 square meters and spans many roads and alleys adjacent to the Lang Ong (Whale Temple) area.

The intention is to give this street new face, make it more beautiful, and create a new inviting venue for locals and visitors to take selfies, as well as bring community art into living space, preserve ancient sea villages, and implement a project on promoting community-based tourism at the Tho Quang - Man Thai beach.

The District authorities has directed local relevant units and called on local residents to take action to promote the value of the mural street to tourists as well as develop related services to serve visitors. Importance should be attached to continuing to work with the Da Nang Fine Arts Association to deploy next stages for this site in a bid to realise the district’s goal of creating a mural village in order to transform this site into clean, beautiful, safe and attractive destination to attract locals and tourists.

In its efforts to turn tourism into a spearhead economic sector and develop the district into a tourism hub in Da Nang, the District authorities recently launched a contest to find best ideas to create check-in venues that are suitable to cultural and geographical characteristics of the locality. The intention is to promote the district as an attractive destination for domestic and foreign tourists, thereby increasing visitor arrivals in the district.

Furthermore, a photo book entiled "Relics and Scenic Spots" has been released to the public in order to introduce ideological and fine art photographs that depict the natural landscape in striking beauty. It aims to promote the district’s tangible and intangible cultural heritage to tourists. Each citizen in the district has a part to play to introduce and promote local cultural products to domestic and foreign tourists in an attempt to realize the district’s goal of making each citizen to be a tour guide.

Moreover, 45- second videos that depict scenes of Son Tra - Green Pearl, Son Tra seen from above, Stand Up Paddle Board (SUP) Experience, fishing village experience, Son Tra foods, the Linh Ung Pagoda, the Love Bridge, Son Tra at dawn and more will be screened on outdoor LED Digital Billboards across the city. Besides, heed will be paid to setting up 36 billboard poles along Vo Van Kiet and Pham Van Dong streets to promote the image of Son Tra District.

Special attention is paid to completing a book entilted"Singing about Son Tra" by late 2022 to introduce songs written about the land and people of Son Tra District in addition to creating a plan to set up a walking street in An Hai Dong Ward.

Reporting by THU HA – Translating by H.L