In a great attempt to make Da Nang more attractive in the eyes of tourists near and far, Da Nang’s tourism industry has mapped out a destination communication plan for Da Nang in 2023.

South African famtrip delegation is warmly welcomed at the Da Nang International Airport. They visit Da Nang to survey travel programs and tours routes. Photo: NHAT HA

Promote Da Nang’s image as safe and hospitable destination

Based on future scenarios of world tourism in 2023, the World Tourism Organization (UNWTO) recently estimated that international tourist arrivals this year could reach 80% to 95% of the pre-COVID-19 level, depending on the severity of the economic downturn, the ongoing tourism recovery in Asia and the Pacific, and the evolution of the Russia-Ukraine conflict and other factors.

Similarly, the International Air Transport Association (IATA) has provided a forecast for the global airline market. Specifically, the volume of international and domestic passengers in 2023 is expected to be 80% and 95% as compared to 2019. In Viet Nam, by the end of 2022, the domestic aviation market had fully recovered and recorded a high growth in comparison to 2019.

The international tourism market is gradually recovering and it is forecast to reach 2019 levels by the end of 2023. Facing the above-mentioned positive forecasts by large organisations, the city's tourism industry has developed a communication plan for advertising Da Nang destinations this year. Focus is on providing accurate and clear information about destinations, tourism activities and festivals for visitors as well as promoting the image of Da Nang as a safe and friendly destination.

As reported by Da Nang Tourism Promotion Centre, this year, the tourism industry has identified key tourist source markets for their tourism communication and promotion strategies.

Tourism communication, advertising and promotion activities will be implemented in various, professional and unique forms, in tandem with encouraging large corporations and enterprises to pour investment flows into tourism promotion activities in Da Nang. In particular, the tourism industry has selected effective messages, communication channels and forms of tourism promotion.

Specific strategies for each tourist source market

The theme of the city's tourism industry this year is ‘Enjoy Da Nang 2023’, with a focus on communication content in product groups, namely admiring the beauty of the sea, holiday resorts; enjoying entertainment; cuisine; enjoying M.I.C.E  (Meetings-Incentives-Conferences-Exhibitions); golf tours ; wedding tourism.

As reported, the Da Nang Tourism Promotion Centre is planning specific communication strategies targeting each tourist source market. In detail, focus will be on developing domestic markets that connects with Da Nang via direct flights, with priority given to the markets of Ha Noi, Hai Phong, the Northern provinces, Ho Chi Minh City, the Mekong River Delta and the Central Viet Nam - Central Highlands cities and provinces.

Of special note, developing the market segments of young tourists, couples and types of M.I.C.E tourism, school tourism, resort tourism is also taken into account.

It is expected that the domestic market communication activities will be launched in 2023 such as online communication on channels Danang Fantasticity tourism portal, Youtube, Instagram, on the digital platforms of Klook, KKD, Traveloka, GDL units and VTV cap, communication on television channels, newspapers and radio, and the organisation of beautiful video/photo contest in Da Nang, and the handover of brand identity gifts to tourists.

With regard to the international visitor source market, Da Nang will set a sight on l restoring and promoting the key and traditional markets. Included are India, such countries in Northeast Asia as South Korea, Japan, China, Taiwan (China) and Hong Kong (China), along with those in Southeast Asia such as Thailand, Singapore, Malaysia, Indonesia, Laos, Cambodia and Philippines.

Also, tourism promotion plans will target certain groups of tourists, including on high spenders, airline passengers, travellers joining international festivals and events and MICE guests, wedding tourists.

In addition, it is expected that the tourism communication plan will satisfy the travel taste of each key market.

For example, for the South Korean market, communication activities are aimed at building the Naver social networking site of Da Nang tourism; welcome presstrips, KOLs (Key opinion leaders); promoting PR articles on Da Nang’s tourism on the South Korean media, sending E-newsletter of Da Nang's outstanding information to south Korean partners, releasing promotion content in the South Korean language on the Da Nang Tourism Portal and existing social networks such as Instagram and Youtube.

Meanwhile, given the fact that India is one of Da Nang’s new international tourist source markets, exploiting this market needs a more specific strategy. The tourism industry is aiming to connect with film studios and producers in India to make wedding videos, discover the beauty of Da Nang’s tourist attractions.

The city is mulling over joining with Global Group to send e-newsletters promoting the Da Nang destination to travel partners, advertise the city’s image promote on social networking sites, mass media and news sites in India, and welcome Indian editors, writers, celebrities, reporters to Da Nang to encourage them to make the debut of writings and articles on the Da Nang attractiveness.

Reporting by THU HA - Translating by A.THU