The Da Nang government has recently announced that the 12^th edition of DIFF is slated to take place in the city in June and July, 2024. Since its inception, the festival has become a highlight of the city's summer calendar, helping brand the city as one of the best places in Viet Nam to visit and live.

The French fireworks team shows the audience that they are worthy opponents of the DIFF 2023 trophy.

DIFF 2023 was considered a "push" to help Da Nang bounce back to pre-COVID-19 levels recorded in the golden period of the city’s tourism. DIFF has contributed a significant part to Da Nang's tourism recovery in the first half of 2023. Generally, the number of arrivals in Da Nang’s tourist accommodation establishments in the first half of 2023 reached more than 3.5 million, a 116.6% increase over the corresponding period in in 2022, of which, 930,000 were international arrivals, a rise of 11.3, while nearly 2.6 million were domestic arrivals, up 67.7%. Revenue of the accommodation and food services industry climbed by 39.1% to hit an estimated VND 10,618 billion. In detail, revenue of accommodation sector hit an estimated 4,227 billion VND, up 76.9% while that of the food and drinking sector reached VND 6,341 billion, up 21.5%.

Last year, the Da Nang Museum of Fine Arts attracted 38,667 visitors in total, and earned a revenue of more than VND 472 million. Apart from presenting its exhibits, the museum successfully organized 13 thematic exhibitions and many art experience activities to serve local residents and tourists.

Although revenue of the above-mentioned cultural event and place as well as their attractiveness are lower than expected as their true potential has yet to be tapped. Da Nang boasts huge potential for cultural industry development as it has been named among the most dynamic cities in Viet Nam. In particular, advertising, performing arts, cinema, fine arts, photography and exhibitions and cultural tourism are identified as key elements to develop Viet Nam’s cultural industry.

The successful organization of events and festivals at regional and international levels has helped Da Nang brand itself as an eventful city. Da Nang was recognized as Asia’s Leading Festival and Event Destination in 2022 by the World Travel Awards after it had beat eight rivals, namely Bangkok (Thailand), Beijing, Shanghai, Macau, Hong Kong (China), Kuala Lumpur (Malaysia), Seoul (South Korea) and Singapore to win the award. This is the second time Da Nang has received this prestigious title since 2016.

It started in 2008 and since then, DIFF has become a very much awaited event for locals, along with tourists at both home and abroad. In addition, this most-awaited event of Da Nang has become a symbol of the city. The city once again confirmed its title as "Asia's leading festival and event destination" as locals and tourists enjoyed an impressive display of fireworks during DIFF 2023.

In the coming time, the city will focus on effectively organizing unique annual cultural events and festivals in line with the city’s plan on developing a series of night cultural events and festivals in the 2022-2026 period.

Since 2016, the Da Nang government has issued plans to ensure effective implementation of Prime Minister’s Decision No. 1755 on approving the national development strategy for Viet Nam's cultural industries to 2020, with a vision to 2030. Focus has been on adjusting and perfecting the city’s mechanisms and policies to promote the development of cultural industries. Heed has been paid to introducing preferential mechanisms for investment capital, taxes, land, and more in an effort to encourage active involvement of businesses in cultural industry development.

Two years since the National Culture Conference took place in Ha Noi in 2021, the city has invested in culture and cultural heritage adequately so that cultural heritage becomes a fundamental factor in sustainability, in order to turn heritage into a strategic asset of the city. More than VND 500 billion has been spent on relocating the Museum of Da Nang from 24 Tran Phu Street to the former headquarters of the municipal People's Committee on 42 Bach Dang covering a total area of ​​8,686 square meters while more than VND 42 billion has been poured to embellish and restore the Hai Van Quan national relic. These two projects are expected to become must-see attractions when they will be put into use in 2024.

Da Nang has a great potential to develop cultural industries, especially cultural tourism. As a tourist city, Da Nang identifies culture as a priority in its development strategy, and a driving force of its socio-economic development. It is necessary for Da Nang to renew its tourism products and services, as well as tap full potential of cultural relics in order to improve visitor experience at events and attractions.

During the first-ever National Conference on the Development of Cultural Industries which took place in Ha Noi in December 2023, a representative of the Da Nang Department of Culture and Sports remarked that the city had paid special attention to promoting the values of village communal houses and festivals to boost tourism with a focus on developing tours and tourist routes connecting with cultural sites and traditional festivals in an attempt to preserve and promote historical relics and traditional crafts.

It can be said that the city is just taking its first steps to develop a cultural industry. The city’s biggest success is the change in its awareness of culture which can become a special commodity. Culture heritage and relics are considered as a valuable resource for developing the city’s cultural industry.

However, to create unique cultural products and develop a cultural industry, the city needs more investment in culture. The municipal Department of Culture and Sports is rolling out a project to develop the city's cultural industry with a focus on placing culture on par with economy as the city identifies the culture as a driving force in boosting tourism and contributing to improving the quality of life for local communities. It is a great way for the city to tap full potential of the culture, and develop a cultural industry.

Reporting by HOANG NHUNG – Translating by H.L