Da Nang Center for Tourism Promotion

ESTABLISHED IN 1999, th eD a Nang Center For Tourism Promotion’s mission is to assist the Director of Da Nang Department of Tourism in tourism promotion.

This involves coordinating with businesses, providing guidance on investments, working with government agencies to provide training for workers, researching and applying new technologies to the field and organising promotional events, among other activities.

Nguyen Thi Hoai An plays a crucial role in ensuring the organisation carries out its objectives. Here she answers our questions on the association’s work and wider tourism scene in Da Nang.

Asia Outlook (AO): Since inception, how has the Da Nang Center For Tourism Promotion developed and progressed?

Nguyen Thi Hoai An (NTHA): Back in 1999, the tourism industry was not that well developed. The activities of tourism promotion mostly focused on promotional activities within Da Nang and training courses for human resources in the industry.

In accordance with Da Nang’s strong economic growth, the activities of tourism promotion have experienced considerable changes, specialised in primary divisions, and designed to keep pace with the new trends of global tourism.

Da Nang Tourism Promotion has placed emphasis on public relations and promoting the brand image and tourism products in Da Nang to tourism businesses and domestic and international tourists.

AO: How would you evaluate the tourism sector in Da Nang now compared to its condition when the Da Nang Center For Tourism Promotion began?

NTHA: In recent years, Da Nang’s tourism industry has accomplished many positive achievements which contribute directly to the social economic development of the region. From 2011-2016, the average tourist growth rate was 20.97 percent, the international tourist growth rate reaching 28.65 percent.

In the first nine months of 2018, the total number of tourists visiting Da Nang hit approximately 6.51 million, an increase of 27.7 percent in comparison to the same period of 2017. International tourists accounted for 2.4 million of these visitors, an increase of 40 percent in comparison to the previous period. In 2018, Da Nang is expected to welcome 7.47 million visitors, 13.2 percent more than last year.

Da Nang as a brand is becoming increasingly popular in the world. For four consecutive years between 2013

and 2017 it was voted by the world’s leading organisations, magazines, and travel websites as a top 10 destination. In 2016, Da Nang was named as “Asia’s Leading Festival & Event Destination 2016”; Nam An Retreat resort was named as “Asia’s Leading Retreat”; and InterContinental Da Nang Peninsula Resort was named as “Asia’s Leading Luxury Resort”.

In 2017, Da Nang was chosen as the destination for APEC Economic Leaders Week. This was a big step in asserting the tourism brand of Da Nang in the international market.

Da Nang also concentrates on promotional activities for domestic as well as foreign markets. The city is building its image as a festival and event destination. We regularly host festivals and cultural events which have included Da Nang International Firework Festival, Da Nang Summer Destination, Da Nang International Marathon competition, IRON Man 70.3, Clipper Race, Asia Beach Games (ABG 5), International Tourism Fair for Resort and M.I.C.E, Cocofest, Global Environment Forum, Asia Goft Tourism Conference, APEC Economic Leaders Week 2017, and more. These events attracted a lot of investors and promoted Da Nang as a destination for international guests as well as domestic guests.

AO: What are your ambitions for Da Nang Center For Tourism Promotion and Da Nang as a whole over the next few years?

NHTA: Considering the current status of Da Nang’s tourism industry in the era of global integration, ambition and direction for further tourism development will focus on several points.

By 2020, we want tourism to become the leading industry, specifically beach tourism for high‐end markets nationwide and worldwide.

We also want to identify prominent markets, strengthening branding activities in Northeast Asia, maintaining and enhancing market shares in traditional markets like Southeast

Asia whilst uplifting the presence in new markets such as Europe, North America, and expanding into Australia, India and Russia. Meanwhile, the tourism authorities will still continue improving Da Nang’s market position domestically with a strong focus on leisure and MICE tourism.

By 2020, Da Nang aims to welcome 8.9‐9.35 million tourists (3‐3.5 million international tourists and 5.85 million domestic tourists), raising the total tourism expenditure to 36.4 billion Vietnam Dong.

By 2030, Da Nang’s tourism industry could become the leading industry with modern and synchronised tourism infrastructure, wide source markets, and high‐quality tourism products, encouraging the growth of other industries as well as raising the competitiveness of Da Nang.

To further enhance Da Nang’s capacity in global integration, Da

Nang tourism authorities realise the need to utilise technologies and apps, adopt e‐marketing to better and faster connect with tourists. It is also part of the city’s long‐term strategy to build up Da Nang as a smart city or e‐destination.