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DNO - Da Nang is sharpening its focus on Northeast Asia as international visitor numbers continue to climb, with tourism authorities stepping up promotional campaigns, expanding aviation connectivity and developing products tailored to travellers from South Korea, Japan and China.
Riding the Northeast Asia travel boom
Vietnam welcomed 12.3 million international visitors in the first six months of 2026, up 14.9% from a year earlier and nearly halfway toward its full-year target, according to the General Statistics Office.
Da Nang outpaced the national trend, receiving nearly 5.2 million visitors during the same period, a 28.7% increase year on year. South Korea remained the city’s largest international source market, accounting for 20.55% of overseas arrivals, followed by China at 8.6%, Taiwan (China) at 5.5% and Japan at 3.66%.
Nguyen Thi Hong Tham, the Director of the Da Nang Tourism Promotion Center, attributed the growth to sustained marketing efforts in key markets, an expanding international flight network and the city’s continuous efforts to refresh its tourism products and visitor experiences.
The increasingly diverse composition of international visitors demonstrates Da Nang’s growing appeal across multiple markets. It also provides a solid foundation for more targeted promotional campaigns and customized tourism products that meet the preferences of different traveler segments.
Nguyen Thi Hong Tham, the Director of the Da Nang Tourism Promotion Center
Although South Korea continues to account for the largest share of Da Nang’s international arrivals, China has become Vietnam’s largest outbound tourism market. Combined with close geographic links and growing air connectivity, this presents fresh opportunities for Da Nang to expand its appeal among Chinese travellers.
The coastal Vietnamese city also benefits from a warm tropical climate, a wide range of upscale beachfront resorts and convenient access to UNESCO World Heritage destinations in Central Vietnam. Well-developed tourism infrastructure and services suited to group travel have further enhanced its competitiveness.
Japan has also emerged as a market with growing potential, supported by expanding air connections between Da Nang and several Japanese cities.
According to travel companies, visitors from Northeast Asia increasingly favor tropical beach holidays, cultural experiences and small-group travel. Many also demonstrate relatively high spending power and prefer four- and five-star international hotel brands, creating opportunities for premium tourism products.
To capture this growing demand, Da Nang is investing in aviation connectivity, upgrading culinary and resort experiences and expanding its portfolio of event-based tourism.
Expanding connections to capture rising demand
Da Nang has already intensified promotional activities in South Korea. Since late June and early July, tourism officials have organized roadshows in Seoul, Daegu and Busan, introducing new tourism offerings while strengthening cooperation with local travel businesses.
A tourism gala at the Lotte City Hotel Seoul brought together nearly 100 representatives from the tourism industry. Da Nang plans to invite South Korean travel companies to a fam trip during the Da Nang Tourism Festival scheduled for October 2026.
In Japan, following a successful tourism promotion event in Tokyo, Da Nang continued its outreach by participating in the Tabihaku Travel Expo in Umeda, Osaka, Japan in 2026, one of the country's largest tourism showcases.
Authorities see the Kansai region as a strategic market because of its strong economy, mature outbound tourism sector and direct air connectivity with central Vietnam.
For the Chinese market, Da Nang is adopting a more digital-focused strategy. Ms Nguyen Thi Hoai An, the Deputy Director of the Da Nang Department of Culture, Sports and Tourism, said promotional efforts are increasingly centered on social media platforms, partnerships with Chinese media outlets and tourism businesses, as well as collaborations with key opinion leaders (KOLs) and key opinion consumers (KOCs) to better engage changing travel behaviour.
Alongside its established strengths in beach resorts, golf tourism, MICE and luxury hospitality, Da Nang is also diversifying its offerings to include cultural tourism, wellness experiences, eco-tourism and locally immersive travel products designed to match the evolving preferences of Northeast Asian travelers.
Da Nang aims to strengthen its position as one of Northeast Asia's preferred travel destinations while attracting an even broader mix of international visitors in the years ahead.
