Da Nang Storytellers: Attracting global influencers to promote tourism

“Your Da Nang - Your Stories”

According to global tourism trends, more than 70% of travellers are influenced by content shared on social media when choosing destinations.

Being aware of this shift, Da Nang has officially launched Da Nang Storytellers, a long-term initiative designed to build a community of content creators who can share the city through personal experiences, emotions, and unique perspectives.

Carrying the message “Your Da Nang - Your Stories”, the programme aims to transform Da Nang into an open city for creators, where every journey, local dish, cultural event, and everyday moment can become inspiration for compelling digital storytelling.

The initiative welcomes key opinion leaders (KOLs), key opinion consumers (KOCs), influencers, and content creators working across diverse fields including travel, food, fashion, arts, sports, entertainment, lifestyle, and creative culture.

Participants can create and share content on platforms such as Facebook, TikTok, YouTube, Instagram, Threads, Naver Blog, Weibo, Douyin, Xiaohongshu, and other internationally influential social networks.

Building a global community of storytellers

Da Nang Storytellers is more than a traditional familiarization trip or short-term marketing campaign. Instead, it is designed as a sustainable ecosystem that connects creators with the city over the long term.

Depending on their audience size and level of influence, participating creators may receive support packages from the city and partner businesses, including airfare, accommodation, curated travel experiences, assistance for production teams, welcome activities, souvenirs, and other exclusive benefits.

Through the program, creators will gain access to Da Nang’s diverse tourism offerings, ranging from cultural experiences and local cuisine to beach sports, luxury resorts, entertainment venues, new tourism products and signature city events.

These experiences will then be transformed into videos, photographs, articles and social media stories that showcase Da Nang through authentic and engaging narratives.

A key feature of the initiative is its online participation system. Creators can register digitally, accumulate points based on the performance and engagement of their content, and exchange those points for various rewards.

This mechanism will help build a network of thousands of storytellers both inside and outside Vietnam, creating a sustainable group of organic ambassadors for the destination.

The program also introduces recognition and appreciation mechanisms for creators who make meaningful contributions to promoting Da Nang.

High-performing content may be acknowledged through certificates, invitations to major tourism events, participation in product launches, and annual recognition activities organized by the city.

Every story adds a new layer to Da Nang

One of the defining features of Danang Storytellers is its openness. The initiative goes beyond celebrity influencers and high-profile content creators, welcoming anyone who feels a connection with the city and wishes to share their experiences.

The idea is simple: no single person can tell the full story of a destination. But when thousands of travelers, residents, and creators contribute their own perspectives, a richer and more authentic portrait begins to take shape.

Through countless personal stories, Da Nang can be seen not only as a collection of attractions, but as a living city filled with culture, people, emotions, and memorable experiences.

Behind Da Nang’s famous beaches, iconic bridges, and popular check-in locations lie countless untold stories. These may be found in the flavors of local Quang-style cuisine, the rhythm of everyday life, moments of tranquility in nature, or the emotions experienced during festivals and cultural celebrations.

Without people to tell these stories, many of them risk remaining unseen. Through Danang Storytellers, the city hopes to encourage creators to uncover these hidden dimensions and present Da Nang in ways that feel genuine, relatable, and emotionally resonant.

The launch of the program marks a significant evolution in Da Nang’s tourism promotion strategy. Rather than simply advertising attractions, the city is fostering a creator-driven community where visitors, residents, and digital storytellers become active participants in shaping the destination’s image.

In an era when travellers increasingly seek authentic experiences, Da Nang is betting that the most effective way to promote a city is not through advertising alone, but through the voices of the people who experience it and choose to tell its stories to the world.