.jpg "Malaysian KOLs visit and experience Da Nang")
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DNO - Da Nang is stepping up efforts to promote its tourism brand by engaging key opinion leaders (KOLs), key opinion consumers (KOCs) and digital content creators, as social media increasingly shapes travel decisions worldwide.
Welcoming global influencers
As reported by the Nhan Dan Newspaper, in recent years, the central Vietnamese city has welcomed around 25 - 30 KOLs annually from markets including Vietnam, South Korea, Thailand and Singapore.
These influencers participate in travel experiences, filming, photography and storytelling, sharing Da Nang’s attractions with millions of followers across platforms such as Instagram, YouTube and TikTok.
Da Nang has also emerged as a popular destination for international celebrities. South Korean stars, K-pop artists and global influencers have visited the city, while the high-profile choice of Bill Gates to holiday in Da Nang in 2024 generated significant international media attention, highlighting the city’s appeal to high-end travelers.
In recent months, a number of high-profile figures, including South Korean actors Lee Joon Gi, Lee Je Hoon and Jung Il Woo, singer Hyo Yeon of Girls’ Generation, and K-pop group aespa, have visited the city for leisure, filming and photo shoots, sharing their experiences with millions of followers worldwide.
They were joined by prominent travel and sports influencers such as Cho Eun-bi, Kim Hye-lin and Kim Ah-Ryong, whose social media content has further amplified Da Nang’s visibility and appeal among international audiences.
Content created by influencers has helped strengthen destination awareness, increase online engagement and stimulate travel demand through what officials describe as “indirect experiential marketing”.
The Da Nang Department of Culture, Sports and Tourism has launched a dedicated KOL and content creator attraction programme for 2025 - 2026 in order to diversify promotional channels, optimize marketing budgets and position Da Nang as a modern, dynamic destination aligned with experiential travel trends.
Rolls out targeted incentives
Da Nang has launched a comprehensive incentive framework to attract KOLs, KOCs and digital content creators.
Under the programme, selected participants are offered round-trip airfare to Da Nang, accommodation at four-to five-star hotels, and fully hosted itineraries that include guided tours, local transport, attraction tickets, dining and cultural experiences. Support is also extended to accompanying team members such as photographers or personal assistants.
Influencers whose posts achieve more than one million views per item may receive official certification from the Da Nang People’s Committee in recognition of their contribution to promoting the city’s image.
Participants are further invited to attend major city events, speak at workshops and media forums, and gain priority access to newly launched tourism products and services. Outstanding contributors may be honoured at annual city-level review and recognition programmes.
Eligibility is open to individuals or independent teams with strong credibility and influence across sectors including travel, food, music, fashion, film, photography, sports, beauty, digital art and other creative industries.
Priority is given to creators active on major global and regional social media platforms with proven engagement and audience trust.
In return, KOLs and KOCs are required to publish one to three authentic, positive posts, videos or livestreams about their Da Nang experiences and grant the city non-commercial rights to reuse the content for official tourism promotion for at least six months.