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DNO - Da Nang city’s tourism sector has seen a major shift in its international visitor mix and is now redefining key markets to boost attraction and ensure sustainable growth.
More diverse market structure
Before integration, both Da Nang and Quang Nam were leading international destinations, though their visitor profiles differed. In 2024, Da Nang’s top five markets were all in Asia (nearly half from South Korea) while Quang Nam attracted a more balanced mix, with major visitors from Australia, the UK, and France.
After integration, Da Nang’s international market became broader and more diverse. Northeast Asia remains dominant, accounting for over 60% of arrivals, followed by Europe, Oceania, the Americas, and Southeast Asia. The city expects about 7.6 million international visitors in 2025.
Da Nang is also targeting new markets such as India, the Middle East, and the CIS (Commonwealth of Independent States). According to The Outbox Company, this broader market structure helps the city reach more mid- and high-end travellers while reducing reliance on traditional sources.
Linking markets with signature products
According to Cao Tri Dung, Chairman of the Da Nang Tourism Association, the city’s international markets can be divided into four main segments, each linked to distinct tourism products.
The Northeast Asian market remains the core, with visitors drawn to beach resorts, heritage exploration, golf, and MICE tourism.
The Southeast Asian market consists mainly of family and independent travellers seeking short trips, seaside relaxation, and culinary experiences.
Visitors from Europe, Oceania, and the Americas form a higher-end group, staying longer and favouring cultural and historical experiences in destinations like Hoi An and My Son.
Meanwhile, South Asia and the Middle East are rising markets, led by fast-growing India, which could soon rank among Da Nang’s top three sources. New direct flights from India and the Middle East are expected to further drive arrivals and sustainable growth.
According to Tan Van Vuong, Deputy Director of the Department of Culture, Sports and Tourism, Da Nang will pursue sustainable, flexible growth by strengthening promotions in Northeast and Southeast Asia, expanding into India, Russia, the CIS, and the Middle East, and targeting premium markets in Europe, Oceania, and North America. The city aims to enhance visitor quality, boost spending, and extend stays.