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DNO - As the world enters a period of strong digital transformation, Da Nang is making efforts to take advantage of digital technology and artificial intelligence (AI) to anticipate and respond to visitor needs. The city’s goal is to enhance service quality, optimize management efficiency, and bring diverse and modern experiences to tourists.
Smart tourism on rise
Da Nang is one of the country’s pioneering localities in integrating digital transformation into its tourism industry in a bid to enhance visitor experience and optimize management efficiency.
The city has invested heavily in social networking platforms, tourism websites, and online communication campaigns, as well as developed the VR360 “One Touch to Da Nang” application.
Also, 3D scanning has been deployed at the Museum of Cham Sculpture, and a shared big-data system has been built to facilitate information exchange between local authorities and tourism businesses.
Tourism businesses citywide are accelerating their own digital transformation. Hotel booking and attraction ticketing platforms enable visitors to access and select services remotely.
Virtual reality (VR) and augmented reality (AR) technologies are introduced at various tourist attractions, while tourism firms are increasingly participating in e-commerce platforms.
Turning data into "operational assets"
A highlight is the use of AI to extract tourism insights from search behavior and market trends to visitor journeys and emerging demands.
According to Mr. Pham Ngoc Loi, Director of Digital Transformation for Phu Long resorts under SOVICO Group, the number of searches from the Japanese market for travel to Vietnam has increased by 7% compared to the same period in 2024. Such data, he emphasizes, can be a “goldmine” when properly utilized.
However, Mr. Loi also points out that many accommodation providers in the city still rely on traditional, fragmented data management methods, preventing them from unlocking data’s potential as a competitive advantage.
To address this, he stresses the need for the hotel industry to consider data as an “operational asset” and AI as a tool to turn that asset into competitiveness.
Mr. Le Vu, Director of the Center for Learning Resources and Communication at the University of Technical Education - the University of Da Nang believes that in the context of travelers increasingly prioritizing autonomy, flexibility, personalization, and immersive experiences, tourism promotion must undergo a revolution in thinking with focus on moving away from broad, generalized marketing toward deeper, data-driven engagement powered by digital tools and AI.
He also proposes Da Nang build a “Tourism AI Hub” with focus on a smart “virtual assistant” capable of providing personalized itineraries based on real-time data, rather than relying on generic recommendations.
