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DNO - Amid the evolving landscape of emotionally driven tourism, Da Nang is gradually positioning itself as an “Origin Hub” - a place where people return to regain balance in life.
An emotional approach to tourism
The concept of an “Origin Hub” goes beyond a mere promotional message; it reflects the long-term vision of the city’s tourism sector.
“Origin” evokes a sense of roots, authenticity, and true beginnings, while “Hub” affirms a role as a center of connection, convergence, and diffusion.
More than just a stopover, the city aspires to become a source of emotional renewal, where visitors can find healing, peace, and a return to core values amidst the hustle and bustle of modern life.
What sets Da Nang apart in this strategy is its emotional approach to tourism. Instead of focusing solely on sightseeing or conventional leisure, the city aims to offer experiences that help visitors recharge, regain balance, and reconnect with themselves. This aligns with a growing global trend, as the demand for “healing” and mental well-being becomes an integral part of travel.
The city holds distinctive advantages for this direction, with expansive natural landscapes and a diverse ecosystem of rivers, seas, forests, islands, and peninsulas, all closely connected to urban areas and heritage sites.
Its relatively clean environment, warm and genuine people, and a peaceful community lifestyle rich in cultural traditions together create an ideal destination for multi-layered experiences centered on holistic physical and mental renewal.
Experts note that tourism in the future will extend beyond a service industry, intersecting with science, technology, and knowledge.
As fields such as information technology, innovation, and tourism converge, destinations can develop integrated ecosystems that simultaneously meet needs for leisure, work, entertainment, healthcare, and energy regeneration.
Opening a path back to origins
According to Mr. Tran Dang Huy, founder and CEO of the Local Life Asia platform, today’s travelers seek to awaken all their senses and immerse themselves in authentic local life through genuine experiences.
They prioritize products that minimize interference with nature and culture, avoiding artificial staging, in order to connect with real life and authentic identity.
He stressed the need for the city to fully leverage the role of local communities who preserve and can most profoundly convey stories of history, culture, and daily life in order to develop sustainable tourism and enhance competitiveness.
A destination can truly touch visitors’ hearts only when its residents themselves recognize their value and role in the shared journey, Mr. Huy affirmed.
Meanwhile, Dr. Hoang Van Long, a researcher and consultant in economic and tourism development at the Institute for Socio-Economic Development Research of Da Nang, suggested that the city should focus on unlocking the potential of new destinations, particularly in outlying and remote areas beyond the urban core.
"These areas still retain pristine nature and diverse local cultures. Then, Da Nang can truly become an "Origin Hu" - a destination of new beginnings and new emotions” he noted.