Cultural diplomacy: Soft power enhances Da Nang's image and prestige on global stage
DNO - Cultural diplomacy has become an important soft power to help Da Nang spread its identity to the world, expand investment opportunities, attract international visitors, and enhance its position on the global integration map.
Before the administrative merger, Da Nang and Quang Nam Province both made great efforts and achieved many successes in cultural diplomacy activities.
Notable among them are their efforts in preserving and promoting UNESCO -recognized cultural heritages, including Hoi An Ancient Town and My Son Sanctuary (1999), the art of Central Vietnam’s Bai Choi (2017), ‘Ma Nhai’ (inscriptions) at the Marble Mountains (2022), and Hoi An joining UNESCO's global Creative Cities Network.
In addition, Hoi An’s Cu Lao Cham Biosphere Reserve was listed among UNESCO’s world biosphere reserves in 2009.
Over the past years, Da Nang has hosted a wide range of international cultural and sports events, including the Da Nang International Fireworks Festival (DIFF), Da Nang Asian Film Festival (DANAFF), Asian Golf Tourism Convention (AGTC), Vietnam - Japan Festival, Vietnam - South Korea Festival, Da Nang International Yoga Festival, Quang Nam International Yoga Festival, and Quang Nam International Kite Festival.
Each event is a "soft bridge" connecting local communities with international friends, contributing to making Da Nang one of Asia’s leading event destinations.
Thanks to promoting the strength of cultural diplomacy, Da Nang’s image is increasingly shining on the global tourism map.
In 2022, the city was honored as "Asia's Leading Event and Festival Destination" at the World Travel Awards (WTA). In 2024, Hoi An was ranked 4th among “Top 25 Best Cities in the World” as voted by Travel + Leisure Magazine.
At the same time, Da Nang has received the title "Asia's Leading Cultural City Destination" for five consecutive years at the WTAs.
These awards are not only a recognition for the city’s tourism industry, but also a vivid demonstration of the effectiveness of cultural diplomacy - an important pillar in enhancing the city’s position, attracting investment, expanding cooperation and building an image of Da Nang rich in identity.
Cultural diplomacy is not only a spiritual bridge but also a sustainable resource for Da Nang to affirm its position, connect with international friends, and accelerate its comprehensive global integration.