Da Nang invests in workforce development to enhance visitor experience
DNO - With its consistent efforts, Da Nang has risen to become one of Vietnam’s leading destinations and a "gateway to Central Vietnam’s heritage". However, to maintain its competitive position, the central coastal city is laying an emphasize on training human resources who directly create experiences, retain tourists, and promote its brand image.
Currently, Da Nang has more than 2,300 accommodation establishments, offering over 66,000 rooms in total, nearly half of which are 4-to-5-star hotels. High-end accommodation establishments have invested heavily in amenities such as warm water swimming pools, children's play areas, spas and saunas in a bid to meet the long-term accommodation needs of tourists.
In terms of human resources, the local tourism industry employs about 80,000 workers, expected to add about 3,000 more by 2026. About 70% of the workforce have received professional training and are proficient in English.
According to Mr. Tran Kim Tho, Secretary-General of the Da Nang Hotel Association, said the city’s strength lies in the balance between experienced Gen X employees and younger, tech-savvy Gen Y and Gen Z workers, and 75% of whom have expressed their desire to stay in the industry for a long time.
However, he also pointed out several challenges, including a shortage of skilled mid-level managers, limited foreign language ability and soft skills, and a lack of standardized service among front-line staff, making it difficult to adapt to the trend of sustainable, smart, and personalized tourism.
In 2026, the city is expected to open more direct flights from Russia and CIS countries to Da Nang with a frequency of about 70 flights/month, bringing over 10,000 passengers, double that of 2025.
To meet the needs, tastes and expectations of tourists from this region, the municipal Department Culture, Sports and Tourism will continue focusing on the training of high-quality human resources by partnering with vocational training institutions to offer basic Russian language training courses to hotel receptionists, housekeeping, and restaurant service staff.
Additionally, specialized training programs will be organized to better serve guests from the Middle Eastern and CIS markets. At the same time, greater efforts will be made to develop a team of qualified Russian-speaking tour guides to ensure both quantity and quality.
Moreover, Da Nang is developing a set of “Muslim-Friendly Tourism” criteria expected to be applied from 2026. The standards will apply to accommodation, dining, shopping, sightseeing, and entertainment services. The city is also conducting surveys of infrastructure serving the CIS market to perfect specialized tourism products.
Mr. Tran Kim Tho emphasized “Tourism workers need not only professionalism but also act as brand ambassadors for the destination. When every employee becomes a brand ambassador and every service creates a memorable experience, that is how Da Nang retains visitors and spreads its reputation as a world-class destination”.