Da Nang diversifies tourism products to tap Asian markets

Refreshing experiences to attract visitors

Da Nang’s tourism sector maintained its growth momentum in October, supported by promotional activities, international events, and efforts to diversify its tourism offerings, according to Da Nang Statistics.

In the first 10 months of 2026, accommodation establishments served an estimated more than 17 million visitors, up 24.5% year on year. International arrivals exceeded 8.3 million, an increase of 24.1%.

Asian travelers continued to account for the largest share of international visitors, led by the Republic of Korea (RoK), China, India, and Japan, followed by Southeast Asian markets such as Thailand and the Philippines.

Mr. Dinh Van Loc, Director of Viet Da Travel JSC, said Asian visitors, particularly those from the RoK, Japan and China, often favor destinations offering familiar cuisine.

Towards the end of their trips, many prefer dining at restaurants serving Korean, Chinese, or Japanese dishes. Travel companies also adjust their tour offerings and pricing to suit different customer segments.

The RoK remains one of Da Nang’s most important international source markets. Strong air connectivity and growing destination recognition have made the city a familiar choice for Korean travelers.

However, as Da Nang becomes increasingly popular, sustaining its appeal requires more than attracting first-time visitors. The city needs to offer fresh reasons for travelers to return.

This creates opportunities for businesses to develop specialized tourism products rather than relying predominantly on beach holidays and conventional sightseeing tours.

Japan, meanwhile, presents opportunities for a more quality-driven approach, with particular emphasis on product standards and service consistency.

For tour operators specializing in the Japanese market, clear itineraries, punctuality, reliable service, and effective coordination among service providers are essential considerations.

These expectations create room for Da Nang to develop more in-depth experiences combining leisure, cultural discovery, cuisine, heritage, and wellness.

To gain a stronger foothold in Japan, local businesses must do more than promote attractive itineraries; they must also demonstrate their ability to deliver consistently high service standards.

Connecting businesses with international source markets

The growth figures underline an increasingly important requirement for local tourism businesses: a one-size-fits-all approach is no longer sufficient.

This was among the practical issues highlighted at the Da Nang International Tourism Fair 2026 (DITF 2026), held in October.

Through direct business-to-business (B2B) meetings, local tourism providers had opportunities to better understand international buyers' demands and present products tailored to travelers from the RoK, Japan, China, India, and ASEAN countries.

With more than 300 sellers and over 550 domestic and international buyers, DITF 2026 provided a broad platform connecting Vietnam's tourism suppliers with partners from domestic and overseas markets.

Lorilyn Matienzo-Tepora, President of Calabarzon Alliance of Independent Tour Operators, Inc. (CAITO) in the Philippines, said the B2B meetings enabled Philippine businesses to gain a better understanding of Da Nang's tourism offerings while sharing insights into destination preferences among Filipino travelers.

The exchanges are expected to help both sides develop attractive travel programs for 2027, expand business networks and explore new commercial opportunities, contributing to stronger tourism ties and growth between the two countries.

Do Xuan Quang, Deputy General Director of Vietjet Aviation JSC, said the airline was proud to have pioneered the transport of millions of international visitors to Da Nang International Airport through domestic connections and international routes linking the city with the RoK, Japan, Thailand, Singapore, Malaysia, Indonesia, and India.

“With Da Nang's potential, advantages and new development orientations, Vietjet believes aviation will continue to serve as an important bridge connecting the city with markets around the world”, he said.

During the final months of the year, tourism businesses have adjusted their market strategies to account for weather conditions and seasonal demand. Autumn-winter promotional packages are being rolled out, combining accommodation, dining, and transport services.

Businesses are also diversifying their offerings through MICE tourism, indoor cultural experiences, and local cuisine to sustain visitor demand.

Towards the end of 2026, Da Nang will place greater emphasis on international visitors, business travelers and MICE tourism, supported by a series of cultural, tourism and international networking events.

Demand for dining, wedding banquets and corporate conferences, together with plans to introduce signature Da Nang dishes on commercial flights, is also expected to support growth in the food and beverage sector.

From December 20, 2026, Vietjet is scheduled to launch additional routes connecting Da Nang with Osaka, Japan, and Jakarta, Indonesia.

The new services will further expand the city's air links with Asian markets, create opportunities for MICE tourism and strengthen its readiness to welcome visitors during the Christmas and New Year holiday season.

By THU LE