Resort events fuel Da Nang's tourism appeal

Creating new destination experiences

Hoiana Resort & Golf is among the private-sector players expanding their role in the event ecosystem of Da Nang and Central Vietnam as a whole through a diverse portfolio of cultural, lifestyle and entertainment initiatives.

According to Du Thi Mai Anh, Vice President of Destination Marketing at Hoiana Resort & Golf, the integrated resort aims to position itself as more than a beachfront getaway.

Its long-term vision is to become a spot where hospitality, sports, arts, gastronomy and lifestyle are seamlessly woven into a single, multi-layered visitor experience.

A recent example is "Day Dua," a fashion show by Vietnamese designer Adrian Anh Tuan, which transformed the resort's coastal landscape and architecture into an integral part of the destination's storytelling.

The event demonstrated how businesses can use creative experiences to showcase local identity while enhancing the appeal of the destination.

In addition, Hoiana is investing in community-oriented festivals that celebrate cultural identity. One of its upcoming signature events, D'Hoi 2026, is envisioned as a vibrant summer festival designed to attract younger audiences.

Inspired by the Vietnamese concept of "di hoi" - joining traditional festivals - and the cultural exchanges that have shaped Central Vietnam over centuries, the event will create a platform where heritage meets contemporary lifestyles, offering visitors an immersive cultural experience while adding a distinctive new attraction to the region's growing calendar of events.

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Tourism businesses can evolve from being service providers to experience creators. Companies can take the initiative to develop signature events that capitalize on their own strengths, while also organizing satellite activities around the city's flagship events.

While city-scale events create the initial buzz and attract visitors, programmes hosted at resorts, hotels, restaurants, beach clubs, golf courses and entertainment venues can extend the festive atmosphere, disperse visitor flows and encourage higher spending at the destination.

Du Thi Mai Anh, Vice President of Destination Marketing at Hoiana Resort & Golf.

With Hoiana Aquaman Vietnam 2026 scheduled for July, this resort aims to contribute to the development of marine sports events. Leveraging central Vietnam's natural coastal advantages, the event is expected to attract active, sports-oriented travellers who increasingly seek to combine holidays with personal challenges and immersive experiences.

In a similar vein, the InterContinental Danang Sun Peninsula Resort is taking a different approach to strengthening Da Nang's event tourism through its Artisan Stories festival.

Centered on the theme "Where Art Meets Gastronomy", the festival brings together acclaimed chefs, leading mixologists and creative talents to celebrate craftsmanship through immersive culinary and cultural experiences.

Artisan Stories is expected to help position Da Nang as an emerging gastronomic destination on the international stage in tandem with showcasing the city's unique cultural identity.

"By bringing together internationally recognized names and distinctive experiences, the festival broadens Da Nang's appeal beyond traditional sightseeing. It also gives visitors another compelling reason to explore the Son Tra Peninsula, even if they are not staying at the InterContinental Danang Sun Peninsula Resort", the resort representative said.

From events to destination branding

Tourism businesses believe Da Nang's ambition to become an "City of Events and Festivals" comes at the right time, as global travel increasingly shifts from sightseeing to experience-driven tourism.

According to Du Thi Mai Anh, Vice President of Destination Marketing at Hoiana Resort & Golf, festivals and major events are becoming powerful tools to attract visitors, extend the tourism season and strengthen a destination's competitiveness.

Sharing the same view, a representative of InterContinental Danang Sun Peninsula Resort noted, to further strengthen its brand, the city should continue developing distinctive, high-quality events that reflect its unique identity.

Compelling events are increasingly shaping travel decisions. Concerts, sporting competitions, fireworks festivals, fashion shows, culinary events and New Year's countdown celebrations often become the primary reason for planning a trip.

This trend is especially evident among younger travelers, modern families, MICE visitors, sports enthusiasts and experience-driven tourists. A vibrant year-round calendar also helps visitors decide when to travel, how long to stay and what to explore.

Industry representatives say achieving this vision will require closer collaboration between local authorities, tourism stakeholders and private businesses.

While the government can provide strategic direction and coordinate an integrated event calendar, tourism operators can connect accommodation, transport, attractions and promotional efforts.

Businesses, meanwhile, can develop signature events, travel packages and complementary activities.

Stronger public-private partnerships and greater support for privately led events would create a more diverse year-round event ecosystem, enhancing Da Nang's international appeal and reinforcing its position as one of Asia's emerging event destinations.