.jpg "Malaysian KOLs visit and experience Da Nang")
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DNO - In today’s travel landscape, destination choices are increasingly shaped not by brochures or television commercials, but by short videos, curated photo feeds, and authentic-looking online experiences.
A 30-second TikTok clip or an Instagram travel reel can now generate more influence than months of traditional marketing. Key Opinion Leaders (KOLs) and content creators have become central actors in how destinations are discovered, perceived, and ultimately chosen.
Da Nang, one of Vietnam’s most dynamic coastal cities, offers a clear example of this transformation. In recent years, the city has actively embraced digital storytelling by inviting international KOLs and content creators to experience its landscapes, cuisine, and cultural life firsthand.
One notable initiative took place in March, when a group of creators from Manila visited Da Nang following the launch of a direct air route between the two cities. The campaign aimed not only to strengthen tourism ties with the Philippines but also to position Da Nang through a narrative of “touching the essence of authenticity.”
Rather than focusing on staged promotional content, the visit was designed around immersive experiences. The creators were guided through five thematic “touch points”: identity, stillness, purity, moments and taste.
These curated experiences encouraged deeper engagement with local life, from coastal scenery and heritage spaces to everyday culinary traditions.
The impact of such campaigns lies in their ability to translate personal experience into scalable digital storytelling. Unlike traditional advertising, KOL-generated content carries a sense of familiarity and trust.
Audiences tend to perceive these narratives as more relatable, often seeing them as peer recommendations rather than institutional messaging. This emotional credibility is what makes influencer-driven tourism marketing particularly powerful.
According to Da Nang’s tourism promotion authorities, the city hosts around 50 KOLs and content-focused promotional programs annually.
These efforts have significantly contributed to increasing online visibility and engagement, especially among younger international travelers who rely heavily on social platforms for travel inspiration.
Vietnam’s broader tourism sector is also witnessing a similar shift. From Ha Long Bay to Hoi An and Ho Chi Minh City, destinations are increasingly integrating influencers into their promotional strategies.
Instead of simply showcasing landmarks, the focus is moving toward storytelling, highlighting human connections, cultural depth, and sensory experiences that resonate in digital formats.
Industry observers note that the success of KOL-driven tourism lies not in viral reach alone, but in the quality of narratives created. The most effective campaigns are those that allow creators to explore freely, interact with local communities, and present unfiltered impressions of place.
As Vietnam continues to expand its global tourism footprint, the role of KOLs is likely to become even more significant. In a world where attention is fragmented and competition between destinations is intense, storytelling has become a form of soft power and KOLs are its most agile messengers.
