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DNO - Da Nang is embracing a new approach to tourism communication that prioritizes authenticity, personalization and meaningful experiences. Driven by digital technology, the city is moving toward a more engaging and human-centered narrative.
Today’s travellers are no longer satisfied with simply visiting landmarks. They seek immersive journeys that connect them with the essence of a destination, its culture, people, cuisine and everyday rhythm of life.
Recognizing this shift, Da Nang is positioning itself not just as a place to see, but as a place to feel.
At the heart of this transformation is the city’s latest tourism campaign, “Return to Origin”, which invites visitors to rediscover the authentic values that define Da Nang.
From pristine beaches and lush mountains to vibrant local markets and rich cultural heritage, the campaign highlights experiences that resonate on a deeper, more personal level.
Da Nang is leveraging the power of social media and user-generated content to tell its story. Travel influencers, photographers and everyday visitors are encouraged to share their genuine experiences, creating a diverse and relatable narrative that reaches global audiences.
This open, collaborative approach allows the city’s image to be shaped organically—through real moments, real voices and real emotions. It also reflects a broader shift in global tourism, where trust and authenticity are increasingly valued over polished marketing messages.
Following the success of previous campaigns such as “I Love Da Nang” and “Enjoy Da Nang”, local authorities, tourism businesses and creative communities are working together to create a dynamic ecosystem that supports innovation and digital engagement.
For international visitors, this means an invitation to experience Da Nang in a way that is personal, memorable and uniquely their own. Whether it is savoring local cuisine, exploring hidden corners of the city or connecting with its welcoming people, each journey becomes a story worth sharing.
Ms. Nguyen Thi Hong Tham, Director of the Da Nang Tourism Promotion Center, said, “In the coming time, the city will roll out a series of targeted programs and initiatives to harness the power of digital platforms, especially the content creation community both domestically and internationally, in order to spread the image of the destination naturally and effectively, enhancing the recognition of Da Nang tourism on global digital platforms.
“We hope that the content creation team including KOL, KOC will become digital tourism ambassadors, vibrant and creative storytellers, sharing authentic experiences about the nature, heritage, culture, cuisine, lifestyle, and people of Da Nang”, Ms. Tham emphasized.
As Da Nang continues to evolve, its commitment to authentic storytelling and meaningful experiences positions it as one of Asia’s most compelling destinations where every visit is not just a trip, but a connection to something deeper.
Mai Tan Hong Hai, the CEO of HiTik Company, noted that on today’s digital platforms, unscripted video content is rapidly emerging as a dominant trend.
These are user-generated videos created by real people, from travelers and customers to local residents, and shared across platforms such as TikTok, Instagram Reels, YouTube Shorts and Facebook, without fixed scripts, professional direction or elaborate editing.
According to him, Da Nang has strong potential to encourage its content creator community to embrace this format, while focusing on producing content that reflects personal perspectives and unique experiences. Such an approach can significantly enhance emotional engagement and build greater trust with audiences.
“In a landscape shaped by technology, AI, social media and personalized data, tourism communication is only truly effective when it ‘returns to origin’, embracing authentic, relatable and emotionally rich values rooted in people, culture and nature,” he emphasized.
