Transformation from the right policy

In the first 7 months of 2024, Da Nang tourism received good news when the number of international visitors was estimated at 2.5 million, an increase of 34.7% and reached the target for the whole year of 2024 early. It is forecasted that in 2024, foreign visitors can reach the same number as before the pandemic (3.5 million).

Going back in time to the 2000s, Da Nang was still a tourist lowland and almost unnamed on the tourism map of the Central region. The whole city only had about 70 hotels and 20 travel agencies/branches. But then, with the right policy and drastic innovation in tourism thinking, Da Nang had a spectacular transformation journey.

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Da Nang has a spectacular transformation journey Photo: Anh Duong

In 2009, when tourism began to change, Da Nang welcomed more than 1.3 million visitors. By 2019, the city of the Han River welcomed nearly 8.7 million visitors; total tourism revenue reached approximately 31 trillion VND, 30 times higher than in 2009.

Important milestones include 2009 - the first cable car of Ba Na Hills was inaugurated; 2012 - InterContinental Danang Sun Peninsula Resort, a symbol of luxury resort in Vietnam, was born; or 2018 - when the Golden Bridge made the name of the city of Han River famous around the world. Also during that period of transformation, the international fireworks competition, later upgraded to the Da Nang International Fireworks Festival, created a different attraction for Da Nang tourism.

According to Ms. Truong Thi Hong Hanh - Director of Da Nang Department of Tourism, the driving force for the city to be determined to develop sustainable tourism is the attention and support of the Politburo, the Government, the Central Ministries and branches; including Resolution No. 33-NQ/TW (NQ 33); Resolution No. 43-NQ/TW. These are important, long-term guiding documents, opening up many opportunities and great potential for Da Nang to develop.

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Da Nang attracts investment in infrastructure and high-class tourism products Photo: Anh Duong

Specifically, since Resolution 33 in 2003, Da Nang has been determined to soon develop the city into one of the international tourism centers. There is a mechanism to pilot calling for domestic and foreign investment to build a number of high-end international standard tourist areas.

In 2022, the "Project on tourism development orientation of Da Nang City to 2030, vision to 2045" sets out 12 major development orientations such as: orientation of tourism development space; development of infrastructure serving tourism; development of tourism products;... clearly showing the focus on developing tourism products, improving quality and diversity to attract high-spending tourists and international visitors.

According to Mr. Nguyen Van Tai, Chairman of the Board of Directors of Necotour Tourism Company (Da Nang), any tourism market can accommodate all customer segments. However, Da Nang tourism is at world-class level thanks to investment and market leadership from investors with financial potential, creating high-end tourism products, bringing the Da Nang and Vietnam tourism brand to the international market.

Enabling breakthrough products

In fact, Da Nang is still considered a model for tourism breakthroughs. However, in the new context with changes in demand, tastes and global tourism trends in the coming time… there will be no small challenges if Da Nang does not have a breakthrough, even leading to the risk of falling behind.

When it comes to breakthroughs, Singapore is a must-see. Its boundless creativity has helped the island nation of 6 million people attract 13.6 million international visitors in 2023. To explain this incredible achievement, we need to look back to the past to look at this special milestone.

For example, under Lee Hsien Loong, Singapore opened two integrated casino resorts in 2010 to boost tourism. According to Singapore’s Ministry of Trade and Industry, the two resorts contribute “1-2%” to the country’s annual gross domestic product (GDP).

Phase 2 of the project is now underway, with a total investment of more than S$10 billion (US$7.4 billion). The casino portion of the two resorts will also be expanded. Meanwhile, the famous Marina Bay Sands is planning to add a fourth hotel tower.

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Singapore continues to invest heavily in entertainment and resort products Photo: Shutterstock

Clearly, despite the impressive recovery of the tourism industry since the pandemic, Singapore is planning to invest heavily in infrastructure and new products.

Looking at Da Nang, it is undeniable that the city has "eagles" nesting, joining hands to contribute greatly to creating competitive value for the tourism industry. With the launching pad from the special policy that has just been approved, to overcome the competition for global destinations, Da Nang needs a mechanism to attract investment resources, retain large and prestigious investors, thereby continuing to diversify experiences, creating high-class, unique, and exclusive tourism works and products to position the brand...

“Recently, Da Nang has added many new products such as art shows, walking streets, night markets... Da Nang also has great potential to develop night-time economic complexes, associated with entertainment, cuisine, shopping... which without a suitable mechanism will be very difficult to succeed”, Associate Professor Dr. Pham Trung Luong, former Deputy Director of the Institute of Tourism Research affirmed.

Ngoc Minh