As Da Nang aims to attract high-quality tourists, the VnExpress Marathon Da Nang is not just a sporting event but also a tool for shaping the city's image. "The marathon helps promote the city as friendly, youthful, and dynamic, and positions it as a leading sports tourism destination in the region," Nguyen Trong Thao, Deputy Director of the Da Nang Department of Culture, Sports, and Tourism, stated at the race's press conference on the morning of 18/7.

A view of My Khe beach, Da Nang, 6/2025. Photo: Nguyen Dong

A view of My Khe beach, Da Nang, 6/2025. Photo: Nguyen Dong

Da Nang is among the localities with the strongest tourism recovery post-Covid-19. In the first 6 months of the year, the city welcomed nearly 2.6 million international visitors, a surge of over 30%, thanks to reopened flight routes and major events like DIFF, Ironman, golf tournaments, and marathons. However, the goal of 12 million visitors this year remains a challenge, especially as mass tourism reveals limitations in spending and short stays.

Since July, the administrative merger with Quang Nam has opened up a vast area for tourism collaboration: from My Son - Hoi An - Cu Lao Cham to Son Tra Peninsula - Ngu Hanh Son - and Da Nang's city center. This newly integrated region, with its blend of sea, forests, heritage sites, and modern urban areas, can form an integrated destination ecosystem, where tourists no longer have to choose between the "ancient town" or the "coastal city."

According to experts, to attract high-spending tourists, the city needs unique products, personalized services, and exclusive experiences. The monotonous "arrive - stay - swim - eat seafood - leave" model is no longer effective for upscale travelers.

Thousands of runners on the Thuan Phuoc Bridge at the VM Da Nang 2024. Photo: VM

Thousands of runners on the Thuan Phuoc Bridge at the VM Da Nang 2024. Photo: VM

Pham Quoc Khanh, Deputy Director of Viet Ha Noi Tourism, suggests developing inclusive tours that combine the heritage of Hoi An, the ecosystem of Cu Lao Cham, the craft villages of Quang Nam, and My Khe beach to increase spending and lengthen stays.

Da Nang's modern urban environment, combined with the cultural and heritage spaces of Quang Nam, will create an integrated destination ecosystem. Tourists will no longer have to choose between a "coastal city" or an "ancient town," but can experience both in one trip.

Trends like wellness tourism, MICE, golf, and high-end local experiences are emerging. The city can develop resorts, meditation centers, spas, and Son Tra Peninsula exploration packages for wellness tourists, who typically spend 35-130% more than regular tourists (according to the Global Wellness Institute). Hon Son Cha island, 10 nautical miles offshore, is being planned as an exclusive resort for the wealthy.

With its golf courses, Da Nang can attract visitors from Korea, Japan, the US, Europe, and the Middle East – markets that tend to combine leisure with sports and prefer longer stays.

The VnExpress Marathon is considered a key component of the sports tourism development strategy. "This year's race has one of the most scenic routes in Vietnam, crossing the Dragon Bridge, Tran Thi Ly Bridge, Thuan Phuoc Bridge, and along My Khe beach, allowing runners to fully explore the city's beauty," Thao said. The city hopes to increase the number of athletes to 15,000 next year, combined with introducing nighttime activities like the Rong Bridge night market and Man Thuong street to the running community.

Female runner participating in the VnExpress Marathon Da Nang 2025. Photo: Duc Dong

Female runner participating in the VnExpress Marathon Da Nang 2025. Photo: Duc Dong

The city is focusing on developing combined packages of marathon running, accommodation, high-end culinary tours, and physical recovery, linked to events like the VnExpress Marathon or DIFF. According to Cao Tri Dung, Chairman of the Da Nang Tourism Association, the city's diverse terrain allows for expanding the race space, including inter-provincial routes through Hoi An and My Son, serving both runners and promoting heritage sites.

The establishment of a free trade zone in mid-June is another breakthrough. This commercial and service area will integrate trade, duty-free shopping, e-commerce, tourism, and sports, placing Da Nang on the global service and finance map.

According to Google Destination Insights, searches for Da Nang increased by over 35% in Quarter II/2025, primarily from Korea, Japan, the US, Germany, and Australia – markets considered "core" to the city's high-quality tourism strategy for the next 5 years.

Hoai Phuong