On march 24, the Da Nang Department of Culture, Sports and Tourism announced the city has developed and launched two major programs: the "Da Nang - touch the authentic" tourism stimulus and a MICE tourism promotion themed "elevating experiences".

The stimulus program is designed to align with new tourism trends, where visitors seek not just sightseeing but connected, balanced, and emotional experiences. The city aims to develop products based on five main experience groups, spanning throughout 2026.

Meditating under the forest canopy amidst purple blossoms on Son Tra peninsula. *Nguyen Dong*

The "touch identity" group focuses on traditional craft villages like Thanh Ha, Kim Bong, and Tra Que, enabling direct interaction between visitors and artisans. The "touch tranquility" group develops retreat, meditation, and wellness tours at Ngu Hanh Son and My Son, combining therapeutic activities with local life experiences.

Leveraging its forest and sea advantages, "touch primeval" takes guests to Son Tra, Cu Lao Cham, Tay Giang, Hoa Bac, Ho Phu Ninh, Cong Troi Dong Giang, among others, offering activities like stand-up paddleboarding on the Cu De River, Thu Bon River, and My Khe Beach, and exploring the Sam Ngoc Linh medicinal herb region through ecological products, trekking, and community tourism. Meanwhile, "touch moments" is linked to a series of large-scale cultural and sports festivals and events designed to extend visitor stays.

Cuisine remains a highlight with the "touch taste" journey, connecting Quang region's craft villages and culinary spaces. The city is also launching the "I Love Da Nang" campaign to attract international visitors back from key markets such as Korea, Japan, China, and ASEAN.

Over 30,000 gifts, including accommodation vouchers, attraction tickets, and service discounts, will be distributed through tourism platforms and events to stimulate consumption and enhance visitor experiences.

In the high-spending visitor segment, Da Nang continues to prioritize MICE tourism. In 2026, the promotion program will be flexibly adjusted, applying to domestic groups of 70 guests and international groups of 30 guests or more.

A new feature is the business recognition mechanism with the "MICE - the rising wave" award, designed to acknowledge entities contributing to attracting visitors. Five travel businesses were honored for their 2025 results.

According to the Department of Culture, Sports and Tourism, from 2021 to date, Da Nang has welcomed over 670 MICE groups with nearly 234,000 visitors, gradually solidifying its position in the event tourism market.

The volatile global landscape and evolving tourism trends necessitate destinations to shift from mere "sightseeing" to "in-depth experiences". This forms the basis for Da Nang's new strategy, combining natural resources, culture, and high-quality services.

In 2026, Da Nang aims to welcome approximately 19,1 million visitors, including 8,7 million international guests, expecting to achieve double-digit tourism growth.

In 2025, total visitors served by Da Nang's accommodation establishments are estimated to reach over 17,3 million, a 15% increase compared to 2024. International visitors accounted for over 7,6 million (a 25% increase), while domestic visitors reached nearly 9,7 million (an 8% increase). Revenue from accommodation, food and beverage, and travel services is estimated at VND 60,000 billion, an increase of over 21% year-on-year.

Nguyen Dong