Attracting tourists through music tourism.

Da Nang is striving to achieve its goal of attracting approximately 4.3 million domestic and international tourists in 2023 through various programs, festivals, and events, such as the Da Nang International Fireworks Festival (DIFF 2023) featuring top Vietnamese showbiz singers, popular music shows, and regular music performances…

At the same time, Da Nang is also on track to become a high-quality tourism and service center, an innovative destination of Vietnam and Southeast Asia by 2030; and a leading tourist destination in Asia by 2045. Therefore, constantly developing and renewing tourism products is essential to ensure visitors have memorable experiences and cherish the city's charm.

High-quality music combined with beautiful scenery.

In fact, for many years, Da Nang's tourism industry has organized numerous festivals combining music with tourism. In August 2016, the Fun Beach Festival, a beach music festival combining "backpacking" tourism activities, took place at the East Sea Park. More than 10,000 tourists and locals enjoyed musical performances by domestic and international DJs; interacted with artists; and participated in group games on the beach such as inflatable rock climbing, beach volleyball, and surfing.

In August 2022 and July 2023, Da Nang respectively hosted the Danang Electronic Carnival, an international electronic music festival, as part of the Enjoy Danang Summer Festival 2022 and the Danang Electronic Carnival as part of the DIFF 2023 events, attracting young people and domestic and international tourists.

The opening and final nights of DIFF 2023, held in June and July 2023, featured performances by singers Ho Ngoc Ha, Tung Duong, Thu Minh, along with singers and dance troupes from the Trung Vuong Theater in Da Nang, and were considered grand feasts of sound, light, and music along the Han River.

Notably, during the June period of the DIFF 2023, the total number of guests served by accommodation establishments in Da Nang reached nearly 706,000, an increase of 34.1% compared to the same period in 2022. Room occupancy rates consistently remained at 70%; revenue from accommodation and food services reached 1,874 billion VND. The number of flights to Da Nang sometimes reached 150 flights/day, 1.5 times the usual daily rate.

Also in June 2023, singer Ho Ngoc Ha's live concert "Love Songs - Love Vietnam" at Moonlight Square - Ba Na Hills (Da Nang) was completely sold out, with nearly 2,000 seats filled, including many tourists from Ho Chi Minh City, Nha Trang, Thua Thien - Hue, Hanoi, etc.

Ms. Pham Quynh An (31 years old) and her group of friends flew from Hanoi to Da Nang, staying for 3 days to watch "Love Songs - Love Vietnam," visit Ba Na Hills, and explore other beautiful sights.

"I had a wonderful experience watching Ho Ngoc Ha's show at Ba Na Hills – a classic European-style architectural masterpiece. It was truly satisfying both visually and aurally, witnessing Ho Ngoc Ha's ever-improving beauty and singing voice. It also fulfilled my passion for travel, allowing me to admire the view from above, visit Linh Ung Pagoda, explore the Golden Bridge, Le Jardin d'amour flower garden, and the famous French Village at Ba Na Hills," Ms. An shared.

Before and after the COVID-19 pandemic, the Nguyen Hien Dinh Traditional Opera Theatre (Da Nang) also organized activities to bring traditional opera art to the people and tourists. The "Traditional Opera on the Streets" program serves audiences from 7:30 PM on the east bank of the Han River every Sunday. The "Vietnamese Soul" art program, after years of interruption due to the COVID-19 pandemic, resumed in November 2022 and now takes place at 7:45 PM every Wednesday and Friday at the Nguyen Hien Dinh Traditional Opera Theatre. Tickets cost 150,000 VND for Da Nang residents and 300,000 VND for tourists.

Private entities are partnering with each other.

After COVID-19, as life returned to normal, tourists and residents of Da Nang became familiar with the "Wandering Clouds" program at Veranda – a coffee shop and lounge complex by the Han River; each episode is a mini-show by a famous singer such as Bang Kieu, Manh Quynh, Le Quyen, Lan Nha, Trung Quoc Idol, Le Hieu, Phan Manh Quynh, Ho Van Cuong… Many viewers who love the "Wandering Clouds" program and admire the singers don't hesitate to spend money and buy plane tickets to Da Nang to support their idols.

Ms. Nguyen Huynh Bao Tran (45 years old, a tourist from Binh Dinh) said that in the past, music programs were usually held on stages (theaters, hotel auditoriums), but now audiences tend to prefer listening to music outdoors – in places with beautiful scenery. Combining music with tourism makes the listening experience richer; the distance between the singer and the audience is also closer. Ms. Tran visited Da Nang and watched singer Lan Nha's show at May Lang Thang Da Nang on the evening of July 15, 2023.

Mr. Qui Nhan, Director of JO HITO Entertainment Co., Ltd., said that Da Nang has all the necessary conditions to develop all-inclusive tours that include accommodation, meals, sightseeing, and music shows, similar to what many localities in China and South Korea have been doing.

HITO Entertainment has organized numerous events and live concerts, both indoors and outdoors, each attracting 400-500 attendees. These include the "Beautiful Customs Worthy of Appreciation" Ao Dai Night at Lo Giang Village Temple (Hoa Xuan Ward, Cam Le District, Da Nang) and "The Ao Dai - Phong Y Yen" at An Dinh Palace (Hue); and the live concert "Afternoon Tea Waiting for Someone" by singers Lan Nha and Thuy Dung with the Hoang Nha band at Son Tra Marina (Son Tra District, Da Nang) – an ideal setting for guests to enjoy pastries, tea, and then listen to music.

"The fact that private entities are organizing outdoor music shows in scenic locations is one way to jointly stimulate tourism in the city. Hopefully, there will be cooperation between travel agencies and event/entertainment companies, and these shows will be included in tour programs so that tourists have more tourism products and more destinations," Mr. Qui Nhan said.

Ms. Nguyen Thi Hoi An, Deputy Director of the Department of Culture and Sports of Da Nang City, believes that tourism programs combined with music often have a great appeal. "The clearest example is BlackPink's two concerts at My Dinh Stadium recently, as part of their world tour, which attracted a large number of locals and tourists. We are thinking that Da Nang should also become a destination for international stars to perform in large-scale shows. Not to mention the media effect from domestic and international press, and the strong spread of information on social media about such large-scale programs, which will contribute to further boosting tourism," Ms. Nguyen Thi Hoi An shared.

According to bbc.com on July 18, 2023, music tourism is "traveling to another city or town to see a music performance or music festival." When a music event is held, fans of artists from many places will come to support their idols and experience tourism, relaxation, dining, shopping, etc. Consequently, hotels, cafes, restaurants, souvenir shops, tourist attractions, entertainment venues, etc., also increase their revenue.