11:30:28 AM | 6/12/2026
For many years, Da Nang has been known as the “city of events and festivals.” However, to achieve its goal of becoming a leading destination in the region, the city needs strong support from the business community in developing new tourism products, expanding visitor experiences, and creating new tourism hubs. Hoiana Resort & Golf is one notable example, consistently hosting large scale artistic, musical, and sporting events that help enhance the appeal of the southern part of the city.
Hoiana's "Day Dua" fashion show is one of the most notable events recently held in southern Da Nang
New opportunities for Da Nang's event tourism
A “festival city” is not defined only by large stages or events that attract big crowds. What makes a destination attractive is its ability to continuously create new experiences and give visitors reasons to return. Music, sports, fashion, and cultural events are increasingly important drivers of growth, helping increase visitor spending and strengthen a destination’s brand.
Da Nang has many advantages in pursuing this goal, including an international airport connecting key markets, a network of upscale hotels and resorts, and a wide range of event venues extending from the city center to the coast. As a result, the city has gradually strengthened its destination brand through major events such as the Da Nang International Fireworks Festival (DIFF), Ironman 70.3 Vietnam, the Da Nang International Marathon, the International Film Festival, and many other signature programs.
However, infrastructure and venue capacity alone are not enough for Da Nang to become a true “festival city.” The city also needs businesses with the vision and capability to create new tourism products and strengthen its competitiveness.
Hoiana Resort & Golf: Bringing major events to southern Da Nang
Following administrative restructuring, southern Da Nang has gradually become part of the city’s tourism expansion plans. A growing number of artistic, musical, and sporting events suggests that the area is emerging as a promising destination for events and festivals. Among the businesses operating there, Hoiana Resort & Golf has taken a proactive approach by investing in events and festivals that enhance the appeal of both the resort and southern Da Nang as a whole.
This summer, Hoiana has continued to introduce a series of entertainment and sporting events designed to appeal to a wide range of visitors. In May, fashion designer Adrian Anh Tuan’s show at Hoiana created a unique setting where fashion and art came together, attracting trendsetters and travelers seeking premium experiences. Scheduled for June 26, D’Hoi Summer Fest will feature leading artists including Soobin, Hoang Dung, Grey D, and Chillies, offering an exciting night for music fans. In July, Aquaman Vietnam at Hoiana is expected to attract thousands of athletes with a passion for swimming and running.
Previously, Hoiana also hosted a range of international events, including Miss Universe Australia, Miss Hong Kong, the International Kite Festival, and Seen Festival featuring leading South Korean artists. The company’s continued investment in large scale events reflects its commitment to developing new ideas that create momentum not only for the destination itself but also for the broader region.
Du Thi Mai Anh, Marketing Director of Hoiana Resort & Golf, said: “Each event at Hoiana is more than a standalone activity. We see every event as part of our broader effort to expand the experience ecosystem in southern Da Nang. When visitors stay longer, explore a wider area, and return more often, we are also contributing to the city’s goal of becoming a year- round destination for events and festivals.”
More broadly, these events highlight the growing role of businesses in expanding Da Nang’s event tourism landscape. Hoiana’s story reflects a broader trend in which businesses are becoming active partners in developing tourism products and working alongside the city to shape its future as a destination.
Source: Vietnam Business Forum
