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| Tourism programs, products, and services from these three central provinces were introduced during a tourism promotion event in Australia |
Attracting Australian tourists to Hue
Tourism statistics show positive signs from the Australian market. According to the Department of Tourism, in the first seven months of 2024, over 165,000 Australian tourists stayed in Thua Thien Hue, Da Nang, and Quang Nam, accounting for nearly 59% of the total Australian visitors to Vietnam. Australia is currently among the top 10 international markets for Central Vietnam. “Compared to the entire year of 2019, a peak time for international tourism, the number of Australian tourists to Central Vietnam in the first seven months of 2024 increased by nearly 120%. This not only shows the ability to recover the tourism economy but also indicates the attractiveness and growth of Australian visitors to Central Vietnam,” said Mr. Nguyen Van Phuc, Director of the Department of Tourism.
Australian tourists are increasingly interested in Vietnam's tourist destinations. According to statistics provided by the Department of Tourism, in 2023, Vietnam welcomed 390,000 Australian tourists, surpassing pre-pandemic levels, making Australia one of the top 10 international tourist markets for Vietnam. Vietnam is also the only country in Southeast Asia that saw the growth in Australian visitors after the COVID-19 pandemic.
According to the leaders of the Vietnam National Administration of Tourism, Vietnamese government is working to develop tourism into a key economic sector. Last year, despite challenges, Vietnam exceeded its targets by welcoming over 12.6 million international visitors. Vietnam’s tourism industry and destinations have received numerous international awards, being recognized as one of the world’s top destinations. In 2024, Vietnam aims to welcome 17-18 million international tourists, with the Australian market playing a crucial role in achieving this goal.
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| A tourism collaboration program organized by Thua Thien Hue, Da Nang, and Quang Nam to connect the Australian tourist market with Central Vietnam |
“In the general context and positive signals from the Australian tourism market, Thua Thien Hue and the Central localities are promoting linkages in tourism development, building typical products suitable to trends and tastes to attract visitors from this market to Hue in particular and the Central region in general; thereby, bringing opportunities to develop the smokeless industry of the Ancient Capital,” Mr. Phuc said.
Promoting and marketing
Recently, from September 11th to 13th, 2024, the tourism industry from Thua Thiên Hue, Da Nang, and Quang Nam collaborated to organize a program introducing the tourism of these three Central Vietnam provinces in Melbourne and Sydney, aiming to boost tourism cooperation between Vietnam and Australia. The program sought to connect the Australian tourist market with Central Vietnam. This also provided an opportunity for the tourism industries of Thua Thien Hue, Da Nang, and Quang Nam to strengthen communication, promote, and introduce the “Amazing Central Vietnam Heritage” brand and its unique products and services to Australia.
Mr. Nguyen Van Phuc shared that the tourism promotion program in Australia attracted nearly 200 businesses, travel associations, tour operators, local government representatives, and media from two major cities. Within the framework of the program, the tourism industries of the three Central Vietnam localities organized various activities, including a business networking space, screening promotional films about Central Vietnam tourism, providing information on direct flights by Vietnam Airlines connecting Australia and Vietnam, and presenting tourism products and services. Additionally, panel discussions were held to exchange policies and opportunities for tourist exchange between these two major Australian cities and Central Vietnam.
According to provincial tourism leaders, 27 Vietnamese businesses accompanying the tourism promotion program in Australia directly introduced new tourism products tailored to the tastes and needs of Australian tourists, such as cultural experiences, nature, golf, MICE, and wellness tourism. These offerings provided a comprehensive and updated look at new services and experiences available for tourists visiting Thua Thien Hue, Da Nang, and Quang Nam. Various attractive promotions and offered vouchers, as well as all-inclusive tour packages to attendees were also launched.
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| Tourism promotion centers from Central Vietnam sign cooperation agreements with Western Sydney Tourism Association (Australia) |
At the tourism promotion program in Australia, Ms. Truong Thi Hong Hanh, Director of Da Nang Department of Tourism, affirmed that with the increasingly convenient connections from direct flights between Australia and Vietnam, Central Vietnam is expected to become a favorite destination for Australian tourists seeking sustainable eco-tourism, beach resorts, MICE, and golf. Thua Thien Hue, Vietnam’s former capital, boasts eight world heritage sites with a system of architecture, fortresses, palaces, tombs, and temples that reflect a rich cultural identity accumulated over centuries, blending with beautiful natural landscapes. Da Nang is a dynamic, youthful city, considered Asia's top festival and event destination. Quang Nam is renowned for two world cultural heritage sites: Hoi An Ancient Town and My Son Sanctuary, along with the Cu Lao Cham Biosphere Reserve. Each Central Vietnam locality has its own unique charm, combining to create a magical and enticing destination that invites tourists to explore and enrich their experiences.
Mr. Phuc also shared that a highlight of this year’s tourism promotion program in Australia was the signing of a cooperation agreement between the tourism promotion centers of Thua Thien Hue, Da Nang, and Quang Nam with the Western Sydney Tourism Association (Australia). The agreement focuses on providing information, supporting tourism exploration, sharing resources for destination promotion, organizing delegations, conducting surveys, and collaborating on joint initiatives to connect tourism businesses interested in building exchange tours between the two regions.
Chairwoman Fazila Farhad of the Western Sydney Tourism Association remarked that the cooperation agreement was signed at an opportune time as Central Vietnam tourism and New South Wales were keen on enhancing destination promotion and tapping into tourism exchange potential by promoting direct flights through new airport projects like Western Australia International Airport or the expansion of Da Nang International Airport.
Currently, a promising opportunity is emerging with the promotion of direct flights between New South Wales, Australia, and Da Nang, contributing to connecting tourist with Central Vietnam. Tourism authorities from the three provinces confirmed that the tourism industries of these Central Vietnam localities and nearby regions are working closely together, coordinating effectively, and creating suitable policies. Da Nang will serve as the direct international gateway, while Thua Thien Hue will welcome tourists from both ends to the “Amazing Central Vietnam Heritage”, drawing Australian tourists to Central Vietnam and generating mutual benefits for the region’s tourism development.