In order to continue implementing Plan No. 450/KH-SVHTTDL dated November 5, 2025, issued by the Department of Culture, Sports and Tourism of Da Nang City on the implementation of the program to attract KOLs, KOCs, and content creators to experience and promote Da Nang as a destination, over the past year, the city has welcomed and supported more than 100 KOLs, KOCs, travel bloggers, vloggers, photographers, and domestic and international content creators to experience local tourism products, cultural events, festivals, and distinctive services.
At a time when more than 70% of travelers tend to choose destinations based on content shared on social media, Da Nang recognizes that what makes a city memorable is not only beautiful photographs or famous check-in locations, but also authentic stories told through emotions and personal experiences.
Building upon the initial achievements of its KOL and KOC attraction efforts, Da Nang is further developing Danang Storytellers – a collaborative community space for people who love the city and wish to explore, create, and share stories about Da Nang through digital platforms. The program aims to establish a network of “storytellers” for Da Nang, helping promote the destination in a way that is more relatable, authentic, and emotionally engaging.
With the message “Your Danang – Your Stories,” Danang Storytellers envisions Da Nang as an “open city” for content creators; a place where every journey of discovery, every local dish, every everyday moment of local life, and every cultural event can become inspiration for fresh and distinctive stories.
The program aims to attract KOLs, KOCs, and content creators working across various fields such as travel, food, fashion, arts, sports, creative culture, lifestyle, and entertainment on platforms including Facebook, TikTok, YouTube, Instagram, Threads, Naver Blog, Weibo, Douyin, Xiaohongshu, and many other internationally influential digital platforms.
Depending on the size of their audience and level of influence, participating KOLs and KOCs may receive support from the city and partner businesses through appropriate incentive policies, including airfare, accommodation, experience programs, support for accompanying crews, souvenirs, welcome activities, and many other exclusive benefits.
Through Danang Storytellers, KOLs, KOCs, and content creators will have opportunities to experience Da Nang’s diverse tourism ecosystem through journeys exploring culture, cuisine, resorts, entertainment, beach sports, new tourism products, and the city’s signature events. These experiences will be transformed into videos, images, articles, and authentic stories shared across digital platforms, helping spread the image of Da Nang to domestic and international travelers through approaches that are more relatable, creative, and emotionally engaging.
Unlike traditional famtrip programs or short-term communication campaigns, Danang Storytellers is designed as a long-term content creator community with various mechanisms for ongoing collaboration. In addition to attracting influential KOLs and KOCs, the program also welcomes content creators who love Da Nang and wish to accompany the city’s tourism development over the long term.
Through an online registration system, a point accumulation mechanism based on the engagement performance of published content, and a rewards redemption program, the initiative aims to build a network of thousands of storytellers both domestically and internationally, becoming natural and sustainable ambassadors for the Da Nang destination.
One of the highlights of Danang Storytellers is its policy of recognizing and honoring the positive contributions of KOLs, KOCs, and content creators to destination promotion. High-performing content may be considered for certificates recognizing contributions to tourism communications, invitations to major events, tourism product launches, and annual recognition activities organized by the city.
At the same time, the program also encourages participation from airlines, accommodation providers, travel agencies, tourist attractions, food and beverage establishments, entertainment venues, and service providers. Participating businesses will have opportunities to promote their brands, appear in content produced by KOLs and KOCs, and take part in tourism promotion and business networking activities organized by the city.
Notably, Danang Storytellers is not limited to celebrities. Anyone who loves Da Nang, enjoys exploring, and wishes to share their own perspective of the city can become a storyteller. Da Nang believes that no single individual can tell the complete story of a city, but when thousands of people share their stories together, the picture of Da Nang becomes more vivid, multidimensional, and emotionally rich than ever before.
The implementation of Danang Storytellers marks a new chapter in Da Nang’s tourism promotion strategy, shifting from traditional destination marketing toward building a sustainable content creator community where every visitor, every creator, and every resident can become a storyteller for the city.
Content creators can register to join the program at danangstorytellers.com or contact danangstorytellers@gmail.com to become part of the storytelling community for Da Nang and contribute to the journey of bringing the city’s image further onto the global tourism map.
WHY DOES DA NANG NEED MORE STORYTELLERS?
Da Nang is already known for its beautiful beaches, iconic bridges, and famous check-in spots. However, the city believes that what makes a destination truly memorable is not only beautiful imagery, but also stories that touch people’s emotions.
Behind the familiar attractions lie countless stories that form the soul of Da Nang: the flavor of a Quang-style dish, the simple rhythm of local life, moments of tranquility in nature, or the emotions experienced while immersing oneself in festivals and celebrations. Without storytellers, these stories may gradually be forgotten, and the image of the city may remain confined to familiar stereotypes.
That is why Da Nang hopes to welcome more storytellers—people who love exploration, embrace creativity, and know how to preserve simple yet memorable moments. Danang Storytellers will serve as a bridge connecting the content creator community to discover, experience, and share Da Nang from different perspectives, helping create a destination image that is authentic, colorful, and emotionally engaging.
DANANG TOURISM PROMOTION CENTER
