TOURISM PROMOTION CAMPAIGN FOR THUA THIEN HUE – DA NANG – QUANG NAM IN MELBOURNE, AUSTRALIA 2024
Melbourne, September 11, 2024
The tourism sectors of Thua Thien Hue, Da Nang, and Quang Nam are joining forces to organize a Tourism Promotion campaign for Thua Thien Hue – Da Nang – Quang Nam in Melbourne, Australia, on September 11, 2024. The primary objective of this esteemed event is to bolster tourism collaboration between Vietnam and Australia, with a specific focus on linking the Australian tourism market with Central Vietnam. Additionally, the program endeavors to showcase and introduce the exceptional tourism brand “Amazing Central Vietnam Heritage” to the discerning Australian market.
This prestigious gathering will take place at the esteemed InterContinental Melbourne The Rialto and has garnered significant support from the Vietnam Embassy in Australia, the Melbourne city government, the Australian Trade and Investment Commission (Austrade), the Australia Vietnam Business Association (AVBA), the Australia-Vietnam Business Council, and esteemed representatives from the tourism departments of Da Nang city, Thua Thien Hue and Quang Nam provinces and anticipated to draw over 100 distinguished participants, including influential Australian tourism businesses and esteemed media representatives.
“Given the burgeoning connectivity through direct flights between Australia and Vietnam, Central Vietnam is poised to emerge as a favored destination for Australian tourists, offering sustainable ecotourism, beach resorts, MICE, and golf tourism. Noteworthy is Thua Thien Hue province, the erstwhile imperial capital of Vietnam, famed for its array of eight UNESCO World Heritage sites characterized by a unique fusion of architectural landmarks, palatial edifices, temples, and breathtaking natural landscapes. Da Nang, an effervescent and youthful city, has earned accolades as Asia’s Leading Festival and Event Destination, providing diverse entertainment and activities across its rivers, beaches, and mountains. Similarly, Quang Nam province is home to two UNESCO World Heritage Sites, Hoi An Ancient Town and My Son Sanctuary, alongside the Cu Lao Cham World Biosphere Reserve. Each locale exudes its distinctive allure, collectively shaping an enchanting destination that beckons exploration and bequeaths indelible experiences,” expressed Ms. Truong Thi Hong Hanh, Director of Da Nang’s Department of Tourism, speaking on behalf of the three provinces during the inauguration of the event.
The program encompasses various initiatives to foster and advance tourism in Central Vietnam. These include a business networking space, which will provide a platform for Australian and Vietnamese tourism businesses to connect, share ideas, and explore potential collaborations. There will also be a film screening to showcase the attractions of Central Vietnam, information on direct flights between Australia and Vietnam, and a roundtable discussion on enhancing tourism between Australia and Central Vietnam.
Ms. Truong Thi Hong Hanh emphasized the distinctive features of Thua Thien Hue, Da Nang, and Quang Nam provinces, such as the pristine and picturesque environment, world-class recreational facilities, a renowned system of seven golf courses designed by legendary golfers, and the warm hospitality of the local people. She expressed confidence that Central Vietnam offers visitors a unique and enchanting journey to explore and savor.
Ms. Doan Thi Thanh Mai, First Secretary of the Vietnam Embassy in Australia, underscored that this tourism promotion campaign is crucial to implementing the government’s commitment to elevate bilateral relations to a Comprehensive Strategic Partnership (CSP). “Melbourne, with its receptiveness to international integration, is an ideal location for Central Vietnam to host this promotional event in Australia.”
Twenty-seven businesses are participating in the program, directly introducing Australian partners to new tourism products tailored to the preferences and needs of Australian travelers. They also present comprehensive updates on new services and experiences in Thua Thien Hue, Da Nang, and Quang Nam provinces. Additionally, the businesses are offering enticing promotions and hosting raffle prizes for event attendees.
The tourism promotional activities in Melbourne mark a significant step toward enhancing tourism relations between Australia and Central Vietnam. This initiative aims to foster collaboration and create new opportunities for tourism development in the region.
According to Mr. Nguyen Thanh Hong, Director of the Department of Culture, Sports and Tourism of Quang Nam Province, “Amazing Central Vietnam Heritage” is a collaborative tourism brand jointly developed by Thua Thien Hue, Da Nang, and Quang Nam. This initiative explicitly targets the international visitor market and emphasizes the region’s heritage value. Through various joint promotional activities, the “Magical Heritage Region” is increasingly solidifying the position of Central Vietnam as an exceptional cultural, historical, and natural tourism destination on the international tourism map.
Following the Melbourne event, a Heritage Journey Program will be held with the Da Nang Investment & Tourism Promotion Seminar in Sydney. This program seeks to promote tourism further and facilitate connections between businesses from the three provinces and their counterparts in Australia.
Australia currently ranks among the top 10 international tourism markets for Central Vietnam. In the first seven months of 2024, approximately 165,000 Australian visitors to Thua Thien Hue, Da Nang, and Quang Nam visited Vietnam, accounting for nearly 59% of all Australian tourists to Vietnam.
Mr. Nguyen Van Phuc, Director of the Thua Thien Hue Department of Tourism, highlighted the substantial increase in Australian visitors to Central Vietnam during the first seven months of 2024, compared to the peak period for international tourism in 2019. He emphasized that this growth not only reflects the region’s resilience in reviving its tourism sector but also underscores the growing allure of Central Vietnam as a destination for Australian tourists, bringing a sense of optimism and hope for the future.
In 2023, Vietnam welcomed 390,000 Australian tourists, surpassing pre-pandemic levels in 2019 and positioning Australia as one of Vietnam’s top 10 international tourism markets. The first seven months of 2024 also saw over 281,000 Australian visitors travel to Vietnam, representing a 27% increase compared to the previous year, making Australia the 8th largest source market for Vietnam. Over 166,000 Vietnamese tourists visited Australia in the same period, marking a 35% increase from 2019 and making Vietnam the only Southeast Asian market to have fully recovered its outbound tourism to Australia post-pandemic.
The Vietnam National Authority of Tourism, a key partner in this event, underscores the government’s commitment to the development of tourism as a key economic sector. Despite significant challenges, Vietnam exceeded its targets in 2023 by welcoming over 12.6 million international visitors. The sector and various destinations in Vietnam have been honored with prestigious international awards, cementing the country’s status as one of the world’s leading travel destinations. Vietnam’s success in the tourism sector is a source of pride and confidence, and the country aspires to welcome 17-18 million international visitors in 2024, with Australia expected to play a pivotal role in achieving this goal.
DANANG CENTER FOR TOURISM PROMOTION