EXPERIENTIAL TRAVEL IN DANANG: WHEN CUISINE AND EMOTIONS BECOME THE NEW DESTINATION

There is a figure in Da Nang city’s socio-economic report for the first 6 months of 2026 that is worth a pause for thought for those in the tourism industry.

While the total number of staying guests reached nearly 9.8 million, an increase of 22.5%, international visitors increased by 28.7%, and accommodation and food service revenue grew by 21.6%, the revenue from travel and tourism support services only increased by 10.4%.

At first glance, this is just a difference in growth rates. However, when placed in the context of global tourism development, that figure reflects a fundamental shift: the value of the tourism industry is moving away from the “selling tours” model toward the “selling experiences” model.

Da Nang Tourism is Shifting from “Selling Tours” to “Selling Experiences”

Travelers are Increasingly Proactive in Designing Their Journeys

Twenty years ago, a trip almost always began at the office of a travel agency. Today, a trip begins with a tap on a phone. Travelers book their own flights, choose their own hotels, find restaurants via Google Maps, watch TikTok to discover new cafes, book attraction tickets, rent cars, and purchase experiences in just a few minutes. Digital platforms have shifted the initiative from businesses to the travelers themselves.

For decades, travel companies held the central role in the tourism value chain. They controlled:

– guest sources,

– itineraries,

– hotels,

– transportation,

– attractions.

Added value was concentrated in the “trip organizer.” However, the popularity of OTAs, digital platforms, artificial intelligence, and social media has changed that structure. Today, travelers can build their own itineraries with transaction costs near zero.

This reduces the intermediary role of travel companies in the FIT (Free Independent Traveler) segment. International guests, young travelers, and independent travelers (FIT) no longer want a pre-designed schedule. They want to build an itinerary with a personal touch.

Tourism Value is Shifting from Service to Emotion

It’s not just a change in how services are purchased, but a shift in consumer mindset. People no longer buy a trip. They buy emotions.

That change is shifting the value chain of the tourism industry. If previously travel companies were the hub connecting all services, today value is distributed directly to the units that create experiences such as hotels, restaurants, cafes, art spaces, cultural events, craft villages, and community activities. These are the touchpoints that create the memories of the trip.

Therefore, it is not surprising that Da Nang’s accommodation and food service revenue increased by more than 21%, while travel revenue only grew at about half that rate. This does not reflect a decline in the travel industry, but rather a redistribution of value across the entire tourism ecosystem.

New Experiences are Shaping the Appeal of Da Nang as a Destination

Tourism Products Rich in Local Identity

Notably, the new products launched by the Da Nang Tourism Promotion Center in 2026 seem to have aligned perfectly with this shifting trend.

“Catching the Rhythm of the Sunrise Fish Market” does not sell a sightseeing tour. The program immerses visitors in the life of a fishing village, pulling nets with fishermen, attending the early market, and enjoying breakfast right on the beach.

“Night Sea Light Banquet” is also not just a performance. It is an emotional space with hundreds of glowing kites, lights on the sand, the sound of ocean waves, and rustic dishes that evoke childhood memories.

The common point of these products is that they do not depend on traditional tour routes. Travelers can proactively choose, book online, and incorporate those experiences into their own itineraries. This is the hallmark of tourism in the digital age.

When Experience Becomes a Competitive Advantage

For many years, destinations mainly focused on promoting images like beautiful beaches, delicious food, and friendly people. But when every destination can tell similar stories, the competitive advantage no longer lies in resources, but in the ability to design experiences.

Travelers no longer ask: “What does Da Nang have?”

They ask: “What moments will I live when I come to Da Nang?”

That is a huge difference. And Da Nang has made a very interesting shift in its promotion strategy from “Destination Marketing” to “Experience Design”.

This is also the direction that many leading world destinations like Singapore, Japan, or South Korea are pursuing: turning the simple things of local life into valuable tourism products.

The New Role of Businesses in the Experiential Tourism Ecosystem

Travel Companies Will Not Disappear

In this new picture, travel companies do not disappear. On the contrary, their role will become more specialized.

Travel will focus on areas that guests find difficult to organize themselves, such as MICE, golf, wedding tourism, medical tourism, specialized itineraries, large groups, or high-end products requiring complex coordination.

Meanwhile, for the individual traveler market, travel companies will have to shift from the role of “tour seller” to “experience designer,” knowing how to connect data, technology, and service providers to create highly personalized itineraries, building a new competitive capacity for the industry.

From Service Economy to Experience Economy

The 10.4% growth in travel revenue might just be a line of statistics in a report. Behind that figure is a shift happening on a global scale with a major message: Tourism is moving from a Service Economy to an Experience Economy.

For Da Nang, this is both a challenge and an opportunity. A challenge because traditional business models will have to change. But also an opportunity for the city to assert its position with unique, identity-rich products that bring emotions that travelers cannot find elsewhere.

Perhaps, in the near future, the success of a destination will no longer be measured by the number of tours sold, but by the number of stories travelers want to tell after they return. And that is the most sustainable measure of a modern tourism industry.

Furama Dining House: A New Culinary Destination in the Heart of Da Nang

Next month, Furama Dining House – a new culinary destination of Furama Resort Danang right in the heart of Da Nang’s nightlife district, brings together four distinct culinary styles under one roof, serving you:

– Phố Cuốn (Spring Rolls Street) – honoring the art of rolling in Vietnamese cuisine.

– Thai Siam Kitchen – warm Thai flavors in the spirit of Ban Khun Mae – Mother’s Home.

– The Fan Steakhouse – steak portions prepared from selected ingredients.

– Hura Izakaya Restaurant – a Japanese space with sushi, robatayaki, and signature grilled dishes.

The birth of Furama Dining House contributes to enriching the culinary landscape of the Tran Bach Dang – Barett Urban Zone, where a diverse experience space is gradually forming, from Vietnamese, Thai, and Japanese to Western cuisine.

We are completing the final stages to be ready to welcome you.

See you from August 15, 2026, at:

📍 Furama Dining House

73 Tran Bach Dang – Barett Urban Zone, Da Nang

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