A fresh destination for events Industry tourism

The 13th Danang International Fireworks Festival (DIFF 2025) concluded last week, continuing to set records for the number of participants and reaffirming the attraction of an international-scale artistic event.

A fresh destination for events Industry tourism

According to the Department of Culture, Sports, and Tourism of Danang, the city attracted approximately 1.3 million visitors in over a month during the event. Around 80 per cent of 4-5 star hotel rooms in the city were fully booked, especially those in the central areas along the Han river and the beach such as Novotel Danang Premier, Premier Village Danang Resort, and Radisson RED Danang.

By the end of June, Danang had welcomed nearly 5.8 million overnight visitors in the year.

Nguyen Van Binh, chairman of Sun Group in the Central region said, “DIFF is not only an international-scale fireworks festival but also demonstrates a dynamic Danang, a top destination for premier festivals in Asia. The festival also shows that Vietnam has the potential to organise large-scale events and reach out to the world.”

Investing in cultural, music, and art events has long been a strategic way to attract people, especially events industry tourists, to many destinations nationwide, not just in Danang.

Hanoi, Ho Chi Minh City, Quang Ninh, Ninh Binh, Nha Trang, Vung Tau, and Binh Thuan are emerging as potential events industry destinations due to their experience in organising numerous international conferences, seminars, and large-scale forums.

Currently, Ninh Binh province has over 700 accommodation establishments with more than 8,000 rooms, including many 5-star hotels that attract a diverse range of events industry tourists.

Ba Ria-Vung Tau is also renowned for its distinctive products such as resorts, business, and cultural tourism as well as ecotourism, attracting approximately 6.5 million domestic and international visitors each year.

In Ho Chi Minh City, the two-night music show “Anh trai say Hi” held in October last year also brought in about 70,000 visitors to the city, while the concert Call Me By Fire Vietnam in Hanoi in December also attracted around 50,000 participants.

Marcos A. Bednarski, the Ambassador of Argentina to Vietnam, stated that international events such as DIFF 2025 have contributed to promoting the image of Vietnamese destinations to the world.

“Vietnam has long been renowned for its distinctive cultural events, with Danang being one of the pioneering and leading localities. I fully agree with the strategy of placing culture at the centre because it is the bridge that connects people worldwide,” Bednarski said.

Vietnam’s tourism development strategy towards 2030 emphasises the continued development of tourism combining shopping, education, and entertainment.

Vu The Binh, chairman of the Vietnam Tourism Association, commented that the events industry brings significant and outstanding economic benefits to the industry.

“Due to its unique nature, such guests often travel in large groups, ranging up to thousands of people. The expenditure for accommodation and dining services for such guests is higher than for regular group travellers. If a meal for a regular group traveller costs $8-12, they may spend over $40,” he said.

Joon Park, general manager of Sheraton Hanoi West, observed that the events industry market is evolving from traditional meeting formats to integrated experiences that blend business with leisure and event-focused travel.

“A notable trend among today’s events industry clients is the rising demand for holistic experiences. Events are no longer just about meetings, they’re becoming resort-style journeys enriched with high-end technology and personalised services designed to indulge and inspire,” Park explained.

"Clients increasingly seek more than a conventional venue. They want dynamic environments that combine business functionality with leisure appeal, state-of-the-art infrastructure, and emotional engagement,” Park added.

According to Park, key destinations in Vietnam such as Hanoi, Haiphong, and Nha Trang attract different types of travellers and serve distinct team-building purposes. While Hanoi and Haiphong tend to draw business-oriented groups, resort cities like Nha Trang are popular for team gatherings with a stronger emphasis on relaxation and entertainment.

“What we’re aiming to do is reposition Hanoi as not just a business hub, but also a pleasure destination, where guests can work during the week and extend their stay into the weekend for relaxation,” he said.

Park praised Vietnam’s efforts in opening its market but suggested greater industry collaboration. “Vietnam has done remarkably well in tourism development and market liberalisation. However, a more unified approach among hotels could further strengthen the country’s position as a premier events industry destination,” he added.

According to the World Tourism Organisation forecast, global events industry revenue is expected to exceed $1.4 trillion by the end of 2025, mainly concentrated in the regions of Europe and Asia-Pacific.