In a bold move to revitalize tourism amid fierce competition, Đà Nẵng’s voucher program has delivered impressive results, boosting visitor numbers and supporting local businesses through strategic public-private partnerships. As cities across Vietnam adopt similar initiatives, experts highlight the role of digital platforms in driving sustainable growth for the country’s tourism sector.
Da Nang’s innovative voucher campaign has not only spurred a significant surge in tourism but also set a benchmark for other Vietnamese cities, demonstrating how incentives and digital collaborations can enhance visitor experiences and economic recovery. By partnering with online travel agencies (OTAs), the city has attracted millions of travelers while promoting digital transformation among local enterprises. This success story, discussed at a recent conference on tourism development, underscores the broader potential for Vietnam’s tourism industry to thrive through combined public and private efforts.
The Rise of Đà Nẵng’s Voucher Initiative
Da Nang launched its tourism voucher program as part of a broader stimulus package for 2024-2025, aiming to counteract seasonal dips and encourage spending at local attractions. According to Nguyen Thi Hong Tham, Director of the Da Nang Promotion Center under the Department of Culture, Sports, and Tourism, the city faced intense competition from other destinations, making partnerships with OTAs a critical strategy.
In 2024, Da Nang distributed 1,800 vouchers valued at 900 million VND (approximately USD 36,000), targeting both domestic and international travelers during off-peak periods. This effort expanded dramatically in 2025, with plans for 6,000 vouchers totaling over 1.3 billion VND (around USD 52,000). These incentives have proven effective, drawing 5.8 million international visitors in the first nine months of this year—a 27% increase compared to the same period last year.
The program’s success hinges on the growing reliance on digital booking platforms. Tham noted that 80% of visitors to Da Nang book their services through OTAs, reflecting a clear shift toward digital trends. By collaborating with platforms like Traveloka, Da Nang has engaged a wide network of stakeholders, including travel agencies, hotels, and entertainment providers. This partnership has not only increased bookings but also amplified the city’s global visibility and aided businesses in adopting digital tools.
For instance, the integration with Traveloka’s extensive user ecosystem has allowed Da Nang to target potential tourists more precisely, turning promotional campaigns into measurable outcomes. As Tham explained, “This collaboration mobilizes all parties, from travel operators to leisure services, ensuring that our incentives translate into real economic gains.”
Spreading the Model: Ho Chi Minh City’s Adoption
Building on Da Nang’s achievements, Ho Chi Minh City (HCMC) has rolled out its own e-voucher program, signaling a nationwide trend toward voucher-based tourism recovery. Officials in HCMC announced a 2025 initiative worth 4.5 billion VND (about USD 180,000), which recently expanded to 28,300 vouchers valued at over 10 billion VND (approximately USD 400,000) following a partnership with Traveloka.
The HCMC Department of Tourism reported that within just one week of outreach, 100 businesses signed on, demonstrating strong local enthusiasm. Launched on September 9, the program is still in its early stages, with limited data available for full evaluation. Nonetheless, city leaders are optimistic about its impact, projecting it will help achieve 10 million international visitors and 50 million domestic travelers this year.
Vo Ngoc Diep, Head of the Accommodation Management Department at the HCMC Department of Tourism, emphasized the program’s multifaceted benefits. “Beyond mere incentives, digital platforms introduce fresh elements to promotion and marketing,” she said. Diep highlighted how HCMC is leveraging e-commerce channels to build a digital information database, enabling personalized experiences for tourists.
This includes developing a digital map and integrating with OTAs like Booking, Traveloka, and Agoda, making it easier for visitors to search and book services. Diep added, “We’re also running targeted digital campaigns to position HCMC as a premier destination, using data-driven strategies to enhance our brand.”
Hà Nội’s Digital Push for Tourism Growth
In the north, Hà Nội is embracing similar strategies to elevate its status on the global tourism map. By partnering with OTAs, the city is focusing on digital marketing and analyzing user behavior to promote its unique attractions, such as historical sites and cultural experiences.
This approach allows Hà Nội to tailor promotions based on real-time data, attracting more discerning travelers. As Huynh Thi Mai Thy, Director of Traveloka Vietnam, pointed out, “These public-private collaborations are a clear testament to their effectiveness. When local governments team up with OTAs, campaigns become more flexible, data-backed, and audience-specific.”
Hà Nội’s efforts align with regional trends, as noted by Nguyen Quy Phuong, Head of International Relations and Tourism Promotion at Vietnam’s National Tourism Administration. He cited Thailand as a prime example, where the country—already a top global destination—has shifted from traditional tour operators to OTAs, resulting in a surge in bookings and visitor numbers.
National Implications: Strengthening Public-Private Partnerships
Vietnam’s tourism sector is undergoing a transformation, with public-private partnerships emerging as a key driver for expansion. Nguyen Thi Hoa Mai, Deputy Director of Vietnam’s National Tourism Administration, stressed that attracting tourists is a core priority, requiring collaboration between government bodies and private enterprises.
She highlighted ongoing events, trade shows, and promotion campaigns that showcase this synergy, which is a global standard. “The involvement of travel companies, hotels, and agencies is crucial alongside state management,” Mai said. Looking ahead, the administration plans to intensify these partnerships, maximizing social resources while acting as a connector to balance interests among stakeholders.
A major focus will be harnessing OTAs for market analysis, behavior research, and targeted promotions. This includes using platforms to guide advertising strategies based on emerging trends and specific markets. The administration is also outlining directives for cooperation in digital transformation, product development, and large-scale campaigns, encouraging provinces to partner with airlines, tech firms, and travel businesses.
To optimize these efforts, Mai identified several challenges that need addressing. Issues like unbalanced risk-sharing mechanisms have made private companies hesitant to join long-term projects. Additionally, not all resources are fully mobilized, and many initiatives lack clear key performance indicators (KPIs) for evaluation.
Small and medium-sized enterprises often struggle with funding, management skills, and access to information, limiting their participation. “We must focus on resolving these practical problems to ensure harmonious benefits and comprehensive involvement,” Mai explained.
The Global Context and Future Prospects
Across Southeast Asia, countries like Thailand are reaping rewards from OTA integrations, with a growing share of international bookings coming through digital channels. This trend underscores the need for Vietnam to adapt quickly, as traveler preferences evolve toward seamless, tech-enabled experiences.
By fostering these alliances, Vietnam aims to broaden its market reach, boost visitor arrivals, and project a vibrant image worldwide. As Nguyen Quy Phuong observed, “Thailand’s success shows how OTAs can complement traditional methods, driving substantial growth.”
Through initiatives like those in Da Nang, HCMC, and Hanoi, Vietnam is positioning itself as a forward-thinking destination, blending cultural heritage with modern innovation.
These public-private collaborations are proving essential for revitalizing Vietnam’s tourism industry, delivering dual benefits of economic stimulation and enhanced global appeal.
