Students from Da Nang College of Tourism participate in a chef practice session. Photo: Ngoc Ha

Brand positioning

To position Da Nang as a unique culinary tourism destination on the global tourism map, the city has initiated various projects and plans for long-term culinary development. Specifically, in its tourism development orientation plan to 2030, with a vision extending to 2045, Da Nang has identified culinary tourism products as a group of main tourism products. There is a focus on enhancing the quality of existing products while also developing new and innovative ones. Particularly, the emphasis is on building and promoting local cuisine, Central Vietnamese dishes, and traditional Vietnamese delicacies to create distinctive tourism products. Each product aims to highlight "standard taste" and the factors of "delicious and appealing" as well as express "regional characteristics".

Under Plan No. 114/KH-UBND dated May 24, 2023 on developing cuisine into a unique tourism product in Da Nang from 2023 - 2030, the city targets to exploit domestic tourists from localities nationwide, and increase the number of high-spending tourists from markets that open direct flights to Da Nang. For the international market, the city lays an emphasis on attracting high-spending customer segments (MICE tourism, golf tourism, high-end wedding tourism, and leisure experiences...) from markets in Northeast Asia and Southeast Asia, and then Western Europe, Russia, Australia, New Zealand, India, and the US.

At the same time, the development of Da Nang culinary tourism products is oriented to 3 groups of local, regional and international cuisine and 3 segments of popular (street), mid-range (combined with experience) and high-end.

The key tasks of the culinary development plan are implemented by the local tourism industry according to the roadmap. Specifically, in late 2024, the municipal Department of Culture, Sports, and Tourism launched the Da Nang Food Tour campaign for the first time with the message "Enjoy Da Nang cuisine - Beyond delicious". This campaign features two main products: a digital culinary map and a culinary passport. It has provided tourists with unique experiences and generated excitement around brand positioning. In 2025, the campaign is set to expand with new themes: Street Food or Fine Dining. One highlight will be the Da Nang Street Food Culinary Map, which will showcase 80 street food locations. These efforts will help Da Nang solidify its reputation as a destination rich in culinary identity on the domestic and international culinary map.

In addition to promoting qualified brands, and honouring quality and unique establishments, Michelin-starred restaurants, and culinary establishments winning international awards, the city's tourism industry continues to popularise the 5 Michelin criteria to inspire and help restaurants that have not yet achieved Michelin stars to continue to improve their services so that more restaurants can appear on this list.

The industry also builds and exploits unique and attractive culinary tourism programmes (foodtours) based on connecting and exploring destinations combined with culinary experiences at famous local eateries, restaurants in 4-5 star hotels, and Michelin-starred culinary spots.

Mr. Nguyen Duc Quynh, Chairman of the Da Nang Hotel Association, underlined a must-do for the city to clearly position the brand "Kitchen of Asia" or "Culinary City by the Sea" where the culinary quintessence of the Central region is elevated and introduced to the world through professional culinary products, experiences and events.

He also stressed the need to maintain a number of large-scale specialised culinary events, including HORERCFEX - an exhibition & forum on technology, innovation in the hospitality industry, and the Da Nang Professional Chef Competition every December.

He affirmed these events are not only professional playgrounds for local and national chefs, but also contribute to promoting the image of Da Nang as a professional, creative, international culinary destination to international friends.

At the same time, it is necessary to develop a chain of culinary experiences for tourists, promote the model of culinary tours and cooking classes, well manage street food, and develop local food festivals at markets and beaches, aimed at positioning Da Nang cuisine.

“Cuisine has become a crucial factor in brand positioning and enhancing the value of experiences at hotels and resorts. In a highly competitive environment among tourist destinations, leveraging local culinary identities is not just a trend; it is also a sustainable strategy to attract and retain tourists” said Mr. Quynh.

Cuisine standardisation

According to Director of the Da Nang Department of Culture, Sports and Tourism Truong Thi Hong Hanh, the city aims to develop its cuisine into a unique tourism product from 2023 to 2030. A key focus of this strategy is to standardise culinary practices from the kitchen to the dining table. Accordingly, the orientation of standardising culinary establishments in the city ensures 5 criteria for serving customers. These criteria are authenticity and standard taste of dishes and drinks, nutritional value and quality of raw materials, high-quality service and distinctive dining experiences, food safety, and sustainability and environmental friendliness.

Additionally, the city aims to gradually develop and enhance the skills, attitudes, and service mindsets of local culinary professionals. This will include organising experience-sharing programmes to cater to new international markets such as Eastern Europe, the CIS, Halal, and India.

During a discussion on culinary development strategy, Mr. Nguyen Duy Quang, the Principal of the Da Nang College of Tourism, emphasised that high-quality culinary human resources are essential for creating unique culinary tourism products. To ensure the development of skilled professionals, culinary training institutions must establish training programmes that meet industry standards. For instance, when training in food processing techniques, it is crucial to focus on the essential skills required for chefs, such as preliminary food preparation, various food processing methods, food presentation, ingredient pairing, and maintaining food hygiene and safety. Additionally, using local ingredients to create dishes and blending traditional techniques with modern practices should be prioritised. Furthermore, training institutions should strengthen partnerships with businesses to provide students with opportunities to practice in modern kitchens, experience real working environments, and complete internships at hotels. This approach will help cultivate a new generation of chefs who are not only highly skilled but also possess strong personal qualities and adaptability.

Culinary experts also pay attention to preserving local culinary identity. According to Mr. Ly Dinh Quan, Chairman of the Da Nang Culinary Culture Association (DCCA), the association will research to preserve and develop unique dishes, and heritage of Da Nang culinary culture villages based on cultural, historical, and customary factors, in order to standardise stories and standards of local dishes, maintaining the local culinary culture.

Moreover, the development of artisans and chefs associated with education on local culinary culture and international integration thinking should be promoted through training programmes, promotional activities, chef competitions, etc, he noted.

The Viet Nam tourism development strategy to 2030 identifies culinary culture as the main cultural stream that will greatly contribute to enhancing the competitiveness and national tourism brand.

In Da Nang, by 2030, the unique value of culinary products will be showcased through a diverse and rich array of dishes that represent both regional Vietnamese and international cuisines. These dishes will feature attractive and distinctive flavours along with experiential elements rooted in culinary cultural narratives and performing arts. The goal is to develop Da Nang into a high-quality international culinary tourism centre for Viet Nam and the region and a place where traditional local cuisine, and regional Vietnamese and international dishes converge.

To elevate cuisine as a "key tourism product", the city must implement a comprehensive approach that includes brand building, event organisation, human resource training, and international marketing. When food is presented as a cultural story and a unique experience, visitors will remember and return not only for the stunning scenery but also for the exceptional flavours that define the coastal city of Da Nang.

Reporting by Ngoc Ha - Translating by M.Dung