Da Nang is expanding its appeal beyond beautiful beaches, luxury resorts and major festivals. From the city centre to Hoi An, My Son and Dong Giang, a growing series of daily and weekly art performances is transforming local culture into engaging tourism products.
These shows not only offer visitors more entertainment options but also encourage longer stays, higher spending and stronger night-time economic activity. They also create valuable opportunities for hotels, restaurants, tour operators and technology providers across the hospitality industry.
Heritage Told Through Technology and Modern Performances
One of the region’s most prominent productions is the outdoor spectacle “Hoi An Memories.” The show recreates more than 400 years of Hoi An’s history as an international trading port through music, choreography, lighting and modern projection technology.
The “Hoi An Memories” Show is a top choice among visitors
Meanwhile, Teh Dar uses bamboo props, traditional instruments and physical theatre to tell stories inspired by the culture and daily life of Vietnam’s Central Highlands. The Heritage Show takes audiences through the distinctive cultural landscapes of Hue, Champa and Hoi An.
Other productions, including Ao Dai Show and Charming Da Nang Show, further diversify the city’s evening entertainment. Through music, fashion, dance and stage technology, Vietnamese culture is introduced to domestic and international visitors in a more accessible and visually engaging way.
Art Performances Across the Destination
Art shows in Da Nang and neighbouring destinations are not limited to conventional theatres. Many performances now take place at tourism attractions, heritage sites and public spaces.
At VinWonders Nam Hoi An, visitors can experience the “Ve Ben” outdoor performance, Quan Ho folk singing, Chau Van ritual music, Then singing, traditional instrumental performances, 3D mapping shows and water-music spectacles.
The “Về Bến” outdoor spectacle at VinWonders Nam Hoi An
Meanwhile, Sun World Ba Na Hills presents a range of carnival-inspired performances, international music shows and interactive entertainment. These activities complement the destination’s sightseeing, leisure and resort experiences.
At Dong Giang Heaven’s Gate, the “Dance of the Great Forest” introduces visitors to the traditions, rituals and community life of the Co Tu people. A key highlight is the Tung Tung Da Da dance, which is closely associated with traditional festivals, new-rice celebrations and important community ceremonies.
At the My Son Sanctuary, Apsara dances, Cham music and the “Echoes of My Son” performance help audiences discover Champa heritage through a more immersive format. In Hoi An, Bai Choi singing and other traditional art forms are regularly performed, contributing to the ancient town’s vibrant evening atmosphere.
Even at Da Nang International Airport, the “Heritage Road” programme brings Hue Royal Court Music, Apsara dance and classical Tuong theatre closer to travellers as they begin or conclude their journey.
New Opportunities for Hotels, Restaurants and Tourism Businesses
As performing arts become regularly operated tourism products, hospitality businesses can develop packages combining accommodation, dining, sightseeing and show tickets.
Hotels, resorts and travel companies can also incorporate performance schedules into programmes for MICE groups, leisure travellers and long-stay guests. This creates opportunities to increase non-room revenue, encourage visitor spending and provide more distinctive customer experiences.
The traditional “Tung Tung Da Da” dance of the Co Tu people
However, effective development requires closer cooperation among hotels, restaurants, performance organisers, attractions and ticketing platforms. Data management, online booking solutions and personalised itinerary technologies will also play an increasingly important role.
A Perspective from HORECFEX Vietnam
The expansion of Da Nang’s art-show ecosystem demonstrates that the future of tourism depends on more than natural landscapes and existing attractions. Experience design, technology adoption and stronger connections across the service ecosystem are becoming important competitive advantages.
This development is also highly relevant to the business community attending HORECFEX Vietnam 2026, taking place on 20–21 August 2026 at Ariyana Convention Centre Danang.
Through exhibitions, industry forums and business networking activities, HORECFEX Vietnam promotes new solutions for hotels, restaurants, tourism, technology and the experience economy, contributing to the long-term competitiveness of Vietnam’s hospitality industry.
(Source: Báo Lao Động)