On April 30, during the Arabian Travel Market (ATM) in Dubai, Emirates and Sun Group formalised their cooperation through a Memorandum of Understanding (MoU), shortly after the airline revealed its plan to operate direct flights to Da Nang.

This marks Da Nang as the third Vietnamese destination in Emirates’ network, following Hanoi and Ho Chi Minh City. Round-trip flights to Da Nang will operate on Mondays, Wednesdays, Fridays, and Sundays, using Boeing 777-300ER aircraft, offering 35 Business Class seats and 368 Economy Class seats.

A Gateway to High-Spending Visitors

Emirates has officially launched its new direct flight route to Da Nang

Emirates has long been instrumental in linking emerging destinations to its extensive global network. When the airline resumed direct services between Dubai and Adelaide, for instance, the Australian city recorded an annual tourism spending increase of USD 62 million. Similarly, a partnership with Greece to boost air access to Santorini, Mykonos, and Rhodes helped drive year-round tourism, contributing to the country’s record EUR 21.5 billion in tourism revenue in 2024.

The Da Nang route is expected to attract visitors not only from the Middle East but also from the European and North American markets via the Dubai hub. Emirates confirmed that its flight schedules would be optimised to ensure seamless connections from major cities such as London, Paris, Amsterdam, Manchester, Milan, Rome, and key U.S. destinations to Da Nang. This connectivity is set to open the door for Da Nang to attract high-spending travellers, particularly from the Gulf countries.

Da Nang’s tourism is expecting a major boost as Emirates launches its new direct flights to this coastal city

Latest data from the Tourism Authority of Thailand reveals that Middle Eastern travellers spend an average of USD 2,500 per trip in Thailand, significantly more than tourists from other regions. Outbound tourism spending from Gulf countries reached USD 76 billion in 2023, with 49 per cent from Saudi Arabian travellers – home to Emirates' headquarters. These compelling figures highlight the immense potential for Da Nang, and Vietnam as a whole, as Emirates launches its new route to the Han River city.

“The fact that Emirates – a globally recognised five-star airline – is opening a direct route to Da Nang will create a gateway to promote the city to 150 countries and territories. This is also a major opportunity to attract and serve tourists, while preparing the groundwork for future connectivity, trade, and business, especially as Da Nang establishes itself as an international financial centre and free trade zone,” said the Director of the Da Nang Municipal Department of Culture, Sports and Tourism, Truong Thi Hong Hanh.

A 'Priceless' Partnership Between Two Powerhouses

The partnership between Sun Group and Emirates opens up opportunities to attract more high-end travellers to Viet Nam

Alongside the launch of its Da Nang route, Emirates’ strategic partnership with Sun Group is poised to create further momentum for Vietnam’s tourism development.

While Emirates is globally regarded as one of the most prestigious airlines, Sun Group has been named 'Asia’s Leading Integrated Tourism Group' by the World Travel Awards and is one of Vietnam’s most influential private enterprises.

Under the partnership, Emirates and Sun Group will jointly execute marketing and promotional campaigns to position Vietnam as a premier destination across the airline’s global network. The two corporations will also explore opportunities to host familiarisation trips for media and travel agents from priority markets, enhancing awareness of Vietnam’s diverse tourism offerings. In addition, the partnership includes promotional programmes and incentives to support travel companies within these key markets.

Sun Group is committed to delivering exclusive, tailor-made experiences for Emirates passengers

“The expansion of our network reflects Vietnam’s growing appeal and our commitment to offering greater choice to travellers. Our partnership with Sun Group presents exciting opportunities to showcase Vietnam's culture, heritage, and natural beauty to a broader global audience,” said the Senior Vice President of Commercial Operations – Far East at Emirates, Orhan Abbas.

The collaboration between these two industry leaders – both renowned for premium service and high-quality experiences – is expected to accelerate Vietnam's significance on the regional and global tourism map. With its vast media reach and customer base, Emirates will act as an international ambassador, spotlighting Vietnam’s most prominent destinations. These include tourism ecosystems developed by Sun Group in Da Nang, Phu Quoc, and Sa Pa, and soon in Cat Ba and Ha Nam, all of which are ideal for attracting high-value travellers.

Sun Group’s luxury tourism ecosystems are fully prepared to welcome discerning luxury travellers

While the opportunities are significant, so too are the challenges. To fully realise this potential, Vietnam’s tourism sector must adopt sustainable development strategies and invest in high-quality infrastructure and services capable of meeting the demands of affluent international visitors. The market increasingly calls for sophisticated, well-curated, and personalised travel experiences. If Vietnam can rise to meet these expectations, it will solidify its place among the world’s most prestigious destinations—alongside names like the Maldives and Hawaii.

“We are committed to working with Emirates to deliver exclusive experiences and tailor-made services for Emirates passengers at Sun Group’s top-tier destinations in Vietnam—from Sun World theme parks to award-winning resorts. We believe this partnership marks the beginning of a long-term collaboration that will generate value for travellers, the nation, and both brands,” said the Deputy CEO of Sun Group and CEO of Sun Entertainment & Hospitality Group, Nguyen Vu Quynh Anh.