When Emirates touches down in a new city, it’s not just a plane landing—it’s the global glitterati arriving en masse, often with steamer trunks of couture, high-end credit cards, and a taste for the finer things in life. And now, Da Nang—Vietnam’s sparkling coastal belle—is next in line for a gilded courtship with the elite of the Middle East.
With the launch of Emirates’ direct route between Dubai and Da Nang, Vietnam’s third-largest city is making an unapologetically bold play for luxury travellers and billionaires who think nothing of swapping ski chalets in Courchevel for beachfront penthouses in the tropics.
From Desert Gold to Coastal Green
Emirates, long hailed as the flying five-star hotel of the skies, recently clocked another accolade as a “global leader in aviation” in the Forbes Travel Guide 2025. The carrier now operates over 4,100 weekly flights to 140 cities in 80 countries. And its new flight path to Da Nang is more than a convenience—it’s a game-changer.
Why? Because it flings open Vietnam’s golden gates to a region oozing with affluence: the Middle East. Already home to some of the highest per-capita incomes on the planet, Dubai isn’t just a city—it’s a launchpad for luxury. This new route offers a seamless gateway for ultra-high-net-worth individuals from the UAE, Saudi Arabia, Kuwait, and beyond to indulge in Da Nang’s mix of coastal calm, luxury hotels, and world-class golf.
The inaugural Emirates flight to Da Nang received a ceremonial welcome.
Flying in the Big Spenders
As of April 2025, Da Nang had already welcomed over 13,000 Middle Eastern visitors—a modest start, perhaps, but one that’s about to scale up dramatically. With the Emirates route now live, local authorities are predicting a windfall in tourism dollars, potentially trillions of Vietnamese dong pouring into the region.
Vice Chairman of the Da Nang People’s Committee, Tran Chi Cuong, said the new air link trims travel times to major regions including Europe, Africa, and North America while establishing Da Nang as a serious contender on the world stage—not just for tourism, but for trade and culture too.
And make no mistake: this is no idle daydream. With charter flights already flying in from Almaty and Astana in Kazakhstan, and Centrum-Air running weekly services from Tashkent, Da Nang is swiftly becoming a Central Asia–Middle East–Vietnam travel trifecta.
Premium Stays for Platinum Passports
For discerning travellers, luxury isn’t optional—it’s expected. Fortunately, Da Nang doesn’t disappoint. The city currently boasts 1,290 tourist accommodations, including 111 four- and five-star properties. Brands such as InterContinental, Premier Village, Novotel, Hyatt, Sheraton and Marriott—household names among the Arab elite—are ready and waiting.
It’s not just a matter of plump pillows and polished marble. These hotels understand the etiquette of excellence—private chefs, butlers, personalised itineraries, and, yes, private prayer rooms.
One hotel, the InterContinental Danang Sun Peninsula Resort, routinely lands on the wish lists of royalty and rock stars alike. Add to that Ba Na Hills’ iconic Golden Bridge and you’ve got an Instagrammable trifecta of culture, landscape and luxury.
Swing Into the Scene: Golf and Glamour
Dubai’s well-heeled are famously fond of fairways, and Da Nang’s golf offering is already being polished for global prime time. There are three international-standard golf courses here, but the crown jewel is Ba Na Hills Golf Club, designed by British golf legend Luke Donald and operated by IMG. It’s been crowned “Asia’s Best Golf Course” not once, not twice, but five times.
Expect even more perfectly manicured greens and after-swing spa options to keep the Emirates set thoroughly entertained.
The Halal Factor: Respect Meets Revenue
In a move as savvy as it is sensitive, Da Nang has embraced Halal tourism. The city now boasts nearly 30 eateries offering Halal-certified or Muslim-friendly menus. Highlights include the popular Halal Indrapura and Bharata Restaurant at Sun World Ba Na Hills—both of which carry official Halal certification.
This cultural tailoring is no accident. As Nguyen Vu Quynh Anh, Deputy CEO of Sun Group, explained: “It’s not just about luxury—it’s about hospitality with heart. Understanding a guest’s culture is what turns a stay into a memory.”
She’s not wrong. When your guests are accustomed to bespoke experiences in places like the Maldives, Istanbul or Kuala Lumpur, it’s the thoughtfulness, prayer spaces, Arabic-speaking staff, dates and nuts for breaking fast—that counts.
More Than Just Sun and Sand
While beach holidays will always appeal, Da Nang is positioning itself as more than just a sunny stopover. Sun World Ba Na Hills, Than Tai Mountain Hot Spring Park and Da Nang Downtown are all popular destinations that blend leisure with cultural immersion.
What’s more, the city’s Department of Culture, Sports and Tourism is actively courting more investment to upgrade its tourism infrastructure. Think premium cruise docks, luxury shopping precincts, and high-end wellness retreats designed with international tastes in mind.
A Route to Riches
“This isn’t just a tourism announcement,” said Truong Thi Hong Hanh, Director of the Da Nang Department of Culture, Sports and Tourism. “It’s a diplomatic handshake. It’s an invitation to invest, to collaborate, to connect.”
Indeed, the Dubai–Da Nang route isn’t just about shuttling passengers. It’s about building bridges—economic, cultural, and experiential. And it’s a welcome sign that Vietnam, already a favourite among savvy backpackers and culture seekers, is stepping confidently into the luxury league.
By Christine Nguyen
