Leveraging KOLs to Boost Tourism Growth

A Magnet for Tourists

In videos shared on Facebook, Nguyen Anh Tuoi presents himself as a modest local fisherman, engaging in daily tasks like casting nets, diving, squid fishing according to the tides and seasons, and cooking simple meals with freshly caught fish and shrimp. He also highlights local attractions from a genuine and heartfelt viewpoint. Consequently, Binh Thanh fishing village in Lien Huong Commune has slowly received increased attention, paving the way for the development of community-based tourism.

Without intricate filming methods or ornate descriptions, Mr. Tuoi’s genuine nature, unique coastal dialect, and warm smile have brought significant attention to the small fishing village adjacent to the Seven-Colored Stone Beach in Lien Huong Commune.

According to Tuoi, a few years ago he started to share photos of the sea, fresh seafood, and the daily lives of fishermen on social media. As he gained more skills in digital technology, he began creating short videos that showcase the lifestyle of the fishing village, coastal culture, the Nam Hai Whale Temple, and the Seven-Colored Stone Beach, allowing him to share the charm of his homeland with a larger audience.

In earlier times, the promotion of travel destinations was primarily the responsibility of government organizations or travel agencies. Nowadays, with smartphones readily available, any young individual can serve as a tourism ambassador for their local area.

Among the vast array of entertainment content on social platforms, everyday photographs offer a distinct attraction. A growing number of young travelers are now flocking to Binh Thanh fishing village to experience its tranquil way of life, witness the sunrise, swim in the sea, wander through the village, buy seafood, and even assist local fishermen with pulling in their nets.

Beyond Mr. Tuoi’s efforts, numerous young people are also promoting tourism via social media, which assists in generating income for local communities. Consequently, homestay operators, fishermen, transport services, and local guides have found new revenue streams. This method is particularly significant for remote, coastal, and lesser-known regions that boast abundant natural beauty and unique cultural heritage.

Driving Visitor Growth

In recent years, provinces that emphasize tourism, like Da Nang and Khanh Hoa, have hosted yearly events that include KOLs, travel bloggers, and TikTok influencers. By utilizing the appeal of these content creators alongside the benefits of social media, the outcomes have been very successful. Importantly, the expense of hiring KOLs tends to be much more affordable compared to conventional marketing initiatives.

Recently, the Provincial Investment, Trade and Tourism Promotion Center hosted a farm trip program aimed at exploring, connecting, and promoting tourism routes and destinations as part of its campaign for tourism promotion in 2026.

Alongside media agencies and travel companies both locally and from afar, the event also attracted KOLs, travel bloggers, and TikTok creators dedicated to tourism.

Nguyen Duong Phuc from Suoi Kiet Commune, who took part in the survey trip, remarked that with the rapid growth of social media platforms, promoting tourism through KOLs yields exceptional outcomes due to its extensive reach, particularly among younger travelers. During the trip, he gathered invaluable experiences that will aid him in working with local authorities to enhance the promotion of coastal and agricultural tourism, making these destinations more relatable and accessible to visitors.

In reality, many resorts and tourism establishments across the province are shifting from traditional advertising methods to partnerships with KOLs and travel bloggers to promote destinations. According to tourism businesses, alongside improving products and services, promotional activities play a crucial role. Consequently, utilizing the influence of digital content creators has become a growing trend and has produced positive outcomes in attracting visitors.

Along with the extensive reach of social media, the tourism sector needs to guide promotional content toward authenticity, civility, respect for local culture, and the promotion of sustainable tourism. In this regard, young people and KOLs are increasingly serving as bridges that bring local culture, people, and destinations closer to both domestic and international visitors.