Abstract

This paper examines the role of modern festivals in place branding in Vietnam through selected case studies, including the Da Nang International Fireworks Festival, Hue Festival, Buon Ma Thuot Coffee Festival, and Hai Phong’s Red Flamboyant Flower Festival. The findings indicate that festivals not only enhance brand awareness but also create emotional experiences, amplify media visibility, and influence tourism behavior. Integrating festivals with local identity, signature products, and community participation is identified as a key factor in ensuring sustainable place branding.

Keywords: Cultural tourism, local identity, modern festivals, place branding, Vietnam