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These are the "magnets" that attract customers.
In early June, the area around Xuan Huong Lake – the heart of Da Lat – buzzed with activity as 4,700 athletes participated in the Dalat Music Night Run 2026. According to the organizers, in its fifth edition, the event brought over 4,700 athletes and approximately 10,000 family and friends to Da Lat. In total, nearly 15,000 tourists visited the center of Da Lat for this sports and music event. Notably, this coincided with the upgrading and renovation of Lien Khuong Airport, meaning all visitors had to travel by road.
Most recently, at Lam Vien Square, the opening ceremony of the People's Police Military, Martial Arts, and Sports Games, regional qualifying round III, attracted a large number of locals and tourists. From the afternoon, crowds flocked to the square to find good viewing spots. Even before the opening ceremony, the stands were almost full. According to the Organizing Committee, more than 15,000 locals and tourists attended. “The four-hour wait was absolutely worth it. The weather in Da Lat was beautiful, and we got to watch spectacular performances. That's why we always try to arrange our time to attend most major events in Da Lat,” shared Mr. Ngo Manh Cuong, a tourist from Can Tho.
Previously, tourists came to Da Lat primarily to enjoy the fresh air, sightseeing, and relaxation. Now, many are willing to plan a trip just for a race, a festival, or a unique cultural and artistic program. Events are gradually becoming new tourism products, creating their own unique appeal. Among them, the Da Lat Flower Festival is the most typical example. According to the Department of Culture, Sports and Tourism, after 10 successful editions, the Flower Festival is not only a celebration of the flower industry but also a national cultural and tourism brand. Through artistic programs, floral displays, trade promotion activities, and the promotion of local products, the image of Da Lat - Lam Dong is becoming increasingly well-known.
According to statistics, the number of tourists visiting the Flower Festival has increased with each edition. While the 2022 festival attracted approximately 1.5 million visitors, this number reached around 2 million domestic and international visitors in 2024. The 11th Da Lat Flower Festival in 2026 aims for a further 20% increase, targeting around 2.4 million visitors.
Events not only attract tourists but also boost consumption, trade, and services. Each event, drawing tens of thousands of visitors, generates additional revenue for accommodation, food, transportation, and local experiential activities. Therefore, events are increasingly seen as a "magnet" attracting tourists and driving growth in the tourism industry.
Creating event destinations
Behind events that attract tens of thousands of people lies the increasingly systematic preparation by local authorities and relevant departments. In meetings related to the organization of major events in the province, Mr. Dinh Van Tuan, Vice Chairman of the Provincial People's Committee, frequently requests that departments, agencies, and localities prepare thoroughly, ensuring the quality of organization, security, safety, and other conditions to serve residents and tourists.
According to the Vice Chairman of the Provincial People's Committee, the effectiveness of an event is not only judged by the number of attendees but also by the quality of the visitors it attracts. For example, regarding singer Ha Anh Tuan's "The Rose" program held at Da Lat Stadium in January 2026, Mr. Dinh Van Tuan stated that this event attracted 15,000 visitors. The majority of these were from outside the province, with high spending power, high-end accommodation needs, and diverse service requirements. Such events not only create a positive media impact but also contribute directly to the local tourism and service industry.
Based on this reality, the province is committed to continuing to attract large-scale cultural, sports, and entertainment events with widespread impact. At the same time, it will create favorable conditions for businesses and organizations to bring quality programs to Da Lat. For events organized by businesses, the local authorities will play a supportive role, ensuring compliance with legal regulations. Besides controlling the content, relevant agencies will focus on supporting procedures, licensing, ensuring security and order, traffic safety, and other necessary conditions for the event's success.
A notable advantage of Da Lat today is its recognition by UNESCO as a Creative City in the field of music. This is not only an international title but also opens up opportunities for the locality to develop new cultural products, especially art programs, music festivals, and creative activities associated with tourism.
Lam Dong's goal is not only to successfully organize a number of major events, but also to gradually transform Da Lat into a year-round event destination. This will provide tourists with opportunities for cultural, sporting, musical, and entertainment experiences; and create more opportunities for businesses to invest and develop their products and services. With proper infrastructure preparation, suitable event spaces, and appropriate support mechanisms, this goal is gradually becoming a reality, contributing to the development of local tourism, culture, and economy.
Source: https://baolamdong.vn/da-lat-diem-hen-cua-nhung-su-kien-450378.html
