Gia Lai tourism brand positioning

(GLO)- “We need to reposition the tourism brand of Gia Lai province. Because after the merger, many other provinces also have forests and seas. In the past, I was proud to be one of the first people to build the tour “From silver sea to green forest” but now I am really confused”.

That is one of the valid opinions of representatives of tourism units after a recent survey program in Gia Lai with the famtrip group of the Vietnam National Tourism Administration. The person who gave the above opinion is Ms. Phan Yen Ly - Deputy Director of Penguin Travel Service Joint Stock Company (Ho Chi Minh City).

Innovating communication, preserving identity

The famtrip group surveyed many tourist attractions in the western region of Gia Lai province. Appreciating the potential and advantages of Gia Lai tourism, Ms. Phan Yen Ly also emphasized the need to create unique tourism products to bring memorable experiences to visitors.

This is a matter of great concern in the context that many existing products of Gia Lai and some neighboring provinces such as Quang Ngai and Dak Lak are similar and lack distinction.

Representatives of Gia Lai Province Tourism Association and some members of the famtrip group at Kon Ka Kinh National Park. Photo: DVCC

One of the solutions that Ms. Ly suggested is to innovate communication and marketing stories by using attractive short videos; building interesting culinary stories that only exist in Gia Lai.

“For example, organize a contest so that every travel lover or professional traveler, tourism communicator can make short clips to participate in the contest. From there, the best quality clips will be retained for communication. It is necessary to carefully research the communication story in positioning the Gia Lai tourism brand, and at the same time guide that communication method to ethnic minorities so that they can participate in the implementation” - Ms. Ly suggested.

Ms. Hong Thu Mai - Head of Service and Product Supply Department of Saigontourist Travel Services Company Limited (Ho Chi Minh City) also expressed her impression after the survey on the potential of eco-tourism and identity tourism in Gia Lai province, especially community tourism models that bring direct benefits to local people.

Recalling a survey trip a few months ago in the Dong Gia Lai area, Ms. Mai said: “I found the plays, bai choi and traditional martial arts of Binh Dinh very good, very typical of the Central region. And now when coming to Tay Gia Lai, a land with a strong Central Highlands identity, we must immediately think of a new inter-line product after the merger.”

However, to create outstanding tourism products, Ms. Mai suggested that it is necessary to preserve cultural identity as a unique feature in the tourism strategy; at the same time, focus on improving service quality and improving destination infrastructure (toilets and some basic utilities) to ensure safety and convenience for tourists.

Need to improve the quality of human resources

Ms. Nguyen Thi Ngoc Anh - Head of Group Sales Department of Viet Global Tourism Joint Stock Company, Lecturer of Tourism Faculty, Hanoi University of Industry - proposed a number of solutions for sustainable tourism development. Accordingly, she emphasized the important role of training tourism human resources through policies to encourage ethnic minority children to study, then return to participate in local tourism development. She also proposed to combine non-governmental organizations and training institutions to directly go to the locality to train tourism skills for people.

Some members of the famtrip delegation also suggested that Gia Lai should pay attention to adding interactive experiential activities for tourists; build seasonal tourism products typical of the Central Highlands such as cloud hunting season, coffee flower blooming season, wild sunflower season, etc.; develop "green tourism" associated with livelihood development, etc.

Seasonal tourism is a feature that needs to be promoted in Gia Lai tourism. In the photo: Tourists enjoy the wild sunflower season at Chu Dang Ya volcano. Photo: Phuong Duyen

As the host, Mr. Nguyen Pham Kien Trung - Vice President of Gia Lai Province Tourism Association said that the contributions of famtrip members are very valuable. In particular, the need to build unique stories about Gia Lai tourism is a "golden suggestion" to create a difference and appeal.

However, Mr. Trung admitted that the big problem that exists is the serious shortage of professional tour guides who are able to tell stories and explain deeply about local culture and history. Training and improving the quality of human resources in tourism is something that needs to be given utmost attention.

On the “silver sea” side, it is noteworthy that Lonely Planet Travel Magazine (Australia) has just included Quy Nhon in the list of the world’s top 25 destinations in 2026. From there, according to Mr. Trung, we must take advantage of the brand values ​​we have to activate, use them as a spearhead to create resources, and then connect the sea and the forest.

“Gia Lai Province Tourism Association is planning to organize a number of thematic meetings with provincial leaders and leaders of the Department of Culture, Sports and Tourism to propose coordination solutions, especially in investing in tourism infrastructure to ensure it is suitable for the landscape and culture; and building a policy for training tourism human resources,” said Mr. Trung.

Source: https://baogialai.com.vn/dinh-vi-thuong-hieu-du-lich-gia-lai-post570674.html