Connecting the heritage of the vast forests and the open sea.

If tourism resources are considered a treasure, then Dak Lak, after the administrative boundary merger, possesses the "master key" to unlock new experiential spaces.

Many advantages

Dak Lak province currently boasts over 180 km of coastline connecting to the majestic plateau. In the east, unique attractions such as Ganh Da Dia, Xuan Dai Bay, O Loan Lagoon, and pristine beaches like Bai Xep and Bai Mon; while in the west, the majestic and unspoiled natural beauty of Yok Don National Park, Chu Yang Sin National Park, Lak Lake, and the Dray Nur - Gia Long waterfall complex… are becoming perfect pieces in the province's tourism landscape.

In addition, the system of National Highways 14, 26, 27, 29, the North-South railway line passing through the province, the airport, seaports, etc., are being effectively utilized to connect inter-regional and intra-regional areas. In particular, the Buon Ma Thuot - Khanh Hoa expressway and the proposed Tuy Hoa - Buon Ma Thuot expressway, once completed, will become strategic connecting axes. This will open up the possibility of forming inter-regional and intra-regional tourism product chains, building the Dak Lak tourism brand towards a "One destination - multiple experiences" approach.

In its new development strategy, the province's tourism industry has identified three main pillars for building brand identity. These are the cultural identity of the Central Highlands, with the Gong Culture Space, recognized by UNESCO, as its core; alongside this are traditional festivals, the community life of the Ede, M'nong, and Cham ethnic groups, and traditional craft villages.

It is ecotourism – exploration associated with forests, waterfalls, lakes, and unique natural ecosystems. Dak Lak is oriented towards developing green tourism, with friendly, humane, and sustainable tourism models.

It also includes beach tourism – resorts and sports in the coastal area. This is a promising "new dimension," creating a breakthrough for Dak Lak tourism after the merger, with the development of resort complexes and tourist areas, and the organization of marathon races gradually shaping Dak Lak as a dynamic destination rich in experiences.

According to Tran Hong Tien, Director of the Department of Culture, Sports and Tourism: The expansion of the geographical area has brought the province very special tourism resources. Instead of letting tourists choose between "going to the mountains" or "going to the sea," the new strategy aims to help tourists fully experience both in the same trip.

Tourists take souvenir photos at Ganh Da Dia Tourist Area.

Restructuring tourism products

The Resolution of the First Provincial Party Congress, for the 2025-2030 term, has set ambitious targets: a total of 43 million tourists visiting the province over the next five years, generating revenue exceeding 97,000 billion VND. For 2026 alone, the province aims to welcome 8 million tourists, bringing in approximately 16,000 billion VND in budget revenue.

The reality and data from the beginning of 2026 to the present have proven the effectiveness of this strategy: In the first quarter of 2026, the entire province welcomed approximately 2.3 million visitors, generating revenue of over 4,100 billion VND. During the Hung Kings' Commemoration Day (April 25-27), Dak Lak province welcomed 123,500 visitors for sightseeing and relaxation; total tourism revenue is estimated at over 180 billion VND, an increase of over 25% compared to the same period in 2025. Particularly, during the April 30 - May 1 holiday, with a series of attractive promotional activities, the entire province is estimated to welcome approximately 350,000 visitors; total tourism revenue is estimated at approximately 347 billion VND, an increase of 31.93% compared to the same period in 2025.

It can be said that repositioning a tourism brand is not just about changing the logo or promotional message, but about a shift in product development thinking. The province's tourism industry is moving from raw exploitation to professional services, from mass tourism to in-depth development. The goal is not just to increase the number of tourists, but to improve the quality of the experience, extend the length of stay, and increase tourist spending.

According to Mr. Nguyen Van My, Chairman of the Board of Members of Lua Viet Tourism Co., Ltd., the new space offers significant opportunities for Dak Lak to restructure its products in a more diverse and distinctive direction. Many unique cultural values, such as folk sculpture art, can be recreated into cultural and tourism products with added value if properly exploited and respecting local elements; along with a harmonious combination of preserving original forms while meeting the needs of modern tourists, shifting the mindset from "display" to "experience," from raw exploitation to sophisticated development. Commercialization is inevitable in development, but it needs to be carried out on a foundation of deep cultural understanding and professionalism, rather than pursuing short-term gains.

Mr. Y Nuel Niê (Akô Dhong village, Buon Ma Thuot ward) said: “Previously, we only thought about welcoming visitors to the village to watch the traditional dance, play gongs, enjoy the food, and then leave. But now, we are learning to provide more professional service, not just serving food, but also telling them stories about our ancestors, about how the Ede people protect the streams and forests, and preserve traditional cultural values.”

Dak Lak's journey of restructuring tourism products and repositioning its brand is progressing steadily and in the right direction. However, to fully unlock its potential and advantages, Dak Lak needs to implement many synchronized solutions with the joint efforts of the government, businesses, and people. This includes the government's support and creation of a transparent mechanism; the systematic and astute investment of the business community; and especially the leading role of the local people – those who directly breathe life into each tourism product and service through their lifestyle and cultural identity.

Lan Anh

Source: https://baodaklak.vn/kinh-te/202605/ket-noi-di-san-dai-ngan-va-bien-khoi-36358c5/