Building tourism brands from local identity

In Lam Dong, farmers are moving strongly from the role of agricultural production to the central position in community tourism development. With a foundation of indigenous culture, love for their homeland and creativity in tourism, they are gradually building green journeys, in harmony between people, culture and nature.

Tourists experience cuisine at Pró hilltop with locals

When farmers are the subjects of tourism

In the modern tourism trend, where tourists seek values associated with nature and indigenous culture, Lam Dong has been affirming a distinct direction, placing farmers at the center of the tourism value chain.

Video: Tourists experience agricultural tourism models in Lam Dong.
Filming: DD Tour

In Lam Dong, local people have proactively transformed their living spaces into eco-friendly homestays, creating diverse destinations for experiences such as harvesting agricultural products, making artichoke tea, weaving brocade, making Churu pottery, or enjoying traditional cuisine. These activities not only increase people's income but also contribute to preserving and spreading the cultural identity of indigenous peoples.

Mr. Phan Van Nghiem, owner of a homestay on the top of Pro hill, Don Duong commune, shared: “In the past, my family only lived on farming, with an unstable income. Since switching to community tourism, we have not only improved our livelihood, but also taken pride in introducing local culture to domestic and foreign tourists.” Homestays like Mr. Nghiem’s are not only a place to stay but also a cultural bridge, bringing tourists closer to the costumes, cuisine and unique festivals of ethnic minorities.

At Churu pottery village, visitors not only visit but also immerse themselves in the unique indigenous cultural space. From kneading clay, shaping products, to listening to the story behind each pattern, every experience is directly guided by Churu ethnic artisans.

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I have traveled to many places, but this was the first time I made pottery with ethnic minority artisans. Kneading the clay, shaping it, and listening to the explanation of each pattern helped me gain a deeper understanding of a precious traditional craft. For me, this journey was not simply a trip to visit, but a real encounter with a vibrant, unique culture.

Ms. Tran Thi Minh Anh, a tourist from Hanoi, shared

The rustic yet sophisticated ceramic products, bearing the mark of Churu culture, are not only tourist souvenirs but also the crystallization of indigenous knowledge and the skillful hands of artisans.

Tourists are excited to learn how to make Churu pottery under the guidance of local people.

People of Don Duong commune guide tourists to harvest water chestnuts, one of the local specialties.

Not stopping there, activities such as enjoying bamboo rice, grilled meat, drinking rice wine, or exchanging gongs by the fire have turned local culture into the soul of the tourism product. More importantly, the people become storytellers, preservers and transmitters of their own cultural values.

Local visitors visit and learn about the life and customs of the Ma people in a traditional long house in Bao Lam 5 commune, Lam Dong.

Promoting natural advantages - Developing sustainable tourism

Not only in the ethnic minority areas, in the center of Da Lat, where nature has favored a temperate climate, favorable soil and land, agricultural tourism models associated with high technology are clearly promoting their strengths. Strawberry, mushroom and hydroponic vegetable farms not only serve production but also open to tourists to visit, pick fruit and prepare dishes right in the garden.

Activities such as “A day as a farmer” or organic farm tours have become typical tourism products of the highland region.

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Picking strawberries and listening to farmers talk about clean farming helped me understand more deeply the value of agriculture and land here.

Ms. Le Thi Hong Ngoc, a tourist from Da Nang, excitedly shared

Tourists experience strawberry picking at Puppy Farm, one of the famous farms
in Cam Ly ward - Da Lat.

In recent years, the farm-education model has become a strategic direction. Here, tourists, especially children, learn about sustainable farming, ecological circulation and environmental protection. This not only raises community awareness but also contributes to spreading the message that "travel is not only about enjoyment, but also about learning and sharing".

Tourists learn about the farming process and gain experience in traditional agricultural production.
(harvesting water chestnuts) from local people.

However, to effectively and sustainably exploit these models, strong support from the government and businesses is needed. Limitations in management skills, investment capital, and tourism infrastructure are still barriers that prevent many farmers from going further.

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Putting people at the center of tourism is not only a way to create authentic products, but also an effective method to preserve the environment and culture. This is the sustainable development direction that Lam Dong persistently pursues.

Mr. Nguyen Thanh Hoai, Deputy Director of the Department of Culture, Sports and Tourism of Lam Dong province

Lam Dong Department of Culture, Sports and Tourism cooperated with artisans to organize a traditional pottery training class in Quang Lap commune, helping people preserve and promote traditional crafts.

Close coordination between the State, Enterprises and people will be the foundation for a sustainable tourism ecosystem, where farmers are not left behind but are accompanied, trained and take control of the future.

Putting farmers at the center of community tourism development not only helps improve livelihoods but also raises awareness of preserving traditional culture and natural landscapes.
In Lam Dong, tourist farm models are becoming a bridge between people, culture and nature, contributing to building a tourism brand with a unique identity. And when farmers truly take control of the tourism journey, they not only preserve local identity but also spread the spirit of green, clean and sustainable living.

Source: https://baolamdong.vn/xay-dung-thuong-hieu-du-lich-tu-ban-sac-dia-phuong-386462.html