Not only appealing to visitors with majestic natural landscapes, Dak Lak is steadily asserting its position on tourism map through its distinctive cultural values.

With seven officially recognised community-based tourism villages, the locality is gradually forming an experience-driven tourism ecosystem rich in cultural identity.

A typical example is Tong Ju community-based tourism village, Ea Kao ward. Ms. H’Yam Bkrong, head of Tong Ju community tourism group, said that since 2026, the locality has welcomed numerous domestic and international visitor groups. Rather than conventional sightseeing tours, visitors come here to “live with local culture”. They spend time admiring longhouse architecture, learning about matriarchal system, as well as exploring symbolic details such as breast-shaped staircases alongside star motifs. Visitors can also directly participate in local production activities, tour coffee farms, learn manual coffee roasting and grinding, together with join cooking sessions featuring local cuisine. As a result, visitor arrivals to Tong Ju village have risen by approximately 15% compared to the same period last year, while average stay duration has also increased.

Dak Lak is gradually affirming its position on the tourism map through its distinctive cultural values. (Photo: Visitors showing keen interest in learning brocade weaving process of Ede people).

In the heart of Buon Ma Thuot urban area, Ako Dhong village, with more than 30 interconnected longhouses, creates a unique architectural space that is both familiar and deeply rooted in tradition. Its uniqueness lies in preserving nearly intact Ede cultural life amid urbanisation. Residents develop tourism services in a professional manner while maintaining traditional landscapes and lifestyles. The village’s appeal also stems from long-standing artefacts still present in daily life, including wine jars, Kpan benches, gong sets, as well as h’gor drums.

Unlocking potential from cultural identity

Practical experience from community tourism models in Tong Ju and Ako Dhong villages shows a clear shift in tourist preferences. Whereas visitors once prioritised scenic attractions, they now increasingly seek immersive cultural experiences. This is Dak Lak’s competitive advantage, as the province is home to the cultural richness of 45 ethnic groups living together. Its appeal lies not only in intangible cultural heritage such as Central Highlands gong and Bai Choi art, but also in everyday lifestyles alongside traditional customs. If properly harnessed, each cultural value can become a distinctive tourism product with a strong regional identity.

International tourists experiencing bamboo pole dancing while exploring indigenous culture in Dak Lak.

According to Mr. Nguyen Duc Phuc, Director of Bazan Xanh Trading and Travel Services Co., Ltd., Buon Ma Thuot ward, exploitation of this potential remains below expectations. Tourists to Dak Lak are fond of its climate, cuisine, as well as indigenous culture, but retaining them for longer stays requires well-developed, in-depth, together with distinctive tourism products.

Enhancing competitiveness, coordinated efforts are needed among enterprises, local communities, and authorities in developing specialised tourism products with unique characteristics. Enterprises play a role in organising tours, connecting markets, along with promoting destinations; local residents are custodians and transmitters of cultural values, while directly providing services along with creating authentic experiences; local authorities need to issue mechanisms alongside policies, invest in infrastructure, support training, as well as provide long-term development orientation.

Translated by KHUONG THAO