Geopolitical instability in the Middle East has caused fuel prices to fluctuate and increase continuously, posing a difficult cost challenge for the Dak Lak tourism industry right at the onset of the peak season.

According to travel businesses in the province, the tourism market began to show signs of slowdown from the early Q2 of 2026. Preliminary estimates indicate that the number of tour bookings during this period decreased by about 30% compared to the same period last year. The core reason stems from the increase in fuel prices, which significantly increased transportation costs and tour prices.

A survey shows that airfares on key routes from Hanoi, Ho Chi Minh City to Buon Ma Thuot and Tuy Hoa have increased by an average of from 20% to 30%. In addition, the reduction in flight frequency as well as the temporary suspension of the Hai Phong - Buon Ma Thuot route have further hindered access to Dak Lak.

Foreign tourists taking souvenir photos with local people at Lac Giao Temple (Buon Ma Thuot ward)

Economic pressures have led tourists to tighten spending, prioritizing destinations closer to their home, shortening their stays, and cutting back on non-essential services. This situation puts travel agencies in the province in a dilemma: if they increase tour prices to cover operating costs, they will lose customers, but if they maintain old prices to stimulate demand, they face the risk of heavy losses.

Proactive adaptation

Faced with unfavorable fluctuations, tourism businesses in Dak Lak province are proactively implementing multiple solutions to maintain operations and stimulate the market. The current focus is on optimizing the value of the experience on each route. Instead of building itineraries with numerous destinations that waste fuel alongside time for tourists, travel agencies are strongly shifting towards “concise tours” with unique cultural depth.

Mr. Le Trong Nam, Director of Ban Me Travel Investment, Trade and Tourism Service Company Limited, shared: “The increase in fuel prices, leading to escalating transportation costs, are unavoidable. In response, we focus on short-term tourism products, intra-provincial tours, and experiential programs linked to local cultural identity within a nearby radius. Prioritizing products with reasonable costs not only helps businesses maintain a stable customer base but also aligns with the current tightening spending trends”.

Besides innovating tourism products, close linkages in the supply chain have also become a “key” for businesses to overcome difficulties. Travel companies have proactively negotiated with road transport units to share difficulties, while strengthening cooperation with accommodation establishments, restaurants, and tourism attractions to create attractive competitive all-inclusive packages.

While travel costs fluctuate, the prices of entrance fees, food, along with accommodation in Dak Lak province remain stable, which is a key factor in maintaining the locality’s attractiveness. Mr. Tran Minh Duc, a tourist from Ho Chi Minh City, commented: “Although airfares have increased, I found the service prices in Dak Lak to be very reasonable. If traveling in groups or choosing short tours, tourists can easily manage their budget while still having worthwhile experiences”.

Despite facing numerous challenges, Dak Lak province still affirms its position as a destination with rich potential together with a diverse tourism ecosystem. With effective use of existing advantages and flexible adaptation to market fluctuations, the local tourism industry can overcome this difficult period as well as achieve sustainable development.

Translated by TRINH THUY