After the administrative boundary merger, Dak Lak province possesses a “master key” capable of unlocking new experiential spaces.

Many advantages

Dak Lak province has currently possessed over 180 km of coastline connecting to the majestic plateau. In eastern region, unique landmarks such as Da Dia reef, Xuan Dai bay, O Loan lagoon alongside pristine beach systems; while in the West, the majestic and unspoiled natural beauty of Yok Don National Park, Chu Yang Sin National Park, Lak Lake, as well as the Dray Nur - Gia Long waterfall complex, etc. create a diverse tourism space for the province.

Moreover, the system of National Highways No. 14, 26, 27, 29, the North-South railway line passing through the province, the airport, alongside seaports have been being effectively utilized. In particular, the Buon Ma Thuot - Khanh Hoa expressway and the proposed Tuy Hoa - Buon Ma Thuot expressway are under consideration for investment, opening the possibility of forming inter-regional combined with intra-regional tourism product chains, building the Dak Lak tourism brand in the direction of “One destination - multiple experiences”.

Tourists taking souvenir photos at Da Dia Reef Tourist Area.

Under  new development strategy, provincial tourism industry identifies three main pillars to build brand identity. It is Central Highlands cultural identity, with the core being the Gong Culture Space, which has been honored by UNESCO; traditional festivals, community life of Ede, M’nong, Cham ethnic groups, etc., as well as their traditional craft villages. It also includes ecotourism and exploration associated with forests, waterfalls, lakes, and characteristic natural ecosystems. Alongside, it is coastal tourism - relaxation coupled with sports in the coastal area.

According to the Director of the Department of Culture, Sports and Tourism, Mr. Tran Hong Tien: Instead of forcing tourists choose between “mountain journeys” or “beach holidays” the new strategy seeks to enable tourists to fully experience both in the same journey.

Restructuring tourism products

The Resolution of the First Provincial Party Congress, term 2025-2030, set the goal: Total tourist arrivals to the province in 5 years will reach 43 million turns, with a revenue exceeding 97 trillion VND. For 2026 alone, the province aims to welcome 8 million tourists, bringing in approximately 16 trillion VND for the budget revenue.

The reality together with data from the beginning of 2026 up to now have proven the effectiveness of the strategy. In the Q1 of 2026, the entire province welcomed approximately 2.3 million tourist turns, generating revenue exceeding 4.1 trillion VND. During the Hung Kings Commemoration Day (from April 25th to 27th), Dak Lak province welcomed 123,500 tourist turns; total tourism revenue was estimated at over 180 billion VND, an increase of over 25% compared to the same period in 2025. Particularly, during the April 30th - May 1st holidays, the province was estimated to welcome roughly 350,000 turns of visitors; total tourism revenue reached around 347 billion VND, an increase of 31.93% compared to the same period in 2025.

Repositioning tourism brand goes far beyond changing the logo or promotional slogans, but a change in the product development mindset. The provincial tourism industry is transitioning from raw exploitation to professional services, from mass tourism to in-depth development. The goal is not only to increase the number of visitors but also to improve the experience quality, lengthening stays and boosting tourist spending.

According to Mr. Nguyen Van My, Chairman of the Board of Members of Lua Viet Tourism Company Limited, the new space offers significant opportunities for Dak Lak province to restructure its tourism products in a more diverse as well as distinctive direction. Numerous unique cultural values can be recreated into cultural and tourism products if they are properly exploited while respecting local identity; along with a harmonious combination of preserving original forms with demands of modern tourists, shifting the mindset from “display” to “experience”, from raw exploitation to sophisticated development.

Dak Lak’s journey of restructuring tourism products along with repositioning tourism brand is making steady and correct progress. However, to fully unlock its potential combined with advantages, Dak Lak province needs to implement many synchronized solutions with the joint efforts of the government, businesses, and people.

Translated by TRINH THUY