From a traditional seafood product, ocean tuna is now expected to become a cultural and culinary highlight, contributing to renewal of local tourism offerings.

During recent holidays, Phu Yen Square in Tuy Hoa Ward drew large crowds of residents alongside visitors attending programme “Dak Lak Tuna - Essence of Golden Hook Fishing”. A standout feature was a live ocean tuna filleting performance on stage, offering tourists a fresh and memorable experience.

Ms. Nguyen Thu Thuy, a visitor from Hanoi, said it was her first opportunity to enjoy ocean tuna sashimi in Dak Lak. “I was genuinely surprised because the fish retained exceptional freshness. The sashimi slices, freshly filleted, had a natural sweetness, firm texture and a distinctive flavour”, she shared.

Culinary artisan Nguyen Manh Thuat of Tuy Hoa Ward performing an ocean tuna filleting demonstration during the programme “Ocean Tuna - Essence of Golden Hook Fishing”.

Beyond sashimi, diners were enjoyed various dishes combining ocean tuna with local spices, including tuna belly cooked with green basil and stir-fried diced tuna. Fusion of coastal flavours alongside culinary characteristics of Central Highlands created a distinctive gastronomic experience for visitors.

According to Mr. Nguyen Van Chung, a fisherman in Phu Yen Ward, golden hook fishing is an extremely demanding occupation, with fishermen spending months offshore while enduring rough seas before bringing ocean tuna back ashore. Once regarded solely as a traditional marine product, ocean tuna is now being incorporated into Dak Lak’s cultural, culinary as well as tourism promotion activities, enabling visitors to gain deeper insight into fishermen’s livelihoods and golden hook fishing traditions.

Mr. Le Van Hong, Director of Ba Hai Joint Stock Company in Hoa Hiep Industrial Park, said efforts to enhance tuna value extend beyond product consumption, aiming instead at building tourism experiences connected with stories of coastal livelihoods. “We aim not only to introduce products, but also showcase golden hook fishing traditions alongside fishermen’s offshore journeys. Through this, visitors can better appreciate value of ocean tuna as well as hard work of seafarers”, he noted.

Integrating ocean tuna into promotional programmes is considered a strategic direction towards diversifying local tourism offerings. According to Mr. Tran Hong Tien, Director of Department of Culture, Sports and Tourism, cuisine has become one of key factors in attracting, while retaining visitors amid evolving tourism trends.

Recent appearances of ocean tuna in tourism promotion activities reflect Dak Lak’s efforts to renew tourism products through combination of maritime culture with Central Highlands identity. However, for ocean tuna to truly become a signature tourism product, greater attention must be paid to quality control throughout transportation, preservation alongside processing stages. Beyond novelty, maintaining consistent product quality and visitor experience will determine long-term sustainability of this model.

Translated by HAI LOAN