Changing travel information-seeking habits are driving Dak Lak's tourism industry to accelerate digital transformation (DX). Through digital platforms (DPs), a growing number of tourism businesses and destinations are effectively promoting the provincial image while engaging domestic as well as international visitors.

With only a smartphone connected to the Internet, travellers can easily plan itineraries, explore destinations, book accommodation, and discover suitable dining options. Responding to this trend, accommodation providers coupled with tourist attractions across Dak Lak have invested heavily in multi-channel digital marketing strategies, strengthening their online presence.

Beyond expanding visibility across DPs, numerous businesses are placing greater emphasis on high-quality content that distinguishes their brands. Rather than relying on conventional promotional messages, they are building young, tech-savvy teams capable of telling engaging stories about local culture, cuisine, agricultural experiences, alongside practical travel tips, creating stronger connections with potential visitors.

However, with fraudulent online accounts increasingly impersonating legitimate businesses to deceive travellers into paying deposits, building public trust has become a top priority. In order to safeguard customers' interests, many tourism operators have proactively publicised official hotline numbers, verified social media accounts, and adopted visual authentication measures, enabling visitors to identify legitimate communication channels with greater confidence.

Thanks to effective destination promotion, Nghinh Phong Tower in Tuy Hoa Ward becoming one of the provincial most popular attractions, drawing large numbers of visitors.

Professionalising tourism workforce

Amid rapid DX, Dak Lak's Department of Culture, Sports and Tourism has organised training programmes on digital communication along with tourism promotion via social media for tourism businesses, tour guides, alongside accommodation providers. The courses focus on digital content creation, AI applications, effective use of platforms such as TikTok and Facebook, as well as CapCut video-editing software, helping participants strengthen promotion of Dak Lak's cultural and tourism assets.

Mr. Tran Hong Tien, Director of the Department of Culture, Sports and Tourism, said the provincial tourism industry is steadily enhancing its profile thanks to distinctive cultural heritage alongside spectacular natural landscapes. To fully unlock this potential, he stressed that fundamentally modernising communication and promotional activities across DPs has become an essential priority.

Following this strategy, organisations including Dak Lak Museum, Trung Nguyen Coffee Tour and World Coffee Museum have refreshed their digital content strategies while strengthening engagement across online platforms, attracting thousands of likes, comments as well as shares every day. These interactive channels have also enabled authorities and tourism businesses to receive, process as well as respond promptly to feedback from residents and visitors, contributing to more effective governance while reinforcing public confidence in the provincial tourism sector.

Simultaneously, many innovative communication initiatives have emerged at grassroots level with support from local authorities. One notable example is the livestream programme "Tong Ju - Ea Kao villages Say Hi", organised by Ea Kao Ward People's Committee at Tong Bong Brocade Weaving Cooperative and broadcast live across DPs. Through livestream broadcasts, local artisans combined with residents not only showcased traditional brocade products but also introduced Ede culture, indigenous cuisine, together with community-based tourism developed by the ethnic community.

Mr. H'Yam Bkrong, Head of Tong Ju Village Community-Based Tourism Group in Ea Kao Ward, shared: "Promotion via social media has helped Tong Ju village gain wider recognition, creating novel opportunities for tourism development while preserving our traditional cultural identity".

DPs are increasingly serving as a vital bridge connecting Dak Lak's tourism image with domestic and international travellers. Beyond creating novel promotional opportunities for tourism businesses, they also empower local residents, cooperatives, alongside community-based tourism operators to actively showcase the provincial natural beauty, cultural heritage, together with distinctive travel experiences to a wider audience.

Translated by HAI LOAN