With tourist arrivals continuing to grow, Dak Lak’s tourism sector is poised to make a new breakthrough.

According to a report by the Department of Culture, Sports and Tourism, the province is estimated to have welcomed more than 9 million visitors in the first 10 months of 2026, including 139,800 international arrivals, with tourism revenue totalling 17.807 trillion VND. In October alone, the province received approximately 697,000 visitors, generating 1.97 trillion VND in revenue.

Under the provincial operational scenario, the target is to welcome 1.66 million visitors in the fourth quarter of 2026, with estimated tourism revenue of 3.39 trillion VND. The full-year targets stand at around 10 million visitors and 19.227 trillion VND in tourism revenue. To achieve these targets, the tourism sector is focusing on drawing visitors from Ha Noi, Ho Chi Minh City, Khanh Hoa, Quy Nhon alongside other markets with convenient transport connections. Simultaneously, the sector is strengthening links with travel enterprises, accommodation establishments and tourist attractions.

Visitors at Mui Dien (Mui Dai Lanh) watching the first sunrise on mainland Viet Nam.

Comrade Nguyen Le Vu, Deputy Director of the Department of Culture, Sports and Tourism, said that a key measure to stimulate tourism demand in the final months of the year was to organise promotional activities in conjunction with events designed to attract visitors. These include Dak Lak Culture Week, scheduled for November 17 - 24, the Brocade Festival and Intangible Cultural Heritage Performance, scheduled for November 21 - 24, the provincial singing contest, while sporting events in December. This series of activities is expected to highlight local cultural identity, create a vibrant atmosphere and generate more opportunities to attract visitors. Visitors will also have the opportunity to explore the gong cultural space, enjoy local cuisine along with experience the cultural traditions of ethnic communities.

Diversifying products and expanding tourism experiences

While promotional campaigns and economic, cultural, sporting and tourism events can provide an immediate boost, the development of distinctive products and stronger links between tourism destinations are seen as long-term priorities for enhancing the sector’s competitiveness.

Under the provincial tourism development orientations for 2027, interconnected itineraries will be designed for different visitor groups, with specific schedules, prices, transport arrangements, stops and operating units. Well-designed itineraries will enable visitors to combine coastal excursions with local cultural experiences, coffee combined with the vast highland landscapes, helping to extend their stays and increase spending.

Visitors enjoying learning how to prepare coffee.

To breathe new life into products, the tourism sector will diversify its offerings alongside improve their quality, prioritising the development of a “Tourism Product Incubator” model. Priority products will include coffee tourism featuring 3-5 farms and experiential sites, together with 2-3 complete tour packages; as well as cultural and culinary experiences, fishing village experiences, maritime activities, sea fishing along with Phu Yen lobster culinary tourism.

According to the Department of Culture, Sports and Tourism, the sector also aims to upgrade and complete the tourism product “Journey to Mui Dai Lanh - Welcoming the First Sunrise of the Year” together with commercialise it as a distinctive and recognisable provincial tourism offering. It also plans to develop coffee, culinary combined with cultural spaces at night, giving visitors more options beyond daytime sightseeing.

To further develop the sector, PPC Vice Chairman, comrade Dao My, called for stronger cooperation with neighbouring localities, including Khanh Hoa and Gia Lai, to expand visitor markets as well as develop distinctive tourism products. He also stressed the need for coordinated planning of accommodation capacity, infrastructure and services to keep pace with rising visitor numbers. These efforts will lay the groundwork for sustainable tourism development alongside strengthen Dak Lak’s competitiveness.

Translated by KHUONG THAO