The Space of Gong Culture in the Central Highlands is recognised by UNESCO in 2005 as a Masterpiece of the Oral and Intangible Heritage of Humanity (Photo: VNA)

Of these, 18 events will be led by the Ministry of Culture, Sports and Tourism (MoCST), 109 hosted by Gia Lai province, and 117 contributed as supporting activities by other provinces and cities. The closing ceremony is planned for late December in Pleiku ward, the MoCST and Gia Lai provincial People's Committee announced at a joint press conference on February 2.

A wide range of activities, including festivals, cultural and sporting events, promotional campaigns, market linkages, investment promotion; community-based, creative, and experiential activities, will be structured around quarterly themes to maintain momentum and broad appeal.

The first quarter, under the banner “Gia Lai – A New Day,” will feature the official launch of the National Tourism Year and New Year festivities. The second quarter peaks with “Gia Lai – A Fascinating Destination” highlighting prime-season attractions. The third quarter focuses on experiential offerings tied to the land of traditional martial arts, while the fourth wraps up with vibrant cultural festivals steeped in Central Highlands identity, delivering a powerful close and solidifying Gia Lai's tourism brand.

In his address, Chairman of the Vietnam National Authority of Tourism (VNAT) Nguyen Trung Khanh said the annual National Tourism Year, co-hosted by the MoCST and localities, has affirmed its status as a national-scale event, contributing not only to elevating the host locality’s tourism brand but also driving socio-economic development, generating local livelihoods, fostering cultural exchange, and improving the capacity for mega tourism events.

Director of the provincial Department of Culture, Sports and Tourism Do Thi Dieu Hanh noted that with an area of over 21,500 sq.km, the second largest nationwide, and a population of about 3.5 million, Gia Lai holds a strategic geographical position as a gateway linking the South Central region and the Central Highlands. Its expansive development space and diverse transport network, including road, air, sea routes, and an international border gate, support trade, regional connectivity, and tourism expansion.

Gia Lai boasts exceptional cultural assets of global and national significance, from Bai Choi folk art and Central Highlands gong culture to Binh Dinh martial arts, classical boi opera, the Roc Tung – Go Da relic site, Kon Ka Kinh National Park, volcanic landscapes, and ancient Cham tower complexes. Quy Nhon, in particular, earned recognition as one of Lonely Planet's Top 25 Destinations in the World for 2026 and claimed the ASEAN Clean Tourist City Award for the same year.

Later that afternoon, the MoCST and VNAT unveiled Vietnam's 2026 international tourism promotion and marketing strategy for priority markets.

Riding strong momentum from 2025, the sector aims for 25 million foreign arrivals and 150 million domestic visitors in 2026.

Efforts will target nearby and traditional markets with direct flights, such as China, the Republic of Korea, Japan, and ASEAN, alongside high-value long-haul segments in Western and Northern Europe and North America; emerging opportunities in Australia, Russia, Southern and Eastern Europe; and high-potential volumes from the Middle East and India. Promotion will span leisure, MICE, cultural, eco-tourism, and experiential segments.

On the occasion, Vietnam Airlines rolled out promotional offers, updated policies, and plans for new direct routes to key destinations, serving as a critical gateway to draw more foreigners to Vietnam.