Gia Lai seeks to capture the hearts of travellers

According to Nguyen Trung Khanh, Chairman of the Viet Nam National Authority of Tourism (VNAT), National Tourism Year has, across its 20 editions, become a major national event. It plays a vital role in promoting tourism development in host localities, boosting both domestic and international arrivals, increasing revenue, and affirming the image of destinations at home and abroad.

Through a diverse programme of activities, the year-long event not only strengthens the local tourism brand but also stimulates socio-economic growth, creates livelihoods, enhances cultural exchange, and promotes Viet Nam’s land, people, and tourism potential to the wider world.

“Gia Lai was chosen to host National Tourism Year 2026 thanks to its rich natural and cultural resources. At the same time, it reflects the high expectations for sustainable tourism development in the locality,” Khanh noted.

Hosting National Tourism Year 2026 is both a great honour and a crucial opportunity for Gia Lai to affirm its position and showcase its tourism potential to visitors from near and far.
Chairman of the Viet Nam National Authority of Tourism Nguyen Trung Khanh

He emphasised: “Hosting National Tourism Year 2026, in the context of nationwide administrative restructuring, is both a great honour and a crucial opportunity for Gia Lai to affirm its position and showcase its tourism potential to visitors from near and far.”

Following its merger with Binh Dinh, the new Gia Lai Province boasts a multi-layered tourism resource system with strong regional connectivity, blending tradition and modernity. The theme “Mountains Embrace the Sea” reflects a development orientation rooted in culture and sustainability, offering visitors a seamless flow of experiences that encourage longer stays and greater spending.

Recognising the challenges of uniting two provinces with distinct cultural identities and lifestyles, Gia Lai’s authorities aim to unlock its diverse heritage — from gong cultural spaces and traditional martial arts to geological sites and unique marine ecosystems. This is also an opportunity to share the stories of Central Highlands communities and Gia Lai’s renewal efforts, ensuring authentic experiences for tourists.

Nguyen Thi Thanh Lich, Deputy Chairwoman of Gia Lai Provincial People’s Committee, stated that the locality seeks to develop in-depth tourism products centred on cultural narratives, creating distinctive offerings. “Gia Lai wants to spread the message of preserving and promoting cultural values, while protecting forest and marine resources. We approach these assets from a sustainable economic perspective, with tourism and cultural economy as the foundation,” she stated.

In addition, Gia Lai plans to expand agricultural tourism linked to its signature produce, forming a system of distinctive products and diversifying visitor experiences.

Coordinated efforts to boost tourism in key markets

Visit Viet Nam Year – Gia Lai 2026 will feature more than 240 tourism, cultural, and sporting activities organised by the VNAT, the Ministry of Culture, Sports and Tourism, Gia Lai Province, and other localities.

This coordinated involvement is expected to create strong momentum, increasing international arrivals to Gia Lai while giving a significant boost to Viet Nam’s tourism industry. Evidence shows that National Tourism Year has consistently helped raise visitor numbers, particularly from overseas, making a positive contribution to the sector’s overall growth.

Against the backdrop of global tourism recovery, Viet Nam is seen as a bright spot in the economic landscape. In 2026, the industry targets 25 million foreign arrivals and 150 million domestic visitors.

To achieve this, the Ministry of Culture, Sports and Tourism and the VNAT have announced a comprehensive programme to promote Viet Nam’s tourism in key markets.

The focus will be on nearby and traditional markets, as well as strategic partners with direct flights such as China, the Republic of Korea, Japan, and ASEAN countries. High-quality long-haul markets include Western and Northern Europe, and North America, while growth potential is seen in Australia, Russia, and Southern and Eastern Europe. Emerging large-scale markets such as the Middle East and India are also on the radar.

VNAT Chairman Nguyen Trung Khanh stressed that both domestic and international promotion activities are identified as key tasks requiring focused and effective implementation. Events within the framework of National Tourism Year – Gia Lai 2026 will serve as major highlights of the tourism calendar.

According to the schedule, VNAT will host 16 promotional activities abroad, alongside 21 events organised by localities and 39 by businesses and economic groups.

On the digital front, Hoang Quoc Hoa, Director of the Tourism Information Centre (TITC), noted that in addition to traditional promotional activities, VNAT has invested in building a digital ecosystem for tourism promotion. Platforms and applications have been developed to introduce products, provide convenience for tourists, and support tourism management and business.

VNAT has also strengthened cooperation with leading technology corporations and widely used platforms such as Google, YouTube, and major social networks, thereby enhancing the dissemination of tourism promotion and showcasing destinations — particularly those hosting National Tourism Year.