Dak Lak builds “Land of Heritage” brand to boost tourism appeal
VOV.VN - Central Dak Lak province is stepping up efforts to develop its tourism brand “Dak Lak – Land of Heritage”, aiming to position itself as an attractive destination for both domestic and international visitors.
The initiative was highlighted at a tourism survey review conference held on April 3 in Tuy Hoa ward by the provincial Department of Culture, Sports and Tourism.
The survey, conducted from April 1 to 4, brought together travel firms, media representatives, tourism experts and key opinion leaders (KOLs) from Vietnam and abroad. Participants explored a range of destinations and tourism products tied to the province’s cultural, natural and heritage assets, while assessing service quality, infrastructure and tour development potential.
Experts noted that to fully tap its tourism potential, Dak Lak needs to further improve infrastructure, enhance service quality and develop distinctive tourism products with regional linkages. They also emphasised the importance of accelerating digital transformation in tourism promotion and management.
Several delegates suggested that the province should diversify its offerings, particularly by developing unique and night-time tourism products to extend visitors’ stays and increase spending. Strengthening promotion and tourism linkages both domestically and internationally was also seen as key to attracting more foreign visitors.
Following the merger with the coastal province of Phu Yen last year, Dak Lak now has favourable conditions to build integrated tourism products connecting the Central Highlands with coastal areas, according to the department. This is expected to help diversify visitor experiences and improve the destination’s competitiveness.
The province welcomed more than 7.3 million visitors in 2025, up over 31% year on year. In the first quarter of 2026, it recorded around 2.3 million tourist arrivals, generating over VND4.1 trillion (approximately US$165 million) in tourism revenue, maintaining strong growth momentum.
Le Phuc Long, deputy director of the provincial Department of Culture, Sports and Tourism, said the province aims to make tourism a key economic sector and gradually establish the “Dak Lak – Land of Heritage” brand as a compelling destination for visitors.
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