The initiative, led by the Gia Lai Tourism Association in collaboration with local farms, seeks to transform the province’s vast coffee-growing areas into experiential tourism destinations. Visitors will be able to follow farmers through the full coffee production cycle, from harvesting ripe cherries to processing, roasting, and enjoying freshly brewed specialty coffee on-site.
Gia Lai, home to more than 100,000 hectares of coffee plantations, has long embedded coffee culture into daily life. However, despite its extensive raw material base, the province has yet to establish a distinctive coffee tourism product.
Recent survey trips conducted by the Tourism Association across major organic farms, including Tam Ba, Baka, and Ngon Avatar, have identified strong potential for experiential tourism. These farms offer large-scale cultivation, scenic landscapes, and infrastructure suitable for visitor activities.
Following the assessments, the Association has finalized a tour framework and is preparing promotional campaigns while encouraging travel companies to integrate the product into their offerings.
The “cafe farm” tour concept centers on the coffee plant’s lifecycle. Visitors can explore plantations through trekking or “forest bathing,” learn about sustainable and organic cultivation, and observe seasonal changes from white blossoms to red cherries.
During harvest periods, tourists can participate in picking coffee cherries and gain insights into processing techniques such as dry, wet, and honey methods. Each stage offers distinct sensory experiences, particularly the aroma of fermenting beans. The journey concludes with personalized coffee tasting prepared by professional baristas at the farm.
Nguyễn Phạm Kiên Trung, Vice Chairman of the Gia Lai Tourism Association, said the initiative targets both domestic and international visitors interested in cultural and eco-friendly travel. He added that the long-term goal is to reposition Pleiku from a short-stay destination into a longer-term stopover, enabling growth in related services such as cuisine, accommodation, and local products.
Industry participants view the model as a way to strengthen links between agriculture and tourism. Tour guide Vũ Đức Thuân noted that coffee farms are eager to participate, seeing opportunities to promote specialty coffee products and share the detailed journey from cultivation to cup.
Tour operators also emphasize the need for differentiation. Lê Long, a Pleiku-based guide, suggested integrating hands-on roasting and brewing activities alongside local cultural elements to distinguish Gia Lai’s offerings from those in neighboring provinces such as Đắk Lắk and Lâm Đồng.
From a business perspective, Trương Thị Phương Nga of Gia Lai Ecotourism Trading Co., Ltd. said the tours can be tailored to diverse visitor segments, from those seeking in-depth knowledge of coffee production to travelers drawn by the region’s seasonal coffee blossoms or interactive experiences.
If professionally developed, stakeholders say coffee farm tourism could position Gia Lai as a key destination for Central Highlands coffee culture while creating a broader tourism ecosystem linked to one of Vietnam’s most iconic agricultural products.
