Held under the theme “Gia Lai – A Fascinating Destination,” the festival is expected to showcase the province’s tourism potential through activities spanning both coastal and highland areas, while strengthening links between destinations and enhancing visitor experiences.
The opening ceremony will feature large-scale artistic performances combining music, lighting and cultural storytelling, offering visitors an introduction to the province’s distinctive identity as a destination where the highlands meet the sea.
A series of accompanying events is scheduled throughout the summer, including the Quy Nhon–Gia Lai Artistic Kite Festival, the Three-Region Culinary Festival combined with an exhibition of OCOP products and local specialties, a conference promoting cruise tourism products, and a range of amateur and professional sports competitions.
“The province and localities organizing multiple events simultaneously will enhance the visitor experience, extend their stay, and create opportunities for travel businesses to develop longer tour programmes,” said Phạm Hoàng Trực, Director of Gotour Travel Company in South Quy Nhon Ward.
Several localities across the province are contributing their own signature events to the tourism season. Hoai Nhon Ward will host its first Coconut and Sea Festival during the Đoan Ngọ Festival, highlighting coastal culture, local products and community activities. In East Quy Nhon Ward, the Hung Luong Lagoon Whale Worship Festival will continue efforts to preserve and promote the intangible cultural heritage of coastal communities.
The South Quy Nhon Ward is preparing a street carnival and culinary programme themed “Sea and Forest Journey – One Destination,” while traditional cultural activities will be featured through the Folk Bai Choi Card Game Festival in Quy Nhon Ward, the “Weekend Gong” programme, traditional martial arts, tuồng performances and bai choi shows at Dai Doan Ket Square in Pleiku Ward, as well as events at Dien Hong Food Street in Dien Hong Ward.
Nguyễn Đức Toàn, Chairman of the Quy Nhon Ward People’s Committee, said the locality had completed preparations for both the Artistic Kite Festival and the Three-Region Culinary Festival.
“Through these activities, we hope to create highlights for the summer tourism season, promote the locality’s image, stimulate tourism demand, and gradually develop distinctive tourism products for Quy Nhon,” he said.
Tourism businesses are also stepping up participation through promotional campaigns, discounted services and newly designed experiential tours tailored to summer travellers.
Nguyễn Phạm Kiên Trung, Vice Chairman of the Gia Lai Tourism Association, said member businesses had been encouraged to collaborate and develop products aligned with the province’s event programme.
“Everyone hopes that this summer’s tourism season will create a strong ripple effect, increase visitor numbers, expand regional linkages, and elevate Gia Lai’s tourism profile,” he said.
Visitors have highlighted the integration of local cultural heritage into tourism products as one of the province’s key attractions. Trần Thị Ngọc Mai, a visitor from Hanoi, said cultural experiences complemented the area’s natural landscapes.
“What impressed me most on my first trip to Quy Nhon was the unique cultural experiences alongside the natural scenery,” she said. “I enjoyed the atmosphere of the folk bai choi card game festival and the way cultural stories were woven into tourism activities. These were truly memorable experiences.”
According to provincial tourism authorities, the event series is designed not only to attract visitors during the summer season but also to support the development of a diverse tourism ecosystem linking localities, destinations and tourism products from the coast to the highlands.
Đỗ Thị Diệu Hạnh, Director of the Department of Culture, Sports and Tourism, said the province hoped visitors would gain a deeper understanding of Gia Lai through both cultural and tourism experiences.
“Through the 2026 Summer Tourism Festival and activities of the National Tourism Year – Gia Lai 2026, we hope visitors will not only attend events but also have the opportunity to experience journeys of discovery from the sea to the highlands, from traditional culture to modern tourism products,” she said.