Speaking with reporters from Gia Lai Newspaper and Radio & Television, Hà Văn Siêu, Deputy Director General of the Vietnam National Authority of Tourism under the Ministry of Culture, Sports and Tourism, said the province's long-term success will depend on converting its cultural resources into sustainable tourism products rather than relying solely on short-term promotional events.
* In your opinion, what has National Tourism Year 2026 brought to Gia Lai so far?
- The most encouraging outcome is not simply higher visitor numbers or increased tourism revenue. More importantly, Gia Lai is gaining greater recognition on Vietnam's tourism map and drawing increased attention from travel companies, investors and the media.
National Tourism Year should not be viewed as a one-year series of events. It is an opportunity for Gia Lai to upgrade infrastructure, improve service quality, develop new tourism products and strengthen its destination brand for years to come.
I highly value the determination of the provincial leadership to position tourism as a key economic sector capable of driving growth across many industries.
When government agencies, businesses and local communities share the same vision for development, the impact of National Tourism Year 2026 will extend well beyond this year, creating momentum for continued growth through 2030 and beyond.
* What is the most important condition for Gia Lai to make the most of this opportunity?
- Leadership commitment is essential, but even more important is turning that commitment into tangible tourism products.
A tourism year can generate widespread publicity, but if visitors have no compelling reason to return after 2026, that momentum will quickly disappear. Every initiative launched today should contribute to building a strong, long-term destination brand.
* Many destinations promote both forests and beaches. What makes Gia Lai different?
- Having forests and a coastline alone is not enough. Gia Lai's true identity comes from its rare and interconnected cultural landscape, shaped by centuries of historical development.
The province is blessed with impressive natural scenery while also carrying the reputation of being a land of martial arts and literature, with cultural values that deserve international recognition.
… In my opinion, what defines Gia Lai’s identity is a rare, interconnected cultural space, where multiple layers of value have formed over hundreds of years.”
Dr. HÀ VĂN SIÊU
Gia Lai is home to heroic historical traditions, significant heritage sites and notable cultural figures. It also possesses remarkable characteristics in astronomy and geography.
Its cultural assets include the Central Highlands gong culture, the Champa heritage system, Bình Định traditional martial arts, the arts of bài chòi and hát bội, traditional craft villages, coastal festivals, and the cultural traditions of the Bahnar and Jrai communities.
The province also features a scientific urban space, particularly in astronomy and quantum physics, which has attracted many Nobel laureates. This represents another distinctive feature of the region.
All of these valuable resources exist within one connected geographical area positioned along the East-West corridor linking the Central Highlands with the coast.
Historically, this route facilitated trade and cultural exchange, creating a remarkable blend of cultural influences that few other destinations possess. I believe this is Gia Lai's true tourism "gold mine."
* So the province's greatest strength is not simply its natural scenery?
- Exactly. Beautiful beaches and forests can be found in many places. What encourages visitors to return is a destination with a distinctive identity and meaningful stories.
Gia Lai has many stories to tell, including those of Champa culture, the Tây Sơn peasant movement, the Central Highlands' gong culture, ancient rivers and ports, maritime traditions, craft villages, and the cultural exchanges between the highlands and the coast.
When these stories are presented through tourism experiences, performances and digital technology, they become far more valuable. Today's travelers are not only interested in sightseeing, they want to understand the places they visit.
* What should Gia Lai do to ensure visitors stay longer instead of simply checking in and leaving?
- That pattern is common because visitors naturally begin with the most accessible attractions. However, sustainable tourism requires offering richer experiences and compelling stories that encourage longer stays.
Gia Lai should accelerate the digitization of its tourism resources and cultural assets. Once culture and art are digitized, artificial intelligence can help present and interpret the province's stories in engaging ways that meet the interests of different groups of visitors.
Digitization and smart tourism are key to unlocking the value of the province's cultural and human resources. Tourism must now move into a stage of deeper development, with technology and the cultural industry serving as major drivers.
Ultimately, resources must be transformed into marketable tourism products, and that is the role of the cultural industry.
* What are your expectations for Gia Lai's future development?
- I believe Gia Lai has all the conditions needed for success.
Culture provides an abundant source of stories, from art and festivals to cuisine. The province should develop its cultural industry alongside cultural products, tourism services and event organization.
It is also important to create a vibrant tourism environment during both the day and the evening, with the night-time economy becoming a key area of development.
Night tourism should be expanded by using technology to transform traditional cultural stories into performances and immersive evening experiences. Technology does not replace culture, it helps bring culture closer to the public.
Technology and the cultural industry can create lasting emotional connections between visitors and the destination. When travelers leave not only with memories of visiting Gia Lai but also with experiences they want to share and revisit, that is the greatest measure of success for any tourism destination.
* Thank you very much!