Early signs of momentum are already visible, with tourism activity picking up in the coastal city of Quy Nhon and the highland city of Pleiku. Local businesses have begun upgrading facilities, launching new products and developing tour routes in anticipation of the Lunar New Year and a packed calendar of events linked to National Tourism Year 2026.
Gia Lai’s key strength lies in its diverse tourism ecosystem, which ranges from islands and lagoons to volcanoes, the Kon Ha Nung Plateau World Biosphere Reserve, Central Highlands gong culture, Champa heritage, Tay Son movement relics and scientific discovery sites. These assets allow tour operators to design interconnected itineraries that link the coast and the highlands, offering visitors a wide variety of experiences.
According to Dang Thi Ngoc Trang, Director of Trung Anh Trading–Services–Tourism Co., Ltd., the province’s integrated geography opens new opportunities for combined products. Tourists can explore Quy Nhon and Thi Nai Lagoon in the morning before travelling to Bien Ho in Pleiku or visiting Bahnar and Jrai cultural villages in the afternoon, she said, describing the seamless travel space as a competitive advantage for service providers.
Accommodation operators and tourist attractions are also shifting their focus towards experience-based offerings tied to local culture. Dinh Van Xin, Director of Huong Duong Tourism Services Co., Ltd., said travellers are increasingly seeking stories, cultural immersion and authentic local experiences alongside traditional services such as lodging and dining.
With National Tourism Year 2026 expected to draw large visitor numbers, businesses are investing in infrastructure upgrades and staff training, including foreign language skills, to better serve international guests. Vietravel Tourism Joint Stock Company’s Gia Lai branch is refreshing its products and strengthening regional linkages, notably through the “one route, two destinations: Quy Nhon – Pleiku” tour, alongside specialised itineraries for each destination.
Hoang Thi Thu Sen, Director of Vietravel Tourism JSC – Gia Lai Branch, said the company is aligning its offerings closely with the province’s event plans while targeting key domestic markets including Hanoi, Ho Chi Minh City, Can Tho and Da Nang to drive visitor flows.
The National Tourism Year 2026 is expected to feature more than 150 events, including: 21 events organized by the Ministry of Culture, Sports and Tourism; 34 coordinated events from other provinces and cities nationwide; and 100 events led by Gia Lai province.
Highlights include: the Central Highlands Gong Festival, the Wild Sunflower – Chu Dang Ya Week, F1H2O powerboat racing, the International Youth Football Festival, international music festivals, the Gia Lai Coffee Show, film festivals, and more, offering a wide range of unique choices for both domestic and international visitors.
Provincial authorities say preparations for National Tourism Year 2026 began early, with a focus on promotion, product standardisation and service quality. Nguyen Thi Kim Chung, Deputy Director of the Department of Culture, Sports and Tourism, said the initiative provides an opportunity to strengthen Gia Lai’s tourism brand in a sustainable and distinctive direction.
The year-long programme is expected to boost both domestic and international arrivals and reinforce Gia Lai’s position as a major tourism centre in the Central Highlands and south-central region, under the branding message “Gia Lai – Converging Identity, Spreading Green”.