The Gia Lai Economic and Tourism Development Forum 2026, scheduled for March 27 at the Provincial Convention Center, is a key event within the opening week of the National Tourism Year 2026. It will focus on identifying strategic solutions to position tourism as a sustainable pillar of the local economy.
Early indicators suggest strong momentum. In the first two months of the year, Gia Lai received nearly 2.2 million visitors, up 14% year-on-year, including around 42,000 international arrivals, a 68% increase. During the nine-day Bính Ngọ Lunar New Year holiday alone, the province welcomed approximately 848,000 visitors, generating VND 900 billion (about USD 36 million) in revenue.
Tourism revenue in February was estimated at VND 2.46 trillion (about USD 98.4 million), up 18%. Cumulative revenue for January and February reached VND 4.721 trillion (about USD 188.8 million), marking a 17% increase and underscoring a robust recovery at the start of the year.
According to Đỗ Thị Diệu Hạnh, Director of the Department of Culture, Sports and Tourism, the growth reflects comprehensive preparations, including upgraded landscapes, new tourism products, diverse cultural activities, and improved service quality. Accommodation occupancy rates exceeded 90% during peak periods, while security and sanitation standards were maintained.
The province has also expanded international promotion efforts by participating in events such as the Travex Tourism Fair and the ASEAN Tourism Forum 2026, helping to enhance its visibility, diversify markets and strengthen cooperation. These engagements are also seen as opportunities to align with global trends and attract investment.
Gia Lai is widely regarded as having strong tourism potential, with its forests, waterfalls and lakes, along with a cool climate suited to eco- and resort tourism. The Central Highlands gong culture and the distinct identities of ethnic minority communities provide a foundation for cultural and community-based tourism.
The province’s geographic link between the highlands and the coast also offers opportunities for inter-regional tourism products. However, industry representatives say more needs to be done to build distinctive offerings.
“Gia Lai has a very special potential, combining both coastal and highland tourism,” said Hoàng Thị Thu Sen, Director of Vietravel’s Gia Lai Branch. “However, the province still lacks iconic tourism products. To compete, there needs to be substantial investment in distinctive products and improved service quality.”
Businesses have also proposed developing a nighttime economy, including walking streets, night markets and cultural spaces, to extend visitor stays and increase spending.
Nguyễn Hữu Đảo, Director of Khánh An Joint Stock Company, said the province should position its brand around green, eco-friendly tourism and local cultural identity as a sustainable development direction.
With strong early-year growth and diverse resources, officials say Gia Lai is well positioned for a breakthrough. The forum is expected not only to generate practical solutions but also to mark the start of a long-term strategy to establish tourism as a leading economic sector.
