In villages across Gia Lai province, rich traditions of the Bahnar and Jrai ethnic groups remain largely inaccessible to foreign visitors, not due to a lack of cultural value, but because few locals can interpret and convey these stories in English.
At a Jrai village near Lake Mnông in Ia Ly commune, visitors stroll through coffee gardens and past traditional stilt houses, guided by one of the rare English-speaking locals, Rơ Châm Phyic. As a member of the Ia Mơ Nông Community Tourism Management Board, she explains everyday details of village life, from local plants used in cooking to symbolic elements in grave houses.
Foreign tourists often ask unexpected questions, she said, recalling inquiries about fertility statues in Jrai grave houses. To respond effectively, Phyic has not only learned English but also deepened her cultural knowledge, presenting it in a relatable and accessible way.
Her role extends beyond guiding; she acts as a cultural bridge, helping visitors connect with traditions that might otherwise seem distant or obscure.
Despite rising visitor numbers, individuals like Phyic remain the exception. Many villagers with deep cultural knowledge, described as “living history books”, are unable to communicate directly with international guests due to language barriers.
At Mơ Hra - Đáp village, tour guide Đinh Y Nâu said he relied on translation apps to interact with foreign visitors during a day-long tour. While functional, the technology failed to capture the nuance and depth of Bana culture.
Similar challenges exist at Plei Ơp village in Pleiku city, where local guides can host large groups but lack sufficient English proficiency to engage international audiences meaningfully.
Rah Lan Thắng, a guide in the village, said that although tourism training programs have been implemented, language remains the primary obstacle. He called for more practical training, including the use of technology to support English communication for those without formal language education.
However, industry observers caution that technology alone cannot replace human storytelling. A representative of a Da Nang-based travel company noted that only local people can fully convey the layered meanings and lived experiences embedded in Central Highlands culture.
Local authorities acknowledge the issue. Vũ Hồng Trường, an official in Ia Ly commune, said community tourism requires a core group of professionally trained, language-capable individuals to meet the expectations of international visitors.
Currently, English-speaking support in villages remains limited and informal. Trường suggested that selecting and training one or two qualified individuals per village could significantly improve the quality of cultural exchange and visitor experience.
As tourism continues to expand, the ability to tell authentic stories across language barriers is emerging as a decisive factor in unlocking the full potential of Gia Lai’s cultural heritage.