The event, held at FLC Quy Nhon Beach & Golf Resort, was organized by the Gia Lai Provincial People’s Committee in coordination with the Vietnam Tourism Association.
The opening ceremony was attended by Hà Văn Siêu; Cao Thị Ngọc Lan; Phạm Anh Tuấn, Member of the Party Central Committee, Deputy Secretary of the Gia Lai Provincial Party Committee and Chairman of the provincial People’s Committee; and Nguyễn Thị Thanh Lịch, Vice Chairwoman of the provincial People’s Committee.
Representatives from tourism promotion organizations and businesses in Malaysia, the Philippines and South Korea joined tourism associations from provinces and cities across Vietnam, as well as domestic and international travel companies.
Opening the event, Cao Thị Ngọc Lan, Standing Vice President of the Vietnam Tourism Association, said competition among destinations increasingly depends on their ability to connect with markets, provide high-quality experiences and create distinctive value, rather than simply relying on tourism resources or infrastructure.
Vietnam’s tourism industry welcomed 21.5 million international visitors and served 135 million domestic tourists in 2025, which Lan described as a significant breakthrough for the sector.
In the first eight months of 2026, the industry has been working toward a target of 25 million international arrivals and 150 million domestic tourists.
The Vietnam Tourism Association has rolled out initiatives including FAM trips, thematic seminars, international market promotion activities, the VITA AWARDS 2026 and programs connecting Vietnamese and overseas businesses.
Gia Lai seeks long-term tourism growth
Gia Lai Provincial People’s Committee Chairman Phạm Anh Tuấn said the province has a distinctive advantage as a new tourism development space extending from the Quy Nhơn coast to the Central Highlands.
He said Gia Lai could offer visitors a wide range of experiences spanning the coast and highlands, culture and nature, as well as relaxation and adventure. The diversity reflects the theme “Gia Lai – Mountains embrace the blue sea” adopted for National Tourism Year 2026.
Tuấn stressed that National Tourism Year was not an end in itself. The province’s broader objective is to ensure that connections, tourism products and visitor flows established during 2026 continue to develop sustainably in subsequent years.
Travel businesses will play a central role in that effort because they turn tourism resources into marketable products and bring visitors to destinations, he said.
Gia Lai is therefore seeking cooperation from businesses not only to promote the province as a new destination but also to design new itineraries, reach new markets and develop tourism products.
The province pledged to continue improving its investment environment and infrastructure while strengthening tourism products and human resources. It also committed to supporting businesses in expanding markets and making long-term investments.
Call for tourism product innovation
Hà Văn Siêu, Deputy Director General of the Vietnam National Authority of Tourism, said destinations could no longer depend solely on their natural resources as tourists’ needs and behavior continue to change.
Abundant tourism resources alone would generate limited economic benefits if destinations offered monotonous products, few experiences, short visitor stays and low tourist spending, he said.
Siêu called on the Vietnam Tourism Association and tourism associations in localities to strengthen their role in connecting, mobilizing and supporting businesses. Travel companies, he said, should proactively research markets, develop new products and introduce them to consumers.
Local authorities should also create favorable conditions, connect available resources and work with businesses so that innovative ideas can be turned quickly into tourism products for the market.
Siêu said the approach of “Product Innovation – Value Enhancement – Destination Elevation” should be reflected in concrete tourism products, attractive itineraries and distinctive experiences that strengthen the competitiveness, brand and standing of Vietnam’s tourism industry.
The second Vietnam Travel Day in 2026 attracted the participation of around 150 international travel companies from countries such as South Korea, Japan, China, India, Russia, Thailand, Malaysia, and the Philippines; approximately 200 domestic travel businesses; and 200 tourism service providers, management agencies, and tourism associations from both Vietnam and abroad.
