B’Lao tea brand seen as key driver for experiential tourism
With sweeping tea hills, a long-established tea industry and a growing reputation in international markets, Bao Loc is increasingly viewed as a potential destination for tea-based experiential tourism built around the identity of the B’Lao tea brand.
Experts and local producers say the city possesses strong advantages to develop a distinctive tea tourism model that combines agriculture, culture and immersive visitor experiences
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Vietnam’s tea capital
Bao Loc has long been known for the B’Lao tea brand, with tea cultivation in the area dating back to the 1930s.
According to Lam Dong statistics, Bao Loc currently has between 7,000 and 7,200 hectares of tea plantations, producing around 65,000 tons of fresh tea leaves annually. More than 160 tea processing and manufacturing facilities operate across the city.
High-value tea varieties such as Kim Tuyen, Tu Quy and Bat Tien are gradually replacing traditional tea cultivars, creating new opportunities for product diversification and tourism development.
Nguyen Tien Dung, a resident of Ward 2 Bao Loc, said several tea producers have already introduced tourism activities including tea hill sightseeing, tea-making workshops, tea tasting experiences and tea product shopping.
Tea businesses such as Tam Chau, Phuoc Lac, Thien Thanh, Tri Viet, Phuong Nam, Thien Huong and Phu Sy are among the pioneers developing tea tourism models in Bao Loc.
Moving beyond traditional tourism models
Large tea fields, export-standard factories, spacious tea showrooms and professionally designed tea-tasting spaces have helped local tea enterprises achieve initial success in attracting visitors.
However, tourism trends are changing rapidly as travelers increasingly seek personalized and hands-on experiences rather than passive sightseeing.
Instead of simply observing tea production from a distance, visitors now want direct participation in tea-making activities — from harvesting fresh tea buds and roasting leaves to brewing and tasting tea themselves.
Nguyen Phuoc Hien, a researcher from Nguyen Tat Thanh University, said Bao Loc still lacks deeply developed tea culture narratives capable of creating stronger emotional connections with visitors.
He added that cooperation between tea producers and travel companies remains limited, while language barriers among tour guides continue to affect communication with international tourists.
Trinh Ba Hao, owner of a tea shop in Hanoi, said integrating historical and cultural values into the B’Lao tea tourism experience could become a major advantage for Bao Loc.
According to Hao, tourists want not only to enjoy tea but also to understand the stories behind the tea-making tradition, the local culture and the unique characteristics that distinguish B’Lao tea from tea produced in other tea-growing regions.
He also emphasized the importance of applying digital technologies to tea tourism destinations to make information and experiences more accessible to visitors.
Strong potential for tea tourism development
With its cool climate, scenic landscapes and nearly century-old tea industry, Bao Loc is considered well positioned to develop experiential tea tourism.
The B’Lao tea brand has already established recognition in several international markets, including Europe and West Asia, providing a strong foundation for expanding tourism linked to tea culture.
Experts say developing multi-sensory tea tourism experiences could not only strengthen the B’Lao tea brand but also increase the overall value chain of Bao Loc’s tea industry, reinforcing its status as one of the country’s leading tea centers.
