Lam Dong Shifts Trade Promotion Focus from Publicity to Market Development
On September 8, the Investment, Trade and Tourism Promotion Center of Lam Dong Province, in coordination with the provincial Business Association, held a conference to discuss measures to strengthen trade promotion in 2026 and the following years in central Lam Dong.
The conference was attended by representatives from departments, sectors, localities, associations, industry associations, as well as numerous enterprises, cooperatives, and production and business establishments in the area.
Following the merger, Lam Dong possesses a vast economic space connecting agricultural production regions, processing industries, and urban tourism areas with coastal zones, seaports, logistics services, and export markets. This creates significant potential to reorganize supply chains, expand markets and strengthen the branding of Lam Dong products.
According to the provincial Investment, Trade and Tourism Promotion Center, in 2026, the center has been assigned by the Provincial People's Committee to lead or participate in 20 trade promotion programs and activities, excluding those under the 11th Da Lat Flower Festival and any additional tasks arising during the year.
By the end of August 2026, the center had completed 12 programs and activities, including organizing delegations to attend trade fairs, product displays and exhibitions, and business-matching events, as well as producing 16 video clips to promote products on digital platforms.
In the final four months of the year, the center plans to implement eight additional programs while coordinating various business-matching and product promotion activities both within and outside the province.
Notably, as part of the 11th Da Lat Flower Festival, the center has been assigned to take the lead in organizing the program "Street - Tea - Coffee - Wine, OCOP products and local specialties" and the Vegetable and Flower Fair, which will showcase and promote the brand "Dalat - Miraculous Crystallization from the Good Land." The events will run from December 24, 2026, to January 3, 2027.
At the conference, delegates focused on discussing difficulties in market expansion, production-consumption linkages, logistics, branding, e-commerce, and access to professional buyers.
Delegates also noted that central Lam Dong has particular strengths in vegetables, flowers, coffee, tea, silk, medicinal herbs, fruits, and OCOP products. However, production remains fragmented in some sectors, value-chain linkages are uneven, logistics costs remain high, and deep processing remains limited; many enterprises offer high-quality products but have limited capacity in communications, product design, sales channel management and market access.
In the coming period, Lam Dong also aims to prioritize new and promising markets, as well as markets where the province’s products have a competitive advantage. Regarding foreign trade promotion, the locality will focus on countries and regions with which Vietnam has signed free trade agreements, with particular attention to the halal market. Promotion activities in the digital environment will be stepped up through short videos, e-books, livestreams, and the digitization of enterprise and product data.
Speaking at the conference, Vo Thi Hoang Yen, Deputy Director of the provincial Investment, Trade and Tourism Promotion Center, called for trade promotion to move decisively beyond one-off events toward a more targeted approach based on sectors, value chains and priority markets, while further strengthening the Dalat - Lam Dong brand around quality, safety, environmental responsibility and sustainability.
The province will strengthen the central region’s role as a hub linking the raw material areas of western Lam Dong with the agricultural, fisheries, industrial and marine-economy products of eastern Lam Dong, helping develop province-wide supply chains and an integrated product ecosystem.
Vo Thi Hoang Yen, Deputy Director of the provincial Investment, Trade and Tourism Promotion Center
Lam Dong is also committed to serving as a trade connection hub, implementing trade promotion programs in a practical and flexible manner, connecting businesses with buyers that have specific purchasing needs, and providing support before, during and after each program to turn initial contacts into actual orders, contracts and long-term partnerships.