Lam Dong Targets High-Quality International Visitors

Experience Quality as the Core Value

Lam Dong is one of Viet Nam’s leading hubs for high-tech agriculture, with strengths in vegetables, flowers, tea, coffee and temperate fruits. These advantages create ideal conditions for developing farm-to-table culinary experiences and fine dining concepts linked to local narratives—segments particularly appealing to international visitors with high spending power who value cultural depth and local lifestyles.

Despite year-on-year growth, international arrivals to Lam Dong in 2025 accounted for only about 6.2 percent of total visitors, equivalent to nearly 1.3 million arrivals. Notably, the proportion of long-stay, high-spending international tourists remains limited.

To better harness its potential and elevate local tourism, Lam Dong has implemented a series of coordinated, long-term measures. A key initiative is Plan No. 5444 issued by the Provincial People’s Committee to implement the Cultural Diplomacy Strategy through 2030. According to Mr Tran Thanh Hoai, Deputy Director of the Department of Foreign Affairs, the province is strengthening the integration of cultural diplomacy with political and economic diplomacy, positioning culture and tourism as strategic promotion channels.

Under this approach, Lam Dong actively works with the Ministry of Foreign Affairs, embassies and consulates to organize cultural, culinary and tourism promotion programs both domestically and abroad. The province also invites diplomatic missions, businesses and international media to conduct field surveys, while integrating destination promotion into major international events and festivals. Priority markets include Europe, Northeast Asia and North America—regions home to travelers with strong purchasing power and longer stays.

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Selective promotion that highlights cultural depth, identity and experience quality remains our consistent orientation.

Mr. Tran Thanh Hoai, Deputy Director of the Department of Foreign Affairs

Trust Built on Real Experiences

In contrast to mass tourism, high-end international travelers are less influenced by mainstream advertising or price competition. Instead, they rely on real experiences, destination credibility and recommendations from trusted sources.

Peter Shenfield, a 78-year-old visitor from Canada, said his trip to Lam Dong was inspired by his son, who works in Ho Chi Minh City and had previously traveled to Da Lat. He was impressed by the city’s pleasant climate, distinctive cultural atmosphere, slower pace of life and the warmth and hospitality of local residents.

From an operator’s perspective, Nguyen Duc Thanh from Nam Ban Lam Ha Commune, shared that his family-run business focuses on experiential tourism, including farm visits, harvesting and processing of agricultural products such as coffee and mulberries, combined with exploration of nearby destinations. “We avoid mass promotion and prioritize experience quality, targeting small groups with higher spending capacity. Most of our guests come through word-of-mouth recommendations,” Thanh said.

Human Resources as the Key to Retention

To maintain appeal among high-end international visitors, Thanh and his team continuously refresh their offerings and invest time in understanding local customs, especially the cultures of ethnic minority communities, to meet the growing demand for authentic exploration.

Tran Manh Thang, a 38-year-old tour guide with Overseas Adventure Travel (USA), who frequently accompanies North American groups, noted that these travelers are highly independent. Many guests aged 80 to 90 remain active and place strict requirements on nutrition and healthcare. Despite more than seven years of experience, Thang carefully studies each guest’s preferences and health conditions before every journey, adjusting itineraries and services to ensure safety, suitability and a fulfilling experience.

According to Mr. Tran Thanh Hoai, Lam Dong will focus on building a well-trained, professional tourism workforce capable of supporting high-quality, internationally integrated tourism. This includes officials and tourism personnel with strong foreign language skills, deep knowledge of Vietnamese and global cultures, and practical experience in organizing cultural events. Emphasis is placed on cross-cultural communication skills and the provision of premium services. Tourism workers are expected not only to “serve” but also to understand and convey the stories of Lam Dong’s culture, history, cuisine and agriculture—so that every guide, chef and hotel staff member becomes a “cultural ambassador.”

At the same time, the province is strengthening cooperation with training institutions, major tourism enterprises and international organizations to standardize professional skills, while encouraging artisans and local communities to participate in cultural transmission and knowledge sharing. The goal is to build a workforce that combines deep local understanding with strong international engagement capacity, capable of attracting and retaining high-quality visitors.

As these measures take effect, Lam Dong is expected to emerge as a must-visit destination for travelers seeking meaningful, in-depth experiences, while becoming a preferred choice for tour operators designing tailor-made, distinctive journeys. This will form a vital foundation for repositioning the province’s tourism brand toward sustainability, generating long-term economic value built on visitor satisfaction and trust.