Lam Dong Unveils Summer Tourism Campaign to Drive Visitor Growth Through Major Events

A Vibrant Summer Events Calendar

Lam Dong's 2026 summer tourism campaign reflects the province's continued efforts to establish a distinctive destination brand following its administrative merger.

From the Central Highlands' scenic landscapes and cultural heritage to the attractions of the southeastern coastal region, the province is integrating its diverse tourism assets into a more comprehensive travel experience.

Authorities plan to organize a wide range of cultural, artistic, sporting and tourism activities designed to enrich community life while promoting the province's cultural identity.

The campaign also highlights Da Lat's status as a UNESCO Creative City of Music, introducing Lam Dong's rich cultural and artistic heritage to both domestic and international visitors.

A defining feature of this year's tourism stimulus program is its strong emphasis on local culture. Rather than focusing solely on entertainment, many activities transform traditional festivals, cultural heritage and artistic performances into authentic tourism products that tell the unique story of the region.

Among this summer's highlights is a series of major cultural and tourism events taking place across the province.

Featured programs include "100 Years of Nostalgia 2" at Nam Phuong Queen's Palace – Lam Dong Museum; weekly Street Music performances every Friday and Saturday evening; the 2026 Phan Thiet Whale Worship Festival; the 2026 Nghinh Ong Quan Thanh De Quan Festival; and the Vietnam Tourism, Shopping and Culinary Exchange Festival.

The celebrations will continue with Lam Dong Tourism Month 2026, featuring large-scale events such as the official reopening ceremony of Lien Khuong International Airport, the National Tourism Forum, the Flower–Vegetable–Fruit Festival, the Culinary Festival, the Hot Air Balloon Festival and Drone Show, the international "LamDong Night" Gala, and Lam Dong Culture and Tourism Promotion Days in Ho Chi Minh City.

Beyond providing diverse visitor experiences, the event series is expected to strengthen Lam Dong's tourism brand and generate additional travel demand throughout the remainder of the year.

By combining highland scenery, cultural heritage, festivals and coastal attractions into a unified tourism portfolio, the province is positioning itself as one of Vietnam's most diverse and competitive travel destinations.

Preparing for a Stronger Tourism Recovery

Lam Dong's tourism industry is also preparing for a new growth phase as Lien Khuong International Airport is scheduled to reopen in mid-August following a major upgrade.

Tourism officials view the airport's reopening as a significant catalyst for the local industry. Besides restoring air connectivity with major domestic and international markets, it is expected to enhance tourism promotion efforts and attract more visitors during the second half of the year.

Nghiem Dinh Hieu, Director of the Lam Dong Investment, Trade and Tourism Promotion Center, said the province is intensifying marketing campaigns in key source markets ahead of the airport's reopening.

According to Hieu, the center is strengthening cooperation with travel agencies, airlines and domestic as well as international partners to expand tourism markets and bring Lam Dong closer to a wider range of travelers.

At the same time, the province continues to encourage tourism businesses to develop promotional packages and discounted services while maintaining high-quality visitor experiences.

For tourism businesses, the reopening of Lien Khuong International Airport marks a long-awaited milestone after months of disruption.

Vo Anh Tuan, Acting Deputy Director of Vietravel Lam Dong Branch, said air transport plays a vital role in attracting long-haul domestic travelers and international visitors.

Although airport operations were temporarily suspended, the company continued promotional activities, maintained partnerships and developed new tourism products in preparation for the airport's return to service.

According to Tuan, renewed air connectivity will enable travel companies to organize tours more efficiently, expand into new markets, increase visitor arrivals and encourage longer stays.

With Lien Khuong International Airport set to reopen alongside an extensive calendar of cultural events and coordinated tourism promotion programs, Lam Dong expects to build stronger momentum for tourism recovery, attract more visitors and sustain growth through the remainder of 2026.