Hanoi, February 4, 2026 — The Europe Today: Việtnam National Tourism Year 2026 will feature a wide range of tourism, cultural and sporting events under the theme “Gia Lai – Mountains Embrace the Sea,” to be hosted in Gia Lai Province, according to officials.
The National Tourism Year is intended to go beyond a symbolic expansion of geographic space following recent administrative mergers in Gia Lai. The newly formed province emerged from the merger of central Bình Định and the former Gia Lai Province, covering an area of 21,576 square kilometres with a population of nearly 3.6 million.
“The National Tourism Year is one of the country’s largest annual events,” said Nguyễn Trùng Khánh, Director General of the Việtnam National Authority of Tourism, at a press conference in Hanoi earlier this week. He noted that the programme has played a significant role in strengthening the tourism brand of host localities, contributing to socio-economic development, creating jobs and livelihoods, enhancing cultural exchange and improving the capacity to host large-scale tourism activities.
Khánh said Gia Lai possesses all the necessary conditions to host the event, including ample development space, rich natural resources, a strong cultural identity and firm political commitment to tourism development.
Hosted in Gia Lai Province, the 2026 National Tourism Year aims to foster closer connections between the Central Highlands and coastal and island regions, as well as between majestic natural landscapes and diverse ethnic cultural identities. The approach reflects a new development orientation that balances conservation and heritage preservation with economic growth.
In 2026, Gia Lai Province will begin implementing the resolutions of the 14th National Party Congress and the first Gia Lai Province Party Congress, which identify tourism as one of the province’s five key pillars for economic growth.
“This marks a significant milestone, as the former Gia Lai Province and Bình Định Province are officially merged into the new Gia Lai Province, creating a uniquely intersecting region,” said Đỗ Thị Diệu Hạnh, Director of the Gia Lai Department of Culture, Sports and Tourism. “The province will fully capitalise on these strengths to drive sustainable and breakthrough development.”
According to the plan, the National Tourism Year 2026 will open in the first quarter with the Gia Lai – Welcome 2026 Countdown, along with a series of Gia Lai Tết (Lunar New Year) celebrations marking the Year of the Horse. The second quarter will feature the official opening ceremony and a range of activities aimed at promoting the destination’s image, strengthening connectivity, attracting investment and advancing tourism development.
From July to September, major events such as the VnExpress Marathon International 2026, the Golden Kite Awards of the Việt Nam Cinema Association, and the Summer Tourism Festival will be held to diversify tourism products and attract visitors during the peak travel season. From October to December, the International Central Highlands Gong Festival, Wild Sunflower Week – Chư Đăng Ya Volcano, and the closing ceremony are scheduled.
Gia Lai is home to some of the most representative cultural values of the Central Highlands and the south central coast. The Space of Gong Culture in the Central Highlands, recognised by UNESCO in 2005 as a Masterpiece of the Oral and Intangible Heritage of Humanity, along with folk festivals and traditional performing arts, forms a strong foundation for sustainable, identity-rich tourism development.
The province also boasts numerous outstanding natural and cultural landmarks, including the Rộc Tưng – Gò Đá Special National Relic Site, Kon Ka Kinh National Park—designated an ASEAN Heritage Park—Chư Đăng Ya volcano, Biển Hồ (Sea Lake), Chăm towers, and the International Centre for Interdisciplinary Science and Education.
In addition, Quy Nhơn Ward has been named by Lonely Planet among the world’s top 25 destinations for 2026 and awarded the title of ASEAN Clean Tourism City 2026, further highlighting the region’s growing appeal on the regional and global tourism map.
At the press conference, Khánh also announced Việt Nam’s tourism promotion and marketing programme for 2026. Building on strong growth in 2025, the tourism sector aims to welcome 25 million international visitors and 150 million domestic travellers in 2026.
“To achieve these targets, the sector will implement coordinated and comprehensive solutions,” Khánh said, adding that priorities include institutional improvements to strengthen the foundation for tourism development and enhancing the quality of tourism products and services to meet rising demand.
Việt Nam’s tourism promotion efforts will focus on key target markets, including nearby and traditional markets with direct air connectivity such as China, the Republic of Korea and Japan; high-value markets in western and northern Europe and North America; growth-potential markets such as Australia, Russia and southern and eastern Europe; as well as large, high-potential markets including the Middle East and India.
