Tourists explore Kỳ Anh Tunnels, Đà Nẵng City. — VNA/VNS Photo

GIA LAI — How to turn tourism potential into marketable products and connections forged at tourism forums into tours, tourism routes, air services and stable visitor flows were key issues discussed at the 2026 International Travel Forum, held in the south central province of Gia Lai on August 16.

The forum, organised by the Việt Nam Tourism Association in coordination with the provincial People’s Committee, was part of the second Việt Nam Travel Day.

Moving towards quality growth

Cao Thi Ngọc Lan, Standing Vice Chairwoman of the Việt Nam Tourism Association, said the tourism sector is entering a new development phase following a strong recovery.

She stressed that tourism growth should no longer be measured only by visitor numbers, but also by the quality of tourist flows, length of stay, spending, repeat visits, benefits for local communities and the long-term competitiveness of destinations.

Therefore, tourism promotion must shift from fragmented activities to targeted campaigns focusing on specific markets and products, distribution partners and measurable results, with the goal of generating bookings, tours and actual revenue.

Travel businesses serve as a bridge between markets and destinations, Lan said, noting that attractive tourism resources alone cannot ensure sustainable growth without suitable products and effective connectivity among airlines, accommodation providers, transport operators, attractions and other tourism services.

Việt Nam welcomed about 12.3 million international visitors in the first six months of 2026, up nearly 15 per cent year-on-year, with China and the Republic of Korea remaining the two largest source markets. However, experts noted that growth in visitor numbers should go hand in hand with improvements in spending, length of stay, satisfaction and environmental and cultural sustainability.

Nguyễn Thị Thanh Lịch, Vice Chairwoman of the Gia Lai provincial People’s Committee, said the province has a unique opportunity to develop a distinctive tourism structure connecting the blue sea of Quy Nhơn with the Central Highlands.

Gia Lai boasts coastal destinations such as Quy Nhơn, Kỳ Co and Eo Gió, as well as highland attractions including Biển Hồ, Chư Đăng Ya, Kon Ka Kinh and Kon Hà Nừng. Its cultural assets include the Space of Gong Culture in the Central Highlands, Bài Chòi folk art, traditional martial arts, and cultural identities of ethnic minority groups.

Lich stressed that the province’s strength lies in its ability to create integrated journeys combining the sea, highlands, nature, culture, relaxation and exploration. In the first seven months of 2026, Gia Lai welcomed 10.55 million visitors, including nearly 148,000 foreigners, generating almost VNĐ23 trillion (US$879.5 million) in tourism revenue.

Strengthening airline – tour operator – destination connectivity

Participants highlighted the need to strengthen coordination among airlines, travel businesses and destinations. Đặng Quốc Thắng, head of the Vietnam Airlines branch in Quy Nhơn, said Việt Nam received an estimated 4.4 million international visitors in July alone, up 11.5 per cent year-on-year, providing significant room for further growth amid intensifying regional competition. He said international air routes can only operate effectively when supported by attractive tourism products and coordinated services

Tourists enjoy the sunset at the Kiss Bridge in Phú Quốc special zone, An Giang province. — VNA/VNS Photo

At the event, experts called for more commercially viable inter-regional tours with clear itineraries, pricing, service policies and operating mechanisms.

Rather than competing directly with established tourism hubs, Gia Lai could position itself as a destination linking the coast and highlands, nature and culture, and relaxation and exploration.

The forum also discussed target markets for the next 12–24 months, visa and entry procedures, air connectivity, product quality, market data, digital transformation and regional linkages.

As Gia Lai is hosting Visit Việt Nam Year 2026, it hopes the programme will generate concrete outcomes, including new tours, tourism routes, tourism products, air services, promotional programmes and cooperation agreements, contributing to more stable international visitor flows. — VNA/VNS