In 2025, Gia Lai is estimated to welcome 12.4 million visitors, an increase of 16.7% compared to 2024, of which international visitors reached about 125,000; domestic visitors reached 12,275,000, an increase of 16.7%. Tourism revenue reached 29,000 billion VND, recording a record level.
Sea and island tourism products, especially in Quy Nhon, have developed diversely including resorts, coral diving, ecotourism, coastal community tourism, entertainment combined with specialty shopping and culinary experiences...
Ecological and cultural - historical tourism types have been upgraded, with destinations such as Kon Ha Nung Plateau Biosphere Reserve, Chu Dang Ya Fire Mountain, Bien Ho and the Tay Son Thuong Dao historical relic complex. Many ethnic minority villages such as Stor Village, Mo Hra-Dap Village, and Kep Village have developed community tourism and rural tourism models, helping to diversify experiences for tourists.
From the beginning of 2025, the province introduced 7 new tourism products, including Vinh Son cherry blossom festival, Trang flower viewing day at Ta Ma stream, An Lao Trail running race "Lost in the clouds of thousands", An Nhon yellow apricot festival, Van Canh cultural - tourism programs, Ha Thanh river flower boat festival night and cultural - historical products of Hoai Nhon Nam ward...
Night economy still has a large gap
Despite possessing many advantages in forests - sea and cultural - historical values, Gia Lai still has many untapped potentials, especially the night economy.
In the coastal area, the number of visitors is stable and gradually increasing, a service system has been formed but lacks night experience. Meanwhile, urban areas and highlands still do not have night destinations attractive enough to retain tourists.
At night, Quy Nhon beach street is still "habited to sleep early". After 10 pm, most of the urban and tourist space becomes quiet, with only a few sparsely populated pubs, small bars, and limited services.
Quy Nhon does not have a large shopping center, general entertainment area, attractive night market or mass art activities; commercial pedestrian street has not been invested in methodically.
Many tourists reflect that the evening schedule only revolves around eating, strolling around the beach, drinking coffee or "sweet beer" and then ending early, unless it is the right time for the province to organize festivals or events.
Ms. Le Ngoc Diep - a tourist from Ho Chi Minh City - shared that her family often chooses Quy Nhon for long holidays. During the day, they swim, snorkel to see coral, go on the Ky Co - Eo Gio tour, enjoy cuisine... although tired, all experiences are worthwhile. But when night falls, the whole family just goes around the pedestrian streets, food streets, coastal cafes and then returns to the hotel because they "don't know what to do".
During the day, they don't have enough space to play, but at night they don't know where to go. There are no large shopping centers. Around the coastal town, there are restaurants and pubs close by, but there are no entertainment spots to find. The family's journey ended earlier than expected," Ms. Diep said.
Lack of attractive products, unique experiences
Although the number of visitors and revenue in 2025 reached a record level, the night economy picture in the province is still lifeless. Many visitors come but "go - play - return" quickly, spending mainly stops at eating, swimming and accommodation. Opportunities for tourists to spend on night activities are very limited.
Mr. Le Duy Lan - General Director of Life Tourism Management Co., Ltd., owner of East West Brewing Restaurant, Member of the Executive Committee of the Gia Lai Provincial Young Entrepreneurs Association - said that the key factor to attract customers at night is to have novel products and superior services.
Customer demand is diverse, so products must catch up with trends, rich experiential models to compete with international visitors. "Quy Nhon does not yet have night tourism types like Bui Vien Western Street (Ho Chi Minh City), Hoi An Old Quarter (in old Quang Nam, now Da Nang City) or Pattaya Beach Street (Thailand)... - models that have successfully retain and "shelved" tourists" - Mr. Lan said.
Mr. Lan said that, in addition to the lack of unique products, transportation is also a barrier in the development of the night economy in Gia Lai. After the merger, the province has 2 airports, Pleiku and Phu Cat, but there are no international routes, causing foreign tourists to fly many routes to come, reducing attractiveness and increasing competition with other localities.
The province needs to plan key areas to develop the night economy, build models combining economy - culture - history; exploit forest - sea advantages and historical stories to create a unique identity. At the same time, it needs large businesses, methodical models strong enough to retain tourists" - Mr. Lan proposed.
