Night streets and experience tours to be launched soon
After the pilot step to avoid spreading investment, Gia Lai must select a night economy model that can create real value, retain tourists, increase accommodation time and open up more "life paths" for the service labor force.
The night economy does not open many points, opening all night is a "big win", but the core is the attraction that makes tourists willing to spend more without feeling "painful".
Ms. Do Thi Dieu Hanh - Director of the Department of Culture, Tourism and Sports of Gia Lai province - said that Gia Lai is currently about to implement a number of strategic models. Typical is the night food street associated with local specialties, where visitors can both enjoy dishes and experience the processing process and learn about the story of Central Highlands - coastal cuisine, combined with OCOP products.
Small-scale cultural and artistic space is organized by the province according to a fixed time frame, including gong performances, acoustic music, khan narration, brocade fashion shows... creating new habits for tourists.
The pedestrian street combines creative night markets, prioritizing handicrafts, local souvenirs, and experiencing handicraft making - a unique local feature instead of mass goods. Coffee space, community activities and night check-in take advantage of the cool climate, urban landscape and western plateau.
Specialized night experience tours such as Pleiku city tour at night, culinary - mountain town cafe experience; Quy Nhon coastal tourism at night combined with cuisine, sightseeing, enjoying traditional martial arts performances and arts such as Tuong, Bai Choi, or weekend science experience at the square are being implemented.
According to Ms. Nguyen Thi Thanh Lich - Vice Chairwoman of Gia Lai Provincial People's Committee, nighttime economic development is an important direction to effectively exploit tourism and service potential, promote socio-economic growth, increase accommodation time and tourist spending levels, in line with the general trend of the whole country.
For Gia Lai, this is an urgent requirement, contributing to creating unique tourism products, forming new destinations, improving competitiveness and promoting local advantages.
Agencies and localities must thoroughly grasp the mindset of open development, proactiveness, and not being afraid; development must go hand in hand with strict management, ensuring security and order, and preserving local cultural identity," Ms. Lich requested.
Opening up opportunities for vulnerable workers
According to tourism industry experience, if tourists stay for another half day (from 12 noon to 12 pm), they will spend more on nighttime services such as eating, shopping, entertainment and accommodation. Just keeping customers for another half day has brought significant revenue to restaurants, cafes, souvenir shops and support services.
When these strategic models hit customer demand, service cash flow begins to flow, job opportunities and income for workers also increase accordingly. The night economy brings weak labor groups, who are difficult to find jobs during the day, back to the labor market.
Sidewalk stalls, which used to only have a few plastic tables and mini gas stoves, now have reason to sell until late at night. Students and freelancers take advantage of working overtime in the evening shift. Taxi drivers, technology motorbike taxis, and electric cars also have overtime shifts... The night economy helps workers increase their income and stabilize their lives.
Truong Van Dung (born 2004, residing in former Kon Tum, now Quang Ngai) - a 4th year student at Quy Nhon University - shared: "During the day, I only have 2-3 hours of free time to drive, the rest have to worry about studying because I am about to graduate. At night, there are few customers, especially after 9-10 pm, so my income is precarious.
If there are more night service models, customers will be more numerous, car bookings will increase, and drivers' incomes will also be higher, helping me to cover living expenses, especially when I just graduated but have not found a job in the right industry.
The Director of the Department of Culture, Tourism and Sports of Gia Lai province said that in the short term, the night economy helps increase jobs and income for service workers, tourism, small traders, especially in coastal and urban areas.
In the long term, when operating models are stable, tourists stay longer, spending increases, creating more room for job development for young workers without major infrastructure investment. Workers will have the opportunity to increase income in the locality, gradually improving their lives.
As of 2025, Gia Lai has created 60,850 jobs, of which 17,350 are directly from tourism. The night economy, if operated effectively, will help increase revenue from services, open up job opportunities, and help many people have more choices to make a living right in their localities, instead of having to travel far away.
