By 
[Kanagawa, September 2026] —
Gia Lai province is executing a strategic shift in its international tourism outreach, moving away from generic destination marketing to a highly targeted approach for the Japanese market. During a series of engagements in Kanagawa in September 2026, provincial officials coordinated with Japanese charter operators and travel agents to establish a pipeline of high-spending visitors. This initiative coincides with a broader plan to enhance international accessibility via Phu Cat Airport and the celebration of National Tourism Year 2026.
Shift Toward Market-Specific Tourism Strategies
The current campaign in Japan represents a fundamental change in how Gia Lai presents itself to the world. Rather than utilizing a one-size-fits-all promotional kit, the province is now designing specific experiences tailored to the preferences of distinct traveler demographics.
This strategy was prominently displayed at the Vietnam Festa in Kanagawa 2026, hosted in Yokohama. According to the Vietnamese Embassy in Japan, the event commenced on 12 September and drew thousands of attendees despite inclement weather. Gia Lai joined Da Nang as a primary Vietnamese destination showcasing its regional offerings.
Reports from the Vietnam National Authority of Tourism indicate that the province utilized this platform to introduce its cultural assets and the National Tourism Year 2026 program to Japanese residents and industry partners. The objective is to move beyond mere visibility and create tangible, packageable products that tour operators can sell directly to Japanese consumers.
Five Core Experiences Designed for Japanese Travelers
To capture the interest of the Japanese market, Gia Lai has developed five specialized tourism categories. These products leverage the province's diverse geography, which allows for a combination of coastal and highland experiences.
The five identified categories are:
- Premium Coastal Retreats: High-quality resort holidays focused on the shoreline.
- Cultural and Community Immersion: Experiences centered on heritage and local indigenous populations.
- Eco-Tourism and Nature: Green experiences utilizing the province's natural resources.
- Agro-Tourism: A focus on agricultural landscapes specifically integrated with coffee culture.
- Sports and Luxury: Golfing packages combined with high-end resort stays.
By integrating the beaches of Quy Nhon with the rugged landscapes and indigenous cultures of the highlands, Gia Lai aims to create unique, multi-destination itineraries. This approach allows Japanese operators to bundle coastal relaxation with highland adventure, increasing the average length of stay per visitor.
Strategic Importance of the Japanese Market
The engagement in Kanagawa signals a desire for direct B2B relationships with the Japanese travel trade. By meeting with tourism organizations and businesses, the provincial delegation promoted local crafts, specialty coffee, and the dual identity of the province's coast and mountains.
This push is integrated into the National Tourism Year – Gia Lai 2026. Unlike traditional festivals that peak in a single month, this program spans the entire year. It is designed to distribute tourist traffic across different seasons, highlighting the Quy Nhon summer peak, the region's martial arts heritage, and the traditional gong culture of the Central Highlands.
Analyzing International Growth and Revenue Data
While Gia Lai possesses a robust domestic tourism economy, the province is now prioritizing the expansion of its international segment to ensure long-term sustainability.
Official data reveals that in 2025, the province hosted 12.4 million visitors, representing a 17.6% increase over 2024. International arrivals for that year totaled 125,000, a 9.5% rise, contributing to a total tourism revenue of VND29 trillion.
| Tourism Indicator | Official Figure |
|---|---|
| Total visitors in 2025 | 12.4 million |
| 2025 visitor growth | 17.6% |
| International visitors in 2025 | 125,000 |
| International visitor growth | 9.5% |
| Tourism revenue in 2025 | VND29 trillion |
| 2030 visitor target | 18.5 million |
| 2030 international target | 1.1 million |
The momentum continued into 2026. The Gia Lai Department of Culture, Sports and Tourism reported that the first five months of the year saw nearly seven million visitors, a 16.5% increase. Revenue for this period reached approximately VND15.2 trillion, up 19%. Most notably, international arrivals during these five months exceeded 112,000, marking a massive 80% year-on-year increase.
Infrastructure Upgrades at Phu Cat Airport
To support these ambitious growth targets, the province is focusing on reducing travel friction. Phu Cat Airport, which serves the Quy Nhon region, is currently the center of a major infrastructure overhaul.
In April, the Civil Aviation Authority of Vietnam confirmed that procedures were underway for the construction of a second runway and associated support infrastructure. This project includes the publication of updated international aeronautical information to facilitate smoother global operations.
Reports from March indicated that the government sought to accelerate the timeline, with construction targets set for June, followed immediately by essential calibration work. The expansion of Phu Cat Airport is viewed as the primary logistical catalyst for the success of National Tourism Year 2026.
Proposed Financial Incentives for Charter Flights
To further entice international carriers, Gia Lai is drafting a commercial incentive policy specifically for non-scheduled international flights landing at Phu Cat.
According to a government draft published on 10 August, the proposed subsidies would be available to international travel businesses that meet strict criteria. To qualify, operators must organize itineraries where tourists stay in Gia Lai for a minimum of three nights and utilize local services. Additionally, the operator must maintain a frequency of at least 20 flights over three consecutive months.
Under these terms, qualifying businesses could receive VND200 million per eligible charter flight. Furthermore, the draft proposes a 50% discount on admission fees for charter passengers at key landmarks, including the Twin Towers, Banh It Tower, and the ExploraScience Quy Nhon center.
Why This Matters: The Impact on the Traveler
For the international traveler, Gia Lai’s transition from general promotion to "experience-based" tourism means a shift toward higher-quality, curated trips. Rather than visiting isolated landmarks, visitors will likely see the emergence of "Coast-to-Highland" packages that blend luxury beach resorts with authentic coffee plantation tours and indigenous cultural visits.
From a logistical standpoint, the expansion of Phu Cat Airport and the introduction of charter subsidies are designed to eliminate the "last-mile" struggle. For the Japanese traveler—who typically values efficiency and high service standards—the increase in direct charter options and improved runway capacity means fewer connections and shorter transit times.
Ultimately, this strategy transforms Gia Lai from a secondary destination into a primary hub. By incentivizing charter flights and diversifying the product list, the province is not just seeking more tourists, but specifically targeting a higher-spending demographic that will contribute more significantly to the local economy through longer stays and diversified spending.
