DalatTourist: Half a Century of Persistent Innovation and Driving Growth with Lam Dong Province’s Rise

Over fifty years ago, the Lam Dong Tourism Joint Stock Company, known as DalatTourist, already carried within it the mission of a pioneer – a company committed to opening new paths and lifting tourism in the Central Highlands to new heights when the first scenic spots of the Lam Vien Plateau first began making their mark on tourism maps. From its founding in 1976 through 2026, DalatTourist has journeyed steadfastly through the many ups and downs of regional development. In doing so, it has not only affirmed its position as a National Brand with remarkable growth figures but has become a leading force helping elevate local tourism to international recognition, built on a foundation that values both environmental sustainability and human experience.

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Innovative Thinking: The Engine of Breakthrough Growth in Local Tourism

For DalatTourist, innovation is not merely a buzzword. It is the guiding principle that keeps the brand of Da Lat vibrant and appealing to travelers from around the world. The company’s motto, “Nature is the foundation and people create value”, reflects a deep commitment to both ecological preservation and the enhancement of cultural and visitor experiences. Rather than only managing the existing attractions the region is known for, DalatTourist has consistently led the way in creating world-class tourism products that diversify the visitor experience and extend the appeal of Da Lat beyond traditional sightseeing. These investments have brought internationally competitive attractions and activities to life, encouraging longer stays, repeat visits, and higher satisfaction among global travelers.

Celebrating its 50th anniversary (February 20, 1976 – February 20, 2026), DalatTourist reflects on half a century of walking side by side with the growth of Lam Dong Province. During that time, the company has helped write the story of a tourism brand that is known for its integrity, ecological sensitivity, and human-centered values. One outstanding example of DalatTourist’s innovative initiatives is the Datanla Waterfall Tourist Area, where the company has developed an adventure complex that includes European-standard slides and zip lines set amid lush tropical terrain. In early 2026, the Datanla Pine Karts project was launched, a new attraction that not only expands adventure options for visitors but also underscores DalatTourist’s commitment to diversifying tourism offerings in Lam Dong. Such efforts have contributed to the company winning multiple awards, and its attractions consistently ranking in the Top 10% of Things to Do on TripAdvisor, a meaningful achievement that helps position Da Lat as a dynamic, modern, and professional destination on the global travel stage.

Nature is the foundation, and people create value.

Preserving and Continuing: Guarding the “Soul” of the Mountain City’s Heritage

Driving regional tourism development is not only about achieving impressive growth figures. For DalatTourist, it also means honoring the deep heritage and cultural identity that define the mountain city of Da Lat. The company has taken seriously its role in safeguarding iconic architectural landmarks and cultural treasures, ensuring they continue to enrich the urban landscape for national and international visitors alike. Among its most beloved preservation efforts is the careful stewardship of the Thuy Ta Restaurant, a historic hillside eatery overlooking Xuan Huong Lake that has stood as a symbol of Da Lat’s elegant charm for nearly fifty years. Through ongoing maintenance and thoughtful integration of contemporary services, this landmark continues to reflect the city’s refined spirit while serving as a living piece of its cultural story.

DalatTourist has also made notable strides in honoring the cultural traditions of the K’Ho ethnic community residing near the legendary Langbiang Mountain. Beyond traditional gong performances, the company has introduced inspired experiential offerings, such as cloud-hunting camping trips and swings that seemingly touch the clouds, creating ways for visitors, particularly younger travelers, to engage with indigenous culture that are both immersive and respectful. These experiences are crafted to be not only entertaining but deeply meaningful, bridging the gap between tradition and contemporary travel interests.

DalatTourist affirms its position by being honored with the 2024 National Brand title.

Community Commitment: Supporting a Sustainable and Prosperous Lam Dong

A company truly thrives only when the community around it grows and prospers. With this belief at its core, DalatTourist has consistently worked to foster opportunities for local employment and economic stability. Today, the company serves as a major employer in the region, particularly supporting workers from the local K’Ho community in areas such as Lac Duong District and around Langbiang Mountain. By offering stable jobs rooted in their homeland, DalatTourist helps ensure that residents can build secure, meaningful livelihoods close to their roots. This spirit of social responsibility extends well beyond economic opportunity. DalatTourist engages in community projects designed to foster environmental stewardship, cultural preservation, and shared prosperity. For example, the Langbiang Trail Race, an event that goes beyond competitive running, carries a mission to raise funds for reforestation efforts that aim to bring vibrant cherry blossoms back to the peak of Langbiang Mountain. Such efforts reinforce the region’s natural beauty while encouraging public participation in ecological protection.

In another initiative focusing on children’s welfare, DalatTourist partnered with Miss H’Hen Nie, a respected national figure and advocate for community causes, to celebrate the Mid-Autumn Festival with children in remote areas of Lac Duong. This program delivered moments of joy, support, and hope to young people who face educational and social challenges, demonstrating the company’s compassion and sensitivity to local needs. Even in the sphere of gastronomy, DalatTourist’s influence supports sustainability and local agriculture. At the Léguda Vegetable Buffet Restaurant, the emphasis on “Green – Clean – Healthy” values creates a bridge between consumers and the region’s vegetable growers. By showcasing fresh farm produce to diners, the restaurant highlights the importance of clean food systems and contributes to expanding a sustainable agricultural supply chain that benefits farmers and food lovers alike.

Mr. Y Thanh Ha Nie Kdam, Secretary of the Lam Dong Provincial Party Committee (center), poses for a photo with DalatTourist staff at the exhibition “80 Years of the Journey of Independence, Freedom, and Happiness.”

Looking Forward: A New Era of Growth and Responsibility

Reflecting on five decades of accomplishments (1976–2026), DalatTourist is proud to be recognized as a standout enterprise within Lam Dong Province. Its participation in the 2025 National Exhibition commemorating 80 years of Independence, Freedom, and Happiness marks a milestone that ties the company’s trajectory to the greater historical narrative of national development.

Moving into the future, with its status as a National Brand, DalatTourist has reaffirmed its commitment to continue partnering with Lam Dong to elevate the region’s appeal and significance on the global stage. The company aims to write the next chapters of its story by deepening its dedication to sustainable, humane, and nature-centered tourism, strengthening its role as a beloved and innovative tourism brand in the hearts of travelers worldwide.

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