Lam Dong (VNA) - As the Lunar New Year (Tet) is approaching, a surge in cultural tourism is drawing foreigners to Vietnamese coastal hotspots in the early days of the 2026 travel season.
Deepening appreciation of Vietnamese Tet culture
For over a decade, The Cliff Resort & Residences in Mui Ne of Lam Dong province has turned its signature Chung Cake Festival into a staple draw for foreign tourists exploring the Phan Thiet–Mui Ne area and beyond.
A resort representative said this year's event scaled up considerably, pulling in more than 200 foreigners who took part in wrapping banh chung (square glutinous rice cakes) using “dong” leaves. They also tried on traditional long dresses, practiced calligraphy, shaped colourful “to he” toy figurines, and savored Tet dishes.
Nearby at Pandanus Resort in Mui Ne, the annual Tet lineup has built a loyal international following with its distinctive seaside take on the holiday. This year’s “Peaceful Spring – Tet Reunion” series kicked off with the “Spring Village Festival”, featuring cultural performances, folk games kike bamboo pole dancing, traditional betting games, “to he” crafting, New Year fortune telling, on-demand calligraphy, and tastings of classic Tet sweets.
The resort capped the festivities with a “Spring Gala Dinner” showcasing Tet specialties and live performances, running from the 24th day of the last lunar month through the sixth day of the first lunar month. These hands-on experiences delivered an immersive Vietnamese Tet vibe, turning vacations into more meaningful and lasting memories.
Many foreign guests return year after year or refer the spot to friends and family, amplifying Vietnam's appeal on the world stage.
Experiential tourism tied to local culture gains momentum
In Lam Dong province, tourism operators increasingly package products around direct participation in traditional practices. Beyond banh chung wrapping and spring festivals, visitors can tour the Binh Duc Cham pottery village, Phu Long rice paper-making village, coastal fishing communities, traditional markets, and local seafood spots, which extend stays and boost their spending.
Albert van der Westhuizen, General Manager of Pandanus Resort, said Tet-linked cultural products have emerged as a key magnet for foreign arrivals in the year's opening months.
Tim Grosse, Regional Director for Vietnam and Cambodia at Go Vacation Vietnam, said such activities enrich itineraries and make them more impressive. Still, he pointed out that many travellers discover them only after arrival. Therefore, he called for tighter collaboration among resorts, tourism management bodies, and local authorities on promotion, plus earlier outreach to travel operators since bookings often lock in six months ahead.
Grosse expects culture-focused experiential travel to dominate foreign demand in 2026. Beyond iconic landmarks, visitors increasingly pursue genuine connections to everyday customs, ways of life, and cuisine, opting for relaxed paces over packed schedules, with extras like market visits or cooking classes.
A survey of several lodging and tourism companies in Mui Ne showed that overall visitor volumes, both domestic and international, held firm during this year’s Tet, with a modest uptick from last year. Pre-bookings filled 70-85% of rooms at numerous properties, with full sellouts common during the high-demand stretch from February 16-19, corresponding to the 29th day of the last lunar month through the third day of the first lunar month of the new year.
The provincial Department of Culture, Sports and Tourism reported about 1.7 million total visitors in January 2026, a more than 23% jump year-on-year. Foreign arrivals climbed 41.6% to 170,000, with tourism revenue estimated at 4.94 trillion VND (190 million USD)./.
