The recognition of Buon Ma Thuot City in Dak Lak Province has opened up new opportunities to showcase the rich cultural and culinary heritage of Viet Nam’s Central Highlands to the world.
According to the Dak Lak Department of Culture, Sports and Tourism, Buon Ma Thuot has recently been named by National Geographic (United States) as one of the world’s best culinary destinations in its “Best of the World 2026” list. The ranking is regarded as one of the most influential travel selections globally, reaching millions of readers worldwide.
More than just an agricultural product, coffee has become an integral part of life and culture in Buon Ma Thuot. Photo: Tran Tho.The recognition puts Buon Ma Thuot among the world's leading culinary destinations, drawing global attention to Viet Nam's rich coffee heritage and the distinctive food culture of the Central Highlands.
Located in the heart of Dak Lak Province, Buon Ma Thuot is widely regarded as Viet Nam’s coffee capital, producing around 30% of the country’s total coffee output and renowned for its high-quality Robusta beans. More than an agricultural commodity, coffee has become an integral part of local life and culture, deeply intertwined with the traditions of the E De, M’nong and other ethnic communities in the region.
Visitors to Buon Ma Thuot can enjoy a variety of coffee-related experiences, from touring plantations and learning about coffee production to taking part in traditional E De coffee rituals and exploring the city's thriving café scene. The city is also home to the World Coffee Museum, a unique institution dedicated to coffee history and culture and widely regarded as one of Southeast Asia's most distinctive museums of its kind.
International visitors attend the 9th Buon Ma Thuot Coffee Festival. Photo: Tran Tho.In addition, the geographical indication “Buon Ma Thuot Coffee” is currently protected in more than 30 countries and territories. This recognition reflects the quality, reputation and brand value of coffee produced from the unique natural conditions of the Central Highlands’ basaltic soil. Over the years, Dak Lak Province has consistently promoted tourism development alongside the preservation of indigenous cultural values, while advancing its vision to position Buon Ma Thuot as the “Coffee City of the World.”
According to the Dak Lak Department of Culture, Sports and Tourism, the recognition by National Geographic will further motivate the locality to enhance the quality of its tourism offerings, attract more domestic and international visitors, and help elevate the global profile of Vietnamese coffee.
“The recognition by National Geographic is a source of pride not only for Buon Ma Thuot and Dak Lak Province, but for Viet Nam as a whole,” said Nguyen Son Hung, Head of the Tourism Management Division under the Dak Lak Department of Culture, Sports and Tourism.