A family visit Ray Nha Si in Cu M’gar district (Photo: Huong Ly/VOV)

Tran Thi Thu Thuy, a visitor from Ninh Binh province, enjoyed the lush greenery of Aeroco Farm in Buon Ma Thuot city, where coffee trees were in full bloom with delicate white flowers. She learned about the sustainable coffee production process and gained a deeper appreciation for the dedication and craftsmanship behind every cup of coffee.

Thuy told VOV, “This is my first time experiencing organic coffee cultivation and processing. Touring the farm and the production areas, I’m surprised to see how strict and thorough the process is to produce high-quality coffee beans.”

Tourists often enjoy a visit to Ray Nha Si in Cu M’gar district. This destination blends eco-tourism with coffee culture experience. Visitors can take part in different stages of the "farm-to-cup" journey, such as handpicking ripe coffee cherries or trying their hand at processing, drying, and roasting the beans. A highlight of the visit is learning to brew coffee using various methods, from the traditional Vietnamese filter to modern techniques like pour-over and cold brew.

Visitors witness different stages of the "farm-to-cup" journey. (Photo: Huong Ly/VOV)
Shiono Tatsuya, a visitor from Japan, said, "I really enjoyed the hands-on coffee experience. It’s truly fascinating. Although I’ve tasted coffee in many places, witnessing the entire process from planting and harvesting to drying and brewing has given me a deeper appreciation for Vietnamese coffee. Vietnamese coffee has high quality and a special flavor. I’ll definitely return with my friends and family to learn more about Vietnamese coffee."

Coffee tours give visitors insights into Dak Lak’s different coffee varieties and their distinctions. Tourists can also learn about the art of roasting and grinding coffee and explore how flavor is affected by time and temperature. During the 9th Buon Ma Thuot Coffee Festival from March 10 to March 13, coffee farms expanded these activities to enhance the visitor experience.

Duong Nu Thien An, founder of Si Coffee, said, “At Si Farm, visitors can involve themselves in the various stages of coffee processing, from roasting coffee beans to mastering brewing techniques. They also get to enjoy the coffee they prepare themselves.”

Tourists prepare coffee. (Photo: Huong Ly/VOV)
Nguyen Thien Van, Vice Chairman of the Dak Lak provincial People’s Committee, said the model of travel combined with coffee culture experience helps Dak Lak tap its great tourism potential and boost the revenues of the coffee industry. Dak Lak is focused on sustainable coffee production and preserving the cultural identity of local communities. The province will continue investing in tourism infrastructure in major coffee-growing areas and connect businesses and farmers to create special tourism products.

“To develop experiential, ecological, and cultural tourism, we’ll do a number of things. We’ll help farm owners and investors diversify their services and attractions for visitors. This will allow tourists to fully experience the culture of Dak Lak’s coffee industry, from production and brewing to enjoying its distinctive flavors,” according to Van.

The integration of agriculture and tourism provides visitors with a unique experience and creates new opportunities for both sectors. Well-planned investment and development strategies can help promote the organic coffee farms and coffee tourism of Vietnam’s central highlands.