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Dak Lak Tourist Joint Stock Company is a Vietnam-based company primarily engaged in the hospitality, travel, and leisure services industry in the Central Highlands region of Vietnam. Founded in 1976 and headquartered in Buon Ma Thuot City, Dak Lak Province, the company operates across multiple commercial segments, providing a diverse portfolio of tourism and entertainment services. Its core products and services include hotel accommodation, lodging management, and conference hosting through properties including the Dam San Hotel and associated lodging facilities; domestic, inbound, and outbound tour operations specializing in cultural, ecological, and adventure travel programs across Dak Lak and adjacent provinces; restaurant, banquet, and catering services offering regional culinary specialties; eco-tourism site management and leisure attractions, most notably at the Ban Don Tourist Center and surrounding natural reserves; tourist transportation, passenger transit, and vehicle rental services; and retail merchandising of local handicrafts, agricultural goods, and Central Highlands coffee products. In recent developments, the company has undertaken strategic operational transitions, notably restructuring its eco-tourism activities toward ethical, elephant-friendly wildlife interaction and conservation models in collaboration with provincial sustainability initiatives, shifting away from conventional elephant riding. Furthermore, the company has focused on modernizing its hospitality assets, renovating accommodation and dining facilities, enhancing digital booking and distribution channels, and expanding collaborative partnerships with regional travel agencies to support tourism recovery and growth across the Central Highlands.