Leaving behind a stable government job, Mnong ethnic man Y Xim Ndu (born 1992) from Dak Lak returned to his village to build a community-based tourism model alongside his beloved "elephant companions."
A decision against the tide
After graduating from the Academy of Public Administration in Ho Chi Minh City, Y Xim held a coveted civil service job at the commune-level People's Committee. Yet in 2018, he made a surprising decision - he resigned.
His choice was met with disapproval from family and disbelief from friends. But Y Xim was firm in his resolve to return home and pioneer a community-based tourism (CBT) model that centered on elephants and Mnong culture.
Y Xim Ndu and his elephant companion on an eco-tourism journey.
His childhood was steeped in the sounds of gongs, jungle nights with his father, and slumber beside elephants. As he grew up, he became pained by the sight of elephants forced to haul timber or carry tourists, and by the exodus of young people leaving the village.
He traveled extensively - from Lao Cai to Lam Dong and even to Cambodia - to study CBT models and high-tech agriculture.
By late 2020, after gathering sufficient knowledge and experience, Y Xim launched his own CBT venture back in his village. The model included homestays, farming experiences, forest treks, stream bathing, and deep dives into Mnong cuisine and culture.
His story opened up not just new livelihoods for locals but proved that indigenous culture can be a path to sustainable development. Visitors don’t just sleep in traditional longhouses or savor local dishes - they also observe elephants and listen to village elders tell stories of the sacred bond between the Mnong people and the forest elephants.
Initially, the elephant-related activities were modest - mostly viewing from a distance due to limited resources.
From vision to reality: elephants in natural habitat
Visitors and locals gather around the jar of traditional ruou can, enjoying the rustic flavors of the mountains and forests.
In early 2024, thanks to funding from Animals Asia Foundation (AAF) and under the direct supervision of the Lak Lake Historical, Cultural, and Environmental Management Board, Y Xim’s eco-tourism model with elephants officially launched.
He was one of the first to join, guiding tourists through Chu Yang Sin National Park to observe elephants in their natural environment.
At this site, there are no elephant rides or circus-style shows. Instead, guests can feed elephants, walk with them through the forest, listen to epics told by elders over jars of traditional rice wine (ruou can), and immerse themselves in the vibrant gong music and communal fireside storytelling.
What draws visitors most is the raw authenticity - sharing meals of grilled stream fish, wild bamboo shoots, sticky rice wrapped in leaves, and sleeping in creaking longhouses. Many even join the villagers on the upland fields.
“Tourists don’t come here just for entertainment or to take pretty pictures,” Y Xim said. “They come to learn about Mnong culture.”
Elephants saved, a future secured
A day with elephants and herds on the grasslands - a peaceful rhythm of village life.Gong festival night by the longhouse – music, firelight, and stories that connect the community with visitors.
A turning point came when the reality show Haha Family filmed in Dak Lak. Amid the vibrant scenes of celebrities in the Central Highlands, the mood shifted when Y Xim recounted his decision to give up his civil service job to protect elephants and preserve village life.
The broadcast triggered a wave of interest. Just days after airing, the village welcomed new waves of tourists. Local youth were excited to train as tour guides, proudly introducing their elephants and displaying clean local produce for sale.
What was once doubt has turned into support. Even his family - once disheartened by his resignation - now takes pride in his work. His mother now actively participates, proudly sharing stories of Mnong life with every visiting group.
A warm, shared meal with friends and visitors.Artists participate in the traditional ritual of erecting a Neu tree to pray for a bountiful season.
Dak Lak is now home to only 36 domestic elephants, a dramatic decline from over 500 in the 1980s. With extinction looming, the provincial government is offering incentives - up to VND 400 million (around USD 16,300) to elephant owners if their animals become pregnant and give birth, a rare and hopeful effort to preserve this iconic species.
In this context, Y Xim’s journey is more than a personal choice - it is a powerful answer to a national challenge: protecting elephants, preserving culture, and creating a sustainable livelihood.
Tourism is fast becoming a key growth driver for Dak Lak. In 2023, the province welcomed over 1.16 million visitors, generating VND 925 billion (around USD 37.7 million). In Q1 2025 alone, tourist numbers exceeded 700,000 with revenues over VND 600 billion (approx. USD 24.5 million).
The province targets 1.5 million visitors and USD 51 million in tourism revenue this year. In this growth, pioneering models like Y Xim’s eco-community tourism with cultural depth are central.
Through these efforts, Dak Lak is not only protecting its forest elephants but also building a sustainable, nature-friendly tourism economy rooted in preserving the identity of the Central Highlands.
Vietnamnet.vn
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