With the slogan "Let's Go Phu Yen!", the peak tourism season of 2025 promises a variety of exciting activities and tourism products, including beach resorts, eco-tourism, nature exploration, and visits to offshore islands. Moreover, a series of cultural, tourism, and sports events will be organized, along with the development of tour programs and promotional packages targeting both domestic and international visitors.

The chef preparing fresh tuna sashimi to serve diners

Phu Yen boasts strong potential for marine tourism, attracting investments from businesses to offer visitors unique experiences that connect the sea and forests. The province is also promoting eco-tourism, agricultural and community-based tourism, allowing travelers to immerse themselves in local cultural stories and savor signature culinary delights.

Enjoy a beachfront retreat with pristine, crystal-clear waters and premium services, or embark on an adventure to explore nature, conquer offshore islands, and immerse yourself in the culture of traditional fishing villages. Camp on lush green hills and experience the charm of Phu Yen, the land of "yellow flowers and green grass." With 189 km of coastline, the province offers A diverse range of beachfront tourism experiences, from budget-friendly options catering to backpackers to high-end luxury resorts.

Mr. Pham Tan Cuong, Director of Cuong Tour Dao Co., Ltd., shared that since the Lunar New Year, the company has revamped all its short tours, offering one-day and overnight experiences at Mai Nha Islet. These include island-hopping around Da Dia Reef, night squid fishing tours, and the unique experience of camping with a bonfire right on the island or staying at nearby homestays. During summer, the crystal-clear waters and naturally formed saltwater pools among the uniquely shaped rock formations make for an unforgettable experience for visitors.

Tourists who prefer to stay closer to Tuy Hoa City can opt for the "Robinson experience on Hòn Chùa Islet". “Here, visitors can enjoy a variety of activities such as stand-up paddleboarding (SUP), jet skiing, snorkeling to admire coral reefs, campfires, tent camping, and fresh seafood feasts - all at very affordable prices,” shared Mr. Hoang Chuong, a local tour operator.

Culinary tourism is a highlight of Tuy Hoa’s peak travel season, with fresh tuna specialties taking center stage. Many beachfront hotels, including Rosa Alba, Sala, Stelia Beach Resort, and Mandala Hotel & Spa Phu Yen (Apec), host live tuna filleting shows during high season. Guests can enjoy freshly prepared sashimi and a variety of tuna-based dishes made on the spot. For a more vibrant experience, Canary Night Market in Ward 7 (Tuy Hoa City) offers an exciting mix of live tuna demonstrations and DJ performances every week, catering to young travelers who love energetic nightlife. According to Mr. Luu Duc Hien, the restaurant owner, “During peak seasons in previous years, Canary held tuna filleting events every weekend, and tourists found the experience absolutely fascinating.

Rural tourism combined with exploring OCOP products, discovering traditional craft villages, and experiencing the authentic countryside lifestyle - from coastal fishing villages to artisanal communities in the lowlands and ethnic minority regions - is becoming an increasingly attractive offering for visitors. One standout experience is the “Local Stories - Journey to the Heritage of the An Cu Sedge Mat Weaving Village” tour, a collaboration between Stelia Beach Resort and the traditional An Cư sedge mat village in Tuy An District. This half-day tour (morning or afternoon) immerses guests in the harvesting of sedge in the fields, visiting the craft village and workshop, witnessing the intricate process of traditional mat weaving, and exploring exquisite handicrafts made from sedge - all while uncovering the rich cultural narratives behind this heritage trade. The tour also includes stops at historical and cultural landmarks such as the over-100-year-old Mang Lang Church, the Ancient Quang Duc Cultural Space, and concludes with an authentic Vietnamese meal at Stelia Beach Resort.

The traditional Phu Tan sedge mat weaving village, besides its main product of sedge mats, now offers more than 10 handcrafted items made from sedge as souvenirs for tourists.

This summer, Phu Yen tourism will also revive the railway experience tour: The Nha Trang - Tuy Hoa and Ho Chi Minh City - Tuy Hoa routes, operated by Vietravel, offering a journey filled with unforgettable memories.

The province is also launching a series of events to commemorate the 50^th anniversary of the Liberation of Phu Yen (April 1), the Phu Yen Cultural Heritage series (May), and a special program to promote the province’s unique culture, including a live tuna-cutting showcase, at the Hanoi Gift Festival and the Vietnam International Travel Mart (VITM) Hanoi. Notably, the 2025 summer tourism stimulus campaign, themed "Let’s Go Phu Yen", will feature exciting activities such as a check-in photo contest, beach festivals, a light festival, and a creativity festival. The campaign will also introduce comprehensive promotional packages covering airfare, 3-5 star hotels, dining, sightseeing, and entertainment.

In 2024, Phu Yen welcomed nearly 4.1 million visitors, generating 8 trillion VND in revenue. However, this remains below its full potential, with a modest proportion of international tourists and limited large-scale investments. Determined to enhance its competitiveness, Phu Yen is focusing on high-quality tourism initiatives, including upgrading Tuy Hoa Airport, launching international flight routes, and attracting foreign travel agencies and international visitors. The Department of Culture, Sports, and Tourism will also continue to host major events, such as the Asian Women's Beach Volleyball Championship and the Tourism Motor Festival, etc.

According to Mr Nguyen Le Vu, Deputy Director of the Department of Culture, Sports, and Tourism, Phu Yen will focus on key summer tourism offerings, including beach resorts, eco-tourism, nature exploration, island-hopping adventures, and MICE tourism to attract both domestic and international markets. For the domestic market, Phu Yen is targeting visitors from the Central Highlands, Ha Noi, Ho Chi Minh City, the Central Coast, Southeast, and Southwest regions, particularly workers from industrial zones in Dong Nai, Binh Duong, and Long An. For international markets, the province is looking to expand its reach to South Korea, Japan, Thailand, India, Russia, and European countries. The tourism sector aims to cater to a diverse range of travelers, from business and conference guests to solo travelers, young adventure seekers, families, and senior tourists looking for high-quality wellness retreats.

With strategic planning and a clear vision, Phu Yen is poised to become a premier destination on Vietnam’s tourism map and beyond. "Let's Go Phu Yen" is more than just an invitation - it’s a promise of an unforgettable experience in a serene and emotionally rich land.