As April draws to a close and golden shower trees bloom along the National highway 1, travelers from across the country are flocking to Tuy Hoa, Phu Yen - a coastal province that is coming alive with energy and promising an exciting bustling tourism season. From lively beaches to peaceful homestays and vibrant countryside markets, the friendly smiles and warm greetings of locals are everywhere to welcome tourists.

Nghinh Phong tower square is a must-visit destination for tourists when coming to Phu Yen

This year's Reunification Day and Labor Day holidays (April 30^th - May 1^st) span 5 days, offering the perfect opportunity for domestic getaway to relax and recharge. “Let’s come to Phu Yen” is the slogan, an invitation for travelers near and far to visit the land of blue seas, white sands, and golden sunshine - a peaceful, pristine paradise in the film “Once upon a love story”.

“We’ve been preparing for weeks, not just the facilities, but also our staff, parking areas, drinking water, sanitation… Everything has been carefully reviewed and upgraded”, shared  Mr. Le Van Tien Dung, manager of Da Dia reef tourist site.

Not only Da Dia reef - a special national relic, but also such destinations as Mon  beach -  Dien cape, Xep beach, Nhan mountain, O Loan lagoon... have all completed preparations. According to the Department of Culture, Sports and Tourism (DOCST), coastal districts like Tuy Hoa, Tuy An, Dong Hoa and Song Cau, as well as emerging mountain destinations such as Song Hinh, Son Hoa, and Dong Xuan, tourist attractions, tourism businesses, accommodations, restaurants and hotels are all ready in terms of infrastructure, human resources and plans to welcome guests.

“This is my third visit to Phu Yen in the past two years”, said Ms. Y Jinh Nie, a tourist from Buon Ma Thuot city, Dak Lak province. “It feels like coming home. The sea is stunning, the people are kind, the food is affortable and delicious. With the news that Dak Lak and Phu Yen may be merging, we have even more reason to visit this land of yellow flowers and green grass!”

Mr Nguyen Manh Hung, representative of a travel company from Hanoi, lets known: “We have 3 large tour groups heading to Phu Yen this holiday. Visitors are especially drawn to Da Dia reef, Quang Duc Xua cultural space, Mang Lang church, Yen islet, Thanh Luong pagoda, Truc Lam zen monastery, Mon beach – Dien cape, and the early morning fish market at Long Thuy beach. Phu Yen tourism has a unique charm of its own”.

At the 2025 Vietnam International Travel Mart (VITM) in Hanoi, Phu Yen booth drew crowds of visitors and partners alike. This is the first time Phu Yen has brought a program to promote the land unique culture through an art performance and a live demonstration of its signature ocean tuna cuisine, along with promotions for eco-tourism, coastal and agricultural tourism, and community-based cultural experiences.

Mr Nguyen Le Vu, Deputy Director of the DOCST, who is directly in charge of the booth, said: “Phu Yen Tourism has cooperated with many travel companies and newspapers to promote and spread the image of the homeland, people, and unique tourism products during the summer and the April 30th holiday to tourists and partners, domestic and international travel companies. The response has been overwhelmingly positive, with many partners signing up for new tour surveys. Travel agencies from Hanoi and the northern provinces are actively connecting with Phu Yen businesses to explore collaboration opportunities”.

Building on the momentum from last year’s April 30^th - May 1^st holiday, which saw around 55,000 visitors, Phu Yen welcomed over 1,18 million visitors in the first quarter of 2025 - an increase of 33,7% year-on-year. Overnight stays reached 685.612 turns, up 24,1%. Phu Yen tourism expects to make a breakthrough this year, especially in the context of expanding regional linkages, cooperation programs with the Central Highlands provinces, Ho Chi Minh city, Hanoi, etc.

With the goal of building Phu Yen into an attractive and friendly destination, the local tourism industry continues to affirm its new position on the map of Vietnam tourism. Unlike noisy, overcrowded hubs, Phu Yen captivates with its raw beauty and quiet, heartfelt hospitality.

According to Mr. Ho Van Tien, Chairman of Phu Yen Tourism Association, the province’s strengths - untouched beaches and islands, breathtaking natural landscapes, rich local culture, and distinctive cuisine - have helped it increasingly affirm position as a attractive destination on Vietnam tourism map. Meticulous preparation, thoughtful service, and the friendliness of Phu Yen’s people will always leave a lasting impression on visitors.