With the spirit of innovation, creativity and acceleration, Phu Yen province has been gradually affirming its position as an attractive and friendly destination in the hearts of tourists. The first 6 months of 2025 recorded impressive figures in terms of tourism growth, effectiveness in promotion and connection between localities and businesses.

Phu Yen Tourism Association and Dak Lak Tourism Association cooperating to promote the strengths of “blue sea - immense forest” tourism when the two provinces merge

In the first 6 months of 2025, Phu Yen's tourism industry recorded positive growth momentum, maintaining the trend of recovery and sustainable development. With a total number of tourists of about 2.62 million turns, reaching 58% of the annual plan and increasing by 33.7% compared to the same period in 2024, Phu Yen continues to affirm its attraction on the national tourism map.

In particular, the number of international visitors reached 22,700 turns, an increase of 50.3% over the same period. This is a positive signal, demonstrating the effectiveness of international promotion activities and upgrading infrastructure and services. Total revenue from tourism reached VND 5,850 billion (up 46% over the same period), of which revenue from accommodation services reached VND 541.1 billion - a figure that clearly reflects the growth in service quality and purchasing power of tourists.

Currently, the entire province has had 480 accommodation establishments, with nearly 8,000 rooms, of which about 670 rooms meet 3-star to 5-star standards. The direct workforce in the industry is about 7,100 people, and indirect workforce is about 14,200 people, which demonstrates the pivotal role of tourism in creating livelihoods and contributing to the local economy.

Phu Yen Tourism Association has demonstrated its central role in connecting businesses, professional organizations, state management agencies and the community in tourism development. During the first 6 months of the year, the association held a summary of its activities in 2024 with the theme “Innovation - Creativity - Accelerating Development”, and focused on preparing for the Congress for the 3rd term (2024-2029), including personnel work and fundraising for the organization. However, implementing the general policy of merging provinces and cities, and applying two-level government (provincial and communal levels), the congress work was temporarily suspended.

Phu Yen Tourism Association currently has 245 members, including 64 enterprises and 181 individual members, along with 2 affiliated branches: Chefs' Association and Tour Guides' Association, which shows the development in both breadth and depth of the association - a necessary foundation for developing tourism in a professional and unique direction.

With the motto of “going to every alley, knocking on every market”, the association has closely coordinated with the Department of Culture, Sports and Tourism to organize and participate in a series of promotional activities inside and outside the province.

From Phu Yen tourism booth in Dak Lak province, Hanoi gift festival, Hanoi - Phu Yen tourism connection conference, to tourism promotion conference in Long An province, etc., each event is an opportunity to spread the image of Phu Yen, introduce unique tourism products such as ocean tuna, sea and island tourism, community tourism. The message “Phu Yen - Attractive and friendly destination”has been becoming more and more familiar.

In particular, the association organized a Phu Yen - Dak Lak tourism cooperation conference with the theme “Connecting blue sea tourism with the immense forest”, affirming the trend of developing inter-regional tourism and enhancing sustainability through product diversification. Mr. Pham Tho Truong, Chairman of the Board of Directors and General Director of BB Group Joint Stock Company, said: “Through promotion and advertising, Phu Yen tourism is increasingly known to domestic and foreign tourists and travel agencies. In particular, the recent trip to Dak Lak province was very successful in terms of connecting and cooperating to develop the “blue sea - great forest” tourism product, creating new strength when the two provinces merge”.

In the first 6 months of the year, Phu Yen Tourism Association proactively participated in the 2025 VITM Hanoi International Tourism Fair, the congress of tourism associations of provinces such as Khanh Hoa, Tay Ninh, etc. This is not only an opportunity to learn and update trends, but also helps Phu Yen tourism sector build a professional image and expand its network of strategic partners. The Association also actively participates in giving opinions on provincial tourism development policies such as stimulus plans, Phu Yen tourism development projects to 2045, etc., affirming the role of criticism and policy proposals of professional social organizations.

Surveying and developing new products

In order to meet the increasing demand of tourists, the association and businesses have conducted surveys of eco-tourism and agricultural-tourism routes to develop new tours, which is a strategic step to diversify products, reduce the burden on traditional destinations, and at the same time create an economic value chain that spreads to the community.

In coordination with Vietnam Airlines Corporation, the association has proposed product packages combining air tickets - tours - typical summer experiences. At the same time, many professional training programs have been organized, specific tourism products developedfor communities, especially in remote areas, thereby improving the quality of local human resources.

Mr. Ho Van Tien, Chairman of Phu Yen Association, said that the immediate task is to closely coordinate with Dak Lak Tourism Association to complete the merger project of the two associations according to the direction of the central and local governments. This is not only an administrative event but also a major turning point to form a strong, multi-local professional organization, serving the regional linkage strategy between the highlands and the coast.

Regarding the orientation of tasks in the last 6 months of 2025, Phu Yen Tourism Association determined: It’s to continue to effectively implement key tasks such as restoring and sustainably developing tourism, promoting digital transformation, improving the quality of tourism services and products;strengthening the mobilization of businesses to participate in the activities of promotion tourism, training human resources according to the province's plan, promoting the development of community tourism products associated with agriculture, preserving cultural identity;expanding cooperation with tourism associations of other provinces, enhancing information sharing, organizing famtrips, seminars connecting tours - routes - products; honoring the contributions of businesses and communities in developing tourism in the province.

The impressive results in the first 6 months of 2025 are not only the result of persistent efforts from businesses and management agencies, but also a testament to the new vitality of Phu Yen tourism - an industry that is increasingly professionalizing, strongly connecting, and developing sustainably on the foundation of culture, nature and people.