Festivals are not only a bridge connecting traditional cultural values but also a driving force to promote sustainable tourism development. From folk festivals imbued with local identity to large-scale international events, each festival creates a strong attraction, bringing tourists closer to history, customs and indigenous people.

Luong Van Chanh Temple Festival - the patron saint who opened the land, so that Phu Yen officially had its name on the map of Vietnam in 1611

It can be seen that when organized systematically and linked to tourism development strategies, festivals certainly become a driving force to promote the economy, protect heritage and enhance the position of the locality. When mentioning the name of the festival, tourists immediately think of the locality and vice versa, which is a success in positioning the tourism brand that the festival brings.

Phu Yen, a locality with numerous typical festivals, such as: River Festival (boat racing in O Loan lagoon, Ngan Son river, Chua river, Da Nong river, Tam Giang river, etc), Thi Thung Tunnel horse racing festival, Da Trang Pagoda festival, Le Thanh Phuong Temple festival, Luong Van Chanh Temple festival, Nguyen Tieu Nui Nhan poetry festival, fishing festival, etc. However, looking back, the above festivals have a long tradition, but only stop at the level of attracting domestic visitors, very few festivals attract tourists from outside the province, not to mention international visitors.

Perhaps the reason lies in the inappropriate attention, scale of organization, and level of honor given to the festival. The proof is that every year the festival is the same, the ceremony part is wrapped up in traditional rituals, the festival part is boring, mediocre in a small space and scale.

In fact, the local branded festivals show that the two core factors to create success for a festival are choosing a festival with unique and distinctive characteristics and investing in the festival, large enough and on a large scale.

Tourism is a comprehensive economic sector, with profound cultural content, interdisciplinary, inter-regional and highly socialized. Exploiting the strengths of culture is to develop tourism and tourism will in turn strengthen sustainable cultural development, introducing visitors to traditional and unique cultural values of the locality.

According to Associate Professor, Dr. Pham Trung Luong, a member of the National Tourism Planning Advisory Group, Phu Yen land has possessed many natural and human resources, including many festivals, if preserved, promoted and invested appropriately to have high-class tourism products, or at a higher level, it will be a classy destination.

Promoting the advantages of the coastline, traditional coastal culture such as fishing festival, the boating song, the characteristics of ocean tuna products, and culinary strengths, it is completely possible to hold an ocean tuna festival, combined with a sea festival, traditional activities of coastal fishermen, and sea sports activities. This is also a good idea, which will create a breakthrough for Phu Yen tourism, if the investment is appropriate and the organization is professional.

Festivals have long become an indispensable part of the cultural life of the community. Not only do they have spiritual significance, honoring traditional values, but festivals are also an important means of developing tourism, contributing to promoting the local economy. In the world and in Vietnam, many folk festivals and modern events have become highlights attracting millions of tourists.