Breakthrough in connection, sustainable tourism development

With the spirit of innovation, creativity and acceleration, Phu Yen is 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 tourist growth, effectiveness in promotion and advertising, and connection between localities and businesses.

Phu Yen Tourism Association and Dak Lak Tourism Association cooperate to promote the strength of "blue sea - great forest" tourism when the two provinces merge. Photo: TRAN QUOI

The numbers speak for themselves.

In the first 6 months of 2025, Phu Yen tourism recorded positive growth momentum, maintaining the trend of recovery and sustainable development. With a total number of tourists of about 2.62 million, 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, up 50.3% over the same period. This is a positive signal, demonstrating the effectiveness of international promotion activities and the upgrading of 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 province has 480 accommodation establishments, with nearly 8,000 rooms, of which about 670 rooms meet 3-5 star standards. The direct workforce in the industry is about 7,100 people, and indirect workforce is about 14,200 people. This demonstrates the important role of tourism in creating livelihoods and contributing to the local economy .

Cooperation to develop the tourism market between Hanoi and Phu Yen. In the photo: Leaders of the Department of Culture, Sports and Tourism of Phu Yen presented a photo of Nghinh Phong tower to leaders of the Department of Tourism of Hanoi. Photo: TRAN QUOI

Promote linkages and tourism promotion

Phu Yen Tourism Association has demonstrated its central role in connecting businesses, professional organizations, state management agencies and the community in tourism development. In 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 at the same time 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, applying two-level government (provincial and communal levels), the congress work was temporarily suspended.

Phu Yen Tourism Association currently has 245 members, including 64 businesses and 181 individual members, along with 2 affiliated branches: Chefs Association and Tour Guides Association. This 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 "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.

Phu Yen Tourism Association, with its central role in connecting and creating, is demonstrating its ability to flexibly adapt to the times, building trust in the business community and making an important contribution to making Phu Yen tourism a leading destination in the South Central Coast region and the whole country.

From Phu Yen tourism booth in Dak Lak, Hanoi gift festival, Hanoi - Phu Yen tourism connection conference, to tourism promotion conference in Long An..., 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" is becoming more and more familiar.

In particular, the association organized a conference on tourism cooperation between Phu Yen and Dak Lak with the theme "Connecting blue sea tourism with the great 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 advertising and promotion, Phu Yen tourism is increasingly known to domestic and foreign tourists and travel agencies. In particular, the recent trip to Dak Lak must be said to be 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 VITM Hanoi International Tourism Fair 2025, the congress of tourism associations of provinces such as Khanh Hoa, Tay Ninh... This is not only an opportunity to learn and update trends, but also helps Phu Yen 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.

Performing ocean tuna cuisine to tourists in Long An tourism market and Southern provinces. Photo: TRAN QUOI

Survey and build new products

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

In collaboration with Vietnam Airlines Corporation, the association has proposed product packages combining air tickets - tours - typical summer experiences. At the same time, it has organized many professional training programs, developed specific tourism products for 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 project of merging 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-regional 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: Continue to effectively implement key tasks such as recovering and sustainably developing tourism, promoting digital transformation, improving the quality of tourism services and products. Strengthening the mobilization of businesses to participate in promotion activities, 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.

Source: https://baophuyen.vn/du-lich/202506/but-pha-trong-lien-ketphat-trien-du-lich-ben-vung-798236c/