Since the release of the movie “I See Yellow Flowers on Green Grass” in 2015, Phu Yen has become a popular tourist destination. In October and November 2015 (the time the movie was released), the number of tourists increased by 30%. At that time, the Chairman of the People’s Committee of Phu Yen province, Mr. Hoang Van Tra, directed the tourism industry and travel agencies in the province to plan for strong and effective development of the smokeless industry in the following years. Till now, Phu Yen has become the setting for dozens of movies. The most notable one is the movie “Once Upon a Love Story,” also adapted from a story by Nguyen Nhat Anh. Photo: Thanh Nhan.
Phu Yen is gradually becoming a sought-after destination for tourists, especially with the keyword “Phu Yen tourism” ranking in the top 3 on Google Trends in 2022. The popularity of the “land of yellow flowers and green grass” continues to spread strongly in 2023 as the trend of nature tourism flourishes.
Due to the romantic scenery in the movie, the number of tourists visiting Phu Yen has been increasing year by year. However, in 2020, with the negative impact of the Covid-19 pandemic, the tourism situation in Phu Yen was not optimistic. By the end of 2021, as Covid-19 was gradually under control, the province gradually reopened some tourism activities. By 2023, the number of tourists visiting Phu Yen had increased 1.8 times compared to the peak in 2019 and 2.7 times compared to 2016.
Previously, the image of Phu Yen tourism in the eyes of tourists was only limited to Ghenh Da Dia, but now tourist destinations have expanded throughout the province, from the coast to the mountains. In addition, in 2023, Phu Yen’s GRDP growth also reached the 8th position nationwide, ranking 2nd out of 14 provinces and cities in the Central Region.
In 2024, only from February 10 to 14 (from the 1st to the 5th day of the Lunar New Year), the total number of tourists to Phu Yen is estimated at 105,000, an increase of 10.6% compared to the same period last year. Notably, the total revenue from tourists is estimated at 192.3 billion VND, an increase of 34% compared to the same period last year, of which accommodation revenue reaches 33.6 billion VND. In particular, most tourists come to Truc Lam Zen Monastery to pray for luck in the new year. This monument was inaugurated and put into operation at the end of 2023.
Phu Yen tourism has shown outstanding growth in recent years, but is still lagging behind other provinces in the region. In addition, the tourism revenue of the province is still relatively low.
Phu Yen is facing a shortage of accommodation facilities, high-end entertainment venues, and investment in tourist areas has not been systematic, and services have not been improved to attract tourists. By the beginning of 2023, the province had 400 accommodation establishments, but only 2 5-star hotels, 2 4-star hotels, and 4 3-star hotels. The rare 5-star resort in the photo is located in Tuy Hoa (Phu Yen).
Some popular places for tourists when visiting Phu Yen include: Bai Mon – Mui Dien. Here, tourists can enjoy the fresh breeze, the pure sunlight of the new day, and the sound of the waves gently hitting the shore.
Heading north, besides Bai Xep, a scene in “I See Yellow Flowers on Green Grass,” tourists can admire the steps of the waves at Gan Da Dia, which is unique. The columns of stacked stones look very eye-catching, remnants left by ancient volcanic eruptions…. Most tourist destinations in Phu Yen still retain their wild, peaceful, and poetic beauty.
Tourists can also visit O Loan lagoon to watch the dragon boat racing festival on the 7th day of the lunar January every year, and enjoy fresh and delicious seafood.
Not far from Tuy Hoa city center, there is Nhan Mountain with its Cham tower, which is associated with many historical imprints. On the full moon day of lunar January every year, tourists can experience the Nguyen Tieu Festival under the golden moonlight.
Especially, Nghinh Phong Tower has attracted many tourists. This place is like a new symbol of Tuy Hoa city. In 2023, Nghinh Phong Tower won two international awards: leading tourist attraction in the world city and urban landscape in Asia.
Vung Ro – Hon Nua with its majestic and pristine beauty. This area has been decided by the Department of Planning and Investment of Phu Yen province to call for investment in the high-end Vung Ro – Hon Nua resort with an area of 2.5 km2 and a total investment of about 20,000 billion VND. The project aims to develop a unique, high-end, and modern tourist complex to serve domestic and international tourists.
Although Phu Yen’s development is later than Da Nang, Khanh Hoa, or Binh Dinh… it has shown significant advantages to rise strongly and become a “new tourist center” of the Central region. Photo: Thanh Nhan.
