PHU YEN TOURISM: POTENTIAL, CHALLENGES AND SUSTAINABLE DEVELOPMENT ORIENTATION

Tóm tắt

Phu Yen, a peaceful and culturally rich province in Central Vietnam, possesses all necessary and sufficient conditions for sustainable tourism development, including diverse natural and cultural resources, improving infrastructure, and growing community engagement. Despite this potential, Phu Yen’s tourism lags behind neighboring provinces such as Khanh Hoa and Binh Dinh due to limitations in brand positioning, marketing strategies, human resources, and product diversification. Located between two well-known tourist hubs, Phu Yen faces both competitive pressure and opportunities to emerge as a distinctive destination. This article analyzes the locality’s current tourism landscape through the lens of sustainable development theory, applying SWOT analysis and comparative methods. Based on the findings, the authors propose strategic solutions such as professional branding, product diversification, regional connectivity, infrastructure upgrades, and policy innovation. These approaches aim to transform Phu Yen into a dynamic and sustainable tourism destination, contributing significantly to local socio-economic growth by 2030.