This festival aims to attract more tourists to Phu Yen land, and promote the cultural beauty and traditional values of local ethnic people.

It will comprise many activities, including an art programme themed "Charming flavours of Phu Hoa", a Phu Yen culinary fair, a workshop themed "Phu Yen Tourism - Opportunities and Challenges", a ceremony to announce the decision to recognise Phu Yen district's tourist destination and “Phu Yen Rice” brand, and folk games of ethnic minorities. Notably, the first Phu Yen boat race will be held on Suoi Chieu lake in Muong Thai commune, promising to bring interesting and attractive competitions.

The festival is expected to create conditions for tourism businesses to have more opportunities to research and invest in developing tourism products in Phu Yen, thus creating professional and attractive products that can draw a large number of domestic and foreign tourists, and contributing to stimulating consumption, creating more jobs and increasing income for local people.