Phu Yen, March 15 -- The south central coastal province of Phu Yen is transforming its rural villages and One Commune, One Product (OCOP) items into standout tourism draws, aiming to meet the growing demand for authentic experiences.

With more than 20 craft villages recognised under a Government decree on rural industry development, Phu Yen is positioning itself as a hub for immersive rural tourism. Local businesses are teaming up with communities to craft unique agricultural and artisanal products tailored to visitors.

A prime example is the collaboration between Stelia Beach Resort in Tuy Hoa city and An Cu Cooperative in Tuy An district. They offer guided tours of Phu Tan's century-old sedge mat weaving village, where tourists can in...