Since 1999 - 2001, General Santos City was  already a three time awardee for the "Most Competitive City" in the country. For the years 1999-2000 (all cities), 2000-2001 (mid-sized city) and 2001-2002, an honor bestowed by the Asian Institute of Management SGV policy forum and the Department of Trade and Industry.

Perhaps, unlike more prominent Philippine festivals which started out as an output of a planned concept, Tuna Festival sprung from a spontaneous idea. In 1998, during the 30th City Charter Anniversary, the General Santos City Tourism Association (GSCTA) - a consortium of hotels, resorts, restaurants, travel agencies, and other tourism-related establishments, then chaired by Mrs. Liwanag Ferrer - staged a one of a kind affair at the then Halieus Mall (now RD Plaza), that showcased gastronomical tuna cuisine through culinary competitions, exhibits, and such other visual and taste delights anchoring on the bounty of the sea with emphasis on tuna as the central thematic relishment.

Courtesy of General Santos CEMCDO

A "Parada sa Dagat" or street dancing, Tuna revolution or float parade competition including the "Higante ng Dagat" competition is one of the highlights during the culmination of the activities is expected to have a live in the street signaling to Generals.

The "Bancarera" competition and the opening of the 5th tuna congress and trade exhibit for tuna industry, the Coca-cola Hottah concert, Shashimi night and the blood bath would be on Sept. 4 during the said event in Oval Plaza. Tuna Saya will also be held at the where luscious sashimi are serve while ethnic and folk dances are being presented to paid ticket holders.

On the last day of celebration the Pamahaw ug Pasalamat will celebrate at the city hall on the last day of the festival. A seafood breakfast treat will follow after mass simultaneously, closing of the 5th tuna congress, Drum and Lyre competition, live Drama in Oval, Tampisaw sa Baybayon, Street Party, Concert sa Junction, Barilis Night and the fireworks display at the roof top of city hall.