diff --git a/esphome/components/fan/__init__.py b/esphome/components/fan/__init__.py
index 9db2e9ed12..27dee3271f 100644
--- a/esphome/components/fan/__init__.py
+++ b/esphome/components/fan/__init__.py
@@ -18,6 +18,7 @@ from esphome.const import (
     CONF_ON_TURN_OFF,
     CONF_ON_TURN_ON,
     CONF_TRIGGER_ID,
+    CONF_DIRECTION,
 )
 from esphome.core import CORE, coroutine_with_priority
 
@@ -27,6 +28,12 @@ fan_ns = cg.esphome_ns.namespace("fan")
 FanState = fan_ns.class_("FanState", cg.Nameable, cg.Component)
 MakeFan = cg.Application.struct("MakeFan")
 
+FanDirection = fan_ns.enum("FanDirection")
+FAN_DIRECTION_ENUM = {
+    "FORWARD": FanDirection.FAN_DIRECTION_FORWARD,
+    "REVERSE": FanDirection.FAN_DIRECTION_REVERSE,
+}
+
 # Actions
 TurnOnAction = fan_ns.class_("TurnOnAction", automation.Action)
 TurnOffAction = fan_ns.class_("TurnOffAction", automation.Action)
@@ -143,6 +150,9 @@ async def fan_turn_off_to_code(config, action_id, template_arg, args):
             cv.Required(CONF_ID): cv.use_id(FanState),
             cv.Optional(CONF_OSCILLATING): cv.templatable(cv.boolean),
             cv.Optional(CONF_SPEED): cv.templatable(cv.int_range(1)),
+            cv.Optional(CONF_DIRECTION): cv.templatable(
+                cv.enum(FAN_DIRECTION_ENUM, upper=True)
+            ),
         }
     ),
 )
@@ -155,6 +165,9 @@ async def fan_turn_on_to_code(config, action_id, template_arg, args):
     if CONF_SPEED in config:
         template_ = await cg.templatable(config[CONF_SPEED], args, int)
         cg.add(var.set_speed(template_))
+    if CONF_DIRECTION in config:
+        template_ = await cg.templatable(config[CONF_DIRECTION], args, FanDirection)
+        cg.add(var.set_direction(template_))
     return var
 
 
diff --git a/esphome/components/fan/automation.h b/esphome/components/fan/automation.h
index fbfc71c720..29a8e8d992 100644
--- a/esphome/components/fan/automation.h
+++ b/esphome/components/fan/automation.h
@@ -13,6 +13,7 @@ template<typename... Ts> class TurnOnAction : public Action<Ts...> {
 
   TEMPLATABLE_VALUE(bool, oscillating)
   TEMPLATABLE_VALUE(int, speed)
+  TEMPLATABLE_VALUE(FanDirection, direction)
 
   void play(Ts... x) override {
     auto call = this->state_->turn_on();
@@ -22,6 +23,9 @@ template<typename... Ts> class TurnOnAction : public Action<Ts...> {
     if (this->speed_.has_value()) {
       call.set_speed(this->speed_.value(x...));
     }
+    if (this->direction_.has_value()) {
+      call.set_direction(this->direction_.value(x...));
+    }
     call.perform();
   }