Sun Group participated for the first time in ITB Asia 2026, held from October 21 to 23 at the Sands Expo & Convention Centre in Singapore. The event is a leading B2B tourism trade fair in the Asia-Pacific region, attracting airlines, hotel groups, travel businesses, buyers, and international event organizers.
Sun Group Highlights Vietnam Tourism and Phu Quoc Development
At ITB Asia 2026, Sun Group’s booth attracted buyers and partners interested in Vietnam’s tourism ecosystem. The company showcased the vision for Phu Quoc in preparation for APEC 2027, emphasizing the island’s evolving tourism infrastructure. Phu Quoc offers a diverse range of attractions, including the world’s longest three-wire cable car
connecting to Hon Thom Island, entertainment complexes, culinary and artistic experiences, and nightly fireworks shows in Sunset Town.
Sun Group’s Hotel Partners and Multi-Destination Opportunities
Representatives from seven Sun Group hotels and clusters engaged during the event. These included Hilton Onsen Quang Hanh Resort, Novotel Danang Premier Han River, Ba Na Hills Resort by IHG, Rixos Phu Quoc Vietnam, New World Phu Quoc, Moxy & Fairfield Phu Quoc, and Ascott Tay Ho. Discussions focused on multi-destination itineraries linking Phu Quoc, Da Nang, Quang Ninh, and Hanoi to expand tourism offerings.
Visit Vietnam Platform Debuts with AI Features and Government Collaboration
Sun Group introduced Visit Vietnam, a new digital tourism platform designed to integrate destination information, products, and
services nationwide. Developed and operated by Sun Group with sponsorship from the Vietnamese government and collaboration with the Ministry of Culture, Sports and Tourism and the National Data Association, the platform uses artificial intelligence to personalize experiences. Features include Travel Feed, which recommends destinations and experiences based on user behavior, and the AI travel assistant Trip Planner, facilitating personalized itinerary creation through natural language interaction. The official launch of Visit Vietnam is scheduled in Phu Quoc at the end of 2026, with South Korea targeted as the initial key international market.
Visa Asia Pacific Collaboration and Strategic Partnerships
Ms. Janice Yeo, Vice President of Personal Banking Solutions
at Visa Asia Pacific, underscored collaboration opportunities with Sun Group. Visa aims to leverage its global payment network, technology, and data capabilities to enhance visitor experiences in Vietnam. The partnership supports digital payment integration within the Visit Vietnam platform to streamline travel planning and transactions for international tourists.
Phu Quoc’s MICE Market and Tourism Infrastructure Development
Phu Quoc is positioned as a growing hub for MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism, supported by new convention centers and large-scale infrastructure projects aligned with APEC 2027. The destination offers modern meeting facilities alongside diverse leisure options such as beach parties, team-building activities, and cultural performances, addressing demand for comprehensive
event experiences. Sun PhuQuoc Airways enhances connectivity within this ecosystem by providing crucial transportation links that integrate with resort and entertainment offerings.
