Behind a decade of transformation for Phu Quoc, the "Pearl Island"

Shaping international standards for Vietnam's "Pearl Island"

This December, Phu Quoc is receiving 27–28 international flights daily, more than double the figure at the beginning of the year and a stark contrast to the same period in 2023, when the island welcomed only 2–5 international flights a day. This year, international arrivals have surpassed the 2019 peak, reaching nearly one million visitors, exceeding 92% of the annual target, and marking a 70% year-on-year increase. Walking through the streets of Sunset Town, many visitors feel they have wandered into a Western neighborhood in Singapore or Bali, as Vietnamese is rarely heard in this area.

On Phu Quoc, luxury resorts managed by renowned global groups like Marriott International, Accor, Rosewood Hotels, and Hilton’s high-end Curio Collection are redefining hospitality.

In early December, Rixos, a brand known for its "imperial" luxury experiences, made its Southeast Asia debut in Phu Quoc. Renowned for managing premium resorts in Turkey, the UAE, and Egypt, Rixos is set to redefine luxury travel in Phu Quoc and Southeast Asia with its “all-inclusive” concept.

Why did this high-standard hospitality brand choose Phu Quoc as its first Southeast Asian destination? According to Mr Francois Boudin, representative of Rixos Hotels, Sun Paradise Land, developed by Sun Group in Phu Quoc, boasts a robust ecosystem encompassing entertainment, sports, dining, and wellness. "It’s like the DNA for developing our hotel. Everything here is harmoniously developed to support one another," he noted.

“The immense potential here is why we are so passionate about this project. We’re even eager to open the doors tomorrow, if possible. This destination is growing at an extraordinary pace,” Boudin added. Following Rixos, other elite brands like The Luxury Collection and Ritz Carlton Reserve are preparing to enter Hon Thom, viewing it as a land of promise.

Significant investments for comprehensive development

Phu Quoc’s rare natural beauty, coupled with its development potential and the unity of its authorities, have been instrumental in attracting investments from major private economic groups. To date, the city hosts 311 investment projects with a total capital exceeding VND 428 trillion, aiming to transform its tourism landscape. Leading tourism enterprises, including Vingroup and Sun Group, have established a prominent presence on the island, bringing offerings that rival the world’s top destinations.

In southern Phu Quoc, Sun Group illuminates the night sky with two dazzling daily fireworks displays. These are accompanied by international performances often seen at global events or in advanced countries like Singapore. Just a decade ago, this area was characterized by untouched hills, dusty red roads, and makeshift fishing ports that visitors could hardly bear to approach.

At Bai Dat Do, Sun Group has invested over VND 4 trillion to create the Sunset Town entertainment complex, featuring iconic landmarks such as the Kiss Bridge, the Vui Phet Night Market, and international shows like "Kiss of the Ocean" and "Symphony of the Sea." These have become magnets for international visitors. Recently, the group also broke ground on the Phu Quoc Sun International Hospital and sponsored the An Thoi Seaside Square project, transforming the area into a multi-functional destination for extended stays and diverse experiences. It is also becoming a place where residents can enjoy a high quality of life.

On Hon Thom, a remote island once marked by temporary fishing villages and social issues, now stands as a globally recognized destination. It features the world’s longest three-wire cable car system and the Sun World Hon Thom entertainment complex, which includes Aquatopia, Asia’s leading water park, and the Exotica Village theme park.

Despite the lingering impacts of the COVID-19 pandemic and global economic challenges, Sun Group has continued its dedication to Phu Quoc. Most recently, Sun Group has invested VND 13 trillion in the Aspira Tower project, a luxurious resort, entertainment, and commercial complex offering “million-dollar” experiences. Within two years, the tower is expected to rise like a wind-filled sail, becoming a new symbol of Phu Quoc tourism, akin to Dubai’s iconic sail-shaped Burj Al Arab.

At the signing ceremony between Sun Group and Rixos, Mr Mehmet Kin, Vice Chairman of Crystal Bay, one of the largest operators of Russian and CIS tourists to Vietnam, expressed optimism: “As you know, Thailand’s Phuket and Pattaya were once very famous destinations, but I believe Phu Quoc is now far better. The infrastructure is ready, the facilities are new, and the services are excellent. I am confident that within the next five years, Phu Quoc will become a top destination.”

Ms Weichun Liu, CEO of Kkday, a global travel platform, shared similar sentiments, noting Phu Quoc’s remarkable transformation since her first visit in 2022. "It’s not just the infrastructure or hotels but also the many programs, performances, and night markets. Everything seems connected, and I can see a growing ecosystem. Sun Group has a dedicated team continuing to invest in Phu Quoc. I’m very optimistic and excited about this destination," she said.

By attracting leading global hospitality brands, creating iconic landmarks, and delivering unparalleled travel experiences, Sun Group is working hand in hand with Phu Quoc to fulfil the government’s vision of transforming the island into a premier international hub for tourism, commerce, and luxury living.