Phu Quoc - a new global destination for luxury “all-inclusive” getaways

"Phu Quoc Has It All for Tourists"

On December 5, 2024, Sun Group, in collaboration with Accor & Ennismore—global leaders in hotel management—officially announced the introduction of the world-renowned luxury all-inclusive brand Rixos to Phu Quoc. Rixos, a premium hotel chain with 45 establishments in Turkey, Egypt, the UAE, Central Asia, and the Gulf countries, is set to bring a fresh and innovative approach to luxury tourism.

Rixos introduces a unique "all-inclusive" model, where guests can enjoy fully customized luxury experiences, including accommodation, dining, entertainment, and relaxation, all at a single, upfront price. This approach has earned it the nickname of a “carefree luxury vacation.”

When launched, Rixos Phu Quoc will offer an all-encompassing package that includes diverse dining options at nearly 20 restaurants and bars, exclusive family-friendly amenities such as private beach areas, the Rixy Kids Club, pools, outdoor activities, fitness centers, spas, and access to the broader Sun Paradise Land ecosystem. Guests will also enjoy attractions like the Sunset Town, the world’s longest three-cable car ride, the Aquatopia water park at Sun World Hon Thom, high-class art performances, the iconic Kiss Bridge, and more.

Explaining the choice of Phu Quoc as the first Southeast Asian location for Rixos, Agnes Roquefort, Global Development Officer for Accor Luxury & Lifestyle, emphasized the island’s comprehensive tourism ecosystem: “Sun Group has built an all-encompassing ecosystem that integrates accommodation, entertainment, and unique experiences. This aligns perfectly with the value we bring to guests—a holistic 360-degree elevated experience. From rooms to dining and extraordinary activities, every element contributes to unforgettable memories for our visitors.”

Francois Boudin, a representative from Rixos Hotels, also highlighted the significance of Phu Quoc's ecosystem for the brand's first venture into the region: “Phu Quoc has a strong edge in entertainment and services. For us, showcasing this to Asian customers is crucial. They will enjoy a premium all-inclusive experience in Phu Quoc, and we are committed to delivering that.”

Both Accor & Ennismore representatives agree that Phu Quoc is an ideal location to showcase the full potential of the all-inclusive concept. “Depending on their desires, tourists can find everything they want in Phu Quoc,” Agnes reiterated.

From “All-Inclusive” to a “Super-Luxury” Island

Unlike its early 2010s image, when Phu Quoc was mainly known for beach activities and seafood, the island has undergone a rapid transformation. It now caters to and anticipates global trends in luxury tourism. With the introduction of the all-inclusive concept, Phu Quoc is poised to attract high-spending, long-staying luxury travelers.

The arrival of Rixos is expected to boost the island’s international appeal, paving the way for new flight routes, especially from Gulf countries and Turkey—key markets home to world-class airlines and bustling international hubs like Dubai and Qatar.

Moreover, the all-inclusive model is anticipated to extend visitor stays on the island, offering more activities and seamless experiences. The concept is particularly appealing to time-strapped business travelers who prefer streamlined planning with all-inclusive options.

Beyond Rixos, Sun Group has brought other world-class luxury brands to Phu Quoc, including JW Marriott Phu Quoc Emerald Bay, La Festa Phu Quoc – Curio Collection by Hilton, The Luxury Collection, and Ritz Carlton Reserve. On December 10, the group is set to break ground on the Aspira Tower in Hon Thom, a $550-million sail-shaped landmark expected to become the second of its kind in Southeast Asia.

These prominent brands not only affirm Phu Quoc’s growing allure and global standing but also underscore Sun Group’s leadership in setting new standards for Vietnam’s luxury tourism industry.

Mehmet Kin, Vice President of Crystal Bay, expressed optimism about Phu Quoc’s future: “Brands like Rixos and Crystal Bay, along with many other international corporations coming here, will reshape Phu Quoc's image and strengthen its marketing reach. I believe that within the next five years, Phu Quoc will become a leading global destination, attracting countless visitors.”