Travel + Leisure: Sun World is defining a new language of travel for the global tourism scene

“For decades, the world’s leading theme park empires, from The Walt Disney Company to Universal Destinations & Experiences, have followed a familiar script: create stories on screen and translate them into the physical world. However, Vietnam is quietly rewriting that narrative to craft unique experiences for visitors.” This intriguing opening from Travel Leisure describes the latest evolution of Vietnamese tourism.

The article, titled “The Sun World Atlas: How Vietnam is Mapping A New Language of Travel” offers high praise for Sun World, the entertainment empire created by Sun Group. According to the report, rather than creating simulated worlds, Sun World chooses nature and indigenous culture as the foundation for its experiences. These iconic structures are not only visually stunning but also remain deeply rooted in their geographical context and cultural heritage.

“Look no further than a golden bridge suspended in the clouds, held aloft by colossal stone hands; a cable car drifting nearly eight kilometres above open sea; a sacred mountain transformed into a shared ascent; and an island where fireworks illuminate the sky each night as a ritual.” Travel Leisure used these vivid descriptions to highlight the Sun World system across Vietnam, spanning from Da Nang and Phu Quoc to Tay Ninh and Sa Pa. The magazine notes that instead of relying on existing movie characters or scripts, Sun World is building its own "film sets" where real-life experiences are powerful enough to become icons and inspire popular culture.

In the North, Sun World Fansipan Legend transforms the trek to the "Roof of Indochina" into an experience of "quiet grandeur" that remains accessible yet sacred. In Ha Long, cable car lines and entertainment complexes reframed the UNESCO listed seascape. Meanwhile, in the Red River Delta, projects such as Sun World Ha Nam and Sun World Sam Son utilize cultural elements like water puppetry and folk mythology to create entertainment spaces with a distinct Vietnamese identity.

In Da Nang, Sun World Ba Na Hills is cited as the clearest example of this vision. What began as a record-breaking cable car has grown into a destination teeming with experiences where architecture, scenery, and experience blend into a cinematic atmosphere.

In the South, Sun World Ba Den Mountain provides a journey that combines spirituality with modern technology. At the same time, Phu Quoc is recognized as a major global leap. Featuring the world’s longest three-wire cable car, the Hon Thom entertainment complex, and iconic landmarks like the Kiss Bridge, the Pearl Island is positioning itself as a destination built to shine on the world stage, especially as it prepares for APEC 2027.

Travel Leisure concludes that while each Sun World is impressive on its own, they collectively form a deliberate strategy where geography is turned into a narrative and travel becomes a multi-layered, emotional experience.

“If the last century of tourism was about seeing the world, Vietnam is shaping what comes next: a way of experiencing it. One where destinations are no longer just visited, but felt, remembered and returned to,” the magazine concludes.