The ITB Asia 2026 international tourism trade fair, held at the Sands Expo & Convention Centre in Singapore, gathers regional tourism promotion agencies, airlines, hotel groups, travel businesses, event organizers, and tourism technology companies. Sun Group plans to showcase its product portfolio, spanning aviation, accommodation, entertainment, and a digital tourism platform, to seek collaboration opportunities with international partners.

The Sun Group booth, featuring 10 counters, will host representatives from the group, Sun PhuQuoc Airways, Visit Vietnam, and various hotels. This setup allows them to meet with travel businesses, event organizers, and technology partners. Sun Group aims to develop the MICE segment in Phu Quoc, which the group is actively promoting, especially its conference, seminar, exhibition, and event tourism offerings, ahead of APEC 2027.

Sunset Town in Phu Quoc, featuring coastal structures and entertainment activities. *Photo: Sun Group*

According to Sun Group, Phu Quoc boasts advantages for MICE tourism development due to its accommodation facilities, entertainment services, and diverse attractions. Beyond its beaches, visitors can experience the Hon Thom cable car, entertainment complexes, culinary delights, and art performances at Sunset Town. This product system enables travel businesses and event organizers to combine conference programs with leisure activities, sightseeing, outdoor parties, or team-building events.

Within the MICE segment, beyond conference organizing capabilities, ancillary experiences are also a key factor for businesses when choosing a destination. In Phu Quoc, meeting programs can include island exploration, beachside parties, and evening art and fireworks displays. The island's preparations for APEC 2027 also provide additional impetus for developing tourism and conference infrastructure.

Concurrently, Sun Group plans to introduce additional projects currently under investment, aimed at enhancing event organizing capacity, accommodation, and services for international guests. According to the group's strategy, structures serving APEC are expected not only to meet demands during the event but also to help the island attract more conferences, events, and corporate groups after 2027.

Sun PhuQuoc Airways will also be introduced at ITB Asia 2026. *Photo: Sun Group*

In addition to Phu Quoc, Sun Group will showcase tourism products across various localities through its network of hotels, resorts, and Sun PhuQuoc Airways. The group states that combining air transport, accommodation, and entertainment enables partners to create comprehensive packaged tours, catering to both leisure travelers and corporate groups.

Also at the trade fair, representatives from seven hotels and hotel clusters will directly meet with partners. These include: 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. These properties are located across Phu Quoc, Da Nang, Quang Ninh, and Ha Noi, targeting diverse guest segments, from family holidays to MICE tourism. Showcasing products from multiple localities aims to expand opportunities for designing multi-destination itineraries, combining island, urban, and resort experiences.

Rixos Phu Quoc Vietnam at Hon Thom is one of the resort projects introduced by Sun Group to international partners. *Photo: Sun Group*

Beyond expanding collaboration opportunities, Sun Group and Visa are jointly introducing the Visit Vietnam digital tourism platform to the Asian tourism business community. This initiative is part of a comprehensive strategic cooperation agreement signed by both parties in September this year, focusing on destination promotion, digital tourism development, and expanding international market connections. Sun Group contributes its experience in destination development and tourism product systems, while Visa provides support in international networks, technology, data, and digital payment solutions.

Visit Vietnam is a platform within the national digital tourism ecosystem, developed and operated by Sun Group, with support from the Ministry of Culture, Sports and Tourism and the National Data Association. The platform aims to connect destination information, tourism products, and services, assisting travelers in researching and planning their journeys in Vietnam. It also serves as a channel for international businesses to access information and seek collaboration opportunities with domestic partners.

The Visit Vietnam platform is introduced by Sun Group and Visa to tourism partners at ITB Asia 2026. *Photo: Sun Group*

In addition to tourism promotion activities, Visa plans to host a Forum on Corporate Travel Expense Management Solutions in Vietnam on 27/10. The event will focus on trends in business travel expense management, connecting processes for service booking, payment, expenditure management, and reconciliation, to help businesses enhance operational efficiency.

Thy An