Held at the Sands Expo & Convention Centre, ITB Asia is the leading B2B travel trade show in the Asia Pacific region, bringing together national tourism organizations, airlines, hotel groups, travel companies, event organizers, and travel technology providers. Making its first appearance at the exhibition, Sun Group will showcase a diverse portfolio spanning aviation connectivity, accommodation, entertainment, and digital tourism solutions, opening up new opportunities for collaboration with its international partner network.
Bringing an "APEC Era" Phu Quoc to Singapore
Phu Quoc takes center stage in Sun Group's showcase at ITB Asia. Beyond its renowned beaches and islands, the Pearl Island now offers an increasingly diverse collection of experiences, including the world's longest three-wire cable car to Hon Thom, integrated entertainment complexes, as well as dining, arts, and nightlife experiences in Sunset Town. This ecosystem enables travel companies to create flexible itineraries tailored for families, couples, and corporate groups alike.
Comprehensive tourism, entertainment, and hospitality infrastructure is key to establishing Phu Quoc as a premier MICE destination (Photo: Sunset Town)
For the MICE segment, a destination's appeal extends beyond its ability to host events through modern convention facilities and a wide range of accommodation options. It also lies in the experiences available beyond the meeting room. In Phu Quoc, conference sessions can be followed by beachfront gala dinners, team building activities, island excursions, or evening performances and fireworks, enabling organizers to create distinctive programs for every delegation.
Hosting APEC 2027 is creating fresh momentum for the destination. At ITB Asia, Sun Group will present its vision for Phu Quoc's next phase of development, supported by large scale investments in infrastructure, convention facilities, and hospitality projects. These developments, built to serve APEC, are expected to continue delivering long term value after the event by strengthening the island's capacity to host international conferences and unlocking new opportunities in the MICE market.
Connecting aviation and hospitality across multiple destinations
Alongside its destination story, Sun Group will introduce Sun PhuQuoc Airways to its network of Asian partners. As the aviation link within Sun Group's integrated tourism ecosystem, the airline creates opportunities to connect air transportation with accommodation and entertainment, enabling partners to develop seamless travel programs that bring more visitors to Vietnam.
The flight experience with Sun PhuQuoc Airways serves as the crucial link that seamlessly connects passengers' leisure and entertainment journeys.
The hotel and resort portfolio showcased at the Sun Group booth will 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. Representatives from all seven hotels and hotel clusters will be on site throughout the event, providing partners with the opportunity to explore the products and discuss potential collaborations directly.
In addition to Phu Quoc's leisure and MICE offerings, Sun Group's portfolio in Da Nang, Quang Ninh, and Hanoi expands the possibilities for designing multi-destination itineraries.
The debut of Rixos Phu Quoc Vietnam in Hon Thom promises to bring an array of premium accommodation options to travelers.
Bringing Visit Vietnam to the Asian Market with Visa
At ITB Asia, Visa will join Sun Group in introducing the Visit Vietnam platform to Asia's travel business community. The initiative marks the implementation of the comprehensive strategic partnership agreement signed by the two parties in September 2026, which focuses on destination promotion, digital tourism development, and international market expansion.
Developed and operated by Sun Group, Visit Vietnam is part of Vietnam's national digital tourism ecosystem. The platform is endorsed by the Government, with the support of the Ministry of Culture, Sports and Tourism and the National Data Association (NDA). Visit Vietnam integrates destination information, tourism products, and travel services into a single digital platform, making it easier for travelers to discover destinations, plan itineraries, and experience Vietnam. At the same time, it provides international tourism businesses with a channel to collaborate on destination marketing and product development for the Vietnamese market.
The Visit Vietnam digital tourism platform, in partnership with Visa, helps optimize traveler experiences and broadens global promotional opportunities.
Under this partnership, Sun Group contributes its expertise in destination development and its integrated tourism ecosystem, while Visa brings its global network and strengths in technology, data, and digital payments. Their joint presence at ITB Asia enables both parties to engage directly with international partners and explore concrete business opportunities.
Beyond promoting destinations and connecting with international tourism partners, Visa is also advancing a more comprehensive approach to corporate travel management. As global business travel spending is projected to grow faster than the number of business trips, optimizing travel expenses now extends beyond budget control. Companies increasingly require seamless integration across service booking, payments, expense management, and reconciliation.
At the Visa Corporate Travel & Expense Management Solutions Forum in Vietnam, to be held on October 27, Visa will share global macro trends, international best practices, and expert insights into how businesses can enhance employee travel experiences, strengthen cost control, and leverage spending data to support more effective business decisions.
Sun PhuQuoc Airways—the final piece completing the Pearl Island's tourism ecosystem—will make its appearance at ITB Asia 2026.
This approach also creates new opportunities for collaboration among digital tourism platforms, service providers, and businesses, contributing to a more connected, transparent, and efficient ecosystem for both tourism and corporate travel.
Throughout the three-day exhibition, Sun Group's 10 booth pavilion will serve as a meeting point for representatives from Sun Group, Sun PhuQuoc Airways, Visit Vietnam, and its hotel portfolio to connect with partners. Sun Group's first participation at ITB Asia marks an important milestone in the company's international destination promotion efforts. With Phu Quoc at the center of its showcase, Sun Group aims to foster long term partnerships across both the leisure and MICE segments in the lead up to APEC 2027
