Aviation opens the gateway to an integrated tourism ecosystem
At the Sands Expo & Convention Centre, SPA will meet with travel companies, distribution partners, and event organisers from across the region to introduce its aviation products and explore opportunities to bring more international visitors to Vietnam. The airline's participation is supported by Discover The World, its General Sales Agent (GSA) in Singapore. The event also marks the first time Sun Group has operated its own booth at ITB Asia, presenting an integrated ecosystem spanning aviation, accommodation, entertainment, and travel technology.
Sun PhuQuoc Airways and Sun Group’s tourism ecosystem invite partners at ITB Asia to bring travelers to Vietnam
The presence of SPA alongside other Sun Group businesses enables international partners to access multiple components of the visitor journey, from air transportation and accommodation to destination experiences. For SPA, this integrated approach strengthens the connection between airline distribution and destination appeal, creating new opportunities to grow international passenger traffic across its expanding route network.
Phu Quoc and the MICE market ahead of APEC 2027
Phu Quoc is at the centre of the story that SPA and Sun Group will bring to ITB Asia. From beachfront resorts and the Hon Thom Cable Car to Sunset Town and its evening entertainment shows, the island offers travel partners the flexibility to design a wide range of itineraries within a single destination, particularly for the MICE segment. Together with the addition of wide body Airbus A330 aircraft, SPA is steadily expanding its capacity on international routes, creating greater opportunities to develop group travel programmes. As Phu Quoc prepares to host APEC 2027, the infrastructure, convention, and hospitality projects showcased by Sun Group at the exhibition are designed to support the event while strengthening the island's long term capacity to serve international visitors and the MICE market.
Sun PhuQuoc Airways expands air connectivity to meet growing demand for leisure and MICE travel to Phu Quoc ahead of APEC 2027
Sun Group's 10 counter exhibition booth will also showcase a portfolio of hotels and resorts across Vietnam, including 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. The portfolio provides travel partners with additional options to develop leisure holidays, MICE programmes, and multi destination itineraries throughout Vietnam.
Alongside its tourism products, Sun Group will introduce Visit Vietnam at ITB Asia 2026 together with its strategic partner Visa, following the comprehensive strategic cooperation agreement signed between the two organisations in September 2026. As part of the national digital tourism ecosystem developed and operated by Sun Group, Visit Vietnam is designed to connect destination information, tourism products, and travel services, helping visitors discover and plan their journeys across Vietnam while creating greater opportunities for Vietnamese tourism businesses to reach international markets. The platform is supported by the Government, with the participation of the Ministry of Culture, Sports and Tourism and the National Data Association (NDA). Leveraging its strengths in global networks, technology, data, and digital payments, Visa will work alongside Sun Group to advance these strategic initiatives.
For Sun PhuQuoc Airways, in-flight service is a vital link in the Sun Group experience, allowing every vacation to begin with thoughtful hospitality in the air.
Through its debut participation at ITB Asia 2026, SPA aims to expand its B2B partnership network across Asia while leveraging the strengths of the broader Sun Group ecosystem. The integration of aviation, accommodation, and destination experiences provides travel partners with a stronger foundation to develop market specific travel programmes, contributing to increased international arrivals to Phu Quoc for both leisure and MICE travel ahead of APEC 2027 and well into the future.
