Sun Group made its debut at ITB Asia 2026, held Oct. 21-23 at Singapore's Sands Expo & Convention Center. The trade show brought together tourism authorities, airlines, hotel groups, tour operators, buyers and international event organizers from across the Asia-Pacific region.
Sun Group's booth drew interest from travel buyers, tourism businesses and international partners in its aviation, hospitality, resort, entertainment and travel technology businesses. Over the three-day event, representatives held discussions on business partnerships, overseas distribution channels and travel products for international markets.
Phu Quoc was a key focus of Sun Group's showcase, with its MICE tourism potential highlighted ahead of APEC 2027. The island combines conference facilities, accommodation and infrastructure with attractions such as the Hon Thom cable car, nightly fireworks in Sunset Town, beachfront activities and entertainment shows, catering to both business and leisure travelers.
Sun Group presented its integrated tourism ecosystem spanning aviation, hospitality and entertainment to help travel operators create itineraries for families, couples and corporate groups. Sun PhuQuoc Airways was highlighted as a transport link for international visitors arriving in Vietnam and traveling to destinations across the country.
Representatives of seven hotels and hotel clusters joined business discussions at the Sun Group booth, 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. Their participation created opportunities to develop multi-destination itineraries linking Phu Quoc, Da Nang, Quang Ninh and Hanoi.
Visit Vietnam, an AI-powered digital travel platform developed and operated by Sun Group, made its international debut at ITB Asia 2026. According to the group, the platform is being developed with government support in collaboration with the Ministry of Culture, Sports and Tourism and the National Data Association.
Designed to become a national travel application, Visit Vietnam integrates destination information, tourism products and services. Its Travel Feed recommends destinations, dining venues and experiences based on users' interests, while its AI-powered Trip Planner lets travelers search for information and create personalized itineraries through natural-language conversations.
According to Sun Group, users can also select and book travel services through the same interface. The platform is expected to officially launch in Phu Quoc toward the end of 2026, with South Korea identified as a priority international market in its initial phase.
Janice Yeo, Visa Asia Pacific's vice president of consumer solutions, said the partnership with Sun Group would combine Vietnam's tourism offerings with Visa's global payments network, technology and data capabilities to improve international visitors' experiences.
"Visit Vietnam is a promising way to bring together travel inspiration, planning, booking and payments in one seamless experience," she said, adding that Visa hoped to make it easier for travelers to discover Vietnam and find more reasons to return.
