Sun Group Sparks New Era for Vietnam Tourism With Major Deals Across Aviation, Retail and Entertainment

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May 29, 2026 11:11 GMT+5:30

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Vietnam’s rapid transformation into one of Asia’s fastest-growing tourism and investment destinations has been significantly accelerated through a series of strategic international partnerships led by Sun Group in 2026. Through collaborations with major corporations from Thailand, India, Singapore, Belgium, China, Dubai, and the United States, a new chapter in Vietnam’s tourism, aviation, retail, hospitality, entertainment, and infrastructure sectors has been shaped.

Across multiple industries, large-scale agreements have been signed to strengthen Vietnam’s position as a high-value tourism economy and integrated lifestyle destination. Major investments have been directed toward retail-led urban development, airport modernization, hospitality expansion, digital infrastructure, live entertainment, and cultural preservation.

The partnerships established by Sun Group throughout 2026 have collectively reflected a broader national ambition focused on long-term economic growth, enhanced international connectivity, and elevated visitor experiences.

Sun Group and Central Pattana Drive Retail and Lifestyle Expansion

One of the most significant collaborations of the year was announced on 28 May 2026, when Sun Group and Central Pattana signed a strategic Memorandum of Understanding in Bangkok during Party chief and President Tô Lâm’s official state visit to Thailand.

The agreement was regarded as a milestone in Vietnam-Thailand economic cooperation, particularly as both nations marked the 50th anniversary of diplomatic relations. Senior leaders from both countries were present during the signing ceremony, highlighting the growing importance of regional investment and commercial partnerships.

Central Pattana, recognized as Thailand’s leading retail-led mixed-use developer and a core member of Central Group, was selected as a strategic partner due to its extensive experience in large-scale commercial development. Across Thailand, the company currently operates 45 shopping centers, 53 residential projects, 11 office buildings, 13 hotels, and 16 community malls.

Its flagship development, centralwOrld Bangkok, has been widely regarded as one of Asia’s premier shopping and lifestyle destinations. The project has become an international benchmark for how retail destinations can be transformed into cultural, entertainment, and tourism landmarks capable of increasing visitor engagement and boosting tourism spending.

Under the agreement, premium shopping centers and integrated mixed-use lifestyle complexes are expected to be developed in key Vietnamese destinations including Da Nang, Ho Chi Minh City, and Phu Quoc.

In Da Nang, large-scale commercial and lifestyle projects along the Han River are expected to be explored, with the area envisioned as a future entertainment and tourism hotspot. In Ho Chi Minh City, development efforts are planned for eastern districts and the emerging financial center, where long-term urban expansion is already being prioritized.

Meanwhile, in Phu Quoc, new experience-driven retail destinations are expected to be introduced to transform the island into a world-class shopping and leisure hub alongside its existing tourism appeal.

Shopping Tourism Identified as Vietnam’s Next Major Growth Sector

The partnership between Sun Group and Central Pattana has also been positioned as a major catalyst for Vietnam’s shopping tourism industry, which has remained relatively underdeveloped despite the country’s rapidly expanding tourism numbers.

Globally, shopping tourism has emerged as one of the fastest-growing sectors within the travel industry. The global market has been valued at approximately US$321 billion in 2026 and is projected to exceed US$613 billion by 2033.

In established tourism economies, shopping expenditure has traditionally accounted for between 30 percent and 50 percent of international visitor spending per trip. Vietnam’s tourism industry has increasingly been viewed as capable of capturing a larger share of this high-spending market segment.

In 2025, Vietnam recorded more than 21 million international arrivals, while tourism revenues surpassed VND1 quadrillion, equivalent to approximately US$38 billion. During the first four months of 2026 alone, nearly 8.8 million international visitors were welcomed.

National tourism goals have since been focused on attracting more than 25 million international visitors annually while shifting from volume-driven tourism growth toward higher-value visitor experiences.

Through the development of large-scale retail and entertainment destinations, visitor spending is expected to increase substantially. Future projects developed under the partnership are anticipated to offer premium global retail brands, international culinary experiences, large-scale cultural events, festivals, immersive entertainment attractions, and architecturally distinctive public spaces.

Aviation Partnerships Strengthen Vietnam’s Global Connectivity

A major focus of Sun Group’s 2026 expansion strategy has also been directed toward aviation infrastructure and international air connectivity.

On 7 May 2026, a strategic Memorandum of Understanding was signed with India’s GMR Group, one of the world’s leading airport operators. The agreement was finalized during President Tô Lâm’s state visit to India and was intended to strengthen tourism and aviation links between the two countries.

The collaboration has been viewed as an important step toward expanding regional mobility, improving airport infrastructure cooperation, and increasing tourism exchanges between Vietnam and India.

Additional aviation-focused partnerships were also secured during the year. On 21 March 2026, Sun Group entered into a strategic agreement with Singapore’s Changi Airports International to support the operation of Phu Quoc International Airport according to world-class standards.

Under the partnership, Vietnam’s first airport destination model is expected to be introduced. Responsibilities assigned to Changi Airports International include conceptual airport planning, operational readiness, passenger experience enhancement, and airport management integration.

Further modernization efforts were advanced on 9 April 2026, when Sun Group partnered with SITA, a global aviation technology leader, to digitize Phu Quoc International Airport. Smart airport systems, advanced IT infrastructure, and digital passenger technologies are expected to be implemented through the collaboration.

At the same time, Sun PhuQuoc Airways expanded its regional ambitions by securing partnerships with Korean General Sales Agent partners and announcing plans for two new international routes in 2026.

Hospitality and Lifestyle Investments Continue to Expand

Vietnam’s premium hospitality and lifestyle sectors were also significantly strengthened through new global alliances.

On 23 March 2026, Sun Group partnered with Marriott International to co-develop 10 hotels and resorts across Phu Quoc and Vung Tau. Nearly 4,500 hotel rooms are expected to be added through internationally recognized brands including W Hotels, Westin, Le Méridien, Courtyard by Marriott, and Moxy Hotels.

The expansion has been viewed as a major boost for Vietnam’s luxury tourism sector and premium accommodation capacity.

Meanwhile, on 11 February 2026, a partnership was established with Dubai-based Sunset Hospitality Group, a multinational lifestyle and entertainment operator known for high-end restaurants, nightlife venues, and beach clubs.

Through the collaboration, international dining and entertainment concepts are expected to be introduced to Vietnam, particularly within Phu Quoc’s rapidly growing tourism market.

Entertainment, Design and Cultural Preservation Receive Major Attention

Sun Group’s expansion strategy has not been limited to tourism and infrastructure alone. Significant emphasis has also been placed on entertainment, architecture, and cultural preservation.

On 10 April 2026, a strategic partnership was signed with Belgium-based Dragone, internationally recognized for producing large-scale live entertainment spectacles. Through the collaboration, immersive performances and cultural productions are expected to be developed in support of major tourism initiatives and international events such as APEC 2027.

A US$2.3 billion agreement was also signed between Sun Group and China’s Gold Mantis between 14 and 15 April 2026. The collaboration focuses on advanced architectural design solutions, BIM integration, and fit-out execution for major national developments, including projects connected to APEC 2027 in Phu Quoc.

In addition, Sun Group’s Design Management Board partnered with the School of Interdisciplinary Sciences and Arts under Vietnam National University, Hanoi, on 18 May 2026. Through the initiative, research, preservation, and international promotion of Vietnamese cultural and heritage assets are expected to be strengthened.

Infrastructure Development and Global Recognition Continue

Additional infrastructure milestones were achieved in early May 2026 when construction officially commenced on the civil aviation component of Phan Thiet Airport. The project, valued at nearly VND3,900 billion, is expected to improve tourism accessibility and regional economic growth in southern Vietnam.

International recognition was also received by Sun Hospitality & Entertainment, which earned the Strategic Partnership Award from Trip.com in May 2026 for its contribution to global tourism marketing and destination promotion.

Vietnam Positioned for a New Era of Integrated Tourism Growth

Through an extensive network of international partnerships, Sun Group has rapidly emerged as one of Vietnam’s most influential drivers of tourism, retail, aviation, entertainment, and infrastructure transformation.

By combining expertise from global corporations across multiple sectors, an integrated ecosystem focused on high-value tourism, enhanced visitor experiences, and long-term economic competitiveness has steadily been established.

As Vietnam continues its transition into a leading tourism and lifestyle destination in Asia, the partnerships formed throughout 2026 are expected to play a defining role in shaping the country’s next phase of urban development, international connectivity, cultural promotion, and economic modernization.