Located off southern Vietnam, the island destination sees MICE adding to its leisure tourism success – and an Australian incentive event has already proven its capability.
From January to July 2025, Phu Quoc drew almost one million international visitors in tandem with direct flights from Asia, the UAE and Eastern Europe. Its special economic zone status and visa-free policy are boosting foreign arrivals.
While the government focuses on critical public works, major commercial projects like the airport extension, convention centre, hotels and attractions will be public-private partnerships.
“APEC 2027 will be a major milestone, serving as a driving force to establish Phu Quoc as a leading tourism and economic hub in the region and the world,” noted Dang Minh Truong, chairman of Sun Group, one of the leading conglomerates in Vietnam.
Sun Group will handle the international airport expansion comprising a runway extension, a new runway, a second terminal and a VIP terminal.
Sun Group and Hilton recently signed a strategic partnership for the construction of Conrad, Hilton and DoubleTree by Hilton hotels offering nearly 2,000 guest rooms within a multi-brand hotel cluster at the tourism and events complex designed for APEC 2027 and connected to the new convention centre and airport.
On November 1, Sun PhuQuoc Airways will begin commercial operations with a hub-and-spoke network from Phu Quoc, connecting it to other Vietnamese destinations, Hanoi, Ho Chi Minh City and Danang.
Phu Quoc has already demonstrated its prowess in handling business events in April when Vinpearl welcomed a 400-member incentive group from Australia, marking a new milestone in developing the MICE segment from Australia.
Participants from Sydney, Melbourne, Brisbane, Adelaide and Perth flew to Phu Quoc via Hanoi, Ho Chi Minh City, Singapore and Bangkok.
Over six nights and seven days, the group experienced an all-inclusive program designed and operated within Phu Quoc United Center – at 1,000 hectares, the largest integrated resort and entertainment complex in Vietnam. They enjoyed beachfront accommodation, refined gastronomy, world-class entertainment and holistic wellness offerings.
Highlights included a royal-themed welcome dinner at VinWonders amusement park; a gala dinner and awards presentation at the Quintessence of Vietnam stage; golf at Vinpearl Golf Phu Quoc; treatments at Akoya Spa; and exclusive medical-wellness services from Vinmec.
The event host – a leading furniture distribution and retail company in Australia – booked the entire Quintessence show space for the gala night and flew in a band from Australia for a private concert.
The farewell beach party at Vinpearl Resort & Spa Phu Quoc featured Vietnamese cultural traditions.
“Every stage of planning, production and operation was handled by [the] Vinpearl and VinWonders teams, to ensure one-stop service and deliver a truly integrated experience – from luxury accommodation, unique cultural spaces, entertainment and wellness to sustainable transportation – all in one destination,” said Ngo Thi Huong, deputy CEO of sales and marketing for Vinpearl.
“This incentive program is a testament to Vinpearl’s ability to curate seamless and memorable experiences for the Australian market.”
While Vinpearl straddles the north with a cluster of global players like Sheraton, Wyndham and Radisson beside its own brand, in Sun Group’s southern sphere, JW Marriott Phu Quoc Emerald Bay Resort & Spa draws interest for its unique design and creative options for planners.
And MICE business at the 366-villa New World Phu Quoc Resort improved with the opening of its Sun Tropical Ballroom last December.
The grand ballroom seats 1,100 pax theatre-style and 650 at banquets. There are also six meeting rooms. Beach activities include team building, cocktail receptions and gala dinners for up to 1,000 pax.
Meanwhile, the Hub entertainment complex opened mid-year with function space, a three-lane bowling alley and karaoke rooms, alongside a restaurant and bar.
As guest stays include Kiss of The Sea show admission, planners can add the cable-car ride to Hon Tom and Aquatopia Water Park for outside-resort interest. Partial and even full-resort buyout is possible, subject to seasonal demand.
“These enhancements have helped to drive MICE business, drawing groups of various sizes from domestic and international markets. There is strong growth potential, and we have an Australian business event confirmed for next year,” said Riccardo Barella, executive assistant manager for sales and marketing at New World Phu Quoc Resort.
“APEC 2027 is expected to bring a substantial influx of visitors, and supported by ongoing infrastructure investments, airport expansion and the evolving Sun ecosystem, we are in a strong position to deliver exceptional services and activities for clients.”
And in the lead-up to APEC 2027, hotels nearer Duong Dong town and the airport precinct – such as Sol by Melia, Novotel, Pullman, InterContinental and Regent – could also be getting a slice of the pie.
