Vietnam’s international tourism doubled in size in the past decade. Over the same period, Thailand’s international arrivals grew by about 19%, while Singapore recorded growth of roughly 8%. This growth trajectory indicates Vietnam’s shift from an emerging destination toward a more established tourism hub in the region, supported by expanding capacity and broader international market reach.
Within this broader expansion, Phu Quoc has emerged as a representative case. The island has been selected repeatedly as the location for key milestones in Vietnam’s tourism development, highlighting its role within the national tourism framework.
The Sun Paradise Land ecosystem in southern Phu Quoc. Photo courtesy of Sun Group |
In 2016, when Vietnam recorded its 10-millionth international arrival, Phu Quoc was increasingly viewed as signaling a new phase in the country’s tourism development, transitioning from a primarily nature-based destination to a more structured resort market shaped by large-scale investment and an international orientation.
By 2025, Phu Quoc had become one of the country’s faster-growing tourism destinations and a contributor to international visitor growth. The pilot policy allowing visa-free entry for international travelers for stays of up to 30 days has supported this growth, enhancing the island’s competitiveness and encouraging longer stays and higher visitor spending.
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Vietnam’s 20th million international visitor in 2025 is welcomed in Phu Quoc, Dec. 15, 2025. Photo courtesy of Sun Group |
Between 2023 and 2025, Phu Quoc ranked among the most searched island destinations in Asia on several international travel platforms and appeared in global rankings related to resort destinations, island tourism, and premium travel. International media coverage has focused not only on the island’s natural environment but also on changes to its urban tourism areas and improvements in service standards.
Media attention has also highlighted specific tourism products developed on the island. The three-wire cable car to Hon Thom Island, described as the world’s longest of its kind, has been featured by outlets such as CNN and Lonely Planet. Sunset Town, including its night market and hillside streets, has been recommended by Expedia travel experts, while Travel + Leisure has noted the area’s fireworks displays and the Kiss of the Sea show, which holds a Guinness World Record. Kiss Bridge, described as the world’s only “non-touching” bridge, attracted attention from CNN following its launch.
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Kem Beach in Phu Quoc. Photo courtesy of Sun Group |
In parallel, Phu Quoc has increasingly been positioned as a luxury resort destination with the entry of international hotel brands. Since the opening of JW Marriott Phu Quoc Emerald Bay in 2018, additional brands including Hilton, Accor, Rosewood, and Marriott International have established a presence on the island, expanding its five-star accommodation segment.
“Phu Quoc’s position on the tourism map of Vietnam and the world has continued to improve and strengthen. In recent years, Phu Quoc’s tourism has shown a remarkably strong recovery and growth, and this momentum is expected to continue in the time ahead,” said Ho Anh Phong, Deputy Minister of Culture, Sports and Tourism.
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International arrivals take photos with a fireworks show in Phu Quoc. Photo courtesy of Sun Group |
Phong added that although Phu Quoc has already welcomed large numbers of international visitors, growth has also been accompanied by more diversified source markets, improved visitor profiles, and higher spending levels. He noted that the island still has significant development potential that has yet to be fully realized.
“With the current level of connectivity and the clear orientation in tourism development, we are confident that Phu Quoc will achieve even stronger breakthroughs in the coming period, contributing meaningfully to the overall growth of Vietnam’s tourism industry and the national economy,” he said.
As Vietnam prepares to host major international diplomatic and economic events, including APEC 2027, Phu Quoc is expected to continue playing a role in supporting tourism growth and demonstrating the country’s capacity to host regional and global events.
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