According to the magazine, a key factor behind Phu Quoc’s rise is its ability to retain a sense of discovery that more established tropical destinations are perceived to have lost. The publication noted: “Phu Quoc carries something more established destinations struggle to maintain: the sense of discovery. Phuket and Bali are crowded and well-trodden, but Phu Quoc offers the appeal of an emerging destination when everyone is looking for a new place to escape to.”
The article observed that the island combines relatively unspoiled landscapes — including forests, beaches and fishing villages — with expanding high-end resorts and entertainment facilities. This mix of natural scenery and modern infrastructure has contributed to its evolving tourism profile.
Kem Beach in Phu Quoc. Photo courtesy of Sun Group |
Official data indicate continued growth in visitor numbers. In 2025, international arrivals to Phu Quoc increased by nearly 60% year-on-year.
During the 2026 Lunar New Year period, the island welcomed nearly 366,000 visitors, up 30% from the previous year, including almost 93,000 international arrivals, an increase of 24.3%.
The island has also featured in several international rankings. In late 2025, Condé Nast Traveler named Phu Quoc the most beautiful island in Asia and third worldwide. Its score placed it ahead of destinations such as Bali and Phuket, and alongside established resort locations including the Maldives and Maui.
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Hon Thom Cable Car, the world’s longest three-wire cable car. Photo courtesy of Sun Group |
The island has previously received the title of “World’s Leading Nature Island Destination” from the World Travel Awards.
Travel + Leisure India also recognized Phu Quoc as the “Best Emerging Destination.”
The Hon Thom Cable Car was cited by Travel + Leisure as one of Asia’s most notable travel experiences. The three-wire Hon Thom Cable Car carries passengers across the waters of the An Thoi archipelago to the Sun World Hon Thom complex.
Beyond its natural appeal, the magazine highlighted the island’s expanding entertainment offerings. It noted that evening events and large-scale performances have become a defining feature of Phu Quoc’s tourism model. It described the combination of coastal scenery and performance technology as contributing to a distinct nighttime atmosphere. “Nightly fireworks, world-record shows, and crystal-clear beaches create an emerging paradise that never sleeps,” the publication wrote.
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Phu Quoc hosts two firework displays every night, year-round. Photo courtesy of Sun Group |
In the southern part of the island, nightly fireworks displays have been staged for more than two consecutive years, accompanied by multimedia shows such as “Kiss of the Sea” and “Symphony of the Sea.”
According to local operators, more than 580,000 fireworks have been launched over the two-year period without interruption.
The visitor experience also includes daytime attractions. In the evening, areas such as Sunset Town and the Kiss Bridge — an architectural structure featuring a distinctive “non-touching” design that has been referenced by CNN — draw visitors for sightseeing and photography.
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Foreign visitors records a firework show in Phu Quoc. Photo courtesy of Sun Group |
Travel + Leisure characterized this approach as a strategy focused on developing a continuous visitor experience from morning to night, combining leisure, entertainment and coastal scenery.
As regional destinations compete to differentiate themselves, Phu Quoc is positioning itself as both a nature-based retreat and an entertainment-oriented resort hub. Industry observers note that its future trajectory will depend on sustaining visitor growth while maintaining service quality and environmental standards.
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