The agreement was signed during the official visit to the U.S. by General Secretary and State President To Lam and a high-level Vietnamese delegation.
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The cooperation agreement was signed in the presence of General Secretary and President To Lam (C). Photo courtesy of the organizer |
The partnership combines Sun Group’s tourism and hospitality businesses with Visa’s payment network and technology, covering destination promotion, customer experience, loyalty programs, technology and data, payments, and international marketing.
Phu Quoc, which is set to host the APEC 2027 Economic Leaders’ Meeting, is a key focus.
Under the agreement, Sun Group will explore participation in Visa Destinations, which could promote its accommodation, dining, entertainment and other tourism services to Visa cardholders worldwide before they travel to Vietnam.
The companies will use Visa’s global platforms, media channels and international content creator network to promote Vietnamese destinations, focusing on eight priority markets: South Korea, Japan, mainland China, Taiwan (China), India, Australia, Singapore and Malaysia.
The partnership builds on their existing collaboration on Visit Vietnam, part of the national digital tourism ecosystem developed and operated by Sun Group, with government support and in collaboration with the Ministry of Culture, Sports and Tourism and the National Data Association (NDA).
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Visit Vietnam is part of the national digital tourism ecosystem developed and operated by Sun Group. Photo courtesy of Sun Group |
The two businesses plan to develop Visit Vietnam through new payment services, joint marketing, data collaboration and initiatives supporting the tourism sector’s digital transformation. They will also explore integrating Visa Destinations into the platform.
The partnership aligns with Resolution No. 26-NQ/TW of the Politburo, which calls for smart tourism services, national tourism databases and digital platforms, as well as wider adoption of e-commerce, cashless payments and cross-border payment services.
This partnership is taking shape at a time when digital transformation has become a major national priority for Vietnam. On same day in New York, General Secretary and President To Lam met with Robert (Bobby) Thomson, Senior Vice President, Global Head of Government Affairs, Visa, to discuss expanding cooperation in digital transformation and digital payments. General Secretary and President To Lam called on Visa to work with Vietnamese partners to build a digital tourism ecosystem, enhance the visitor experience, and create a seamless digital journey for travelers.
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General Secretary and President To Lam meets with Robert (Bobby) Thomson, Senior Vice President, Global Head of Government Affairs, Visa. Photo courtesy of Sun Group |
According to Sun Group, this is also the direction of the company and Visa pursuing through Visit Vietnam, connecting key touchpoints across the digital travel journey, from destination discovery and service experiences to payments. Building on their existing partnership, both parties are well positioned to translate this vision into scalable initiatives that deliver tangible value for travelers and contribute to the digital transformation of Vietnam’s tourism industry.
Dung Dang, Visa Country Manager for Vietnam and Laos, said technology, data and secure payments are playing an increasingly important role in how travelers discover and experience destinations.
“Our partnership with Sun Group brings together complementary strengths—from destination development and hospitality to global payments technology and insights—to create new ways for travelers to experience Vietnam,” she said.
“By combining our capabilities, we aim to support Vietnam’s ambition to become a more digitally enabled, globally connected, and high-value tourism destination, while creating greater opportunities for businesses and travelers alike.”
Focus on Phu Quoc
The two partners will explore payment solutions for delegates and visitors to APEC 2027, integrate destination services and promote Phu Quoc across APEC economies.
They also plan to develop a digital payments roadmap for infrastructure supporting the event, including potential contactless payment services on the island’s light rail transit (LRT) system. Beyond destination promotion and payments, the companies plan to expand customer benefits, particularly for premium cardholders and international travelers.
They will launch the Sun Signature Visa Infinite Private card, combining payment services with travel and lifestyle benefits for high-net-worth customers.
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Representatives of Visa and Sun Group pose for a commemorative photo at the partnership signing ceremony. Photo courtesy of Sun Group |
Sun Group’s premium travel, hospitality and lifestyle offerings will also be integrated into Visa’s global benefits network, giving eligible Visa cardholders access to selected experiences and destinations in Vietnam.
Through the Visa Rewards Platform, they will also examine opportunities for Sun Signature members to transfer or exchange points with participating loyalty programs and partners. Visa cardholders and eligible loyalty-program members may in turn be able to redeem points for Sun Group’s travel, hospitality and entertainment services.
Dang Minh Truong, Chairman of Sun Group, said the partnership comes as Vietnam places greater emphasis on tourism development and digital platforms.
“For Sun Group, this partnership is a concrete step toward turning that vision into action,” he said.
“It also reflects the growing role of Vietnamese enterprises: we are now working alongside leading global partners to shape experiences and set new standards of service. We are determined to continue earning that position through genuine capabilities and lasting trust.”
Both parties will also explore digital asset-linked payment solutions within the government’s regulatory sandbox framework, leveraging Visa’s global security and information safety standards.
The agreement comes as cooperation between Vietnamese businesses and U.S. companies expands into technology, innovation and the digital economy.
The companies said their planned services will connect destination services, payment technology, customer data and loyalty programs to make travel and payments more convenient while expanding access to Vietnamese destinations through Visa’s international network.