Tourists take photos with dancers at Sun World Hon Thom.
The appeal of the international market
On a morning in early December 2025, as the first rays of sunlight fell upon the turquoise sea, John Matthews, a tourist from Australia, stood still for a moment before immersing himself in the water at Kem Beach.
Upon arriving in Phu Quoc after his flight, he decided to go swimming because he "couldn't wait to experience the beauty of this place." The fine, creamy white sand and the natural curve of the coastline led him to describe Kem Beach as "one of the most beautiful beaches on the planet."
John's experience captures the pristine allure of Phu Quoc, the core value that has propelled the island to numerous international accolades in 2025.
At the World Travel Awards 2025, Kem Beach was honored for the first time as the " World's Leading Regional Beach," marking a significant step in building Phu Quoc's brand as a high-end destination. This was accompanied by a series of consecutive awards: World's Leading Natural Island Beach Destination, World's Leading Iconic Tourist Destination for Sunset Town, World's Leading Iconic Tourist Bridge for Kissing Bridge, and World's Leading Luxury Wedding Resort for JW Marriott Phu Quoc Emerald Bay Resort & Spa. These accolades serve as a "global media springboard," helping to spread the image of the pearl island strongly to many international markets.
Tourists experience paragliding while watching the sunset at Truong Beach, one of the most beautiful sunset spots in Phu Quoc.
Brand hype quickly translated into market momentum. According to Mr. Nguyen Vu Khac Huy, Chairman of the An Giang Provincial Tourism Association, Phu Quoc tourism witnessed a breakthrough in the number of international visitors in the last months of the year: "The end of the year is an extremely busy time. Visitors from Russia, Europe, Australia, the US, South Korea, Taiwan, Malaysia, India… all increased very sharply."
In December alone, Phu Quoc is expected to welcome 1,400 Indian tourists via eight charter flights from New Delhi – a signal opening up opportunities to reach high-spending segments. According to Mr. Nguyen Vu Khac Huy, the current market trend is not limited to families or tourists seeking warm winter holidays, but is strongly shifting towards luxury markets such as the Middle East, and the ultra-wealthy group from India.
"These are particularly promising markets. They stay for extended periods, have high spending power, and prioritize high-end beach and island services. When they see international awards like the WTA recognizing Phu Quoc, its appeal increases rapidly," Mr. Huy commented.
Audiences enjoy the multimedia show "Kiss the Stars" on the beach of Phu Quoc, one of the most popular nighttime entertainment options for tourists today.
Changes in international travel preferences, particularly the trend towards seeking natural, safe destinations with unique products, further enhance Phu Quoc's new accolades as a competitive advantage.
From the experience of an Australian tourist to the rise of the Indian market, it's clear that Kem Beach and the series of awards in 2025 have contributed to shaping the tourism map for international visitors, making Phu Quoc a destination that many markets, once only known through images, have now added to their list of priority destinations for year-end holidays.
Ready for growth
The strong growth of Phu Quoc tourism in 2025 necessitates expanding connectivity, as air travel is the key driver of this island destination's development. In 2025 alone, Phu Quoc is expected to welcome approximately 8.1 million visitors, including 1.8 million international tourists, generating nearly 44 trillion VND in tourism revenue.
These figures not only reflect the attractiveness of the island, but also show that the existing infrastructure is approaching its maximum exploitation limit, especially in the context of a continuously high-growth international market. This pressure makes the need to expand airspace a strategic requirement.
Tourists crowded the auditorium to watch the performance in the Neptune Palace space within the VinWonders Phu Quoc complex.
The arrival of Sun PhuQuoc Airways has made it easier for tourists to access Phu Quoc. Since its first flight in early November, flights from Hanoi , Ho Chi Minh City, and Da Nang have consistently reached full capacity, opening up a "hub-and-spoke" flight network model - using Phu Quoc as a central hub connecting major cities.
But the airline's goals don't stop at the domestic market. Sun PhuQuoc Airways CEO Nguyen Manh Quan said that Sun PhuQuoc Airways is gradually improving its capabilities to operate direct flights to Europe, India, and the Middle East – distant markets with a growing demand for beach and island tourism.
He calls this strategy "creating an aerial resort journey," where the traveler's experience begins in the aircraft cabin and is integrated with Sun Group's high-end service ecosystem. This approach not only solves the transportation problem but also enhances emotional value, an increasingly important factor in destination competition.
The Hon Thom cable car, viewed from above, is one of Phu Quoc's prominent tourist landmarks.
The expansion of aviation capacity is happening at a time when regional market demand is surging. Overall, An Giang province's tourism sector is expected to reach over 24.1 million visitors in 2025, a 27.3% increase compared to the same period; international visitors are projected to increase by 90.3%, reaching nearly 2 million; and total tourism revenue is expected to reach nearly 68,000 billion VND, exceeding the annual plan by 72.9%.
These figures demonstrate that the reach of tourism in Phu Quoc - Ha Tien - Bay Nui region is greater than ever, forming a linked chain capable of supporting each other in terms of markets, products, and services.
International tourists experience the Hon Thom cable car, one of the most popular attractions in Phu Quoc during the peak months at the end of the year.
According to Mr. Bui Quoc Thai, Director of the An Giang Provincial Department of Tourism, in order to accommodate the rapidly increasing number of tourists, especially from Europe and India, transportation infrastructure must be upgraded comprehensively. The routes connecting Phu Quoc - Ha Tien - the Bay Nui region not only expand the market but also help create more attractive inter-regional tourism products.
Mr. Thai stated that the province is collaborating with colleges and universities in the Mekong Delta region to train high-quality tourism personnel – a crucial factor as Phu Quoc prepares to serve large and high-end delegations during APEC 2027. In addition, digital transformation is considered a key strategy to enhance international promotion and increase Phu Quoc's presence on global tourism platforms.
Tourists can experience rowing boats on the "Venice River" within the Grand World Phu Quoc complex - a popular spot for entertainment, recreation, and photography on the pearl island.
From the proactive approach of airlines to the vision of regulatory authorities, it is clear that Phu Quoc is entering a completely new era: not only beautiful, famous, and celebrated, but also boasting an increasingly sophisticated connectivity system and well-prepared resources.
These foundations will determine whether the island has the potential to become a regional "tourism hub"—a place where visitors come not only for its natural beauty, but also for its convenience, quality of service, and connectivity with the world.
Source: https://baoangiang.com.vn/du-lich-phu-quoc-nhon-nhip-cuoi-nam-2025-a469905.html
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