What does Phu Quoc need to do to become a unique tourist destination of the world?

"The inherent allure of Phu Quoc's natural beauty is further amplified by its local cultural identity and world- class attractions" - this concise description from the renowned travel platform Travel Learning succinctly encapsulates the current image of the Pearl Island: a global tourism hotspot, "Asia's leading luxury beach and island destination."

At 1 AM, a Jeju Air flight landed at Phu Quoc Airport after a six-hour journey from Seoul, South Korea. After a 30-minute drive along the wide avenues leading to An Thoi Ward, Kim Ji Won, a reporter for Chosun Ilbo, arrived at her resort in Bai Kem to rest after her long flight. The morning sun and the scenery awakened Ji Won, leaving her deeply moved: "The sparkling sunlight reflecting on the crystal-clear turquoise sea, and the long, smooth white sand made me feel like I was still dreaming." Taking direct flights to Phu Quoc International Airport, cruising along four-lane roads, waking up in a luxurious five-star resort with one of the 50 most beautiful beaches on the planet visible from the window… perhaps Ji Won didn't know that her "dreamlike" experiences in the "Maldives of Vietnam" were also the dreams of the people of Phu Quoc Island two decades ago.

Phu Quoc has now become "Asia's leading luxury destination".

Sunshine

From a dilapidated island with "three no's" (no land, no water, no infrastructure, no amenities) to a leading luxury destination in Asia.

In October 2004, Prime Minister's Decision No. 178, approving the "Overall Development Plan for Phu Quoc Island (Kien Giang Province) until 2010 and Vision to 2020," was officially issued. This decision set a crucial task for the entire political system, from the central to local levels: "Gradually develop Phu Quoc Island into a regional and international-level tourism center (ecotourism, resort tourism, and beach tourism) with high-quality services, attracting many international tourists and meeting the demands of domestic tourists. By 2020, essentially complete the development of Phu Quoc Island into a high-level ecotourism and beach tourism center, attracting approximately 2-3 million tourists." Like a guiding lighthouse, since Decision 178, a series of turning points and the arrival of many "Vietnamese eagles" have come to the pearl island. As a result, investment capital has grown 64 times (as of 2023). From a war-torn island with three "no's": no electricity, no transportation, and no fresh water, Phu Quoc is now a type 2 city and the "best island in the world in 2024". These "miraculous" development indicators, with budget revenue increasing more than 200 times in 20 years, are the clearest evidence of the island's leap forward. In 2005, Phu Quoc received only slightly more than 100,000 tourists, but by 2023, this number had increased 46 times to 5.1 million visitors. Tourism revenue in 2023 reached VND 13,928 billion, nearly 50 times higher than in 2004. Phu Quoc International Airport is one of the busiest airports in the country, handling an average of nearly 50 international and domestic flights daily. A series of high-class resort and entertainment projects have been added. From its starting point in 2004, the number of 5-star rooms on the island has now reached nearly 15,000. The entire lineup of global hotel giants such as Accor, Hilton, Marriott, IHG, Rosewood… are all present on the island city. Soon, Marriott will bring two of its most luxurious hotel brands to Hon Thom Island: Ritz Carlton Reserve and The Luxury Collection.

JW Marriott Phu Quoc Emerald Bay resort at Bai Kem beach.

Sunshine

At the same time, from a poor fishing village overgrown with bushes and red soil, An Thoi ward now has a vibrant and lively new look with Sunset Town - a place that attracts tens of thousands of tourists every day.

We need to continue developing Phu Quoc more rapidly and sustainably, based on a foundation of science and technology, innovation, and creativity, relying on Phu Quoc's internal strengths, its people, and its glorious historical and cultural traditions.

Prime Minister Pham Minh Chinh

At the conference summarizing Decision 178 on March 31st, assessing Phu Quoc's achievements, Prime Minister Pham Minh Chinh affirmed: "Phu Quoc has basically achieved the goals in the overall development plan..., turning nothing into something, making the difficult easy, and making the impossible possible." The fruits of this success have come to the Pearl Island. But to go further, to sharpen the image of a "high-quality tourism and resort service center with unique characteristics and attractiveness for domestic and international tourists" as outlined in the Phu Quoc City Master Plan until 2040, it is clear that quality products are only a necessary condition. To become a unique destination of the world, Phu Quoc also needs a sufficient condition: differentiation. As affirmed by the Prime Minister at the conference summarizing Decision 178, that differentiation comes from culture. "In Phu Quoc, the development of the cultural industry has foundations based on unique potentials. The unique identity combined with the modern essence of the world is the internationalization of our culture. But conversely, we also need to nationalize the modern culture of the world. I think this harmonious combination will make a big difference," Prime Minister Pham Minh Chinh suggested.

A Pearl Island that is very Vietnamese, very unique!

Over the years, Phu Quoc Island's remarkable growth on the regional tourism map has been thanks to serious investment from the local government and private economic groups, with a consistent approach: creating a multi-experience ecosystem with diverse, high-quality, and world-class products, all based on culture. Today, visiting Phu Quoc, it's easy for tourists to find iconic landmarks, resorts, shows, or even markets brimming with cultural colors. The island is like a "hub" where Vietnamese identity and world culture skillfully combine to achieve a common goal: sustainable tourism development.

The first Vietnamese puppet theater by the sea in Vietnam.

Sunshine

Notably, the Kiss Bridge – a bridge that made headlines on CNN just days after its launch – is also a product of the goal of "internationalizing Vietnamese culture and nationalizing international elements." Inspired by the legendary love story of the Cowherd and the Weaver Girl, and the classic Italian love story of Romeo and Juliet, the Kiss Bridge is a "symbol" connecting Vietnamese and Italian cultures. In addition, in just a few months at the end of 2023 and the beginning of 2024, a series of large-scale, elaborate, and culturally rich shows were launched, transforming Phu Quoc into a new "entertainment paradise" in Asia. This includes Vietnamese Puppetry, with its water puppet stage by the sea – where artists from the Vietnam Puppet Theatre will perform nightly to promote the nation's cultural heritage. At Vui Phet – Vietnam's first creative seaside night market – young artists, through lively street art performances using fishing tools, kitchen utensils, or stories about street shoe-shining boys as props, will act as "ambassadors," introducing unique aspects of local culture to tourists. Or on the "infinity" stage of the multimedia show Kiss of the Sea, leading French producer ECA2 chooses to present audiences with top-notch performances of technology, light, water, and fire... based on a storyline combining science fiction reminiscent of Hollywood films with local culture such as the Five Elements theory or shadow puppetry. Not to mention, through the artistic fireworks display, Phu Quoc is also one of the few islands in the world that has fireworks displays 365 days a year.

The Engagement Bridge - an iconic structure connecting Vietnamese and Italian cultures.

Minh Tu

Meanwhile, if you're looking for a resort with a distinct "identity," Phu Quoc has no shortage of options, such as JW Marriott Phu Quoc Emerald Bay – a fictional university showcasing fascinating stories of 19th-century architecture and culture, or New World Phu Quoc Resort – a Southern Vietnamese fishing village nestled in the heart of the Pearl Island… "Forget Phuket, come to Phu Quoc – the new hope of Vietnamese tourism" – that's the title of an article in the renowned South China Morning Post . This can be seen as an affirmation: Phu Quoc is no longer inferior to Phuket or even the leading tourist destinations in the region. However, to further solidify its position, Phu Quoc needs to continue persevering with the roadmap of "bringing Vietnam to the world and bringing the world to Vietnam," as emphasized by the Prime Minister .

Thanhnien.vn

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