Nicknamed "the pearl island" of Vietnam, Phu Quoc is rapidly building an enviable reputation as a prime destination for MICE tourism in Southeast Asia. Its rapid ascent in this sector is the result of a strategic combination of incentivizing government policies, modern infrastructure, a luxury hotel offering, and an exceptionally beautiful natural environment. This article explores the foundations of this success and analyzes Phu Quoc's potential to become a leading MICE destination.

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Phu Quoc is famous for its pristine white sandy beaches - Mr Linh's Adventures Team

Phu Quoc boasts several key advantages that ideally position it to host large-scale professional events.

Unique in Vietnam, Phu Quoc offers a visa exemption of up to 30 days for international visitors. This measure significantly simplifies the organization of international events and facilitates the arrival of large groups, a major asset for the MICE sector. This policy has directly contributed to the increase in direct flights from key source markets such as South Korea, Thailand, Malaysia, and Kazakhstan, thereby enhancing the island's accessibility.

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The island features a high-performing international airport, connected to numerous Asian and European metropolises, ensuring excellent air accessibility.

As of 2025, Phu Quoc International Airport is undergoing a major expansion to support the island's rapid development as a tourist and MICE destination. Its current capacity of 4 million passengers per year will increase to 18 million by 2027, and up to 50 million by 2050. This expansion includes the addition of a second runway, 3,300 to 3,500 meters long, capable of accommodating wide-body aircraft and long-haul flights.

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In terms of air routes, new international connections are rapidly developing. For example, Vietjet is launching a direct link between Singapore and Phu Quoc in 2025, with several weekly flights. Furthermore, the new airline Sun PhuQuoc Airways, commencing operations in late 2025, plans to connect the island to numerous Asian destinations (Japan, Korea, China, Central Asia) as well as more distant markets such as Russia, Eastern Europe, the Middle East, and Oceania. This modernization and diversification of air routes position Phu Quoc as a future major regional hub, facilitating direct access to the island from strategic markets and supporting its rise as a leading destination for business tourism and international events.
 

JW Marriott is situated along the coast of Khem beach area and has its own private beach - Credit photo : JW Marriott

Phu Quoc also boasts impressive luxury hotel infrastructure, with resorts and hotels offering flexible conference rooms equipped with state-of-the-art technology and event spaces capable of hosting up to 1,000 participants. Notable examples include the Sun Signature Gallery and the Sun Convention Center, which are prime venues for large professional gatherings.
Among the recognized MICE accommodation establishments are other prestigious names such as:

Beyond its infrastructure, Phu Quoc stands out for the diversity of its activities, ideal for enhancing MICE programs and strengthening team cohesion. Participants can enjoy world-class golf, private cruises, team-building sessions on its idyllic beaches, scuba diving to explore coral reefs, or attend multimedia shows like "Kiss of the Sea". The island also offers lively night markets and major theme parks such as VinWonders and Sun World Hon Thom.
The island's exceptional natural environment, with its pristine white sandy beaches, lush tropical forests, and coral reefs, creates a conducive setting for relaxation and creativity during professional events.
 

The Sun Signature Gallery's Ballroom is capable of hosting up to 1,000 participants - Credit photo : Sun Group

Despite its assets, Phu Quoc must overcome certain challenges to ensure the sustainability of its MICE development.

The island's rapid development has raised concerns related to plastic pollution, waste management, and pressure on biodiversity, particularly coral reefs and sea turtles. Sustainable management is imperative to preserve the island's long-term attractiveness. Initiatives are underway to reduce tourism's ecological footprint, but continuous efforts are needed.

Phu Quoc's international promotion is still imperfect, with a lack of presence in certain European and North American markets, which limits its global reach.

Phu Quoc has distinguished itself by hosting lavish events, such as the wedding of an Indian billionaire couple in 2019, which was seen as a promotion of high-end wedding tourism on the island. While bold design and spectacular events can create a memorable experience for participants, a key objective of incentives and conferences, and attractions like "Kiss of the Sea" or theme parks are impressive, this grandiosity raises questions.

Increasingly, companies, especially in Europe and North America, are seeking destinations and suppliers that emphasize sustainability, authenticity, and corporate social responsibility (CSR). An excess of "bling-bling" can be perceived as the opposite of these values, suggesting waste or a lack of consideration for the environment and local communities. For some organizers, the excess of modernity and luxury could dilute the authenticity of Vietnamese culture and the natural charm of the island. MICE events sometimes seek to immerse participants in the local culture, and a décor that is too "artificial" or ostentatious could detract from this experience.

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If the island fails to balance this image of "Bling Bling" grandiosity with strong initiatives in sustainability, authenticity, and the promotion of its more discreet natural and cultural assets, it may struggle to attract a broader MICE clientele more sensitive to CSR issues.
 

Phu Quoc offers a conducive setting for relaxation and creativity during professional events - Mr Linh's Adventures

To consolidate its position as a leading MICE destination, Phu Quoc should focus on the following areas:
Consolidate sustainable management: Strengthening waste reduction policies, intensifying biodiversity protection, and developing environmental education are essential to ensure harmonious and responsible growth.
Diversify the offer: The development of new cultural, culinary, and ecotourism experiences will attract an even more varied MICE clientele and meet diverse expectations.
Strengthen international promotion: A stronger presence at international trade shows and targeted communication campaigns in key markets are necessary to increase the island's notoriety and attract more MICE events.
 

Phu Quoc must find a balance between bling bling and authenticity - Mr Linh's Adventures

Phu Quoc is undeniably emerging as the new star of MICE in Vietnam, thanks to a successful synergy between improved accessibility, high-level hotel and event infrastructure, a diversity of unique experiences, and a preserved natural environment. However, the sustainability of this dynamic will depend on the island's ability to reconcile its economic boom with rigorous environmental preservation. It is by embracing a sustainable approach that Phu Quoc will be able to maintain its attractiveness and establish itself as a responsible and unmissable destination for international business tourism.