Through the Strategic Cooperation Agreement between Be Group and Sun World, the two parties will focus on three main areas to leverage the strengths and advantages of both brands.

Sun World and Be Group will launch the BeWorld communication project to promote the two leading tourism and transportation brands in Viet Nam to tourists in at least five locations nationwide where Sun World will be present in 2024.

Signing Ceremony of Strategic Partnership Agreement Between Be Group and Sun World

 Signing Ceremony of Strategic Partnership Agreement Between Be Group and Sun WorldThe strategic partnership between Be Group and Sun World marks a significant milestone in the promotion of domestic tourism in Viet Nam. With a combined customer base of 25 million people, the two partners aim to provide easy access to information and popular tourist destinations in the country.

In terms of technology, Be Group will integrate and develop new digital services, starting with the introduction of an electronic ticketing service for Sun World attractions on the Be multi-service platform, offering diverse payment methods. Additionally, Be Group will also develop and integrate digital experiences for tourists visiting Sun World locations in the future. These digital solutions are expected to simplify the ticket reservation process, providing convenience for customers and delivering unique and impressive travel experiences from online to offline.

As part of the agreement, Be Group will become the official transportation partner for Sun World's amusement parks nationwide. With the Be app, visitors can easily purchase tickets and book safe and affordable transportation to and from the parks, all while enjoying a seamless, hassle-free experience that can be shared with friends and family.

Sun World's CEO, Nguyen Huong Giang, expressed her excitement about the partnership: “Our focus goes beyond just investing in high-quality products and services. We are dedicated to elevating the emotions and experiences of our customers at every touchpoint. By joining forces with Be Group, we aim to not only enhance the quality of tourism in Viet Nam but also to deliver unparalleled value and fresh experiences to our customers. We are confident that this collaboration will not only elevate our brands but also contribute to driving the digital transformation of Viet Nam's tourism industry. Together, we look forward to supporting each other's growth and making a positive impact on the tourism landscape in Viet Nam”.

Meanwhile, Vu Hoang Yen, CEO of Be Group, shared: “The search volume for travel in Viet Nam on Google's market trend tracking tool has shown strong growth in the first and second quarters of 2023, ranking 7th in the world. With this growth and the collective efforts of many entities, the Vietnamese tourism industry has achieved many goals this year.

"One of Be Group's strategic priorities is to collaborate and share technological strengths, as well as operations with partners, to provide superior value to customers. Therefore, the opportunity to collaborate with Sun World is an honour for us to work together in business, and operations, and continue to develop new products, to provide exciting and useful experiences for both customers”.

Aquatopia Water Park – Sun World Hon Thom (Phu Quoc)

Sun World is an internationally renowned brand of entertainment and leisure, invested by Sun Group at top tourist destinations in Viet Nam. It includes six amusement parks and tourist areas, such as Sun World Ba Na Hills, Asia Park (Da Nang), Sun World Fansipan Legend (Sa Pa, Lao Cai), Sun World Halong (Ha Long, Quang Ninh), Sun World Hon Thom Nature Park Marine Entertainment Complex (Phu Quoc), and Sun World Ba Den Mountain (Tay Ninh).

Sun World Ba Na Hills (Da Nang)

For many years, Sun World has been shining the spotlight on Viet Nam's tourism industry with numerous prestigious international awards. Most recently, at the World Travel Awards 2023 for the Asia and Oceania region, Aquatopia Water Park – Sun World Hon Thom (Phu Quoc) was honoured as the top water park in Asia, while Sun World Ba Na Hills (Da Nang) was recognised as the top theme park in Asia for 2023. Prior to that, Sun World Fansipan Legend was also honoured four times at the World Travel Awards 2022 for the Asia and Oceania region, receiving awards for “World's Leading Cultural Tourist Attraction” and “World's Leading Natural Landscape Tourist Attraction” awards four times. Sun World Ba Na Hills was also recognised with three awards for “World's Leading Cable Car Ride”, “World's Leading Iconic Tourist Attraction”, and “World's Leading Iconic Tourist Bridge” for the Golden Bridge.

Be Group is the leading technology company in Viet Nam in the field of technology transportation services.

In the realm of technological transportation services, Be Group stands out as the leading Vietnamese company, holding a 35 per cent market share in the ride-hailing sector alone. With a significant advantage in terms of customer base, technological platform, and large partner network, Be boasts a user base of 10 million individuals who engage in regular transactions on a daily and weekly basis. It also operates more than 15 services, including various transportation options such as cars, motorcycles, taxis, buses, and air tickets, making it one of the top players in Viet Nam. Additionally, Be Group has a network of over 50,000 businesses across various industries and scales, ranging from food, retail, technology, and telecommunications to payment gateways and the largest banks in Viet Nam.

In the context of the increasing role of digital technology in global tourism development, the partnership between Sun World and Be Group marks an important milestone in Viet Nam's tourism industry's digital transformation journey. This collaboration promises to deliver many exciting experiences and cost savings for both parties' customers while contributing to elevating the strength and position of both brands in the market. The move also reflects the growing trend of collaboration between companies from different sectors to leverage each other's strengths and capabilities, further enhancing the tourism industry's digital capabilities in Viet Nam.