Transformation from a single-service to an all-in-one destination model

Phoenix CV Golf & Resort, a flagship project of CV Group – a South Korean conglomerate, officially established its presence in Việt Nam in the early 2000s on over 300 hectares of land in Lương Sơn, Hòa Bình Province. With 54 international-standard golf holes and numerous premium experiences, Phoenix CV Golf & Resort has been positioned beyond the framework of an ordinary golf course, becoming a crucial link in the group's comprehensive hospitality, entertainment, and lifestyle ecosystem.

Panoramic view of Phoenix CV Golf & Resort

Alongside Phoenix CV Golf & Resort, the CV Resort ecosystem has gradually expanded with strategic components such as the Grand Plaza Hanoi Hotel, ONVIT fine dining restaurant, An Hy Vietnamese restaurant, Grand Tour travel services, and the COVE lifestyle brand series. All are operated under a unified philosophy: creating comprehensive experiential spaces where sports, hospitality, dining, and entertainment intersect in a new standard of living.

Throughout its persistent 20-year journey, Phoenix CV Golf & Resort has been a familiar destination for both domestic and international golf communities, while also serving as the "gateway" for golf tourism in the Northern region. However, this solid foundation has led to a new challenge: how can Phoenix CV Golf & Resort not only maintain its position but continue to evolve within the shifting landscape and meet new market expectations?

Rebirth from a heritage foundation

Entering the 2024-2026 period, Việt Nam's golf and premium hospitality industry has witnessed a strong shift from single-service models to "all-in-one destination" models – integrated, multi-experience destinations. Customers are no longer seeking just a golf course but expecting a complete ecosystem encompassing accommodation, dining, entertainment, wellness services, and lifestyle amenities.

In this context, Phoenix CV Golf & Resort is not reinventing itself to be different, but rather to live up to its inherent stature. The "Rebirth" journey emerged as a strategic declaration, marking a comprehensive transformation phase based on three core pillars: infrastructure, operations, and ecosystem.

Phoenix CV Golf & Resort is an iconic destination within CV Resort's comprehensive ecosystem

In terms of infrastructure, Phoenix CV Golf & Resort officially launched its new Clubhouse, completely renovated the entire golf course system, and upgraded landscapes, course surfaces, and supporting facilities to international standards.

In operations and services, management and service processes have been synchronised according to CV Resort's operational system, aiming for seamless customer experiences from accommodation and golf to dining and entertainment.

Regarding the ecosystem, Phoenix CV Golf & Resort no longer stands independently as a single destination but is deeply integrated into CV Resort's hospitality, investment, and experience network. Moreover, the group is nurturing plans to develop gaming and exploratory tourism models so that each service can complement the others, creating a closed "value circle" for customers.

A strategic milestone of the "Rebirth" journey

During this strategic transformation phase, the Phoenix Reborn Golf Tournament 2026, organised by CV Resort, serves as a symbolic highlight. The tournament took place from February 27 to March 1, 2026, at Phoenix CV Golf & Resort, with the participation of nearly 800 golfers, including representatives from the Korea Professional Golf Association (KPGA), and many special guests from Việt Nam and South Korea.

CV Group Vice Chairman Lee Ho Seong delivers the opening speech at the Phoenix Reborn Golf Tournament 2026

Not merely a sporting event, the Phoenix Reborn Golf Tournament 2026 marks a significant transformation in service standards, operations, and customer experience at Phoenix CV Golf & Resort specifically, and the group in general.

Alongside the tournament, CV Resort will introduce the CV Resort Diamond Membership 5-Year package exclusively for sponsored athletes. With a total value of up to $18,900 (equivalent to VND 472,500,000), the membership package offers benefits including golf services, dining, and accommodation at golf courses and hotels within CV Resort in Việt Nam and South Korea, as well as travel benefits from the GTour system. This represents a vivid demonstration of CV Resort's commitment to supporting the development of young Vietnamese athletes through its multi-layered experiential ecosystem.

2026 is not only an anniversary milestone but also opens a new chapter in the development of CV Resort, as service standards are elevated, operational capabilities become increasingly refined, and the aspiration to create destinations that are "livable, experiential, and investment-worthy" is realised more than ever before./.