The cooperation agreement was signed in the presence of General Secretary and State President Tô Lâm

The partnership will connect Sun Group’s tourism and hospitality ecosystem with Visa’s global network and technology capabilities to advance digital tourism, promote Việt Nam as a destination in international markets and develop new payment and customer experience solutions, with a particular focus on the 2027 APEC Economic Leaders’ Meeting in Phú Quốc Island.

Bringing Việt Nam’s destinations closer to international travellers

The signing marks a new chapter in the long-term partnership between Sun Group and Visa, covering destination development, customer experience, loyalty solutions, technology and data innovation, payments and international marketing.

Under the agreement, Sun Group will explore participation in the Visa Destinations programme. Through the partnership, tourism, accommodation, dining, entertainment and other experiences across the Sun Group ecosystem will have greater opportunities to reach Visa’s billions of cardholders worldwide, even before they arrive in Việt Nam.

The two companies also plan to leverage Visa’s global platforms, media channels and international creator network to promote Việt Nam’s tourism, with a focus on eight priority source markets: the Republic of Korea, Japan, mainland China, Taiwan (China), India, Australia, Singapore and Malaysia.

Expanding the digital tourism journey

The agreement also builds on the two companies’ existing collaboration in digital tourism, most notably through Visit Vietnam, part of the national digital tourism ecosystem developed and operated by Sun Group with Government support and in collaboration with the Ministry of Culture, Sports and Tourism and the National Data Association (NDA).

The two companies will further develop Visit Vietnam through new payment experiences, joint marketing initiatives, data collaboration and support for the digital transformation of the tourism sector, while also integrating the Visa Destinations programme into the platform.

This direction is aligned with Resolution No. 26-NQ/TW of the Politburo, which calls for the development of a smart tourism ecosystem, national tourism databases and digital platforms; the development of multi-service platforms to enhance the traveller experience; and greater adoption of e-commerce, cashless and cross-border payments.

The partnership comes as digital transformation has become a major national priority for Việt Nam. On September 23 in New York, General Secretary and State President Tô Lâm received Robert (Bobby) Thomson, Senior Vice President and Global Head of Government Affairs at Visa, to discuss cooperation in digital transformation and digital payments. He called on Visa to work with Vietnamese partners to build a digital tourism ecosystem, enhance the visitor experience and create a seamless digital journey for travellers.

General Secretary and State President Tô Lâm received Robert (Bobby) Thomson, Senior Vice President and Global Head of Government Affairs at Visa

This is also the direction Sun Group and Visa are pursuing through Visit Vietnam, connecting key touchpoints across the digital travel journey, from destination discovery and service experiences to payments. Building on their existing partnership, Sun Group and Visa will seek to translate this vision into scalable initiatives that deliver value for travellers and contribute to the digital transformation of Việt Nam’s tourism industry.

Đặng Tuyết Dung, Visa Country Manager for Việt Nam and Laos, said: “Việt Nam’s tourism sector is entering an exciting phase of digital transformation, with technology, data and secure payments playing an increasingly important role in shaping how travellers discover, experience and engage with destinations. Our partnership with Sun Group brings together complementary strengths – from destination development and hospitality to global payments technology and insights – to create new ways for travellers to experience Việt Nam. By combining our capabilities, we aim to support Việt Nam’s ambition to become a more digitally enabled, globally connected and high-value tourism destination, while creating greater opportunities for businesses and travellers alike.”

The two sides will explore contactless payment solutions for Phú Quốc’s LRT system

Phú Quốc, the host destination for the 2027 APEC Economic Leaders’ Meeting, has been identified as a key location for the partnership. The two companies will explore payment solutions for delegates and visitors, integrate destination services, promote Phú Quốc across APEC economies and develop a digital payments roadmap for infrastructure supporting APEC 2027, including contactless payments on the light rail transit (LRT) system.

From a global payments network to a cross-border privileges ecosystem

Alongside destination promotion, the two companies will deepen engagement across their customer ecosystems, particularly among affluent and international travellers.

Visa and Sun Group will collaborate to launch the Sun Signature Visa Infinite Private card as the flagship payment and lifestyle proposition for ultra-high-net-worth customers within the Sun Group ecosystem. In parallel, Sun Group’s premium travel, hospitality and lifestyle offerings will be integrated into Visa’s global benefits ecosystem, enabling Visa premium cardholders worldwide to discover and access curated experiences and destinations across Việt Nam.

The companies will also explore reciprocal tier recognition between Visa’s premium card portfolio and the Sun Signature loyalty programme, delivering enhanced value, recognition and privileged access for mutual customers.

Through the Visa Rewards Platform, Sun Group and Visa will explore opportunities for Sun Signature members to transfer and exchange points with participating programmes and partners. Conversely, customers of Visa card issuers and members of eligible loyalty programmes may be able to redeem points for Sun Group’s travel, hospitality and entertainment offerings.

Đặng Minh Trường, Chairman of Sun Group, said: “This partnership comes at a particularly meaningful time. Việt Nam’s leadership has recently identified tourism as a national economic development priority, with digital platforms at its core and businesses expected to take a leading role. For Sun Group, this partnership is a concrete step towards turning that vision into action. It also reflects the growing role of Vietnamese enterprises: we are now working alongside leading global partners to shape experiences and set new standards of service. We are determined to continue earning that position through genuine capabilities and lasting trust.”

The partnership between Sun Group and Visa will offer travellers a more seamless, secure and personalised journey

The two sides will also explore digital asset-linked payment solutions within the Government’s regulatory sandbox framework, leveraging Visa’s global security and data protection standards.

The partnership also highlights the expanding collaboration between Vietnamese businesses and leading US companies in areas closely linked to technology, innovation and the digital economy. For Sun Group and Visa, tourism represents a natural point of convergence – a sector that Resolution No. 26-NQ/TW identifies as one to be developed through the application of science, technology, innovation and digital transformation, while shifting from growth driven primarily by volume towards greater quality, smart development and higher value creation.

The partnership therefore represents more than a commercial agreement. For travellers, it aims to create a more convenient, secure and personalised journey. For Sun Group and Visa customers, it opens opportunities to access privileges beyond the boundaries of individual ecosystems. For Việt Nam’s tourism sector, it marks a step towards turning data, digital payments and global networks into greater destination competitiveness, helping Việt Nam not only gain greater international visibility but also attract more travellers to choose the country, experience it and return.