Sun Group and Marriott International formally exchanged a strategic cooperation document in New York City on 23 September. The exchange took place during a working visit to the United States by Communist Party of Vietnam General Secretary and State President To Lam.

The framework establishes plans for both companies to evaluate hotel and resort development opportunities in key destinations, including Phu Quoc and Da Nang. The prospective projects may include hotel management, brand franchising and branded residences development, with individual projects subject to future specific agreements.

A central element of the agreement is a master-planned hotel complex situated at the Ruby Beach Mixed-Use Urban Area in Phu Quoc. Marriott International is expected to manage properties under four brands within the complex: JW Marriott Marquis, W Hotels, Le Méridien and The Luxury Collection.

The initial project phase comprises 17 hotel towers containing more than 7,000 rooms. Long-term expansion phases are projected to bring the total inventory of the complex to nearly 20,000 rooms.

The development aligns with Politburo Resolution No. 26-NQ/TW, which focuses on developing tourism into a primary economic sector by prioritising MICE infrastructure and premium accommodation. Agoda booking data for the first half of 2026 showed Vietnam ranking in the top three Asian destinations for repeat visitors, with Phu Quoc among the top five domestic locations.

The complex is being built alongside several regional infrastructure initiatives in Phu Quoc. Key projects include the expansion of Phu Quoc International Airport, the APEC Convention Centre, APEC Boulevard and a Light Rail Transit system.

Air connectivity to the island is also being expanded. Destination-branded carrier Sun PhuQuoc Airways took delivery of its first wide-body Airbus A330 on 22 September from a planned fleet of eight. The airline also previously completed an agreement valued at approximately USD 22.5 billion for 40 Boeing 787-9 Dreamliners to service direct routes to international markets.

Marriott International currently operates 32 hotels and resorts under 11 brands across 10 Vietnamese provinces and cities, with 71 further properties in its development pipeline.