Vietnamese enterprise Sun Group has established new strategic agreements with American corporations Visa, Marriott International and Boeing during an official delegation visit to New York led by General Secretary and State President To Lam.

The agreements cover payments, hospitality and aviation. On 22 September, Sun Group formed a comprehensive strategic partnership with Visa to integrate digital payment systems and analytics across its tourism ecosystem. The collaboration targets eight initial source markets: South Korea, Japan, Mainland China, Taiwan (China), India, Australia, Singapore and Malaysia.

The following day, Sun Group exchanged a Memorandum of Understanding with Marriott International. The parties plan to explore developing 15 projects across 11 luxury brands, focusing initially on Phu Quoc and Da Nang. Marriott currently operates 32 hotels in Vietnam with over 71 properties in its pipeline.

During the mission, representatives from Sun Group, Sun PhuQuoc Airways and other domestic carriers also held talks with Boeing leadership, including Dr. Brendan Nelson, President of Boeing Global. Discussions focused on fleet development, international routes, aviation infrastructure, maintenance, repair and overhaul (MRO) capabilities, and technical training.

The commercial ties follow the issuance of Politburo Resolution No. 26-NQ/TW, which aims to make tourism a primary economic driver generating 12 to 14 per cent of Vietnam’s national GDP. Beyond general tourism, the initiatives will support digital payment infrastructure and hospitality preparations for Phu Quoc as host destination for the APEC Economic Leaders’ Week 2027, including contactless payments on the island’s Light Rail Transit system. The companies will also collaborate on the national digital platform Visit Vietnam, supported by the Ministry of Culture, Sports and Tourism and the National Data Association.

“These are three of the world’s leading brands, and we are deeply honored to share a unified vision with them to enhance visitor experiences and showcase Vietnam to the world. Our collaboration with these three leaders is not a collection of disconnected efforts, but a cohesive ecosystem encompassing the entire guest journey, from flight bookings to luxury accommodation and the full spectrum of world-class services that Sun Group, Vietnamese enterprises, and our country offer to global travelers. With the superlative experiences delivered through the synergy of these premier brands, we are confident in our ability to contribute to the ambitious goals set out in Politburo Resolution 26-NQ/TW, driving tourism to generate 12–14% of national GDP and firmly establishing Vietnam on the global map as a safe, hospitable, and magnetic destination.” Dang Minh Truong, Chairman of the Board of Directors of Sun Group.