Sun Hospitality & Entertainment (SHE), the resort and leisure division of Sun Group, has upgraded its strategic alliance with Asia-Pacific travel platform Klook to advance digital innovation across Vietnamese tourism.

The formal agreement was signed during the Kreatorverse Summit 2026 at Sun Signature Gallery in Phu Quoc, an event attended by 150 international content creators and influencers. Under the deal, both companies will integrate artificial intelligence, big data and modern travel technologies to customise visitor journeys before, during and after trips.

The partnership aims to expand the global reach of SHE’s properties while marketing targeted packages to key overseas markets, including South Korea, India, mainland China, the Philippines, Southeast Asia and Western countries.

“Vietnam is one of the fastest-growing tourism markets in Asia, and this partnership demonstrates Klook’s long-term commitment to jointly shaping the sustainable growth of the industry. Beyond simply distributing a diverse portfolio of products to customers, Klook actively contributes to building the ecosystem, selecting and making travel experiences more accessible; and working alongside reputable partners such as Sun Hospitality and Entertainment to prepare a robust supply of services for Vietnam’s emerging destination wave,” said Mr. CS Soong – Vice President of Business Development at Klook.

Official figures from the Vietnam National Tourism Administration show international arrivals reached nearly 13.9 million in the first seven months of 2026, up 13.8% compared to the same period in 2025. Vietnam is currently approaching its full-year target of 25 million international visitors. Internal data from Klook recorded a 72% increase in travel demand for Vietnam during the first half of 2026 compared to the previous year.

Bookings across SHE destinations grew between 30% and 40% in established hubs like Da Nang, Sa Pa, Ha Long and Phu Quoc, while regional cultural locations such as Tay Ninh and Ninh Binh saw growth exceeding 120%.

“SHE’s hotel, resort, and entertainment complex system is located in iconic and increasingly attractive destinations in Vietnam. As Vietnam becomes a top choice for global travellers’ next journey, we want SHE’s destinations to be an integral part of that journey. Collaborating with Klook is a significant step in bringing these experiences to a wider global audience. We also expect the groundbreaking solutions from this partnership to provide leverage not only for SHE but also for the entire Vietnamese tourism industry in the digital transformation era, enhancing the overall traveller experience and setting new standards for excellent service quality,” said Ms. Tran Nguyen – Deputy General Director of SHE.

SHE operates nine Sun World theme parks alongside 15 luxury hotels and resorts across Vietnam, including Capella Hanoi and InterContinental Danang Sun Peninsula Resort. The group plans to expand its portfolio further with the scheduled opening of Rixos Phu Quoc in November 2026.