CEO Sun Group: Desire to make Vietnam world's leading tourist attraction

"We aspire to make Vietnam a famous country in the tourism industry. It is also a way of expressing our patriotism,” said Dang Minh Truong, Vice Chairman and CEO of Sun Group, in the discussion on "Building Sustainable Future with Service Industry”, which was a part of Forbes Vietnam’s Business Forum 2018.

About two decades ago, the Sun Group founders spent a fortune on a tour trip to Cyprus. However, its quality did not live up to their expectation. The trip raised a question for them: why couldn’t Vietnam, despite all the favourable conditions, become a big name in the world’s tourism industry?

Hence, in 2007, Sun Group started realising this dream with its start-up project in Danang city.

From the first resort project, InterContinental Danang Sun Peninsula Resort, Sun Group has continuously expanded its business. Now, it is the owner of such famous resorts as JW Marriott Phu Quoc Emerald Bay (Asia’s Leading New Resort of the 2017 World Travel Awards), Premier Village Danang (ranking second among the world’s best 25 resorts for families), or the first five-star hotel on the Han River - Novotel Danang Premier Han River.

Regarding entertainment, Sun Group has successfully built Sun World as its entertainment brand. There are five Sun Worlds across the country. Soon, there will also be Sun Worlds in Hanoi and Tam Dao (Vinh Phuc province).

Sun Group has focused on four fields in Vietnam: resort, entertainment, high-end real estate, infrastructure investment.

"Sun Group's tourism products have to fulfil four criteria: deserving scale, unique landscape and architecture, quality service, and classy experience. Apart from improving the landscape, they also have to contribute to the development of the whole society and better the lives of local people," Truong revealed the business philosophy of Sun Group.

Having to meet the mentioned criteria, most Sun Group products could not generate profits right away. But this giant did not worry a bit. They believed that with the quality of their products, profits are just a matter of time. The greater benefit is Vietnam’s position in the world’s tourism map will be strengthened.

Furthermore, Sun Group even invested in transport infrastructure in various key tourist areas.

Van Don International Airport is the project of Sun Group. Last July, the first trial flight landed at this airport. By early 2019, the airport will welcome the first commercial flights.

It is projected that Van Don airport will create jobs and stable income for a large number of the local labour force, hence improving the lives of people there. The project will also create opportunities for Van Don's economy and tourism, which helps make Quang Ninh a national and international tourist hub.

With the far vision of a successful start-up in Europe, Sun Group is committed to sustainable development.

"Our business relies on nature, so we must keep the harmony between the interests of businesses and people, keep the balance of the natural environment, and respect the environment as well as social values," Truong affirmed.

With the InterContinental Danang Sun Peninsula Resort, one of the rare resorts in Vietnam and even the whole world for four consecutive years honoured as “the world's most luxurious resort" by World Travel Awards, Sun Group has made every effort to preserve the natural landscape during the construction process. That is why it took them five years, instead of two years, to finish.

"Everyone wants to develop tourism while preserving the nature, but that is not easy. It requires both the sincerity and the financial ability," Truong concluded.