In the "Luxury Awards Asia Pacific 2026" announced by the U.S. travel magazine Travel + Leisure, Phu Quoc, an island in southern Vietnam, was chosen as Asia's second-best island. It rose one rank from third the previous year, overtaking Indonesia's Bali, which slipped to third. First was Thailand's Koh Samui. It placed perennial favorites such as the Philippines' Palawan and Malaysia's Langkawi lower down. For Japanese travelers searching for the "next island" after Da Nang and Nha Trang, Phu Quoc has risen to a top candidate.
Phu Quoc's second place, as rated by Travel + Leisure
The overall strength tested by reader vote
This time Phu Quoc was rated in Travel + Leisure's Asia-Pacific best-island category, chosen by reader vote. On the overall score of the travel experience—hotel and resort quality, beaches, food, activities, and access—it took the spot just behind Koh Samui. That itsurpassed Baliin the reader vote shows the current situation in which Phu Quoc has begun to enter the shortlist when choosing a Southeast Asian beach resort.
A rising rating in tandem across multiple outlets
Phu Quoc was chosen as "Asia's most beautiful island" in Condé Nast Traveler's 2025 reader poll, and in another travel outlet DestinAsian's 2026 ranking it climbed to second in Asia after sixth in 2024 and fifth in 2025. The fact that its rating is rising at the same time not in just one magazine but across multiple outlets shows it has entered a stage where the evaluation is becoming established.
Why Phu Quoc now
Visas and air routes came together all at once
Behind the rise in rank is the rapid buildout of infrastructure and systems over the past few years. Unlike cities on the Vietnamese mainland, Phu Quoc hasa 30-day visa exemption.a special system applied. Foreigners visiting only Phu Quoc can enter visa-free if they can show a booking to leave the island within 30 days, such as a round-trip air ticket. In the air, the new carrier Sun PhuQuoc Airways began service in late 2025, strengthening direct international access. This difference in "ease of getting there" is the dividing line from Bali, the same kind of beach island.
An experience design that's self-contained on the island
On the island there's plenty to keep you from having time on your hands during your stay, such as the activity of crossing to Hon Thom Island on a world-class-longest non-stop three-cable ropeway (about 8 km long), the sunset spots of Sunset Town and Kiss Bridge, and the nighttime open-air multimedia show "Kiss of the Sea." International-brand resorts including JW Marriott are also concentrated here, offering a broad range for everyone from luxury travelers to families. From the airport to resorts, activities, and the nighttime show, everything is clustered in the island's south, and the light travel burden boosts stay satisfaction.
Phu Quoc's growth by the numbers
The momentum shows in tourism statistics too. Phu Quoc's visitor numbers and related figures for January–May 2026 are as follows.
| Indicator (January–May 2026) | Actual figures | Year on year |
|---|---|---|
| Total visitors | About 4.77 million people | +34.2% |
| Of which foreign visitors | About 1.17 million people | +51% |
| Tourism revenue | About 26.961 trillion VND (about 161.7 billion yen) | +50.4% |
*Tourism revenue is an estimate based on the locally announced figure (about 1.02 billion US dollars). The exchange is converted at 10,000 VND ≒ 60 yen. The growth in the foreign-visitor share greatly exceeds the growth in the total, showing that attracting visitors from overseas—not just domestic guests—is accelerating.
Organizing the ranking positions gives the following.
| Rank (T+L Asia-Pacific 2026) | Island | Country |
|---|---|---|
| 1st | Koh Samui | Thailand |
| No. 2 | Phu Quoc | Vietnam |
| 3rd | Bali | Indonesia |
How locals and the industry see it
Within Vietnam, a tone welcoming Phu Quoc's overtaking of Bali as the consolidation of the "Pearl Island's" international standing stands out. From the tourism industry, the view has emerged that, with visa exemption and new airport routes now in place, it has entered a stage of "going after foreign visitors outside the high season too." On the other hand, there are also voices worried about the crowding and price rises that come with rapid development, and from repeaters who came seeking quiet beaches you can hear cautious opinions like "please keep the tranquility of before." How to reconcile maturation as a tourist destination with preserving the island's original charm has become the next challenge.
What it means for Japanese travelers
The differences between Phu Quoc, Bali, and Koh Samui
The three islands ranked 1st to 3rd this time each have different strengths. Organizing them by travel purpose makes them easier to choose.
| Comparison axis | Phu Quoc (2nd) | Koh Samui (1st) | Bali (3rd) |
|---|---|---|---|
| Ease of entry | Island-only visits get a 30-day visa exemption | Normal Thai entry rules | A visa on arrival / eVOA, etc., is required |
| Strong-suit experiences | Beaches + large-scale activities | Quiet beaches and wellness | Temples, inland culture, yoga |
| Depth of cultural tourism | Developing | Moderate | Very deep |
| Suited travelers | Those content with sea and resorts | Those who want a laid-back stay | Those who prioritize culture and town walks |
The island's character comes through in its food and souvenirs
For Japanese travelers, Phu Quoc has grown into a "comparison target" for Bali and Phuket, long-standing beach-resort staples. Its strengths are that it's easy to go on a whim as long as you have a passport and a return flight thanks to visa exemption, that the concentration of resorts makes a stay-put vacation self-contained, andfood specialties such as fish sauce (nuoc mam)make souvenir shopping fun. Phu Quoc is known for six generations of fish-sauce making, and its warm climate and location as a prime anchovy fishing ground produce a rich fish sauce unique to the island. With tourism and local industry seamlessly connected, being able to cover shopping, food, and nature on one island suits Japanese travelers who go on limited vacations.
Conversely, if your main aim is "rich cultural tourism beyond the beach," such as Bali's temple culture or Ubud's inland experiences, Phu Quoc's options are still limited. Thinking of it as a division—Phu Quoc for those who put sea and resorts at the center, Bali for those who prioritize culture and town walks—keeps your travel satisfaction stable.
Ripple effects on the industry and market
A new pillar of Vietnam tourism
Phu Quoc's rise leads to a brand boost for Vietnam tourism as a whole. Until now, Vietnam travel centered on city sightseeing in Hanoi and Ho Chi Minh City or central-region tours of Da Nang and Hoi An, but a new pillar—"a southern beach island"—is being added. For travel products and charter demand originating in Japan too, more destination options work as a plus.
Impact on the food and souvenir sectors
In the souvenir and food sectors as well, if island specialties such as fish sauce and dried fruit draw international attention, business opportunities widen for importers and retailers. Seen from the standpoint of handling dried vegetables and dried fruit domestically, a trend of rising recognition for Southeast Asian processed-fruit products is a tailwind for the domestic market.
If you go now (practical info)
We've compiled the basics of Phu Quoc travel in a list. Prices vary by season and store, so use them as a guide (10,000 VND ≒ 60 yen).
| Item | Details |
|---|---|
| Location | ベトナム南部、タイランド湾に浮かぶ最大の島（アンザン省、2025年7月にキエンザン省と合併） |
| Visa | For a Phu Quoc-only visit, a visa exemption of up to 30 days (required: a passport valid for at least 6 months + a departure booking within 30 days) |
| Main highlights | Khem Beach, the Hon Thom Island ropeway, Sunset Town & Kiss Bridge, and the nighttime show "Kiss of the Sea" |
| Classic souvenirs | Fish sauce (nuoc mam), pepper, dried fruit, pearl accessories |
| Ropeway fare guide | Roughly a few hundred thousand VND (a few thousand yen) for an adult. Varies with activity-inclusive passes |
| Best season | The dry season, November–April, is stable. For the rainy season (May–October), judge by the rain and prices |
| Stay guide | 3–4 nights is easy to manage for beaches + activities |
For souvenirs, knowing about the island's flagship,Phu Quoc's six generations of fish-sauce makingchanges how you choose on the ground. For selecting Vietnamese souvenirs in general, seeour know-how on Vietnamese souvenirsis a useful reference too.
Frequently asked questions
Do you need a visa to go to Phu Quoc?
If you visit only Phu Quoc, a visa exemption of up to 30 days applies. The conditions are a passport valid for at least 6 months and a booking such as an air ticket to leave the island within 30 days. For itineraries that also move to the Vietnamese mainland along the way, a normal visa or e-visa is required, so we recommend checking in advance to match your itinerary.
Which should I choose, Phu Quoc or Bali?
Phu Quoc suits those who mainly want to enjoy a sea-and-resort stay, or who want to go casually with a visa exemption. If you prioritize things "beyond the beach" such as temples and inland cultural experiences, Bali offers more options. When your days are short, the beach-focused Phu Quoc tends to be easier to manage.
What are the recommended souvenirs of Phu Quoc?
The island's specialties—fish sauce (nuoc mam), pepper, dried fruit, and pearl accessories—are the classics. Fish sauce in particular is known for a method passed down over generations and is popular as a distinctly Phu Quoc souvenir. For bottled items, checking the liquid rules for carry-on and checked baggage before you buy gives peace of mind.
Related reading
- The story of six generations of Phu Quoc fish sauce
- Vietnam souvenir haul #snackvietnam
- An indoor beach café in Saigon
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