Vietnam Tourism in a New Era: Building the “Authentically Vietnam” Brand for Sustainable Acceleration
Dr. Pham Ha – Chairman & CEO of LuxGroup®, Pioneer in Heritage and Sustainable Luxury Tourism
From Recovery to Defining Identity
After the pandemic, Vietnam’s tourism industry has rebounded impressively, expecting over 20 million international visitors in 2025.
Yet behind this promising figure lies a striking truth: the average daily spending per visitor remains just around USD 90 — far below Thailand (USD 160) or Singapore (USD 260).
This reveals that Vietnam’s tourism is expanding in quantity, but not yet in value.
When economic and social impact fail to match potential, growth becomes erosion rather than advancement.
It is time for a national brand transformation — not merely to attract more tourists, but to define identity, values, and vision for Vietnam’s global presence.
A New Philosophy for Vietnamese Tourism – “Authentically Vietnam”
Over the past two decades, Vietnam has adopted slogans like “The Hidden Charm” and “Live Fully in Vietnam.”
But the world today no longer seeks the hidden or new — it seeks the authentic.
Hence, Vietnam must reposition its national tourism brand with a new guiding philosophy:
“Authentically Vietnam – Truthful, Refined, Sustainable.”
This is not a slogan, but a core value system — a vision to develop tourism grounded in culture, humanity, and local experience rather than cheap exploitation.
The Meaning of VIETNAM: A Brand with a Soul
Each letter of VIETNAM embodies a defining principle of national brand identity:
• V – Values & Vision: Standing for true values and a long-term vision built on integrity and human connection.
• I – Identity & Integrity: Cultural identity and moral integrity form the soul of the nation’s brand.
• E – Experience & Emotion: Turning every journey into a heartfelt experience that endures.
• T – Tradition & Transformation: Honoring heritage while embracing innovation.
• N – Nature & Nurture: Living in harmony with nature to sustain future generations.
• A – Art & Authenticity: Artful living and authentic hospitality give meaning to luxury.
• M – Mindfulness & Modernity: A mindful approach ensures balance between progress and preservation.
Together, these letters form more than a name — they embody a national philosophy, a creative identity guiding every policy, product, and person representing Vietnam on the global stage.
A National Brand Built on Culture and People
A powerful tourism brand is not constructed through advertising, but through authentic experience and human sincerity.
Vietnam possesses 4,000 years of civilization, 54 ethnic groups, eight UNESCO heritage sites, and remarkable artistic and culinary richness.
But if we only show our heritage, we remain a destination; when we tell our stories through art, cuisine, music, and hospitality, we become a journey of emotion.
This is the path LuxGroup® has followed for two decades:
• Heritage Cruises Bình Chuẩn® – a “floating museum” reviving the legacy of Bạch Thái Bưởi.
• Emperor Cruises® – honoring Emperor Bảo Đại and the elegance of the Nguyễn dynasty.
• Vietnam Waterways® – a national river-sea brand with the mission “Luxury is Culture – Delivering Happiness.”
These journeys prove that tourism can become a creative economy when culture is lived through design, service, and storytelling.
Three Strategic Shifts to Realize “Authentically Vietnam”
1. From Exploitation to Service:
Tourists should be treated not as consumers but as cultural companions.
2. From Mass to Unique:
Build distinctive products rooted in regional identity — crafts, architecture, cuisine, and lifestyle — to evoke emotional value.
3. From Short-Term to Sustainable:
Investing in ESG — environment, society, governance — is the ultimate insurance for the industry’s future.
Repositioning to Lead the Region
If Thailand is “The Land of Smiles,” and Japan is “Timeless Tradition,” then Vietnam must emerge as “The Heart of Authentic Asia.”
A heart that is genuine, compassionate, and creative — modern yet deeply cultural.
“Authentically Vietnam” is not just a campaign, but a national declaration of identity and pride, where every product, person, and smile carries the soul of Vietnam.
Conclusion: Shaping Identity, Opening the Future
“Tourism is not about welcoming more visitors; it is about ensuring each visitor leaves with Vietnam in their heart.”
— Dr. Pham Ha, Chairman & CEO, LuxGroup®
Identity is the soft power of a nation.
Brand is the language through which a country speaks to the world.
Authentically Vietnam — truthful, refined, and sustainable — is Vietnam’s new cultural passport, ushering the nation into an era of value-driven growth, not merely volume-driven expansion.