The Journey of Green Tourism in a Transformative Era
Green tourism has become a key pathway toward sustainable growth, minimizing environmental impact while creating long-term value for destinations and communities. Lao Động sat down with Dr. Pham Ha – Chairman and CEO of LuxGroup, and Vice President of the Vietnam Green Tourism Association (VGTA) – to discuss how Vietnam’s tourism industry is transitioning toward a more sustainable future.
Interviewer: Sustainable transformation has become a hot topic in tourism over the past few years. How should we properly understand the concepts of green tourism and sustainable tourism?
Dr. Pham Ha: These two terms are often used interchangeably, but they’re not the same. Green tourism focuses primarily on environmental factors—reducing plastic waste, conserving energy, using eco-friendly materials, or achieving carbon neutrality (Net Zero). In essence, it’s one aspect of a larger picture.
Sustainable tourism goes further. It’s built on three ESG pillars: Environmental (green practices), Social (supporting communities and livelihoods), and Governance (transparent, long-term economic development). In short, “green” is one element, but “sustainable” means finding a balance between all three to ensure long-term benefits for destinations, businesses, and local communities.
Interviewer: How is the green and sustainable tourism movement progressing in Vietnam, and what major challenges are being faced?
Dr. Pham Ha: Vietnam is making positive strides, but the journey isn’t easy. The first major challenge is mindset. From leadership to frontline staff, there needs to be a shift in thinking—embracing eco-conscious actions like cutting down on plastic or adopting renewable energy.
The second is cost. Investing in electric vehicles, energy-efficient systems, or solar panels requires significant upfront capital, with returns only visible over time.
Third, no business can go green in isolation. To develop a truly sustainable tourism industry, the entire ecosystem—suppliers, hotels, restaurants, even travelers—must be aligned. Finally, the lack of unified standards and independent auditing makes it hard to measure actual progress. Many operators claim to be “green” without clear data to back it up, leading to what we call “greenwashing.”
Interviewer: How can the tourism sector work together toward green goals?
Dr. Pham Ha: It requires close collaboration across the board. First, businesses must educate and demand commitments from their supply chains—such as sourcing organic food or using biodegradable packaging. For customers, clear communication is vital. Travelers need to understand why a sustainable tour might cost more—due to higher input costs or carbon offset contributions.
The Vietnam Green Tourism Association is actively developing a national Green Criteria Framework with 250 benchmarks to evaluate sustainability. Independent auditing is essential to ensure transparency. In Hoi An, for instance, some businesses have implemented zero-plastic models with UNDP’s support, with measurable, verified outcomes. The goal is to create a “green wave” where destinations, businesses, and travelers all take part.
Interviewer: Vietnam has pledged to achieve Net Zero emissions by 2050. What role can tourism play in this national goal?
Dr. Pham Ha: Tourism has the potential to lead the charge toward Net Zero because it’s highly sensitive to evolving consumer demands. International travelers—especially from Europe and the U.S.—increasingly seek “low-carbon” experiences like cycling tours, walking trails, and eco-lodges.
Some businesses have started charging $1.50 per guest per day to offset carbon emissions, using the funds to plant trees or provide solar power for remote communities. In Ha Giang, for example, visitor contributions helped install solar lighting in areas without electricity.
However, achieving Net Zero requires accurate emissions tracking and a clear reduction roadmap. At present, many operators lack coordination and access to independent oversight. But if the entire tourism value chain—from transport and lodging to dining—moves in sync, we can get closer to the 2050 target.
Interviewer: Despite the challenges, what are the specific benefits of green and sustainable tourism for both businesses and local communities?
Dr. Pham Ha: For businesses, green tourism creates a competitive edge. High-end travelers from Europe or the U.S. are willing to pay more for responsible experiences—such as zero-waste journeys or cultural immersion in craft villages. Sustainable practices also strengthen brand credibility, especially with certifications from reputable organizations. Employees, too, feel more pride and loyalty working for companies that care.
From a marketing standpoint, sustainability tells a powerful story. Travelers today seek meaningful experiences, and green tourism delivers that. For communities, sustainable tourism generates employment, helps preserve cultural heritage, and improves infrastructure. For example, a solar-powered project tied to a tour adds social value and makes the guest feel they’re contributing to something real.
Interviewer: What advice would you give to businesses just starting their green tourism journey?
Dr. Pham Ha: Start small. Don’t try to do everything at once. Begin with simple steps—replace lightbulbs with LEDs, install sensor faucets, use glass bottles or stainless-steel water flasks instead of single-use plastic, and encourage guests to reuse towels. Build a green mindset throughout the organization, from leadership to staff.
Seek support from associations like VGTA to learn from the Green Tourism Criteria and receive guidance and audits. Most importantly, always put the customer at the center—explain why green travel costs more and how it helps protect the environment or support local communities.
Measure your impact and share it—such as the amount of plastic saved or emissions reduced—so guests see the tangible value of their sustainable choices. And remember: never go it alone. Build partnerships across your ecosystem—suppliers, hotels, restaurants—to move forward together.
Interviewer: How can green tourism become mainstream in Vietnam rather than just a niche adopted by a few pioneers?
Dr. Pham Ha: Sustainable tourism must become a requirement, not a choice. Government policy plays a key role—offering green financing, tax incentives for eco-friendly operations, or reducing operating costs for certified sustainable projects. Regulatory bodies should introduce clear national benchmarks with three levels: Standard, Advanced, and Excellent—combined with mandatory independent audits to prevent greenwashing.
Businesses must align their entire value chains around sustainability and educate customers on its value. Most importantly, transparency is key—publishing measurable data on emissions and environmental impact builds trust.
Vietnam has rich cultural heritage, diverse landscapes, and a world-renowned cuisine. These are powerful assets in building a distinctive green tourism brand.
Interviewer: In your opinion, can green and sustainable tourism help Vietnam become more competitive in the region?
Dr. Pham Ha: Absolutely. Vietnam possesses unique cultural authenticity, breathtaking nature, and culinary depth—making it perfectly positioned to lead in sustainable tourism. If we do it right, we can attract high-value travelers, increase tourism revenue without chasing volume, and reduce trade deficits through “on-site exports” where international guests spend directly within the country.
To get there, we need better data—on tourist spending behavior, night-time economy, food and lodging expenditures—to shape effective policies. Combined with smart visa policies, creative marketing, and top-tier green tourism products, Vietnam can absolutely surpass regional competitors like Thailand and Malaysia to become a leading sustainable destination in Asia.
