Vietnam’s Small Giants Make a Grand Entrance in Europe: Dr. Pham Ha Leads the Way
LuxGroup Champions Authentic Luxury and Conscious Travel for European Tastemakers
This spring, the spirit of Vietnam arrives in Europe with unmistakable flair—gracefully sailing in on a wave of heritage, artistry, and sustainable sophistication.
From May 5 to 13, 2025, as the Vietnam National Authority of Tourism (VNAT) embarks on an elegant European roadshow through Paris, Milan, and Geneva, one name is set to capture the spotlight: Dr. Pham Ha, the visionary founder and CEO of LuxGroup. A pioneer in experiential luxury travel and sustainability, Dr. Ha brings to life Vietnam’s most enchanting “small giants”—the soon-to-debut Emperor Cruises Legend Nha Trang and the grand Amiral Cruises for Presidents.
These boutique cruise lines offer more than just lavish comfort; they are immersive gateways into Vietnam’s rich soul. Emperor Cruises Legend invites guests to step into a royal reverie in Nha Trang, where curated exhibitions of Phạm Lực’s evocative paintings, refined gastronomy, and bespoke experiences pay tribute to the country’s imperial legacy. In contrast, Amiral Cruises for Presidents, a stately floating palace on the Saigon River, blends executive elegance with Vietnamese hospitality in a setting designed for discerning leisure and corporate travelers alike—accommodating up to 299 guests in opulent serenity.
“Luxury doesn’t have to be loud,” says Dr. Ha.
“It should be culturally rooted, artistically immersive, and unapologetically sustainable. These cruises are love letters to Vietnam’s essence—elevated, intimate, and unforgettable.”
In Geneva, the city of diplomacy and design, Dr. Ha will unveil LuxGroup’s boldest sustainability initiative to date: the Fam Trip Low Carbon Tours. Offered in five languages and tailored to Vietnam’s top inbound markets, these journeys appeal to the modern, conscious traveler—one who seeks depth, authenticity, and minimal environmental impact. The initiative reaffirms LuxGroup’s commitment to ESG excellence and its ambitious roadmap to achieving net positive tourism by 2030.
This showcase aligns with Vietnam’s broader tourism renaissance, bolstered by expanded visa policies and a surge in new flight routes. Starting July 1, 2025, Vietnam Airlines will inaugurate direct service from Hanoi to Milan, and by year-end, VietJet Air will open new routes connecting Vietnam to France, Germany, the UK, and the Czech Republic. These developments mark a new chapter for Vietnam—not only as an alluring destination but as an accessible and sustainable one.
Also playing a key role in this cross-continental celebration is Lux Travel DMC—Asia’s Leading Luxury Tour Operator and a trusted bridge between cultures. With decades of expertise, deep local knowledge, and a Travelife Certified sustainability credential, Lux Travel DMC specializes in crafting journeys that are both extraordinary and ethical. Their focus on luxury, MICE, and adventure travel makes them a cornerstone of Vietnam’s premium tourism offerings in Europe.
“In everything we do, we aim to infuse meaning, mindfulness, and magic,” says Dr. Ha.
“Vietnam is not just a destination—it is a living heritage, a cultural symphony, a journey for the senses.”
For today’s travelers—those who long for more than just a vacation—Vietnam’s “small giants” offer something enduring: a story worth living.
Travel professionals, tastemakers, and cultural connoisseurs: meet the future of Vietnamese luxury in Paris, Milan, and Geneva. The invitation is open. The voyage begins now.
