Vietnam: Asia’s Emerging Luxury Destination
Upscale Escape
(TTG Asia) Vietnam is redefining itself as a luxury tourism hub—developing world-class cruises, high-end transport, bespoke experiences, and heritage-rich accommodations that are fit for royalty.
In recent years, Vietnam has undergone a remarkable transformation—from a destination celebrated primarily for its rugged natural beauty and authentic cultural experiences, into a rising star on Asia’s luxury tourism stage. Now, it is boldly positioning itself as an ultra-luxury destination for discerning travellers seeking sophistication, exclusivity, and unforgettable journeys.
At the heart of this ambition is a comprehensive strategy from the Vietnam National Authority of Tourism (VNAT), which is aiming to attract 23 million international visitors in 2025. But this time, the focus is squarely on high-end travellers. Luxury, eco-tourism, and culturally immersive experiences are being earmarked as the three pillars for long-term growth.
According to Nguyen Quy Phong, director of the tourism marketing division at VNAT, Vietnam’s efforts are well-aligned with global travel trends.
“Vietnam is no longer just a budget-friendly destination for backpackers. Enabling this segment of travellers to travel in comfort is important, and we will see more of these products being introduced. Vietnam already has plenty of five-star hotels, and we will see more opening in the coming years, as we are focused on providing a luxury service to visitors.”
This new orientation has also sparked interest from the ultra-wealthy around the globe. Earlier this year, a group of American millionaires were invited for a special tourism and investment familiarisation trip that spanned Hanoi, the northern highlands, and Ha Long Bay. In June, another delegation of 200 high-net-worth individuals from various countries is scheduled to explore Vietnam’s emerging luxury landscape—marking a turning point in how the country presents itself to elite travellers.
A Nation Ready for High-End Discovery
Across the country, tourism players are innovating to meet the growing demand for luxurious and exclusive experiences. From the northern mountains to southern islands, Vietnam is curating a seamless blend of natural wonders and elevated hospitality.
“Vietnam’s tourism sector is undergoing a transformation to focus more on developing high-end travel experiences,” said Dr. Pham Ha, founder and CEO of LuxGroup, a pioneer in luxury experiential travel.
“To tap into the up-end market, Vietnam is leveraging its unique cultural identity and natural beauty to position itself as a luxury hotspot. The future of Vietnam’s tourism is about storytelling, personalization, and cultural connection, not just comfort.”
Quang Ninh province, home to the UNESCO-listed Ha Long Bay, is taking a leadership role. Its Department of Tourism has designated Soi Sim, Hong Co, and Trinh Nu as “seven-star beaches” exclusively for luxury clientele. These private coves offer tranquil escapes surrounded by limestone karsts, with tailored beach services and curated excursions.
In the far north, Ha Giang province—once a remote frontier—has launched exclusive helicopter services from Hanoi, connecting urban sophistication with rugged natural beauty. The service is part of a broader push to make even the most off-the-beaten-path destinations accessible to upscale travellers.
Cruising in Royal Style
One of the most visible signs of Vietnam’s luxury evolution is its burgeoning high-end cruise sector. Spearheaded by LuxGroup’s Lux Cruises division, new products are redefining what it means to sail in Vietnam.
Emperor Cruises Legend Nha Trang, launching this summer, exemplifies this shift. Inspired by the legacy of Emperor Bao Dai—the last monarch of Vietnam—this boutique yacht offers a royal experience for elite guests. The design evokes 20th-century elegance while incorporating modern comforts, fine art, and curated itineraries along Nha Trang Bay.
“This isn’t just a cruise—it’s a floating art museum and heritage experience,” said Dr. Pham Ha. “We aim to deliver joy, elegance, and deep cultural immersion in every journey.”
This September, Lux Cruises will debut Amiral Cruises for Presidents on the Saigon River—a new flagship designed for dignitaries, CEOs, and state guests. With a 299-guest capacity, private lounges, and haute cuisine, it promises to elevate business travel and diplomatic hospitality in Vietnam to new heights.
Elsewhere, provinces like Quang Binh are reimagining adventure travel. Known for Son Doong—the world’s largest cave—this region is developing luxury cave experiences that include gourmet cave dining, private expeditions, and wellness retreats inside the jungle-clad limestone formations.
Luxury on Rails and in the Sky
Vietnam’s luxury movement is not limited to water and land. The Vietnam Luxury Express, the country’s first true luxury train, launched operations in 2025, connecting Hanoi and Ho Chi Minh City with an eight-day, seven-night itinerary. The journey offers private cabins, curated on-board dining with regional delicacies, artful interiors, and panoramic green vistas—catering to travellers who value the journey as much as the destination.
This year also saw the expansion of private air services, including charter seaplanes, helicopters, and fixed-wing aircraft offering direct flights to remote islands, heritage sites, and exclusive eco-retreats.
Phu Quoc: The Next Maldives?
Vietnam’s largest island, Phu Quoc, is also positioning itself as a contender for Asia’s premier island escape. On the island’s northern tip, the Kien Giang Biosphere Reserve is home to pristine jungles and coral-lined beaches. It’s also where international brand The Lux Collective is opening LuxNam Phu Quoc, its first Southeast Asian property.
With 99 overwater villas and 17 land-based residences, LuxNam takes inspiration from Maldivian elegance, offering privacy, sustainability, and panoramic views of the Gulf of Thailand.
“Vietnam is fast emerging as a luxury premier destination for discerning high-end travellers,” said Paul Mulcahy, chief commercial officer at The Lux Collective.
“Phu Quoc, in particular, presents a fine-tuned natural and cultural beauty that appeals to today’s sophisticated travellers.”
Investment, Infrastructure, and Innovation
As Vietnam courts high-spending travellers, its success hinges on infrastructure readiness. Significant upgrades are already underway, from modernizing airports and highways to expanding high-speed rail and investing in smart tourism hubs.
“Vietnam’s tourism authorities are well aware that luxury doesn’t happen by accident,” said Tran The Dung, general director at Vietluxtour.
“VNAT and tourism associations are now offering a lot of training courses to improve service standards. I think the luxury market will grow further in the future as Vietnam has a lot of potential.”
Simultaneously, global hotel chains, regional brands, and boutique innovators are exploring partnerships across the country. Whether it’s wellness resorts in Hue, art hotels in Hanoi, or island retreats in Con Dao, Vietnam’s hospitality industry is maturing in both scale and sophistication.
A Heritage-Driven Future
Perhaps what sets Vietnam apart is the authenticity behind its offerings. In contrast to destinations that manufacture luxury, Vietnam’s value lies in its living heritage. From royal palaces and Cham towers to French colonial villas and local artisans, the country offers layers of cultural discovery—many still untouched by mass tourism.
Players like LuxGroup are leading the charge with “di sản kể chuyện” (heritage storytelling) as the core philosophy. Art exhibitions onboard cruises, culinary journeys into Vietnam’s imperial past, and bespoke city tours by historians are just a few ways luxury is being redefined—not through gold-plated opulence, but through depth, identity, and emotion.
Conclusion: A Rising Star in Luxury Travel
As the world seeks meaningful, enriching, and exclusive travel experiences post-pandemic, Vietnam is perfectly poised to deliver. With natural beauty, deep cultural roots, strategic investments, and an emerging class of visionary tourism entrepreneurs, Vietnam is well on its way to becoming Asia’s next luxury destination of choice.
From the gilded decks of Emperor Cruises in Nha Trang to the forest-canopied railway carriages of Vietnam Luxury Express, the country is crafting a new story—one where luxury means connection, heritage, and joy.
