Dr. Pham Ha: 20 Years of LuxGroup – From a Vietnamese Dream to a Global Brand
“I chose to start up with a Vietnamese dream and realized it with the heart and intellect of the Vietnamese people.”
On the occasion of LuxGroup’s 20th anniversary, Dr. Pham Ha – Founder, Chairman, and CEO – shares his inspiring entrepreneurial journey: rising from humble beginnings to lead a Vietnamese luxury travel brand onto the global stage.
With an average annual growth of 30%, despite the luxury travel sector comprising just 5% of the market, LuxGroup has pioneered this niche through its integrated ecosystem: luxury travel, cruises, boutique hotels, fine dining, and heritage-inspired experiences. With over 300 Luxers across a network of “tiny giants,” the group now serves more than 50,000 guests annually, upholding a 100% satisfaction commitment and a customer rights declaration.
This journey has been powered by a deep-rooted sense of national service and a visionary mission to build a future of green heritage, humanism, and pride. Today, LuxGroup is valued at $100 million, with a bold vision to grow 100-fold by 2045, sailing a fleet of 30 “Made in Vietnam” yachts across rivers, bays, and coasts—bridging Vietnam to the world and showcasing its culture with dignity and pride.
1. What inspired you to embark on the journey called “Luxury Travel”?
It was a special day in 2004 during a work trip to Malaysia when I happened upon a book: E-business Start Up by Philip Treleaven. At that moment, Vietnam was just beginning to connect to the Internet and opening up its private sector. That book sparked something deep inside me—a sense of urgency: “It’s now or never.”
On March 11, 2005, I founded Luxury Travel—Vietnam’s first high-end tour company. It was the beginning of what is now LuxGroup.
But beyond business, my true motivation was a profoundly Vietnamese dream: to serve the nation through tourism. I wanted to bring the richness of Vietnam’s culture, heritage, history, and intellect to the world—through refined, local, and sustainable travel experiences. To me, tourism is not just a service industry; it is a form of national storytelling—a soft power for peace and pride.
2. What was the most defining challenge in your early years?
I began with an old laptop, a second-hand bicycle, a small rented office, a website I built myself, and a big dream. No capital. No connections. Just a strong belief that value isn’t in where you start, but in how you make a difference—at the right time, in the right place, with the right harmony of factors.
I chose to “enter the house of luxury through a humble door,” with integrity, sincerity, and patience. Every email I sent, every guest I welcomed, every handwritten and personalized note—crafted with an understanding of our high-end clientele—laid the foundation for LuxGroup.
To me, entrepreneurship wasn’t a single lightning moment of success—it was, and still is, a journey of continuous self-renewal. To live my passion, to do what I love, and love what I do—with a team I proudly lead forward.
3. What achievement has moved you the most?
I vividly recall when Lux Travel DMC was honored at the 2022 World Travel Awards—the so-called “Oscars of the global tourism industry.” Just three years later, we became the first Vietnamese luxury travel company to earn Travelife Certified 2025 status for sustainable tourism.
Those milestones were rewards for our resilience after the pandemic, and validation of a philosophy I’ve always upheld: 100% customer satisfaction. More importantly, they were proof that a Vietnamese brand—if courageous, ethical, and persistent—can truly stand tall on the world stage.
4. How did COVID-19 affect LuxGroup, and how did you weather the storm?
COVID-19 was a sudden, fierce, and disruptive storm. But I’ve always believed: you can’t change the wind—but you can adjust the sails.
While the tourism industry collapsed, LuxGroup refused to retreat. We chose to “pause to prepare for a leap”: pivoting to domestic tourism, streamlining operations, investing in training, and preserving our people and culture.
When the storm passed, I invited furloughed Luxers to return. To me, they weren’t just employees—they were family. We had weathered the darkest nights together aboard the same ship.
5. If LuxGroup were a ship, where is it now on its journey?
At 20 years old, LuxGroup is entering its golden era—full of energy, ready to sail farther and bolder. We’re continuously “re-starting” within ourselves—restructuring, innovating, and expanding a differentiated, sustainable luxury ecosystem.
My goal by 2045 is to scale our business value 100 times and establish LuxGroup as Asia’s leading happiness-driven tourism group—not the biggest, but the most sustainable, trustworthy, and beloved.
With a future fleet of 30 Vietnamese-built yachts, we aim to cruise the most beautiful bays, rivers, and coasts of Vietnam—and connect with iconic destinations across Asia. This isn’t just a strategy—it’s how I fulfill my childhood dream: to sail the length of my homeland with heart and intellect.
6. What beliefs or values have guided you for the past two decades?
I’ve been deeply inspired by Bach Thai Buoi—the “King of Vietnamese Shipping”—whose entrepreneurial spirit reflected national pride, trustworthiness, moral courage, and responsibility.
I uphold three core values:
“Customer-centric – People-powered – Culture-driven.”
I believe tourism is the happiest profession—not just for the destinations we offer, but for its ability to awaken beauty within, inspire positive energy, connect communities, and build living legacies that endure.
7. Two decades of success must have a strong team behind it. What would you like to say to them?
Leadership is about service. I’m grateful to every Luxer who has trusted, journeyed with me, and poured heart and mind into this shared vision. Especially those who’ve been there since the early days—whether they’re still on board or not—they remain a cherished part of LuxGroup’s soul.
From nothing, we’ve built a green enterprise of “tiny giants”—with kindness, courage, creativity, and relentless vision.
We are not just in the business of travel—we are shaping a Vietnamese legacy on the high seas.
To every Luxer, friend, partner, customer, and member of our community—thank you.
Wishing you health, peace, success, and happiness.
Thank you for joining me on this voyage—and for launching a new chapter with us as we sail toward Vision 2045.
