Dr. Pham Ha: Quang Ninh must boldly create distinctive experiences to retain high-end travelers
As the pioneer who introduced boutique cruising to Halong Bay and a cultural storyteller through living heritage experiences, Dr. Pham Ha – Chairman of LuxGroup – is more than a luxury tourism expert. He is a visionary who believes that authentic storytelling, refined service, and artistic integration are key to touching the hearts of elite travelers. In this interview with TheLeader.vn, he offers a strategic perspective on developing four-season luxury tourism in Quang Ninh and the essential role of culture, people, and personalization.
The courage to lead differently
“Shifting from mass tourism to meaningful, high-value travel is inevitable,” Dr. Ha begins. “Quang Ninh is at a pivotal point, with the chance to position itself as a global luxury destination. The province holds unmatched natural beauty, rich cultural heritage, a legacy of maritime trade, and modern infrastructure. But nature alone won’t be enough to retain sophisticated global travelers.”
What Quang Ninh needs, according to him, is more than strategy—it requires boldness, identity, and emotionally rich products. “If we can integrate modern infrastructure, open policies, refined experiences, and powerful heritage storytelling, Quang Ninh can absolutely emerge as a cultural and artistic tourism icon of Asia—comparable to destinations like Monaco or the Amalfi Coast.”
Tourism as a cultural artform, not just a service
From his hands-on experience with Emperor Cruises, Dr. Ha highlights Quang Ninh’s core strengths: excellent transportation links (highways, airport, seaport), flexible and encouraging local policies for private enterprise, and strong political will to push premium tourism. However, for the ultra-luxury segment, he identifies three critical gaps:
1. Lack of artistic storytelling in experiences – “A luxury cruise isn’t just a fancy cabin; it must be a living cultural space where guests feel immersed in a heritage narrative.”
2. Absence of a synchronized luxury ecosystem – “From VIP lounges and private docks to on-shore excursions, everything needs to be personalized, world-class, yet rooted in Vietnamese soul.”
3. Shortage of refined human capital – “Luxury tourism requires emotionally intelligent, culturally aware ‘hosts of happiness’ who can guide, inspire, and connect with guests beyond just service.”
Emperor Cruises Legacy Halong, inspired by Emperor Bao Dai’s royal lifestyle, was recently named one of the Top 10 River and Bay Cruises in Asia-Pacific 2025 by Travel + Leisure. “This recognition proves the power of combining heritage, art, and personalization,” he affirms.
Night cruise street: A cultural opportunity, not a floating market
The idea of creating a “night cruise street” on Halong Bay is exciting, Dr. Ha says, but warns that without curation, it risks becoming a noisy, unaesthetic “floating market” that destroys the bay’s tranquility.
Success depends on three pillars:
• Artistic identity – Each boat should become a stage for fashion, music, and visual storytelling.
• Harmonized design and traffic flow – Light, sound, and routes must respect the serenity of the bay.
• Smart technology integration – Real-time booking, digital access, and quiet operation systems to reduce congestion and pollution.
“If done right, the night cruise concept could evolve into a signature nighttime cultural brand, enhancing guest retention and spending.”
Live performance shows: Experience before entertainment
Regarding shows like The Legend of the Pearl, Dr. Ha emphasizes that such performances only succeed when they offer cultural depth, emotional resonance, and integrate into the larger journey. “It shouldn’t be an isolated show—it should be the climax of a well-crafted experiential arc.”
He recommends:
• Serious artistic curation, with local culture as the core.
• Multi-sensory immersion—light, sound, taste, materials.
• Emotional personalization as part of the travel journey.
• Government support—through cultural funds and creative industry incentives.
Keeping ultra-wealthy travelers: Sell emotions, not just services
“Ultra-luxury travelers don’t buy services—they buy meaning, emotions, and legacy,” Dr. Ha asserts.
To retain them, Vietnam—and Quang Ninh in particular—must master three essentials:
1. Culturally sophisticated hosts – who guide, narrate, and elevate every moment.
2. Unrepeatable experiences – like a royal dinner inspired by Emperor Bao Dai, or a halal feast on the bay.
3. Localized luxury ecosystems – world-class in standard, yet unmistakably Vietnamese in soul.
“This is how we get the world’s wealthiest to not just visit—but to return.”
“To do tourism well is to do culture well. Luxury travel is about creating happiness. High-end travelers aren’t buying tours—they’re buying the chance to live another life, briefly, beautifully.”
— Dr. Pham Ha, Chairman of LuxGroup
Summer at LuxGroup: Curating emotion, creativity, and heritage
This summer, LuxGroup launches a series of groundbreaking experiences:
• Multi-bay journeys like “Two Bays – One Voyage” through Halong and Bai Tu Long or Lan Ha.
• 4–6 day chartered cruises crossing all three bays.
• Ten new signature experiences: private beach parties, secret caves, full-moon geisha evenings, sunset cocktails, seafood-themed summer menus, and an emotional art class for children—painting the colors of the sea.
The group is expanding its boutique fleet with a new 35-cabin vessel—designed as a floating heritage museum for 120 guests. Emperor Cruises Legacy Halong has been hailed as Asia’s Best Boutique Cruise 2025, setting a new benchmark for immersive cruising.
Dr. Ha calls for policy reform: “Quang Ninh should allow creative freedom in yacht design—color, architecture, experience. Don’t impose bureaucratic templates that result in soulless, unattractive vessels. Let entrepreneurs bring beauty to the bay with vision and culture.”
“When you touch emotions, you win loyalty.
True luxury isn’t about being better — it’s about being different.
It’s not in the price tag, but in the story only you can tell,
the feeling only you can evoke.”
— Dr. Pham Ha, Chairman, LuxGroup
