Phạm Hà – The Architect Of Vietnam’s Heritage Tourism On The Global Luxury Map
With a clear vision rooted in heritage branding, local culture, artistic experiences, and sustainable growth, entrepreneur Dr. Phạm Hà has elevated LuxGroup from a modest travel startup into Vietnam’s pioneering luxury travel conglomerate—committed to responsibility, authenticity, and global ambition.
From Tour Guide to National Tourism Strategist
In 2005, while Vietnam’s tourism market was still dominated by mass travel and low-cost tours, Phạm Hà—a passionate tour guide with a deep love for history and culture—chose a different path: personalized, localized, and heritage-focused travel experiences designed for the elite segment that represented less than 5% of the country’s inbound visitors.
Starting with just three people and a small desk, he gradually built LuxGroup into a comprehensive cultural-artistic-sustainable ecosystem. Today, after 20 years, the group operates a collection of distinguished brands:
Lux Travel DMC, Luxury Travel, Vi Restaurant Chain, Heritage Cruises, Emperor Cruises, Lux Hotels & Resorts, and the newest addition: Amiral Cruises for Presidents—a bespoke line crafted for world leaders, diplomats, and the global elite.
“I don’t sell tours. I sell experiences—emotions, stories, and cultural heritage.”
– Dr. Phạm Hà
Luxury is Personal and Cultural – Not Just Material
For Phạm Hà, true luxury is not about five-star opulence—it is about emotionally resonant, personalized journeys deeply connected to cultural identity. These experiences may include:
• A champagne sunset cruise aboard a modern recreation of the historic Bình Chuẩn ship (Heritage Cruises)
• An evening of fine art and storytelling featuring wartime painter Phạm Lực, held at sea (Lux Arts Collection & Performances)
• A regal cabin designed in the style of Emperor Bảo Đại’s personal chambers (Emperor Cruises)
Guided by the philosophy: “Every cruise ship is a floating museum; every journey is a cultural odyssey,” LuxGroup focuses not on scale, but on delivering meaningful value and elevating travelers’ aesthetic and cultural appreciation.
Sustainable Growth Through ESG Strategy
LuxGroup is among Vietnam’s first tourism enterprises to fully integrate ESG principles (Environmental – Social – Governance) into its core business model:
• Environmental: low-emission cruise operations, reduced plastic waste, and energy-efficient systems
• Social: the LuxCoop initiative to preserve handicrafts, support artists, and empower coastal fishing communities
• Governance: transparent, human-centered corporate culture promoting integrity and long-term engagement
Recognition from Travelife, HR Asia Awards, World Travel Awards, and being named “Asia’s Best Company to Work For in 2025” validate LuxGroup’s belief that human values and financial growth can go hand in hand—with the right strategy.
Vision 2045 – 30 Heritage Cruises for 100 Years of Independence
Looking beyond present success, Phạm Hà has set his sights on Vietnam’s 2045 centennial—100 years of national independence. By then, LuxGroup aims to:
• Operate 30 heritage-inspired cruise ships, each telling a chapter of Vietnam’s story
• Establish 10 boutique hotels with in-house art galleries
• Position Vietnam as a world-class destination for culture, art, and nature
“I want Vietnam to be known not just for Ha Long Bay, but for immersive, emotional experiences that reflect the depth of Asian culture.”
– Dr. Phạm Hà
A National Entrepreneur – Guardian of Vietnamese Spirit
Beyond being a CEO, Dr. Phạm Hà is a defining figure of Vietnam’s new generation of “national entrepreneurs”—those who build businesses not merely for profit, but to preserve heritage, serve the country, and elevate Vietnam globally through authentic values.
He inspires a 300+ person team across the LuxGroup ecosystem and is also a speaker, author, and cultural patron of hundreds of artistic initiatives across Vietnam and beyond.
Final Thought – Creating Value Over Creating Hype
While many businesses today chase quick wins through speed and scale, LuxGroup chooses to go slower, deeper, and more truthfully. That’s what builds enduring brands: not flashy impressions—but meaningful value.
“Vietnam has no shortage of scenic beauty. What brings travelers back is the people, the stories, and the emotional resonance.”
– Dr. Phạm Hà
