Global Trends and the Potential of a Sustainable Tourism Label – LuxGroup’s Perspective
Dr. Phạm Hà – Chairman & CEO, LuxGroup
Vice President, Vietnam Green Tourism Association (VGTA)
1. Sustainable tourism – from an option to a necessity
Over the past decade, the tourism industry has undergone a dramatic shift. Climate change has brought extreme weather events; overconsumption of resources has led to overtourism; and the imperative to safeguard cultural heritage has reshaped business priorities.
What was once a voluntary “green choice” has now become a mandatory ticket in high-value markets such as Europe, North America, and Australia. Organizations such as UNWTO and the Global Sustainable Tourism Council (GSTC) have issued comprehensive frameworks, detailing hundreds of criteria covering environmental protection, cultural preservation, community benefits, and governance.
According to Booking.com’s 2024 survey, 76% of global travelers want to choose sustainable travel services, and are willing to pay 10–20% more for products with credible certification. In the premium segment, the “green” factor is not only a feel-good value but a hallmark of responsibility and brand distinction.
2. LuxGroup’s experience with Travelife certification
Since its founding more than 20 years ago, LuxGroup has stayed firmly on the path of sustainability, guided by the mission “Business is about serving.”
The Travelife certification – recognized by GSTC and UN Tourism – is the result of a rigorous two-year journey. During this time, we:
• Developed and publicly committed to a clear sustainable management policy.
• Trained all employees in sustainable principles and practices.
• Standardized operations to minimize environmental impact.
• Selected suppliers based on social responsibility and environmental criteria.
• Built a sustainable supply chain, strengthening trust among partners and customers.
Today, only about 500 companies worldwide hold Travelife certification, and LuxGroup is proud to be one of the few in Vietnam. This achievement is not just an entry pass to high-end markets, but also a seal of trust in every international partnership.
3. VITA Green – Vietnam’s “Green Passport”
VITA Green – the sustainable tourism label initiated by the Vietnam Tourism Association – has been well received by businesses, with a 100-criteria framework covering management, socio-cultural impact, environmental protection, and customer experience.
To elevate it to an international standard, VITA Green should:
• Align criteria with GSTC and benchmark against international programs like Travelife and Green Globe.
• Ensure independent, transparent evaluations with publicly released results.
• Promote globally with the message “Vietnam Green – Responsible – Authentic.”
• Link certified companies into a sustainable supply chain for collective strength.
4. Six strategic recommendations for VITA Green to break through
(1) Digital certification and transparent tracking
Integrate blockchain or QR code technology into the VITA Green label, allowing international visitors to instantly verify a company’s sustainability data, photos, and impact reports. This is already being used by leading European travel groups, and Vietnam can adopt the same.
(2) Vietnam Green Marketing Alliance
Certified businesses should jointly participate in international tourism fairs, roadshows, and thematic forums under a unified “Vietnam Green” brand, creating a stronger and more consistent voice for sustainable tourism from Vietnam.
(3) Say what you do, do what you say – no greenwashing
In Europe, greenwashing is a legal violation. Businesses cannot claim to be “eco” or “environmentally friendly” without verified certification. Misleading advertising can lead to heavy fines and irreversible reputational damage. This is a serious warning for any company aiming for international markets.
(4) Dedicated sustainability management from within
Every company should appoint a dedicated sustainability manager responsible for tracking indicators, measuring progress, and – most importantly – embedding sustainability into corporate culture so that every employee understands, believes, and practices it daily.
(5) VITA Green as a national-level initiative
To be effective and impactful, VITA Green should be recognized as a national program with strict standards applied across tour operators, hotels, restaurants, and destinations. Certification should be both a “green license” and a point of national pride.
(6) Sustainable tourism as an interconnected chain
A tour operator cannot be “green” in isolation. Hotels, restaurants, attractions, and tour guides must all understand and practice sustainability to ensure a seamless green experience for visitors. Only when the entire value chain operates sustainably will Vietnam’s brand be recognized on the global green tourism map.
5. Conclusion – Vietnam’s path forward
Sustainable tourism is not only about protecting the environment and communities; it is the key to accessing high-value markets, increasing brand value, and building competitive advantage.
LuxGroup is committed to working alongside VGTA and Vietnam’s business community to take VITA Green to the world – so that Vietnam is remembered not only as a beautiful destination, but as a green, luxurious, and responsible destination.
