Emperor Cruises 10 Years – A Royal Journey At Sea
Sustainability – Excellence – Hospitality from the Heart of Vietnam
Introduction – A Decade of Sustainable Excellence
Ten years may be brief in the grand flow of history, yet for a cruise brand it represents an extraordinary journey of resilience, creativity, and determination. Emperor Cruises, a proud member of Lux Cruises Group® (with three brands: Emperor, Heritage, and Amiral), has established itself as the pioneer of Vietnam’s first 5-star boutique cruise line. It has also contributed to shaping the national brand Vietnam Waterways®, built on the philosophy: “Luxury is Personal, Cultural and Sustainable” – where true luxury is personalized, born from the heart of service and the timeless spirit of Vietnamese hospitality.
Based in Nha Trang, with two vessels – Emperor Cruises Origin and Emperor Cruises Legend – the brand has not only offered lavish voyages but also told stories of heritage, culture, and aspiration, turning Vietnam’s seascapes into cultural journeys. Today’s success is the fruit of belief, of a dedicated team, and of the trust of hundreds of thousands of guests from around the world.
Inspirational Words from Dr. Phạm Hà
1. Emotions at this Milestone – 10 Years
“This is more than an anniversary; it is a moment of gratitude. Gratitude to the sea for its protection, to the team for their tireless dedication, and to every guest who has chosen Emperor Cruises® to create memories infused with heritage, art, and Vietnamese stories. For me, these 10 years have been a journey of turning a Vietnamese dream into a Vietnamese pride.”
2. The Idea Behind a Royal Vietnamese Brand
“I often asked myself: the world knows of the monarchies of England, Japan, or Thailand, but few know about Vietnam’s royal legacy. I wanted a cruise line to become a cultural bridge, telling stories of Vietnam’s history and heritage. Emperor Cruises was born not just for leisure, but as an immersive experience of art, culture, and refinement.
Connecting with the past, cherishing and learning from history – that is the essence of heritage tourism. My journey even took me to France, meeting Patrick Édouard, a descendant of Emperor Bảo Đại, while researching rare archives. I also drew inspiration from Bạch Thái Bưởi, the “King of Vietnamese Shipping,” to define the brand’s spirit. This is how I wished to embed history and national pride into every voyage.”
3. Early Challenges and Perseverance
“In the beginning, many thought I was crazy. Even friends and local operators said it would never succeed. The greatest challenge was not capital, but belief. Few believed Vietnam could offer boutique cruises that told heritage stories and delivered world-class service with personalization at its core. But I believed, and I passed that flame of conviction to my team. From hardships, we forged resilience. That perseverance has made Emperor Cruises a name recognized and loved worldwide.”
4. Unique Differentiation of Emperor Cruises
“At Lux Cruises Group, being different is not enough – we must be uniquely different. Luxury is not about what you have, but how you feel. Our distinction lies not in material opulence, but in a heartfelt philosophy of service – to create emotions and sell emotions. For us, every guest is treated as an emperor or empress. Every detail – from a meal to a pillow, from the moment on deck to the evening under the stars – is crafted as a masterpiece. That is sustainable difference.”
5. Pressures and Driving Force
“There were moments when the pressure almost drowned us. Yet our logo, with its small red dot, always reminded me of an undying flame of hope. I constantly reminded myself: ‘We don’t sell tours; we deliver happiness.’ When we place the happiness of guests and employees at the core, pressure transforms into motivation, and challenges become opportunities.”
6. Vision for the Next Decade and Toward 2045
“The year 2025 also marks 40 years since my childhood train journey with my father from Hải Phòng to Sài Gòn, passing through Nha Trang port – a memory that planted the seed of my dream. Twenty years later, I returned as a traveler; today, after a decade building Emperor Cruises with investors in Nha Trang, I know this is only the beginning.
In the next decade, Khánh Hòa will see more catamarans and overnight cruises gracing some of the world’s most beautiful bays. Looking ahead to 2045 – the centenary of Vietnam’s National Day – we envision a fleet of 30 Made-in-Vietnam ships, proudly flying the Vietnamese flag, conquering the nation’s 3,260 km coastline and its rivers, bays, and seas. I dream that one day, when people think of Vietnam, they will think of heritage cruises – where culture and luxury converge.”
7. A Message to the Team
“There is no ‘I’ – only ‘we.’ Today’s success is the result of the sweat, dedication, and hearts of hundreds of Lux Cruises people. We build this business with sincerity and humanity, valuing people as our greatest asset, and delivering happiness through experiential travel. I have only one word to say: thank you. Let us continue to believe in our mission – to bring pride to Vietnam and happiness to the world.”
📌 Closing Message
Lux Cruises Group’s Emperor Cruises – this 10-year journey proves that with heartfelt service and true hospitality, Vietnam can create tourism products of world-class caliber. And this journey will continue, with a vision to 2045: a proud Vietnamese fleet under the banner of Vietnam Waterways®, carrying the nation’s heritage and hospitality to the world.
