Interview: Dr. Phạm Hà – Lux Travel DMC® and Vietnam’s Sustainable Tourism Journey
Lux Travel DMC® honored at the Vietnam Tourism Awards 2025, reaffirming its pioneering role as part of the “great small giant” LuxGroup®
Interviewer: Congratulations on Lux Travel DMC® being named Best International Travel Company Welcoming Tourists to Vietnam at the Vietnam Tourism Awards 2025. Why does Lux Travel DMC® deserve this recognition?
Dr. Phạm Hà:
This award is recognition for our 20 years of dedication. From the beginning, Lux Travel DMC® set itself apart by defining luxury travel not as mere tours, but as personalized, cultural, and sustainable journeys. We believe tourism must create long-term value for travelers, communities, and the nation.
What makes us stand out is our 5G Strategy:
• Go Green: promoting eco-friendly tourism and reducing emissions.
• Go Global: strengthening Vietnam’s global brand presence.
• Go Digital: embracing digital transformation for better guest experiences.
• Go with Pride: celebrating heritage and national identity.
• Go with Happiness: making happiness the measure of success for customers, staff, and communities.
This approach positions Lux Travel DMC® as a benchmark for responsible luxury travel.
Interviewer: Sustainability is the key theme of the Vietnam Tourism Awards 2025. How do you see this focus?
Dr. Phạm Hà:
It is the right direction and an essential mission. Sustainable tourism is not optional—it is the only way forward. At Lux Travel DMC®, ESG has long guided our operations. From boutique cruises such as Heritage Cruises Bình Chuẩn and Emperor Cruises Legend, to community-based tourism initiatives, all our products reflect a commitment to protecting the environment, preserving heritage, and supporting local livelihoods.
We want to show that luxury does not mean excess, but rather harmony between premium experiences and social responsibility.
Interviewer: What are your plans for the future after this 20-year milestone?
Dr. Phạm Hà:
We have a vision to 2045, built on three pillars:
1. Green Tourism (Go Green): developing eco-friendly products, promoting circular economy practices.
2. Smart Tourism (Go Digital): applying AI, big data, and digital platforms for personalization and efficiency.
3. Global Tourism (Go Global & Go with Pride): elevating the Vietnam Waterways® brand alongside Vietnam Airlines, positioning Vietnam as Asia’s hub of luxury tourism.
At the core is Go with Happiness—tourism must deliver joy and well-being, not only profits.
Interviewer: What does this award mean for your company and for Vietnam’s luxury tourism industry?
Dr. Phạm Hà:
For Lux Travel DMC®, it is proof of two decades of persistence, creativity, and service. It enhances our global credibility and opens new opportunities for partnerships.
For the industry, it sets a gold standard, encouraging healthy competition, service quality, and sustainability. In particular, the luxury tourism segment will be crucial for Vietnam to achieve the target of 30–45 million international visitors by 2045, establishing Vietnam as a world-class luxury destination.
Interviewer: If you could deliver one message to Vietnam’s tourism industry, what would it be?
Dr. Phạm Hà:
I would say: “Sustainable tourism is not a trend—it is the only path forward.” With Lux Travel DMC® and LuxGroup®, we will continue to be a “great small giant”, pioneering responsible luxury travel and helping Vietnam secure its place as a leading destination in the world.
