Lux Travel DMC® – Two Decades of Sustainable Luxury, Reaching for the Global Horizon
Hanoi, September 27, 2025 – At a time when global tourism is shifting toward sustainability and personalization, a Vietnamese enterprise has carved its name into the international spotlight. Lux Travel DMC®, a member of LuxGroup®, has just been honored as “Best Inbound Tour Operator in Vietnam 2025” at the Vietnam National Tourism Awards, held at the Vietnam Exhibition Center (VEC) in Dong Anh, Hanoi.
The recognition coincides with the company’s 20th anniversary and World Tourism Day, symbolizing two decades of crafting luxury journeys rooted in culture, heritage, and social responsibility.
A Landmark for the Private Sector
For the first time in two decades of the awards’ history, a 100% privately owned Vietnamese company has received the highest honor. This achievement reflects not only Lux Travel DMC®’s success but also the growing strength of Vietnam’s private sector as a driver of innovation and global integration.
Deputy Minister of Culture, Sports and Tourism Ho An Phong remarked:
“The Vietnam National Tourism Awards represent resilience, innovation, sustainability, and national pride. Lux Travel DMC proves that Vietnamese private enterprises can lead at the highest level, elevating the nation’s brand worldwide.”
Entrepreneurship Born from a Different Idea
Founded in 2005 by Dr. Pham Ha – once a tour guide and now a leading voice in luxury tourism – Lux Travel DMC® began with a simple yet profound philosophy: “Luxury is personal, cultural, and sustainable.”
What started as a small team has grown into a company serving over 10,000 luxury travelers annually from 70 countries, with more than 100 employees across Hanoi headquarters and international offices. Its signature products include:
• Bespoke journeys tailored to each traveler.
• Boutique cruises along Vietnam’s coasts.
• Immersive cultural, culinary, and artistic experiences.
The New 5G Strategy: Go Global – Go Green – Go Digital – Go Pride – Go Happiness
Instead of chasing rapid expansion, Lux Travel DMC® embraced a more sustainable approach through its new 5G strategy:
1. Go Global: expanding into international markets.
2. Go Green: committing to sustainability and reducing carbon footprints.
3. Go Digital: leveraging data with the principle “technology serves emotions.”
4. Go Pride: carrying Vietnamese pride into every journey.
5. Go Happiness: placing happiness at the heart of the mission.
Lux Travel DMC® is among the first Vietnamese companies to achieve Travelife Certified for sustainable tourism. ESG projects, such as installing solar-powered lights and water tanks in Ha Giang, highlight its commitment to delivering long-term community value.
Resilience Through Crisis
During the Covid-19 pandemic, while many businesses shuttered, Lux Travel DMC® retained its staff, developed domestic products, and became the first company to welcome international travelers back to Vietnam on March 15, 2022.
The company’s management model rests on three balances:
• Customers – People – Technology
• Speed – Quality – Safety
• Short-term – Long-term – Heritage
Dr. Pham Ha reflected:
“A crisis is a test. For us, true growth is not just numbers but the love of our customers, the loyalty of our people, and the embrace of local communities.”
Toward Vision 2045
With over 40 international accolades – including the World Travel Awards, Tripadvisor Travellers’ Choice, and HR Asia Best Companies to Work For – the 2025 victory is not an endpoint but a steppingstone toward Vision 2045:
• Expanding the Vietnam Waterways® fleet to 30 vessels.
• Bringing Vietnamese boutique cruises to major Asian ports.
• Entering markets in the Middle East, Eastern Europe, and North America.
Dr. Pham Ha emphasized:
“This honor belongs to our Luxers, partners, and clients. Over the next 20 years, we will continue to bring Vietnam’s spirit to the world – with pride and responsibility.”
Why Lux Travel DMC® Deserves the Honor
1. Distinctive strategy: redefining luxury as personalized, cultural, and sustainable.
2. Balanced governance: three pillars and the 5P+3P framework.
3. Relentless innovation: from ESG-integrated OKRs to the 70–20–10 rule.
4. Human-centered digitalization: technology supports emotions, not replaces them.
5. Sustainable responsibility: ensuring long-term impact for communities.
For Lux Travel DMC®, luxury is more than experience – it is Vietnam’s future as a sustainable, proud, and global destination.
