Tourism – The Art of Connection
Dr. Pham Ha
“From nature to culture, from past to future – every journey is a masterpiece of connection.”
To travel is not merely to move from one place to another, but to connect. It is the act of sensing the heartbeat of nature, listening to the echoes of heritage, meeting people, and becoming part of the larger canvas of humanity. When seen as an art, tourism becomes the brushstroke that links nature and culture, past and present, people and nations, memory and aspiration.
Nature as Poetry, Culture as Soul
Nature is the first masterpiece. The turquoise curve of Nha Trang Bay, the timeless limestone peaks of Ha Long, the endless flow of the Mekong—these are artworks sculpted by time. But nature remains a backdrop until culture breathes soul into it. The chant of a fisherman on the Red River, the lacquer painting on a Hanoi wall, the Ao Dai drifting like water in the breeze—all are brushstrokes that transform scenery into meaning.
At LuxGroup, we believe that luxury is not about escaping reality but immersing in authentic life. Our cruises do not simply sail past landscapes; they curate encounters where nature and culture converge, allowing travelers to discover that beauty lies not only in what they see, but in the harmony they feel.
People to People, Nations to Nations
The most precious souvenirs are not objects, but emotions. A child’s innocent wave from a riverbank, a grandmother’s warm cup of tea, a war story whispered with tears—these are the heart-touching moments that linger.
Travel is also silent diplomacy. When a Japanese guest sings a Vietnamese folk song, or a French couple raises a toast with rice wine under the stars, nations draw closer through shared joy. Tourism, therefore, is not just an industry but a language of empathy.
LuxGroup puts people at the center. Every ship, every journey is a space for soul encounters, where Vietnamese hosts proudly share, and friends from around the world feel connected.
Heritage – A Dialogue Between Past and Future
Heritage is not static; it is a living dialogue. A bronze drum does not only echo ancient rituals but also resonates with today’s festivals. The Bình Chuẩn ship of 1919, once a bold leap into the global seas, inspires LuxGroup to revive it through Heritage Cruises Bình Chuẩn today—affirming that Vietnam’s river–sea spirit has always been courageous and pioneering.
Every LuxGroup cruise is more than transportation; it is a floating museum of heritage. Each stateroom tells a story, each artwork whispers a memory, each meal revives a tradition. In this sense, travel becomes preservation in motion—a promise to the past and a gift to the future.
Small Giants with a Big Heart
In a world racing toward size and speed, we choose another path: to be small giants. Not the largest, but the finest. Not chasing numbers, but cherishing meaning.
Being a small giant means listening to the heartbeat of every guest, honoring every employee’s effort, and respecting every community we touch. It means embracing ESG not as a checklist but as a philosophy—keeping rivers pure, cultures vibrant, and people proud.
This philosophy shapes every action at LuxGroup: luxury must come with meaning, and growth must go hand in hand with humanity.
Stories That Touch the Heart
Every journey is a story waiting to be lived. A couple renewing vows at sunset on Emperor Legend. An artist sketching the dawn on the Saigon River aboard Amiral Cruises. The laughter of Hà Giang children as their village glows under solar lights gifted by the LuxGroup Foundation.
On Emperor Cruises Nha Trang, evenings come alive with local artists, reviving the refined leisure of Emperor Bao Dai’s court, where music and cuisine celebrate the spirit of “living like a king.”
On Heritage Cruises Bình Chuẩn, heritage nights bring back xẩm, ả đào, chèo, and chầu văn—making the past vibrantly present, while honoring the legacy of shipping pioneer Bạch Thái Bưởi, who embodied both vision and responsibility.
And aboard Amiral Cruises for Presidents, guests relive a moment of destiny: from Hai Phong to Saigon, the ship recalls young Nguyễn Tất Thành’s departure to France in 1911, a journey that would transform into a quest for independence, freedom, equality, and fraternity—a story that still inspires generations.
These are the moments that enter the heart and remain forever.
At its highest expression, tourism is not consumption but communion. It teaches us that while the world is vast, the human soul beats in unison. It reminds us that beauty lies not only in monuments, but in connection, in sharing, in the art of living.
Tourism, ultimately, is the art of connection. It links nature’s poetry with culture’s soul, people with people, nations with nations, the past with the future. For LuxGroup and its philosophy of “small giants,” every voyage is a canvas, every experience a story, every moment a brushstroke in the masterpiece of humanity.
Luxury is culture. Delivering happiness is our mission. Connecting hearts is our art.
