Hanoi, Vietnam – LuxGroup, a 100% Vietnamese-owned travel and hospitality group, has officially been nominated for the 2026 edition of the Vietnam National Brand Program (Vietnam Value), a prestigious national recognition organized by the Ministry of Industry and Trade of Vietnam under the patronage of the Government of Vietnam.
This marks the first time LuxGroup has been nominated for the program. The award is granted every two years, following a rigorous process of independent auditing, evaluation, and verification, with the final results scheduled to be announced on August 30, 2026.
The Vietnam National Brand Program recognizes enterprises that embody three core values: Quality – Innovation – Pioneering.
Among these, LuxGroup stands out particularly for its innovation and pioneering leadership in sustainable luxury tourism.
A Pioneer of Sustainable Luxury Tourism in Vietnam
Founded in 2005 by Phạm Hà, LuxGroup has grown from a boutique travel company into a diversified ecosystem of luxury travel and cruise brands.
Today, the group operates several notable brands including:
Over the past two decades, LuxGroup has pioneered luxury cruise tourism in Vietnam, opening new cultural voyages across the country’s iconic waterways and coastal destinations.
Its cruise experiences explore destinations such as:
- Bai Tu Long Bay
- Lan Ha Bay
- Nha Trang Bay
- the Saigon River
- the Mekong River
- Phu Quoc Island
These journeys combine luxury hospitality with cultural storytelling and environmental awareness, offering travelers a deeper way to discover Vietnam’s landscapes, heritage, and people.
Innovation: Bringing Art and Culture Onboard
One of LuxGroup’s most distinctive contributions to Vietnam’s tourism sector has been bringing art, culture, and storytelling onto luxury cruises.
The group has introduced a series of innovative cultural experiences including:
- Sunset Show
- Sunset Edition
- SÔNG Show
These performances transform cruise ships into floating cultural stages, where guests experience Vietnamese music, storytelling, and artistic traditions while sailing along rivers and coastlines.
LuxGroup has also pioneered several new concepts in the region, including:
- luxury night cruises and cultural evening journeys
- art exhibitions and auctions onboard ships
- curated cultural performances during sunset and evening voyages.
Through these initiatives, the group has helped position Vietnam as a destination where luxury tourism meets living culture.
Sustainability and International Standards
LuxGroup has long embraced sustainable tourism and ESG principles as core pillars of its development.
The company continues to implement initiatives focused on:
- environmental protection in marine and river ecosystems
- responsible tourism benefiting local communities
- long-term Net Zero ambitions for cruise and hospitality operations.
The group’s philosophy is summarized in its guiding statement:
“Luxury is Culture – Delivering Happiness.”
For LuxGroup, luxury is not only about comfort but about meaningful experiences, cultural authenticity, and responsible travel.
Vietnam Waterways: A National Cruise Vision
At the heart of LuxGroup’s long-term strategy lies Vietnam Waterways, a concept envisioned as “Vietnam Airlines on water.”
Vietnam Waterways aims to develop a national cruise tourism identity, connecting the country’s major rivers, coastal cities, and maritime heritage.
Future voyages will allow travelers to explore Vietnam from north to south by water, navigating rivers, bays, and coastal routes while discovering historical cities and cultural landscapes.
These journeys celebrate Vietnam’s 4,000-year river civilization, positioning the country as a new destination for cultural luxury cruising in Asia.
The 5G Strategy and the Vision for 2045
LuxGroup’s development framework is built around its 5G strategy:
Green – Digital – Global – Proud – Go Happiness
This strategy aligns with Vietnam’s broader ambition to become a developed nation by 2045, while building globally competitive tourism brands rooted in Vietnamese culture.
Alongside cruise tourism, LuxGroup is expanding its hospitality ecosystem with:
- Lux Hotels & Resorts, a Vietnamese luxury hotel brand
- heritage-inspired dining concepts aiming toward Michelin Green Star recognition
- cultural and artistic experiences integrated into travel.
The goal is to create globally competitive Vietnamese hospitality brands that reflect the country’s identity and creativity.
More Than Two Decades of National and International Recognition
During its 20-year journey, LuxGroup has received numerous national and international awards, including the title World’s Leading Luxury Tour Operator at the World Travel Awards.
These recognitions highlight the growing role of Vietnamese enterprises in shaping the future of global luxury tourism.
Founder’s Perspective
Dr. Phạm Hà, Founding President & CEO of LuxGroup, commented:
“Being nominated for Vietnam’s National Brand is a proud milestone for us. LuxGroup is a 100% Vietnamese company, and we firmly believe that Vietnamese enterprises can build world-class travel brands.
If Vietnam Airlines represents Vietnam in the skies, we hope that Vietnam Waterways will represent Vietnam on the rivers and seas, sharing the country’s culture and heritage with the world.”
The official results of the Vietnam National Brand Program 2026 will be announced on August 30, 2026 following the completion of the independent evaluation and audit process.