Dr. Phạm Hà, Founding President & CEO of LuxGroup®, believes Vietnam needs an entirely new tourism development mindset to transform tourism into a national soft power and elevate the country’s global position.
Over the past decade, Vietnam’s tourism industry has achieved remarkable growth, gradually establishing itself as one of Asia’s most attractive destinations. However, according to Dr. Phạm Hà, relying solely on visitor numbers, price competitiveness, and short-term resource exploitation will no longer be enough for Vietnam to make a true leap forward in the new era.
“The world has changed. Today’s travelers are no longer simply looking for places to stay or destinations to check off a list. They seek meaningful experiences, authenticity, emotional connection, and stories worth remembering,” he said.
Dr. Phạm Hà noted that global tourism is entering a transformative phase in which experiential value matters more than material value. Trends such as sustainable tourism, wellness travel, cultural immersion, river and cruise tourism, AI, and digital transformation are reshaping the entire tourism industry worldwide.
In this context, Vietnam possesses extraordinary advantages that few countries can match: more than 4,000 years of civilization, a rich network of cultural and natural heritage, one of the world’s most celebrated cuisines, diverse regional identities, over 3,260 kilometers of coastline, and a vibrant river-based culture stretching from north to south.
Yet, according to him, what Vietnam still lacks is “a national story big enough for the world to truly listen.”
“If we want the world to remember Vietnam, we must tell a national story that is compelling, authentic, and globally inspiring,” Dr. Phạm Hà said.
He believes the world’s most successful tourism nations do not compete only through landscapes or infrastructure, but through their ability to communicate culture, lifestyle, and identity. Japan tells the story of refinement and minimalism. Italy tells the story of art, craftsmanship, and lifestyle. Thailand has successfully positioned hospitality and wellness as part of its national image. Vietnam, he argues, can tell the story of a nation rich in heritage, resilience, creativity, and cultural depth while emerging confidently in a new era of global integration.
According to Dr. Phạm Hà, tourism should no longer be viewed merely as a service industry. Instead, it should be recognized as a cultural industry and a strategic form of national soft power. A meaningful journey can shape global perceptions of a country far more effectively than conventional promotional campaigns.
“Tourism is one of the most powerful industries for telling a national story. A great journey can make visitors fall in love with a country, understand its culture, and return again and again,” he said.
From this perspective, Dr. Phạm Hà believes Vietnam urgently needs a new tourism resolution for a new era — one with a bold, open, and long-term vision. In his view, the tourism industry cannot continue operating under outdated mechanisms while the world is rapidly evolving through AI, digital ecosystems, and the experience economy.
“We cannot enter a new era with an old mindset,” he emphasized.
According to him, the new resolution should redefine tourism as a true strategic economic sector while also recognizing its role in shaping national image, strengthening cultural industries, and creating spillover value across the economy.
He also called for breakthrough policies in visa facilitation, tourism infrastructure, aviation, ports, river tourism, digital transformation, AI adoption, ESG standards, investment mechanisms, and regional connectivity. Vietnam, he argues, must shift from a “value for money” destination toward a “value of experience” model focused on attracting high-spending, long-stay travelers seeking personalized and meaningful journeys.
Dr. Phạm Hà said LuxGroup® is currently pursuing a 5G development strategy consisting of Green, Digital, Global, Proud, and Go Happiness. According to him, this framework reflects not only a corporate vision but also a potential development philosophy for Vietnam’s tourism future.
Green represents sustainable and responsible growth. Digital refers to AI adoption and digital transformation. Global means competing with international standards and ambitions. Proud reflects national pride and cultural confidence. Go Happiness emphasizes creating happiness for travelers, communities, employees, and society.
He believes that in the coming decades, competition between nations will no longer be determined solely by GDP or infrastructure, but increasingly by cultural attractiveness, creativity, and the ability to create memorable experiences.
“If done right, Vietnam can absolutely become Asia’s leading experiential tourism powerhouse,” Dr. Phạm Hà said.
However, he stressed that achieving this vision requires more than attracting more visitors or building more projects. What Vietnam needs most today is a national tourism vision ambitious enough for the new era.
“What makes the world remember a nation is not only economic growth or skyscrapers, but the national story that country can inspire humanity with,” Dr. Phạm Hà concluded.
