Authentically Vietnam: Unlocking Cultural Power to Redefine Vietnam’s National Tourism Brand in a New Era
Inspired by the Keynote Address of Dr. Phạm Hà, Founding President & CEO of LuxGroup®, at the Forum on “Developing Cultural Tourism & Positioning Vietnam’s National Tourism Brand in the New Era.”
Vietnam at a Strategic Turning Point
At a high-level forum gathering many of Vietnam’s leading tourism and cultural experts, Dr. Phạm Hà—entrepreneur, investor and pioneer of boutique cruising—began his keynote with a clear statement: Vietnam is entering the Nation’s Rise Era.
From 2026 onward, Vietnam’s GDP is projected to grow at around 10% annually, and tourism is expected to contribute more than 10% of total GDP, creating millions of jobs and amplifying the country’s soft power.
But this rise is not happening in isolation. It aligns with three global transformations reshaping every industry, especially tourism:
1. Digital Transformation
A shift toward hyper-personalized travel, data-driven decision making, real-time connectivity and fully integrated digital experiences.
2. Green Transition
Travelers are prioritizing sustainable destinations, low-impact operations, ESG-compliant companies, and regenerative tourism models.
3. New Globalization
A new form of interconnectedness where cultural value, authenticity and identity replace mass promotion and price competition.
According to Dr. Hà, the intersection of Vietnamese resilience + digital transformation + green growth + new globalization has created “a rare golden moment for Vietnam to reposition its national tourism brand on the world stage.”
Culture: Vietnam’s Most Powerful and Sustainable Engine
The UN Tourism definition is clear:
Culture
“Culture encompasses the material and immaterial values of a society—arts, architecture, lifestyle, value systems, traditions and beliefs.”
Cultural Tourism
“A type of tourism where the primary motivation of travelers is to discover, learn and experience the cultural values—tangible and intangible—of a destination.”
And according to ASTA, 87% of international travelers choose destinations because of culture.
This confirms one fundamental truth: culture is not a supporting element of tourism—it is the core driver.
Vietnam possesses a competitive advantage that no country can replicate:
• 4,000 years of civilization
• 54 ethnic groups with rich, living traditions
• A globally celebrated culinary heritage
• 23 UNESCO-recognized heritage sites
• A national value system built on humanity, resilience and cultural fusion
As Dr. Hà emphasized:
“Modern tourism is no longer ‘look—shoot—leave.’
It is a journey to learn, understand, connect and feel.”
This shift in traveler behavior is the foundation for redefining Vietnam’s national tourism strategy.
The Challenge: High Visitor Growth, Low Value Retention
Vietnam is projected to welcome 21–23 million international visitors by 2025, and 30–45 million in the following decade. Yet the average spending remains only USD 120 per day, significantly lower than regional competitors.
This imbalance reveals:
• A lack of deep cultural interpretation
• Too few unique, story-driven experiences
• A national brand that has not yet fully expressed its identity
Vietnam’s long-standing slogan “Timeless Charm” achieved its mission, but the next chapter demands a new narrative—one reflecting authenticity, creativity, ESG values and Vietnam’s rising ambition.
**✦ AUTHENTICALLY VIETNAM ✦
The New National Tourism Brand Identity**
Dr. Hà proposes a bold, modern and deeply cultural positioning:
Authentically Vietnam:
Authentic – Refined – Sustainable
Not just a slogan, but:
• A development philosophy
• A brand promise
• A national declaration built on culture
Authentically Vietnam represents:
• Identity as foundation
• Heritage as strategic resource
• People as the soul of the experience
• Culture as the storytelling force
• Experience as the core value
• ESG as the operating method
• Creativity as competitive advantage
Vietnam deserves to be positioned as:
“The Heart of Authentic Asia.”
**Decoding VIETNAM:
Seven Letters – Seven Core Brand Pillars**
Using the seven letters of VIETNAM, Dr. Hà articulates a uniquely Vietnamese national brand philosophy:
• V – Values & Vision (Giá trị & Tầm nhìn)
• I – Identity & Integrity (Bản sắc & Chính trực)
• E – Experience & Emotion (Trải nghiệm & Cảm xúc)
• T – Tradition & Transformation (Truyền thống & Chuyển hóa)
• N – Nature & Nurture (Thiên nhiên & Nuôi dưỡng)
• A – Art & Authenticity (Nghệ thuật & Chân thật)
• M – Mindfulness & Modernity (Tỉnh thức & Hiện đại)
These seven attributes reflect Vietnam’s cultural DNA:
enlightened – humanistic – patriotic – resilient – inclusive.
Seven Reasons to Visit Vietnam (Based on VIETNAM)
V – Varied Landscapes
One journey, many worlds—from mountains and caves to deltas and islands.
I – Indigenous Culture
Living heritage, practiced daily—not staged, not manufactured.
E – Exotic Beaches
3,260 km of coastline, offering sustainable, low-impact, soulful retreats.
T – Timeless Charm
Hanoi–Saigon: where ancient depth meets contemporary vitality.
N – Natural & Cultural Heritage
UNESCO wonders: Ha Long–Cát Bà, Tràng An, Huế, Hội An, Phong Nha…
A – Ancient Cities, New Journeys
Slow travel, boutique cruising, river–sea expeditions—the new luxury.
M – Memories That Last
Human warmth, simplicity and authenticity create lasting emotional bonds.
Cultural Tourism: The Road to Sustainable National Competitiveness
Cultural tourism is not “showing heritage”—it is storytelling.
It is not “introducing Vietnam”—it is touching travelers’ hearts.
Cultural tourism enhances:
• Spending per visitor
• Length of stay
• Emotional experience
• National soft power
• Long-term competitiveness
For a country rich in culture, the future lies not in mass numbers but in high-value, high-emotion, high-identity travel.
LuxGroup®: A Living Blueprint of Cultural Tourism Done Right
Few companies embody the cultural tourism model as vividly as LuxGroup®, founded by Dr. Phạm Hà and built over two decades on one philosophy:
“Luxury is Culture – Delivering Happiness™.”
The group’s ecosystem showcases Vietnam’s history, art and identity through innovative tourism products:
• Heritage Cruises Bình Chuẩn®
Reviving the legacy of Vietnam’s “King of Ships,” Bạch Thái Bưởi
• Emperor Cruises®
Reimagining royal journeys inspired by Emperor Bảo Đại
• Amiral Cruises for Presidents®
Vietnam’s first river–sea expedition cruise concept in Ho Chi Minh City
• Lux Art Performances®
Heritage by Night, Sông Show®, Sunset Show®, Sunset Edition
• Vietnam Waterways® 2045
A national-scale initiative to revive river–sea heritage routes
• Lux Travel DMC®
Travelife-certified ESG leader; pioneers of “zero-waste journeys”
• Vị Việt Nam®
A nationwide green culinary brand celebrating Vietnamese identity
5G LuxGroup® Vision 2045:
Green – Digital – Global – Proud – Go Happiness
A powerful framework uniting sustainability, technology and national pride.
Three Strategic Shifts for Vietnam (Central–Local Cooperation)
To make Authentically Vietnam a global reality, Dr. Hà calls for three structural transformations:
1. From Exploitation → Service
Shift from permit-based management to customer-centric hospitality and facilitation.
2. From Mass → Class
Create distinctive, high-value experiences:
fishing villages, craft culture, night economy, river–sea cruises.
3. From Short-term → Sustainable (ESG)
Clean, green, regenerative tourism—
especially in UNESCO sites and sensitive ecosystems.
Conclusion: The Identity-Led Future of Vietnamese Tourism
Dr. Hà delivered a powerful closing message:
“Vietnam cannot compete on price.
Vietnam must compete on identity, culture and authentic experience.”
Tourism is not about welcoming as many guests as possible.
It is about ensuring that:
• Every guest spends on culture,
• Leaves with Vietnam in their heart,
• And returns with friends.
That is the essence of Authentically Vietnam—
the new passport for Vietnamese tourism in the global era.
Cultural tourism distills into six powerful actions:
Discover – Explore – Learn – Respect – Celebrate – Enjoy.
One of the strongest proofs of Vietnam’s cultural tourism potential is Emperor Cruises Legacy Halong®, voted by Travel & Leisure USA as one of the Top 10 Most Luxurious Cruises in Asia–Pacific, Luxury Awards 2025.
Lux Travel DMC – Winner of Asia’s Leading Luxuruy Tour Operator 2024 – WTA