Building a Sustainable Value System for Vietnam’s Tourism

With a long-term vision, the right strategy, and the collaboration of businesses, the Government, and the community, Vietnam’s tourism is poised to flourish, becoming a luxurious, unique, and sustainable destination.

This was the insight shared by Phạm Hà, Chairman and CEO of LuxGroup, in an exclusive interview with Doanh Nhân.

For the first time in Vietnam, a luxury-focused travel group — LuxGroup — has been honored with the Travelife Certified 2025 award for sustainable tourism.

Speaking about this achievement, Mr. Phạm Hà remarked:

“Tourism, agriculture, and information technology are the three sectors that will drive Vietnam’s growth in the 21st century. According to ILTM, luxury travelers account for only 5% of total visitors but contribute 20-30% of total revenue. Vietnam holds immense potential, but to enhance its position and competitiveness on the global stage, we need to shift from quantity-focused growth to quality-driven development. Instead of merely counting visitor numbers, we should measure tourist spending, satisfaction levels, and how well we cater to their specific preferences.”

He emphasized that countries such as Thailand, Singapore, Malaysia, and Japan have excelled in building high-end, sustainable tourism brands. For Vietnam to stand out, it must move beyond simply attracting tourists to inspiring them with luxurious, unique, and culturally rich experiences while embracing sustainable values.

Discussing LuxGroup’s focus on high-end tourism, Mr. Phạm Hà highlighted three key product lines:

1. Sustainable Luxury Cruises – Blending art, culture, and nature in one-of-a-kind experiences.

2. Sustainable Fine Dining Experiences – Embracing zero-waste practices with locally sourced, seasonal ingredients.

3. Personalized Luxury Travel Experiences – Creating tailor-made journeys that reflect individual preferences while promoting responsible travel.

“For LuxGroup, luxury tourism is not just about indulgence but also a meaningful journey that leaves a lasting, sustainable impact for future generations,” shared Mr. Phạm Hà.

According to Mr. Phạm Hà, the greatest challenge in establishing sustainable luxury tourism in Vietnam lies in mindset and awareness.

“We are transitioning from a mass-market tourism model to high-end tourism. However, we have yet to make substantial investments in infrastructure, international-standard services, and, most importantly, sustainability practices. Some businesses still view sustainability as a ‘cost’ rather than a ‘long-term investment.’ However, sustainability is no longer an option — it is essential for businesses to survive and thrive in the global tourism landscape.”

Despite Vietnam’s many advantages, the country has yet to fully tap into the spending potential of the international luxury travel market.

To solidify Vietnam’s position as a leader in sustainable tourism, Mr. Phạm Hà proposed three key solutions:

• Position Vietnam as Asia’s next luxury travel hotspot by emphasizing heritage, art, gastronomy, and nature.

• Learn from successful models such as the Maldives, Bhutan, and Thailand to develop unique, green, and sustainable travel experiences.

• Businesses should invest in green technology, zero-waste products, and low-emission transportation.

• The government should introduce tax incentives and invest in green infrastructure, especially for cruise ships, resorts, and sustainable travel initiatives.

• Train a high-level workforce that meets international five-star service standards to cater to affluent travelers.

• Improve tourism services with a focus on personalized experiences, emphasizing emotional connections and authentic value.

“Vietnam stands at the threshold of a transformation towards luxury and sustainable tourism. With a long-term vision, the right strategy, and the collaboration of businesses, the Government, and the community, I believe Vietnam will emerge as a leading luxurious, unique, and sustainable travel destination in Asia,” Mr. Phạm Hà concluded.

• Thank you very much for your insights!