Dr. Pham Ha: “Green tourism is a difficult path, but it is the only way forward”
LuxGroup shares practical experience in sustainable tourism development at VITM Hanoi 2025
Hanoi, April 11, 2025 – Speaking at the high-level seminar on “Green and Sustainable Tourism Development” during the Vietnam International Travel Mart (VITM Hanoi 2025), Dr. Pham Ha, Chairman and CEO of LuxGroup, delivered a passionate keynote address underscoring that green tourism is no longer a trend but an urgent imperative for the future of the global travel industry.
“Green tourism is a difficult road,” he said. “But it is the only road that ensures the survival and long-term growth of the tourism sector in the era of climate crisis and environmental degradation.”
A 20-Year Commitment to Sustainable Luxury Travel
LuxGroup, the pioneering Vietnamese luxury tourism group behind brands like Lux Travel DMC, Emperor Cruises, Heritage Cruises, Amiral Cruises, and most recently LUX Hotels & Resorts, has led the way in embedding sustainability into the heart of its operations.
“From day one, we chose the hard path – to pursue luxury tourism with sustainability at its core. We placed people and heritage at the center and used culture as the input for tourism-driven economic development,” Dr. Ha explained.
While LuxGroup is not large in scale, Dr. Ha described it as “great in vision and action,” having consistently prioritized environmental responsibility, cultural preservation, and community engagement in its growth strategy.
Global Trends Present New Opportunities
According to Dr. Ha, global travel markets are rapidly shifting toward sustainability. Over 80% of LuxGroup’s clientele come from Europe, North America, and Australia – regions where travelers increasingly demand responsible, ethical, and low-impact travel experiences.
“Booking.com’s 2023 survey found that 74% of global travelers want to travel more sustainably but lack clear options. This gap presents an opportunity for pioneering companies to define the future of the market,” he said.
LuxGroup is among the few Vietnamese travel businesses to achieve Travelife Certified status – an internationally recognized certification endorsed by UN Tourism and the Global Sustainable Tourism Council (GSTC). This standard has guided LuxGroup in creating a holistic green tourism ecosystem – from internal governance and digital operations to product development and supply chain engagement.
Three Pillars for Effective Green Transition
Drawing from LuxGroup’s experience, Dr. Ha identified three core pillars for successful green transformation:
- Strategic leadership thinking: Sustainability must be integrated at the leadership level and embedded into business strategy, not relegated to peripheral CSR efforts.
- Sustainable supply chains: Businesses must work with suppliers and partners who share their sustainability values. This requires continuous dialogue, training, and support.
- Market education: Raising awareness among customers, communities, staff, and stakeholders is essential for long-term behavioral change and market readiness for sustainable tourism.
Overcoming Practical Challenges
While committed to the green path, Dr. Ha was candid about the many challenges businesses face in going green:
- High costs and slow ROI: Investments in eco-friendly infrastructure, digitalization, and sustainable materials demand significant upfront capital.
- Uneven awareness in the supply chain: Many suppliers, especially in remote regions, lack the resources or knowledge to adopt sustainable practices.
- Price sensitivity: Green tourism products often carry higher price tags, making them harder to scale among mainstream travelers.
- Policy gaps: In Vietnam, green businesses still lack preferential access to credit, tax incentives, or public procurement programs – a barrier to widespread adoption, especially among SMEs.
Tangible Actions and Achievements in 2024
In 2024, LuxGroup made major strides toward becoming a leading green tourism model:
- Established green offices and transitioned to digital operations, cutting paper use by over 90%.
- Eliminated single-use plastic in daily operations and replaced with sustainable materials.
- Launched low-emission, heritage-based tour products supporting local communities.
- Rolled out ESG (Environmental – Social – Governance) training across all departments.
- Audited and improved carbon footprint, working toward a Net Positive Impact by 2030.
Through the LuxGroup Foundation, the group implemented several impactful initiatives:
- Cleaned up Ha Long Bay after Typhoon Yagi.
- Planted 2,000 native trees in Yen Bai as part of a carbon offset program.
- Donated 25 water tanks to remote villages in Ha Giang province.
- Launched conservation efforts for wildlife, intangible heritage, and traditional crafts.
“We believe tourism should not just be profitable. It must create shared value for people, nature, and culture,” Dr. Ha emphasized.
A Call for Collective Action
In his closing remarks, Dr. Ha stressed that green tourism is no longer optional. For Vietnamese businesses to remain competitive and access premium markets like Europe, international certification and transparent audits are becoming legal requirements.
“Travelife offers a clear roadmap for businesses at any stage,” he explained. “Level 1 is commitment, Level 2 involves 150 action criteria, and Level 3 – Certified includes close to 250 audited criteria. Only around 500 businesses globally have reached this top tier.”
He also encouraged companies to start with VITA Green – a national initiative by the Vietnam Tourism Association comprising 100 essential sustainability criteria tailored for local enterprises.
“Let us come together to build a resilient and responsible tourism ecosystem,” he concluded. “One where each business contributes not just to economic growth, but to protecting our shared natural and cultural heritage.”
