Dr. Pham Ha: Heritage, Culture, and Sustainability Are the “Golden Keys” to Unlock Vietnam’s Tourism Potential

(Local Media) Nearly six years have passed since the outbreak of the COVID-19 pandemic, yet its profound impacts still linger. The pandemic, like a deluge, disrupted lives and economies around the globe, forcing people to rethink their lifestyles, prioritize health, protect the environment, and focus on sustainable development.

In this context, sustainable tourism has emerged as an essential trend—not only in Vietnam but worldwide. As a leading economic sector, Vietnamese tourism must move beyond rapid growth and strike a balance between economic advancement, environmental conservation, and cultural heritage preservation. Thus, sustainable tourism is not merely a strategy—it is a fundamental pillar in shaping the future of Vietnam’s travel industry.

Dr. Pham Ha, Founder and CEO of Lux Travel DMC (a member of LuxGroup), which recently received the Travelife Certified Excellence in Sustainability Award, affirms:

“Sustainable tourism is the only path to preserving resources, protecting cultural identity, and enhancing the traveler’s overall experience.”

According to him, sustainable tourism brings tangible benefits to local communities by generating employment, fostering economic growth, and attracting mindful travelers—especially from Europe—who increasingly seek destinations that are environmentally conscious, culturally respectful, and sustainably managed. Activities such as guided tours, traditional handicrafts, and homestay services not only provide stable income but also reinvest profits into cultural and heritage conservation.

“What sets Vietnam apart from many other countries is the depth of its culture—from architecture and cuisine to nature, people, and lifestyle. Travelers today are not just looking to visit places; they want to immerse themselves in meaningful stories rooted in history and culture,” Dr. Ha emphasizes.

However, the journey toward sustainability is not without its challenges. Dr. Ha points out that Vietnam’s tourism industry still lacks long-term strategies, consistent infrastructure development, and widespread awareness of sustainable practices among both businesses and tourists. Popular destinations also face overcrowding, which affects the quality of visitor experiences.

He suggests several solutions: managing visitor numbers, investing in green infrastructure, encouraging community-based tourism, and most importantly, raising awareness through education and communication campaigns.

“This transformation cannot rely on a single business or individual—it requires a holistic shift in the entire tourism ecosystem,” he stresses.

Dr. Ha also calls for clear and supportive government policies, infrastructure investment, and stronger community engagement to accelerate this shift.

LuxGroup and its “Luxers” community are already leading by example. With a growing network of like-minded partners, they are spearheading a “green wave,” making sustainable tourism the inevitable choice for the future.

Vietnam’s tourism industry aims to welcome 22–23 million international arrivals by 2025, contribute 6–8% to GDP, and generate 980–1,050 trillion VND in revenue. To meet this goal, the country must continue to innovate and deliver not just luxury, but also authentic experiences rich in culture and national identity.

In 2024, Vietnam welcomed 17.5 million international visitors, a 39.5% increase year-on-year—solid proof of its rising appeal.

The arrival of global billionaires in recent years further reinforces Vietnam’s potential as a luxury destination. In 2024, Bill Gates visited Da Nang and climbed Ban Co Peak (Son Tra), while an Indian billionaire brought 4,500 employees and their families to explore Hanoi, Ninh Binh, and Halong Bay.

Quang Ninh province is ramping up efforts to attract the ultra-wealthy with exclusive offerings such as private island retreats and luxury beaches. In early 2025, two American financial moguls—Jeff Grinspoon and John Thomas Foley—enjoyed a 3-day private yacht cruise exploring Bai Tu Long Bay, Halong Bay, and surrounding heritage sites.

Forecasts predict four more billionaire delegations, including one group of 106 German billionaires, will arrive soon.

A highlight on the 2025 calendar is the “Art for Climate – Halong Bay 2025” event, expected to draw 80,000 attendees, including nearly 200 global billionaires—a major opportunity to elevate Quang Ninh’s international stature.

Beyond Quang Ninh and Da Nang, other Vietnamese provinces are also embracing luxury tourism, targeting high-spending, discerning travelers with exclusive, immersive experiences.

According to Mr. Ha Van Sieu, Deputy Director of the Vietnam National Authority of Tourism, Vietnam must adopt bold, creative promotional strategies and elevate its tourism products to meet elite traveler expectations.

To truly shine on the world tourism map, Vietnam must develop unique, meaningful, and high-quality tourism offerings—from pristine nature and cultural depth to personalized services. Elite travelers seek not only comfort but also a profound connection with untouched landscapes and authentic local heritage.

Understanding travelers’ behavior, preferences, and motivations across different markets is crucial to crafting targeted marketing strategies. At the same time, Vietnam must expand its global reach by establishing tourism promotion offices in key markets like Dubai, London, New York, and Tokyo, while capitalizing on major international events such as APEC, SEA Games, the Olympics, and the World Cup to amplify its brand.

Notably, high-end events such as yacht festivals, million-dollar golf tournaments, international fashion weeks, and film festivals will play a pivotal role in positioning Vietnam as a premier destination for the global elite.

With a well-planned strategy, a bold vision, and the pioneering spirit of enterprises like LuxGroup, Vietnam is steadily ascending to become a world-class luxury travel destination. A greener, deeper, and more responsible Vietnam—where luxury meets legacy—will not only offer “golden products” but also demonstrate a golden mindset and steadfast commitment to sustainable growth.

Linh Chi