Dr. Pham Ha – Luxury Is Culture, Simplicity Is The Ultimate Sophistication
In the ever-expanding world of luxury travel—where gilded hotels, million-dollar yachts, and hyper-personalized services define competition—Dr. Pham Ha, Chairman and CEO of LuxGroup®, has chosen a different path: bringing luxury back to its roots in Vietnamese culture and humanity.
Over two decades, he has quietly built a holistic ecosystem of travel, culture, maritime heritage, art, and gastronomy, where every brand tells a story and every experience becomes a journey of emotion.
From the “floating museums” of Ha Long, Lan Ha, and Nha Trang Bays, to immersive live art performances celebrating local heritage, from the revived Vietnamese flavors in Lux F & B®, to journeys that embody the philosophy “Luxury is Culture – Delivering Happiness”, LuxGroup® continues to craft a vision of a sophisticated, sustainable, and soulful Vietnam.
“I don’t do tourism. I tell stories—the stories of Vietnamese culture and the people who live beautifully and serve with passion.”
— Dr. Pham Ha, Chairman & CEO, LuxGroup®
1. The Storyteller of Vietnamese Simplicity
In a homogenized global luxury landscape, where brands often race toward excess, Dr. Pham Ha chooses a subtler art: telling Vietnam’s story through culture, art, and authenticity.
Twenty years ago, he started from scratch—with only knowledge, passion, and a belief that “Vietnamese can create world-class luxury experiences for both locals and the world.”
Two decades later, LuxGroup® stands as a pioneer—hailed as “The Small Giants of Vietnam”—small in size but grand in vision, each brand a puzzle piece in the larger narrative called Vietnam Waterways®.
“Luxury lies not in material wealth, but in emotion, cultural depth, and happiness shared from one person to another.”
2. Simple Yet Sophisticated – When Minimalism Becomes Art
Like a symphony conductor, Dr. Pham Ha leads the LuxGroup® ecosystem with the philosophy of Simple Sophistication—the elegance of simplicity.
Every cruise, restaurant, performance, and artwork forms part of one harmonious composition: honoring Vietnamese heritage through contemporary living art.
On Emperor Cruises®, guests dine amid the ocean in an atmosphere inspired by Emperor Bao Dai’s royal lifestyle.
On Heritage Cruises Bình Chuẩn®, waves whisper the story of Bach Thai Buoi, the early 20th-century “King of Ships” who embodied Vietnam’s entrepreneurial spirit.
Amiral Cruises for Presidents® offers private journeys inspired by Vietnam’s maritime aspiration to reach the world.
“We don’t sell travel products. We create experiences—where every detail tells a story.”
3. An Ecosystem of “Small Giants”
LuxGroup® is not merely a corporation—it’s a living cultural ecosystem:
• Lux Travel DMC® – Vietnam’s first luxury travel operator, Travelife Certified, and a leader in sustainable and responsible tourism.
• Lux Cruises Group® – Home to the three iconic cruise brands Emperor®, Heritage®, and Amiral®, each a “floating museum” narrating Vietnam’s story through world-class service.
• Lux F & B® – The art of storytelling through cuisine, with brands such as Vị Việt Nam, Vị Huế, Vị Hà Nội, Vị Sài Gòn, Vị Hội An, Vị Phở, L’Indochine, Le Tonkin, Saigon Times, and Cần Chánh Palace.
• Lux Arts Performances® – Pioneering live heritage performances like Sunset Show, Sunset Edition, and Heritage By Night across Nha Trang, Ha Long, and Lan Ha Bays, celebrating Vietnamese artists and living heritage.
• Lux Art Collection® & F. Luc Museum® – Preserving over 10% of painter Pham Luc’s lifetime works, safeguarding wartime and peacetime memories through art.
Together, they form Vietnam Waterways®—a national brand reviving Vietnam’s maritime civilization and sharing its soul with the world through art and storytelling.
4. Sustainable Luxury – From True Values to True Happiness
For Dr. Pham Ha, sustainable luxury is not a trend—it’s a way of life:
abundance in spirit, empathy in service, and respect for both nature and people.
From solar energy to plastic elimination and local community partnerships, every action in LuxGroup® centers around three pillars: People – Planet – Prosperity.
“We don’t talk about sustainability. We live it every day.”
“Each cruise is a small planet, where people, culture, and nature breathe in harmony.”
5. The Art of Slowness – Living Deeply by Living Slowly
At LuxGroup®, “slow” is a way of being.
Guests may sip tea at sunrise over the bay, listen to local lithophone melodies, or wander through Pham Luc’s art gallery perfumed with sea salt air.
These are the Stories That Stay™—moments that linger in the soul.
“We don’t need much—just what’s real. Luxury is when we feel truly connected—with nature, with culture, and with ourselves.”
6. Vietnam Waterways® – A Heritage Journey Toward 2045
Looking ahead to 2045, the centennial of Vietnam’s Independence, Dr. Pham Ha envisions Vietnam Waterways® as the nation’s signature river–sea tourism brand, sailing alongside Vietnam Airlines® in the skies.
A bold yet profoundly Vietnamese dream—fusing ESG principles with national heritage and spreading the message:
“Luxury is Culture – Delivering Happiness.”
7. Simple – Sustainable – Sophisticated
These three values—Simplicity, Sustainability, Sophistication—form the soul of LuxGroup®.
They define a new meaning of Vietnamese luxury—authentic, soulful, and cultured.
“When you pause to watch a sunset, hear an old melody, taste the sea’s salt, and feel the smile of a host—you understand what luxury truly means.”
— Dr. Pham Ha, Chairman & CEO, LuxGroup®