Dr. Pham Ha: Sustainable Tourism Is Not an Option—It Is the Only Way Forward

(Local Media) From a young age, Dr. Pham Ha nurtured a deep passion for history and the French language. Formerly a French lecturer at Hanoi Law University, he entered the tourism industry through roles such as interpreter and guide for French-speaking travelers. A turning point in his journey came when he collaborated with renowned director Tran Anh Hung on the film The Vertical Ray of the Sun, which ignited his ambition to contribute to both tourism and the arts.

Driven by a desire to deliver distinctive and luxurious travel experiences, Dr. Ha founded Luxury Travel, the forerunner of LuxGroup – a refined travel ecosystem with leading brands such as Lux Travel DMC, Emperor Cruises, Heritage Bình Chuẩn, Amiral Cruises for Presidents, and the premium transport brand Luxtransco. Today, LuxGroup offers high-end travel products at Vietnam’s top destinations, including Nha Trang, Halong Bay, and Cat Ba Island.

Starting out as a language teacher with just $1,000, Dr. Ha embarked on his entrepreneurial journey by targeting a niche market—offering luxurious, tailor-made travel services and using the internet to directly reach discerning global clients. His deep market insight and understanding of customer behavior led to LuxGroup’s recognition on the international stage, with prestigious accolades such as the World Travel Awards and the Travelife Certified Excellence in Sustainability Award.

At the heart of LuxGroup’s success lies a simple yet powerful philosophy: “Business with Kindness.”

“Business is not only about profit. It’s about bringing joy, creating happiness for customers, and contributing positively to society,” Dr. Ha emphasizes.

A passionate advocate for the arts and heritage, Dr. Ha believes tourism is a platform for cultural storytelling. A prime example is Heritage Bình Chuẩn, a cruise inspired by Vietnamese shipping legend Bach Thai Buoi. The cruise embodies a seamless blend of history, culture, and natural beauty—offering guests an emotionally rich and immersive experience.

Lux Travel DMC is the first Vietnamese tour operator to be awarded the Travelife Certified sustainability accreditation. This achievement was the result of years of dedication by Dr. Ha and the Luxer team, who implemented a range of sustainability standards—optimizing supply chains, partnering with eco-friendly vendors, and reducing waste and emissions in daily operations.

Through the LuxGroup Foundation, the company supports meaningful community projects such as reforestation, renewable energy, and clean water access for underprivileged areas.

“The biggest challenge is changing mindsets. We’ve invested in awareness campaigns, training, and incentivizing sustainable travel behaviors. Our clients are now fully on board—even willing to pay more for responsible travel that benefits local communities and the environment,” Dr. Ha shared.

LuxGroup is also a pioneer in integrating technology into sustainable travel. They employ AI, Big Data, and smart management systems to optimize trips, reduce energy consumption, and promote paperless tourism. Their programs include beach cleanups, tree planting, and cultural immersion activities—seamlessly woven into each journey.

LuxGroup has set bold goals: to achieve Net Zero emissions by 2025 and full carbon neutrality by 2030, aligning with Vietnam’s national sustainability strategy. The company has launched “Low Carbon” tours, established a carbon offset fund, and collaborates with international organizations to scale up its environmental and social impact.

“We don’t aim to be the biggest travel company—but the most meaningful one,” says Dr. Ha.

He believes the future of tourism doesn’t rest on a single business—it depends on the collective transformation of the entire travel ecosystem, including hotels, restaurants, destinations, transport providers, and tour guides. Only together can Vietnam build a greener, more sustainable tourism industry.

LuxGroup not only practices sustainability—they inspire it. From Travelife-certified hotels to like-minded partners, everyone shares a common goal: to make sustainable tourism not just a choice, but the only path toward long-term success—protecting the planet and creating real value for communities.