Dr. Pham Ha: Vietnam Must Reposition as a Soulful, Sustainable, and Happy Tourism Destination
In this exclusive interview with the Industry and Trade Journal, Dr. Pham Ha – Chairman of LuxGroup – shares his strategic perspectives on Vietnam’s tourism development in the global context. From TikTok trends to brand repositioning, from national strategies to emotional experiences and green transformation, his vision offers a roadmap for a more meaningful and sustainable future for Vietnam’s tourism.
Interviewer: TikTok’s viral trend “Vietnam is calling” has sparked a global wave of interest, drawing travelers to explore and experience the country. What do you make of this phenomenon?
Dr. Pham Ha: “Vietnam is calling” is more than a social media trend. It is a soulful message from a nation longing to connect with the world through authenticity. What makes it powerful is that ordinary, heartfelt clips — of street food, rice fields, grandmothers cooking, bumpy bus rides in the highlands — are what captivate global audiences.
This reflects a deeper shift in travel marketing — from traditional top-down advertising to organic, community-led storytelling. Gen Z and Millennials seek authenticity and trust peer-to-peer content more than curated campaigns.
Rather than pouring huge budgets into roadshows or trade fairs, we should embrace digital platforms and empower local content creators — these are our true “experience ambassadors.” If we combine creative storytelling, digital platforms, and open visa policies, Vietnam can position TikTok and similar platforms as effective, low-cost tools for national image-building in the post-pandemic recovery era.
Interviewer: In the increasingly competitive global tourism market, what key factors can make Vietnam stand out and attract international travelers?
Dr. Pham Ha: A successful destination no longer sells landscapes or low prices. Tourism is now about emotions, memories, and meaningful connections. Vietnam must embrace:
1. Authentic, culturally immersive experiences: Travelers today crave mindful journeys where they slow down, connect with locals, nature, heritage, and art. Vietnam should promote five-sense experiences, healing retreats, artful journeys, and living heritage tourism.
2. Visa facilitation and seamless entry: Policy is the gateway to tourism. I strongly advocate 90-day visa exemptions for key markets like the G7, ASEAN, Australia, and India, alongside a robust national e-visa system.
3. A compelling, emotional national brand: We need a powerful narrative. “Timeless Charm” is outdated. I propose messages like “Vietnam – Where Heritage Meets Happiness” or “Vietnam – The Soulful Journey.”
4. Human capital with cultural intelligence: High-end travelers value subtlety, understanding, and local identity. Our workforce must know how to tell stories through smiles, cuisine, gestures — delivering “the soul of Vietnam” in every interaction.
Interviewer: Vietnam aims to welcome 23 million international visitors and contribute 8% to GDP by 2025. What are your recommendations to reach this ambitious but achievable goal?
Dr. Pham Ha: That target is feasible, but we must shift from quantity to quality, from destination-based thinking to experience-led design, and from cheap deals to deep value.
My proposed solutions:
• Invest in high-end, signature tourism products: Boutique cruises, wellness resorts, culinary heritage, arts and culture journeys — these are high-potential sectors if built with stories, emotions, and memory.
• Prioritize quality source markets: Focus on France, Australia, the US, Japan, and India with tailored marketing and curated offerings that reflect their preferences and values.
• Go digital with precision marketing: Communicate through behavior-driven, geo-targeted platforms. Build emotional national campaigns using short-form videos, AI, and big data.
Interviewer: With administrative boundaries being restructured across provinces, how should local destinations reposition their tourism brands?
Dr. Pham Ha: This is a golden opportunity for destinations to break free from rigid provincial identities and build value-based brand ecosystems.
1. Market destinations by experience, not geography: Tourists don’t care whether it’s District A or Province B. They seek meaningful stories. Let’s promote concepts like “The Heritage Coast of Indochina” or “The Serenity Corridor” rather than listing provinces.
2. Harness the new cultural intersections: Merged regions offer a chance to tell new stories — of architectural fusion, culinary diversity, multi-ethnic communities — to enrich product diversity.
3. Appoint “Chief Experience Officers” in every province: Beyond directors of tourism boards, we need visionary curators who shape emotional identities for each destination, centered around guest happiness and long-term value.
Interviewer: LuxGroup is known for pioneering sustainable and “happiness tourism.” Can you share your philosophy and vision for Vietnam’s tourism future?
Dr. Pham Ha: At LuxGroup, we don’t see tourism as just a business — we see it as a platform to spread kindness, culture, and happiness.
Since 2020, we’ve been pursuing a green, sustainable, and soulful tourism model — removing single-use plastics, embedding ESG principles, and building community-connected experiences. We aspire to make Vietnam a “Green Spotlight” on the global tourism map — a destination celebrated not only for beauty, but for wellbeing, responsibility, and compassion.
Imagine a Vietnam where travelers, hosts, communities, and ecosystems are all nurtured, where tourism is not extractive but regenerative. Tourism must become an honest form of “export at home,” driving inclusive growth without sacrificing culture or environment.
Interviewer: A final message?
Dr. Pham Ha: Let’s redefine tourism as a journey of empathy, elevation, and harmony. Vietnam has all the ingredients to become a global model of soulful, sustainable tourism — if we dare to be different, dare to be kind, and dare to tell our story from the heart.
With the right strategy, unique offerings, inspired people, and emotional brand positioning, I believe we will not only exceed 23 million international visitors, but also inspire the world with Vietnam’s heritage-powered happiness.