Dr. Phạm Hà: Vietnam’s Tourism Must Embrace Culture and Sustainability to Lead ASEAN
From recovery to breakthrough – from quantity to quality – Vietnam is redefining itself as a “Magical Vietnam – Heritage of Happiness,” aiming to become a top tourism destination in ASEAN and Top 30 globally by 2030.
According to the Vietnam National Administration of Tourism (VNAT), during the first nine months of 2025 Vietnam welcomed more than 15.4 million international visitors, a 21.5% increase over the same period in 2024.
This strong rebound lays a solid foundation for the national goal of 23 million international arrivals in 2025 and an ambitious breakthrough to 25 million if favorable conditions continue.
Within this momentum, Dr. Phạm Hà – Founder & Chairman of LuxGroup®, widely regarded as a “national entrepreneur” in Vietnam’s heritage and luxury tourism, shares his vision: to position Vietnam as a leading ASEAN destination and one of the world’s Top 30 in tourism competitiveness by 2030, built upon authentic values, cultural storytelling, and sustainable development.
1. A Strong Recovery and Promising Momentum
VNAT reports that Vietnam received 15.4 million foreign visitors in the first nine months of 2025, up 21.5% year-on-year.
Air travel accounted for 85% of arrivals, with China, South Korea, Taiwan, Japan, the U.S., and India remaining key markets.
European arrivals surged nearly 35%, confirming growing interest from long-haul travelers with higher spending and longer stays.
Total tourism revenue is estimated at over VND 690 trillion (≈ US $27 billion) – a clear sign of Vietnam’s robust and qualitative recovery.
“Post-pandemic, travel has changed. People no longer travel just to rest, but to reflect – to find meaning, connection, and authentic value,” says Dr. Phạm Hà.
“Vietnam, with its diverse landscapes, exotic cuisine, indigenous culture and warm people, is becoming a destination of emotion and happiness – where luxury is culture.”
2. Strategic Markets: From Asia’s Volume to the West’s Value
For growth in volume, Vietnam must strengthen Asian markets; for growth in value, it must conquer long-haul markets.
In the short term, **Northeast Asia – South Korea, Japan, and Taiwan – ** remains the pillar due to geographical proximity and cultural affinity.
In the long run, Europe, North America, and Australia represent strategic markets whose travelers seek depth, heritage, and authentic storytelling.
“The Middle East is also rising strongly with double-digit growth. At LuxGroup®, we recorded over 30% growth from this region – mostly high-end golf travelers, small private groups and luxury beach seekers,” he notes.
At the same time, Vietnam’s river and heritage cruising trend is gaining momentum in a country blessed with 4,000 years of waterway civilization.
LuxGroup® has developed Vietnam Waterways®, a comprehensive river-and-coastal tourism platform connecting heritage destinations from Hạ Long and Hải Phòng to Huế, Hội An, Nha Trang, and Cần Thơ.
“Our goal is to turn rivers into products and journeys into stories – inviting the world to experience ‘Vietnam – Heritage of Happiness.’”
3. LuxGroup® Strategy: Telling Vietnam’s Story Through Culture and ESG
LuxGroup® is a “group of small giants” – independent yet united brands in luxury travel, cruises, hospitality, restaurants and art, sharing one philosophy: Luxury is Culture – Serving from the Heart to Deliver Happiness.
“We don’t sell tours; we craft cultural journeys rooted in ESG, net zero and low-carbon principles – told through emotion, heritage and Vietnamese pride,” Dr. Hà explains.
Flagship brands such as Emperor Cruises®, Heritage Cruises®, Amiral Cruises®, and Lux Travel DMC® present Vietnam as living art – each voyage a dialogue between people, nature and culture.
LuxGroup® focuses on three core segments:
• Personalized Luxury – bespoke, intimate experiences;
• Luxury Adventure – soft adventure with cultural immersion;
• High-End Events – art cruises, heritage galas, weddings and MICE.
The group’s strategic markets span Europe, North America, Australia, Eastern Europe and the Middle East, anchored by its 5G vision: Go Global – Go Green – Go Digital – Go Proud – Go Happiness.
4. Challenges: Beyond Policies – a Matter of Mindset
“Vietnam’s biggest barrier is not policy but mindset,” Dr. Hà states.
While e-visa expansion is a positive step, he believes procedures remain too rigid for high-end travelers.
Digital payment, market intelligence and data-driven decision making are still limited.
Tourism promotion lacks depth and authentic storytelling, often favoring form over substance.
Service quality and infrastructure remain uneven across destinations.
“To rise from 59th to Top 30 of 119 countries in the World Economic Forum’s Travel & Tourism Competitiveness Index by 2030, Vietnam must embrace data, technology and human capital as core pillars.”
Tourism, he says, is an orchestra – airports, ports, hotels, training, marketing and policy must play in harmony.
“If we don’t serve authentically and transparently, we can’t touch the hearts of global travelers.”
5. A New Identity: “Magical Vietnam – Vietnam Kỳ Diệu”
Dr. Phạm Hà advocates a national rebranding to project a stronger, more emotional and unified image of Vietnam.
“Magical Vietnam – Vietnam Kỳ Diệu”, he proposes, expresses the nation’s essence – various landscapes, indigenous culture, exotic beaches, timeless charm, nature, ancient cities and memories to cherish.
It can stand alongside the parallel message: “Vietnam – Heritage of Happiness.”
“It’s about a magical yet authentic Vietnam – where every traveler finds not only beauty and diversity, but empathy, humanity, and a sense of belonging.”
He outlines four core actions to achieve this vision:
1. Build a new national tourism brand with consistent messaging and inspiring storytelling.
2. Invest in infrastructure – air, sea and inland waterways – to leverage Vietnam’s river-sea geography.
3. Develop world-class human resources, turning Vietnamese hospitality into a signature advantage.
4. Empower pioneering private entrepreneurs – the “national entrepreneurs” who serve the nation through truthful values and global vision.
“Vietnam has everything it takes not just to be a destination, but to be a symbol of happiness, culture and sustainability in ASEAN and beyond.”
— Dr. Phạm Hà, Founder & Chairman, LuxGroup®