From DMO to PMMO: A New Mindset for Sustainable Tourism in Vietnam

Vietnam’s tourism industry stands at a pivotal crossroads. In the post-pandemic era, the global tourism landscape is shifting dramatically toward personalization, green experiences, and sustainability. According to Dr. Pham Ha, Chairman and CEO of LuxGroup, the key to sustainable, meaningful growth in Vietnamese tourism lies in a fundamental mindset shift—from the traditional DMO (Destination Marketing Organization) model to the modern PMMO (Place Making – Marketing – Management Organization) approach. This is not simply a structural change, but a new way of thinking that places people at the heart of tourism development and prioritizes long-term value over short-term gains.

For years, DMOs in Vietnam have focused heavily on promotion and increasing visitor numbers, often measuring success by sheer volume. While this may boost short-term visibility, it has exposed significant limitations: overcrowded destinations, deteriorating visitor experiences, and marginalized local communities.

Dr. Pham Ha emphasizes that PMMO is a more comprehensive and sustainable approach. It integrates place making, place marketing, and place management into a unified strategy that focuses on quality, authenticity, and community well-being. Most importantly, PMMO puts local residents at the center—not just as beneficiaries, but as co-creators of the destination’s value.

PMMO operates on three interconnected pillars:

This involves more than just building attractions. It’s about enhancing the quality of living and experiential spaces, protecting heritage, fostering local culture, improving infrastructure, and preserving the environment. Great destinations resonate emotionally because they offer a sense of place that is authentic, vibrant, and human-centered.

Often overlooked in Vietnam’s tourism strategy, destination management is essential for balancing the needs of visitors, businesses, and communities. Dr. Pham Ha argues that we must embrace holistic, long-term management, including carrying capacity controls, sustainable infrastructure, responsible resource use, and service excellence. “Without proper management,” he notes, “even the best marketing will collapse under pressure.”

PMMO redefines marketing not as a stand-alone tool, but as part of an integrated vision. Instead of chasing numbers, modern place marketing focuses on authentic storytelling, emotional engagement, and branding that inspires. The goal is not just to attract tourists—but to retain them, inspire them, and build lasting connections with the place.

With nearly two decades of experience in luxury and sustainable travel, Dr. Pham Ha believes that Vietnam’s future lies not in flashy advertising but in creating real, beautiful, and heartfelt experiences—where travelers can feel the soul of the place through its culture, hospitality, and community life.

He recommends that each destination in Vietnam develop its own PMMO-style framework, closely linked to urban planning, environmental protection, and cultural preservation. Moreover, the tourism workforce must evolve—from basic service skills to experience creation and heritage storytelling.

At LuxGroup, a pioneering luxury travel and cruise company in Vietnam, the “Net Positive” mindset has been embraced: not just minimizing harm, but maximizing positive impacts on the community, environment, and cultural identity. This philosophy is a tangible expression of PMMO in action.

Dr. Pham Ha stresses, “Tourism is not just an economic engine—it’s a vehicle for spreading happiness, fostering national pride, and preserving the soul of a place. To achieve this, we must go beyond surface-level change and transform our thinking—from DMO to PMMO.”

Vietnam’s tourism future depends on the country’s ability to adopt this modern, people-first model. The shift to PMMO is not a trend—it’s an essential evolution toward sustainability, resilience, and cultural integrity. As Dr. Pham Ha concludes, “Only by creating meaningful, well-managed, and well-marketed destinations can we build a tourism industry that truly serves both people and the planet.”