Green Tourism Destinations – A Strategic Lever to Elevate Vietnam’s Tourism
As the world increasingly shifts toward sustainability, tourism is undergoing a profound transformation. No longer is success measured by the number of visitors alone—today, the industry is judged by its ability to protect the planet, respect local cultures, and deliver meaningful, regenerative experiences. In this context, developing and positioning green tourism destinations has become a strategic imperative for Vietnam to enhance its national tourism brand and move toward long-term sustainability.
Vietnam: From Great Potential to Sustainable Breakthrough
Vietnam is richly blessed with diverse landscapes, a 3,200 km coastline, a vibrant cultural heritage, and close-knit communities deeply connected to nature. These are ideal foundations for developing green tourism. However, many destinations continue to favor mass tourism, focusing on volume over value, which has led to overcrowding, environmental degradation, loss of biodiversity, and cultural dilution.
To date, Vietnam lacks a unified set of national criteria for evaluating green destinations in line with global standards like GSTC (Global Sustainable Tourism Council), Travelife, or VITA Green. Awareness of responsible tourism among businesses, communities, and even travelers remains limited. This gap, while challenging, presents a critical opportunity for Vietnam to lead the region in sustainable tourism innovation.
What Is a Green Tourism Destination?
A green tourism destination is built on sustainable principles—from planning and infrastructure to operations, community engagement, and visitor education. Nature is preserved. Culture is honored. Local people are empowered and included in the value chain.
Most importantly, tourists are not merely passive consumers—they become active contributors, engaging in conservation, cultural exchange, and community development. This approach aligns with emerging global travel movements such as responsible tourism, regenerative travel, net-zero carbon tourism, and the next frontier: net positive impact travel—where tourism gives more than it takes.
LuxGroup – A Pioneer in Green Tourism and Net Positive Impact
Amid the challenges, LuxGroup has emerged as a shining example of innovation and sustainability in Vietnam’s tourism sector. Guided by its business philosophy “Kind Business for Happiness”, LuxGroup has created a distinctive tourism ecosystem that integrates green values, cultural heritage, art, and social responsibility across all products and services.
Its subsidiary, Lux Travel DMC, became the first luxury travel company in Vietnam to be Travelife Certified 2025, placing it among the world’s top 500 sustainable travel companies. More than just carbon neutrality (net zero), LuxGroup has set its sights on achieving Net Positive Impact by 2030—meaning the company aims to leave destinations better than it found them, creating added value for local ecosystems, communities, and economies.
From iconic cruises such as Emperor Cruises®, Heritage Cruises®, Amiral Cruises for Presidents®, to Vị Huế Restaurant and Secret Kẻ Chợ Hotel Hanoi, each property is designed as a living museum of culture and heritage. These spaces celebrate local artisans, traditional cuisine, visual storytelling, and immersive five-sense experiences that connect visitors to Vietnam’s soulful essence.
LuxGroup also implements regenerative practices: eliminating single-use plastics, using clean energy, sorting waste onboard cruises, sourcing organic local food, planting trees, and supporting community development funds. These are not marketing gimmicks—they are deeply embedded in the company’s operating DNA and long-term sustainability vision.
From Isolated Initiatives to a National Strategy
For green destinations to scale beyond pioneers like LuxGroup, Vietnam needs a comprehensive roadmap and multi-sector commitment. Some key strategic solutions include:
- Developing a standardized national green destination framework, aligned with international benchmarks such as GSTC, Travelife, and VITA Green.
- Providing incentives—financial, tax-related, and policy-based—for green tourism enterprises and infrastructure investment.
- Raising awareness and building capacity within local communities, empowering them to be central stakeholders in sustainable tourism development.
- Launching nationwide campaigns to educate travelers on responsible travel behavior.
- Fostering cross-sector partnerships among government, private sector, academia, and civil society to create a robust, inclusive green tourism ecosystem.
Toward a Greener, Better Vietnam
Green tourism is no longer a niche—it is the future of tourism globally. In Vietnam, it represents a golden opportunity to reimagine tourism as a force for good, not only economically but socially and environmentally.
If embraced at scale, green tourism can help Vietnam transition from a volume-based model to a value-driven future, becoming Asia’s leading green tourism nation. In this vision, Vietnam is not just a place to visit—it becomes a place to learn, contribute, and be inspired.
With pioneers like LuxGroup leading the way, the path toward a more responsible, resilient, and regenerative tourism industry is already being paved. What’s needed now is collective action, bold leadership, and a shared belief that travel can—and should—make the world a better place.
