Lux Travel DMC Receives First-Ever VITA Green Award at VITM 2025
Certified for Excellence in Sustainable Tourism Leadership in Vietnam
Hanoi, April 10, 2025 – Lux Travel DMC, a pioneering member of the LuxGroup of “small giants,” proudly announces a historic milestone in its 20-year journey: being named the first-ever recipient of the VITA Green Award—Vietnam’s premier recognition for excellence in sustainable tourism—by the Vietnam Green Tourism Association. The award was presented during the prestigious Vietnam International Travel Mart (VITM) 2025 in Hanoi, celebrating the company’s leadership and commitment to responsible, net-positive luxury travel.
The VITA Green Award honors tour operators that successfully meet 100 rigorous criteria spanning environmental protection, corporate social responsibility (CSR), ethical business practices, community impact, and long-term sustainable development goals. As the first luxury tour operator and destination management company (DMC) in Vietnam to be honored with this award, Lux Travel DMC has set a new benchmark for the industry, reinforcing the vital connection between sustainable tourism and economic growth.
This national recognition follows a major international achievement: on February 25, 2025, Lux Travel DMC received the coveted Travelife Certified 2025 designation—placing it among the top 500 most sustainable travel companies in the world, and the first luxury tour operator in Vietnam to achieve this certification. The award was presented at ITB Berlin 2025, the world’s largest travel trade fair, solidifying Lux Travel DMC’s global reputation as a sustainability champion.
A Vision Rooted in Sustainability
“Sustainability is not a trend—it is a responsibility,” emphasized Dr. Pham Ha, Founder & CEO of Lux Travel DMC and LuxGroup. “We believe that the future of luxury travel lies in authenticity, responsibility, and regenerative value creation. Being honored with the VITA Green Award and achieving Travelife Certified status represents not just recognition, but a call to action for the entire tourism industry in Vietnam to prioritize green transformation.”
Under Dr. Pham Ha’s leadership, Lux Travel DMC has embedded sustainability at the core of its business model, guided by a triple-bottom-line philosophy: People – Planet – Profit. The company designs and delivers culturally rich, personalized travel experiences that minimize environmental impact, empower local communities, and uphold fair labor standards—while continuing to offer high-end, memorable journeys for discerning travelers.
A Trailblazer in Green Tourism
Mr. Vu The Binh, Chairman of the Vietnam Tourism Association, praised Lux Travel DMC’s efforts:
“The fact that a Vietnamese luxury travel company is leading the way in sustainability certifications is truly inspiring. It sets a benchmark not only for Vietnam but also for the broader Southeast Asian region. Lux Travel DMC’s success encourages suppliers, destinations, communities, and other tourism stakeholders to follow suit and embrace sustainable development and ESG practices.”
From waste-reduction initiatives and green supply chains to promoting plastic-free tourism and supporting local artisans, Lux Travel DMC’s holistic approach to sustainability is both strategic and heartfelt. Its projects include developing zero-waste travel programs, partnering with heritage preservation groups, and introducing educational tours that raise awareness of biodiversity and cultural integrity.
This forward-thinking approach has also enhanced the company’s global competitiveness, positioning Lux Travel DMC as a trusted DMC for high-end partners in Europe, Australia, the U.S., and Japan—markets that increasingly demand transparency, sustainability, and authentic storytelling.
Perfect Timing: A Golden Product for a Transforming Industry
Vietnam’s tourism sector is undergoing rapid transformation, with ambitious targets and global alignment. The government aims to welcome 22–23 million international visitors in 2025, generate VND 980–1,050 trillion in tourism revenue, and contribute 6–8% of national GDP. These goals require innovation, strategic investment, and the ability to deliver world-class tourism products that reflect Vietnam’s unique cultural identity and spiritual richness.
In 2024 alone, Vietnam recorded over 17.5 million international arrivals, a 39.5% year-on-year increase. This strong rebound after the pandemic signals Vietnam’s growing appeal as a safe, vibrant, and experience-rich destination. The recent influx of international billionaires and luxury travelers to Vietnam also signals its emerging position on the global luxury tourism map.
Lux Travel DMC is perfectly positioned to meet this demand, offering bespoke experiences that combine luxury, authenticity, and sustainability. From curated heritage tours and private cruises to immersive arts and gastronomy journeys, the company caters to elite travelers seeking more than just comfort—they seek purpose and connection.
Aligning with National & Global Commitments
Lux Travel DMC’s sustainability vision is closely aligned with Vietnam’s national development strategies and global environmental commitments. At COP28 in Dubai, Vietnam pledged to achieve net zero emissions by 2050 and outlined plans to welcome 30 million international visitors by 2030. Lux Travel DMC stands ready to contribute to this vision by fostering “green growth” across its entire value chain.
Dr. Pham Ha shared,
“We are not just designing luxury experiences. We are co-creating a future where tourism uplifts communities, regenerates ecosystems, and promotes cultural diplomacy. Every journey with Lux Travel DMC is an invitation to explore Vietnam deeply—and responsibly.”
The company is also contributing to Vietnam’s Sustainable Development Goals (SDGs) by:
- Promoting gender equality and fair working conditions in tourism.
- Encouraging cross-cultural exchanges and heritage conservation.
- Supporting green innovation and digital transformation in tourism services.
- Partnering with local governments and NGOs to expand low-carbon tourism.
Looking Ahead: From Recognition to Transformation
The VITA Green Award and Travelife Certified status are not endpoints, but launchpads for broader impact. Lux Travel DMC is committed to further enhancing its sustainable practices, expanding its network of eco-conscious partners, and inspiring the next generation of tourism professionals through training, mentorship, and advocacy.
In 2025 and beyond, Lux Travel DMC will continue to:
- Invest in green infrastructure and low-emission transport.
- Develop new community-based and regenerative tourism products.
- Lead national dialogues on sustainability and ESG integration.
- Build international partnerships for sustainable tourism innovation.
About Lux Travel DMC
Founded in 2005 by Dr. Pham Ha, Lux Travel DMC is a luxury tour operator and destination management company specializing in bespoke travel experiences across Vietnam and Southeast Asia. A proud member of LuxGroup, Lux Travel DMC is known for its artistic spirit, cultural storytelling, and commitment to sustainable, transformative travel. The company operates with the mission to “Deliver Happiness Through Luxurious and Responsible Travel.”
About the VITA Green Award
Presented by the Vietnam Green Tourism Association, the VITA Green Award recognizes outstanding achievements in sustainable tourism. Recipients must meet 100 evaluation criteria aligned with global ESG (Environmental, Social, Governance) standards and the UN’s Global Sustainable Tourism Council (GSTC) principles.
