Hanoi, 2026 – After two decades of formation and growth (2005–2025), LuxGroup® officially enters its 21st year, launching a new 20-year strategic vision toward 2045 — the milestone year when Vietnam aspires to become a high-income developed nation.
At this pivotal moment, LuxGroup® is participating in the 10th Vietnam Value – National Brand Program 2026, signaling the evolution of a 100% privately owned luxury travel enterprise into a potential contributor to Vietnam’s national value architecture.
The First 20 Years: Repositioning Vietnam Through Luxury
When LuxGroup® was founded in 2005, Vietnam’s tourism sector largely competed on price and volume. The company chose a different path — positioning Vietnam in the high-end segment rooted in cultural authenticity.
Over the past two decades, LuxGroup® has:
- Established a Vietnamese-rooted luxury positioning rather than copying Western models
- Built an integrated ecosystem of luxury travel, heritage cruises, and cultural experiences
- Advanced the concept of “on-site service exports” through premium tourism
- Standardized governance with sustainability and global integration in mind
According to Dr. Phạm Hà, Founding President & CEO, LuxGroup®:
“We do not simply sell tours. We influence how the world perceives Vietnam. If a traveler leaves with a refined, respectful, and deeper understanding of our culture, that is the true value we create.”
Year 21: Launching the 2026–2045 Strategic Cycle
If the first 20 years were about building foundations, the next 20 years are about shaping position.
LuxGroup® sees 2026–2045 not merely as an expansion phase, but as a strategic role upgrade:
Service Company → Cultural Ecosystem → National Soft Power Asset
Dr. Phạm Hà explains:
“Vietnam’s private sector must move beyond profitability. We must create symbolic value. By 2045, Vietnam will need service brands capable of representing sophistication, cultural confidence, and global standards.”
The 5G 2045 Framework
LuxGroup®’s long-term strategy is structured around a 5G framework:
Green – Sustainable operations, emissions reduction, and responsible cruise development
Global – International market expansion and global service standardization
Digital – Comprehensive digital transformation across the ecosystem
Genuine / Proud – Vietnamese identity as the core product differentiator
Go Happiness – Measuring success through stakeholder value and customer fulfillment
“Luxury without ESG credibility is no longer sustainable. The next generation of travelers demands responsibility, transparency, and cultural integrity,” Dr. Hà emphasizes.
Culture as a Strategic Growth Engine
Rather than relying solely on natural resources, LuxGroup® treats culture as strategic capital.
Its products integrate:
- Vietnam’s 4,000-year river and maritime civilization
- Contemporary and traditional arts
- Regional gastronomy
- Local storytelling expressed in a global language
Dr. Hà states:
“If we extract resources, we eventually deplete them. If we cultivate culture, we compound value over time. Culture does not erode — it appreciates.”
In this framework, luxury tourism becomes part of the creative economy — generating not only revenue, but national image equity.
Vietnam Value 2026: A Private Sector Milestone
LuxGroup®’s participation in the 10th Vietnam Value Program is significant in that it represents a fully privately owned enterprise in the luxury services sector.
It signals that:
- The private sector can meet stringent criteria of Quality, Innovation, and Pioneering Capacity
- Premium tourism can function as a strategic national industry
- Private brands can contribute to Vietnam’s soft power positioning
“Vietnam Value is not a marketing trophy. It is a standards commitment. If recognized, it means greater responsibility to elevate Vietnam’s luxury tourism benchmarks,” Dr. Hà notes.
Year 21: The Beginning of a Larger Journey
As it enters its 21st year, LuxGroup® is prioritizing:
- Expansion of the Vietnam Waterways® strategy
- Stronger ESG integration
- Governance aligned with international best practices
- Continuous innovation in cultural luxury experiences
Dr. Phạm Hà concludes:
“If your vision is five years, you build a company.
If your vision is twenty years, you build a brand.
If your vision is 2045, you help shape a nation’s image.”
About LuxGroup®
Founded in 2005, LuxGroup® is a 100% privately owned Vietnamese luxury travel group operating across travel, cruises, and cultural ecosystems. Guided by the philosophy “Luxury is Culture – Delivering Happiness,” the group integrates innovation, professional governance, and long-term strategic vision to position Vietnam within the global luxury experience economy.