Telling the Story of Vietnamese Culture at Sea
LuxGroup has left a strong impression on international tourists, especially European visitors, through a unique experience known as the “floating art museum.” The Heritage Binh Chuan cruise is not just a luxurious vessel but a place that preserves and recreates Vietnamese culture in every detail.
Inspired by a Childhood Voyage
At the age of 10, Pham Ha took his first ship journey with his father from Hai Phong to Ho Chi Minh City. This childhood voyage became a significant source of inspiration for him to build the “empire” of LuxGroup, where he applies the philosophy of “selling emotions to customers” in every tourism product.
Experiencing Vietnamese Heritage at Sea
On an autumn morning, LuxGroup’s limousine travels around the Old Quarter of Hanoi to pick up guests, beginning their journey to explore the beauty of Ha Long Bay and Lan Ha Bay. At the Tuan Chau International Harbor, the Heritage Binh Chuan cruise appears like a castle on the sea, ready to welcome guests with the attentive service of its staff.
After lunch, guests can choose to explore the Bright and Dark Cave, paddle a kayak, or take a bamboo boat to admire the scenic heritage. In the afternoon, they can enjoy a traditional Vietnamese cooking class led by local chefs before dining in a space rich in Vietnamese cultural essence. The next morning, under the sunrise, guests can practice tai chi or kayak, gazing at the majestic landscape of the bay.
Tourists like Mr. Phillipe Pozzo and his wife from France expressed regret at not having enough time to fully appreciate the beauty of the area. LuxGroup offers a variety of tours, from the two-day “Discover” program to the four-day “Expeditions,” catering to the diverse needs of travelers.
Every Cruise Tells a Story
According to CEO Pham Ha, Heritage Binh Chuan is his “beloved child” within the LuxGroup family, alongside Emperor cruises in Ha Long Bay and Nha Trang, and another cruise on the Saigon River.
Pham Ha shared that his love for Ha Long Bay and Lan Ha Bay led him to explore each small island on his own from 1995, eventually becoming a tour guide. This passion drove him to start building his cruise fleet in 2014, transforming LuxGroup into a “sea tourism empire.”
For CEO Pham Ha, each cruise vessel is a unique story, embodying cultural connection, history, and national pride. Heritage Binh Chuan, launched in 2019, draws inspiration from a legendary ship by patriotic entrepreneur Bach Thai Buoi, who pioneered river transport in Northern Vietnam in the early 20th century. Pham Ha even sought permission from Bach Thai Buoi’s descendants to name the cruise.
A Floating Art Museum
Heritage Binh Chuan is not only a cruise but also a “floating art museum” featuring hundreds of paintings that reflect Vietnamese culture and history. Pham Ha revealed that he invested over 30 billion VND in this art collection, creating an unforgettable experience for guests. From the moment they step on board, guests are immersed in a rich artistic environment with a variety of artworks, helping them appreciate Vietnam’s cultural beauty.
Beyond artwork, guests also experience the charm of wearing traditional Vietnamese costumes like the ao dai and turban, and listening to traditional music in a setting filled with Vietnamese ambiance. These details make Heritage Binh Chuan unique, touching customers’ hearts with genuine emotions.
The Philosophy of “Selling Emotions to Customers”
With an average of 20 to 40 guests per day, Heritage Binh Chuan generated 20 million USD in revenue for LuxGroup in the first nine months of 2024, surpassing the total revenue of 2023. Pham Ha shared that the philosophy of “selling emotions” is the key factor that has helped LuxGroup build trust and love from tourists through personalized services like private rooms, higher deck levels, or exclusive explorations.
However, LuxGroup’s journey to tell the cultural story hasn’t always been smooth. After Heritage Binh Chuan began operations in 2019, the Covid-19 pandemic forced the ship to remain docked for an entire year. Recently, in September, Heritage Binh Chuan faced the challenge of Typhoon Yagi. Nevertheless, LuxGroup remains resilient, committed to its mission of sharing Vietnam’s cultural and historical stories with visitors worldwide.
LuxGroup is not just a tourism company but also a symbol of cultural and historical connection for Vietnam at sea. With Heritage Binh Chuan and other cruises, LuxGroup continues to create journeys deeply rooted in Vietnamese culture, enriching travelers’ experiences and promoting Vietnam’s image globally.
Duc Binh
