The Lux Group To Launch New Adventure Travel Division To Benefit Local Communities

Vietnam-based tour operator Luxury Travel, a member of the Lux Group is targeting the adventure travel market. New company to concentrate on Community-based Tourism and voluntourism. We seek growth from niche market by creating authentic and unique experiences and target the right clients in Europe, North America, Australia and NZ.

Hanoi, Vietnam—The Lux Group eyes active vacations and communities by launching its new adventure travel company. The brand Adventura Travel has an attractive slogan “crafting (unique) experiences” and the company has appointed a CBT and voluntourism veteran, Le Tien Hung, as head of the new department in March 2019.

Adventura Travel is Vietnam’s premier adventure travel company and offers travelers a one-of-a-kind adventure in Vietnam and the Mekong region. “We are constantly coming up with innovative ideas and looking out for opportunities. We create a new brand for them and let them behave like small independent businesses as part of our ‘string of pearls’ strategy under the Lux Group umbrella,” said Pham Ha, President of the Lux Group.

Active travel or adventure tourism has evolved over the years from a tiny niche market to become one of the nerve centers of growth and development within the travel industry. This form of traveling is increasingly popular amongst people who’re in search of leisure or holiday destinations combined with vibrant environmental, cultural and natural experiences.”

Though popularly known for its war history, Vietnam has the perfect setting for outdoor adventure now being discovered by travelers: stunning hills, mountains, valleys, rice paddies and deserted beaches! Travelers can trek in the mountains of Sapa, go cycling on the Ho Chi Minh trail or indulge in rock climbing and kayaking in Cat Ba Archipelago, Bai Tu Long Bay, hiking in Dalat.

Verdant patchworks of rice paddies, iconic conical hats, a country ravaged by war, and economic repression – these are the international images of Vietnam seen on worldwide television and read about in the newspapers. But there are other scenes to be found: ones of natural beauty, ethnic culture, and imperial history, of timeless traditional villages, idyllic sea resorts and dynamic cities.

Even the forests have unique wildlife, which can be experienced at the Cuc Phuong or Nam Cat Tien national parks. Around 70% of Vietnamese live in the countryside and remote mountainous areas and travelers can support communities, CBT in need by participating in charity or voluntourism projects, while discovering the country in a responsible way.

A Condé Nast Traveler report states that in the past years there has been a spike in educational experiences and adventure as a motivation for travel. Condé Nast Traveler points out that adventure travel is no longer solely about risky extreme sports, but about culture, learning and experiencing life.

Adventure and luxury used to be at polar ends of the spectrum, but now we’re seeing more and more product coming out that’s a blend of each of them,” said the author of Condé Nast’s report. “People want to go and do some hardcore mountain biking in the day but they still want to come back to a great lodge, great meal, spa and all the other amenities as well.”

According to the report, adventure travel is defined as going to exotic, far away destinations (84%), exposure to new and different cultures 84%, outdoor/sports activities (54%), safari (49%), not having a planned itinerary (45%),ecotourism/voluntourism (25%) and extreme sports (20%).

Luxury Travel Ltd ( intends to expand its product range by creating its own specialist brand for the niche adventure market focusing on voluntourism in order to create better places for people to live in and to visit.  Adventura Travel will pioneer tourism projects for communities in the north, centre and south of the country to give something back to communities in these regions through sustainable development and poverty reduction.

I am excited about our new tourism projects for communities, and proud of being the first company in Vietnam to pioneer active travel, CBT and voluntourism, and 5% of our net profits will be contributed to LuxCare for our mission to create better places for people to live in and visit. I believe that the special adventure tours of engage the mind, body and spirit of travelers. The beauty of the tour is the first-hand knowledge and truly specialist services provided by local travel experts. ” said Tien Hung, Adventure Travel Specialist and Head of Department.

The Lux Group is headquartered in Hanoi and has offices in Indochina and sales offices in the main markets in the USA, Australia, the UK, Germany and Argentina. The Lux Group has a fleet of five star Emperor Cruises in Nha Trang, Bai Tu Long Bay and will launch Heritage Cruises, Vietnam’s first boutique cruise bringing heritage alive in the Gulf of Tonkin in May 2019, following the Red River to off the beaten tracks destinations and cruise along the coast of Vietnam from Halong to Saigon and Cambodia.

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About Adventura Travel

Adventura Travel, a member of the Lux Group, an award-winning cruise, travel and tour operator/DMC based in Vietnam, mainly focus on responsible tourism for communities and also offer a wide selection of soft adventure tours in the Mekong Region: Vietnam, Laos, Cambodia, Thailand and Myanmar, including hiking, trekking, biking, motorcycling, kayaking, overland tours and family travel packages. The adventure travel packages and customized itineraries will take active travelers through exotic destinations to really experience the culture, history and nature of Vietnam and the Mekong sub region.

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