Pham Ha – President & CEO, LuxGroup®
Some nations are blessed with abundant natural resources. Others lead the world through technology and innovation. Then there are countries whose greatest wealth lies in something far less tangible—the depth of their history, the richness of their culture, and the enduring spirit of their people. Vietnam belongs to this rare group. Our greatest competitive advantage is not what lies beneath the ground, but what has been carried through generations: our heritage. The challenge today is no longer preserving it, but transforming it into a living force that shapes the future.
For decades, heritage has often been viewed as something to protect, archive, and admire from a distance. Yet in the age of the creative economy, heritage is much more than a collection of monuments or artifacts. It is cultural capital, symbolic capital, and emotional capital. When combined with knowledge, creativity, and responsible entrepreneurship, these timeless assets become engines of innovation, economic value, and national identity. Heritage is not the opposite of progress; it is the foundation upon which meaningful progress is built.
This belief has guided LuxGroup® for more than two decades. We have never regarded travel simply as the movement of people from one destination to another. Every journey is an encounter with history. Every experience is a dialogue with culture. Every brand is a bridge connecting the wisdom of the past with the aspirations of tomorrow. That is why our philosophy, Luxury is Culture®, is more than a slogan. It is our conviction that true luxury is measured not by extravagance, but by authenticity, emotional depth, and the privilege of experiencing something that cannot be replicated elsewhere.
Brands may be designed by talented professionals, and marketing campaigns may generate attention overnight. Yet only brands rooted in genuine stories, authentic values, and cultural meaning can stand the test of time. Guests may forget the size of a suite or the elegance of a dining room, but they rarely forget how a place made them feel. Emotional memory is the most enduring form of brand equity, and culture is the language through which those memories are created.
This philosophy inspired the creation of Heritage Cruises®. Rather than recreating history as a static museum, we chose to continue the vision of Vietnamese shipping pioneer Bach Thai Buoi, whose entrepreneurial spirit transformed maritime history more than a century ago. Every suite, every artwork, every culinary experience, and every design element reflects that remarkable legacy. Guests do not simply stay aboard a beautifully crafted ship; they become part of a continuing story of Vietnamese ambition, resilience, and national pride.
Emperor Cruises® expresses heritage through a different narrative. Instead of celebrating royalty through grandeur alone, we reinterpret the refined lifestyle, artistic appreciation, and cultural sophistication associated with Emperor Bao Dai. Fine art, music, gastronomy, architecture, and gracious hospitality come together to create an experience where elegance is defined not by excess, but by taste, knowledge, and timeless style. It is luxury expressed through culture rather than material display.
With Amiral Cruises®, the Saigon River becomes both destination and storyteller. For more than three centuries, this historic waterway has witnessed exploration, commerce, migration, and the evolution of one of Southeast Asia’s most dynamic cities. Guided by our philosophy, The River Remembers, every voyage reveals a different chapter of Vietnam’s living history. Guests are invited not merely to cruise along the river, but to travel through time, discovering how waterways shaped the nation’s identity and continue to inspire its future.
LuxGroup®’s commitment to heritage extends far beyond travel experiences. We actively collect and preserve works by celebrated Vietnamese artist Pham Luc, safeguard the original bronze statue of national entrepreneur Bach Thai Buoi, curate Indochine-era artifacts, and integrate Vietnamese art into our hospitality spaces. These treasures are never displayed as decorative objects alone. They become storytellers, encouraging meaningful conversations between guests, artists, historians, and local communities while allowing heritage to remain vibrant, relevant, and alive.
We believe the creative economy flourishes only when businesses embrace culture as both responsibility and opportunity. Governments establish policies, scholars generate knowledge, and artists create inspiration, but it is entrepreneurs who transform cultural values into sustainable livelihoods, memorable experiences, and globally respected brands. This is not about commercialising heritage; it is about allowing heritage to create lasting value while preserving its authenticity, dignity, and significance for future generations.
As artificial intelligence reshapes industries around the world, technology can generate images, write content, and simulate experiences with remarkable speed. Yet no algorithm can recreate the soul of a civilisation, the memory of a river, or the identity of a nation. Those belong exclusively to culture. In an increasingly digital world, authenticity becomes the rarest luxury, and heritage becomes the strongest competitive advantage for destinations that know how to protect it, interpret it, and share it with the world.
LuxGroup® has never aspired to become Vietnam’s largest tourism company. Our ambition is far more enduring: to become one of its most meaningful cultural brands. We do not simply create journeys; we preserve memories. We do not merely operate ships; we continue dreams. We do not only welcome travellers; we introduce them to the soul of Vietnam through experiences that inspire understanding, respect, and emotional connection long after every voyage has ended.
Ultimately, heritage is not a relic of yesterday but the foundation of tomorrow. Culture is not merely an expression of identity; it is a strategic asset capable of shaping industries, strengthening communities, and enhancing national competitiveness. A truly great brand does more than generate commercial success. It enriches the heritage from which it was born, inspires future generations to continue the story, and leaves behind a legacy greater than itself. That is the journey LuxGroup® has chosen, and it is the course we will continue to navigate with pride, purpose, and an unwavering belief that Luxury is Culture®.
