World Tourism Day 2025: How LuxGroup® Redefines Sustainable Luxury Travel
Hà Nội, September 27, 2025 – World Tourism Day has always been more than a date on the calendar; it is a reminder of travel’s dual identity as both an enabler of cultural connection and a driver of environmental stress. This year’s theme, “Tourism and Sustainable Transformation,” could not be more urgent. As global leaders and businesses debate carbon, climate, and communities, Vietnam’s LuxGroup®, through Lux Travel DMC®, offers a blueprint for how luxury tourism can lead, not lag, in this transformation.
The Carbon Challenge: Why Luxury Must Go Green
Tourism accounts for 6–8% of global carbon emissions. Aviation alone contributes nearly 3% of CO₂ output, while plastics and overdevelopment scar coastlines and fragile mountain ranges. Luxury tourism, often associated with high-impact travel, risks becoming a symbol of excess unless it redefines itself.
Lux Travel DMC® has embraced this challenge head-on with its 5G Strategy:
• Go Green: Cutting waste, reducing emissions, pioneering “green cruises” on Heritage and Emperor Cruises.
• Go Global: Positioning Vietnam Waterways® alongside Vietnam Airlines as national icons.
• Go Digital: Applying AI and data to personalize journeys while streamlining operations.
• Go with Pride: Embedding Vietnamese culture, art, and heritage into every trip.
• Go with Happiness: Measuring success not by profit alone, but by the well-being of guests, staff, and communities.
This philosophy has allowed Lux Travel DMC® to stand out at the Vietnam Tourism Awards 2025, where it was honored as Best International Travel Company Welcoming Tourists to Vietnam.
Sustainability Beyond the Hashtag
Greenwashing remains one of the industry’s thorniest problems. Too many hotels or tour operators promote “eco-friendly” practices without metrics or third-party certification. LuxGroup® has chosen a different path: transparency, accountability, and ESG at the core of business operations.
Concrete measures include:
• Eliminating most single-use plastics across its cruise fleet.
• Partnering with coastal communities to source food and crafts locally, reducing supply-chain emissions.
• Hosting art exhibitions onboard to celebrate Vietnamese heritage, transforming cruises into cultural journeys.
• Training local youth in hospitality and sustainability practices to build long-term capacity.
“Luxury without responsibility is hollow,” says Dr. Phạm Hà, Chairman and CEO of LuxGroup®. “True luxury is when a guest enjoys unforgettable experiences while knowing their presence contributes positively to nature and community.”
A Global Shift, A Vietnamese Voice
The pandemic underscored how fragile tourism can be. In 2020, global travel collapsed, but the pause also forced reflection: could the industry rebound without repeating old mistakes? For Vietnam, recovery has been swift—UN Tourism data shows 21% growth in international arrivals in the first half of 2025, the fastest in the world.
Yet recovery without sustainability is a trap. As Himalayan floods, coastal erosion, and overtourism elsewhere have shown, unchecked growth can destroy the very assets tourism depends on. LuxGroup®’s model insists on respecting carrying capacity, cultural integrity, and ecological balance.
Practical Lessons for Travelers
World Tourism Day is not only about industry pledges but also about individual choices. Lux Travel DMC® urges travelers to:
1. Travel slower, stay longer. Fewer flights, deeper connections.
2. Choose green-certified stays or community-owned lodgings.
3. Cut plastic with refillable bottles and reusable kits.
4. Support local artisans and guides, ensuring wealth circulates within communities.
5. Avoid exploitative attractions—no wildlife selfies, no faux-cultural shows.
These steps may sound modest, but scaled across millions of travelers, they shift demand toward sustainability.
Vietnam 2045: A Vision Anchored in Heritage
By 2045, Vietnam aims to welcome 30–45 million international visitors annually. If realized responsibly, this could make tourism one of the nation’s most important economic pillars. LuxGroup® sees this not as a numbers game but as a chance to showcase Vietnam as Asia’s hub for sustainable luxury travel.
The company’s flagship brands—Heritage Cruises Bình Chuẩn®, Emperor Cruises®, and Amiral Cruises®—are designed not just as vessels of leisure but as floating cultural institutions. They weave together fine art, gastronomy, music, and storytelling, proving that luxury can serve as a medium for heritage conservation and national pride.
The Takeaway
World Tourism Day 2025 reminds us that travel is both privilege and responsibility. For LuxGroup®, it is also purpose. As Dr. Phạm Hà puts it: “Travel should deliver happiness, not harm. If we can align luxury with culture, sustainability, and humanity, then Vietnam will not just welcome tourists—it will inspire them.”
That message positions Lux Travel DMC® not merely as a company winning awards, but as a thought leader shaping the very future of tourism—a future where luxury is personal, cultural, and sustainable.
