Telling the Story of Vietnamese Culture at Sea
LuxGroup’s Heritage Binh Chuan has captivated international tourists, especially European visitors, through its unique offering as a “floating art museum.” More than just a luxurious cruise, it embodies Vietnamese culture in every detail, creating an immersive and unforgettable journey.
Inspired by a Childhood Voyage
At the age of 10, Pham Ha, the founder and CEO of LuxGroup, experienced his first ship journey with his father from Hai Phong to Ho Chi Minh City. This formative experience laid the foundation for his vision of creating a tourism empire that “sells emotions to customers.” This philosophy became the cornerstone of LuxGroup’s mission, influencing every product and service they offer.
Experiencing Vietnamese Heritage at Sea
The journey begins with a limousine pickup around Hanoi’s Old Quarter, setting the tone for an exclusive experience. Guests travel to Tuan Chau International Harbor, where Heritage Binh Chuan awaits—a majestic castle on the sea. Upon boarding, they are greeted by attentive staff and invited to indulge in luxurious accommodations and culinary delights.
Activities onboard and offboard offer an intimate connection with Vietnam’s heritage:
•Afternoon excursions: Guests can explore the Bright and Dark Cave by kayak or bamboo boat, or participate in a traditional Vietnamese cooking class.
•Morning experiences: Start the day with tai chi or kayaking, all while basking in the serene sunrise over the bay.
French tourists Phillipe Pozzo and his wife expressed their admiration for the cruise but lamented not having enough time to explore the area fully. To meet diverse traveler preferences, LuxGroup offers tailored itineraries, including the two-day “Discover” program and the four-day “Expeditions.”
Every Cruise Tells a Story
For CEO Pham Ha, every cruise ship in the LuxGroup family is a “beloved child” that carries a unique narrative. Heritage Binh Chuan, launched in 2019, is inspired by a legendary ship from patriotic entrepreneur Bach Thai Buoi, who revolutionized Vietnam’s river transport in the early 20th century. Seeking permission from Buoi’s descendants, Pham Ha named the cruise as a tribute to this historical icon.
Other LuxGroup vessels, such as the Emperor Cruises in Ha Long Bay and Nha Trang, as well as the upcoming Amiral Cruises for Presidents on the Saigon River, continue to expand LuxGroup’s storytelling legacy. Each ship is a celebration of culture, history, and national pride.
A Floating Art Museum
Heritage Binh Chuan stands apart as a “floating art museum,” showcasing hundreds of paintings that reflect Vietnam’s cultural and historical essence. Pham Ha invested over 30 billion VND in the onboard art collection, ensuring an unparalleled visual and emotional experience for guests.
Beyond art, guests are immersed in Vietnamese traditions:
•Wearing traditional ao dai and turbans.
•Enjoying live traditional music performances.
•Dining in a setting rich in Vietnamese ambiance.
These elements create a deeply emotional connection, making the cruise not just a journey but a heartfelt tribute to Vietnamese culture.
The Philosophy of “Selling Emotions to Customers”
The success of Heritage Binh Chuan is rooted in LuxGroup’s philosophy of “selling emotions.” With an average of 20 to 40 guests daily, the cruise generated $20 million in revenue during the first nine months of 2024, surpassing its total revenue from 2023. Personalized services, such as private rooms, upper-deck accommodations, and exclusive excursions, build trust and loyalty among travelers.
However, LuxGroup’s journey hasn’t been without challenges. The Covid-19 pandemic forced Heritage Binh Chuan to remain docked for a year, and Typhoon Yagi in September 2024 posed significant operational difficulties. Despite these obstacles, LuxGroup’s resilience and dedication to preserving and sharing Vietnamese culture have allowed it to thrive.
A Commitment to Vietnam’s Cultural Legacy
LuxGroup is more than a tourism company; it is a cultural ambassador for Vietnam. Through Heritage Binh Chuan and its other cruises, the group continues to share Vietnam’s stories with the world, enriching travelers’ experiences and promoting the nation’s image on a global scale.
With its unwavering commitment to excellence and heritage, LuxGroup ensures that every journey aboard its cruises is a celebration of Vietnam’s culture, history, and natural beauty. For travelers, it is not just a voyage but a profound connection to the soul of Vietnam.
Visit www.luxcruisesgroup.com to learn more and join LuxGroup on its mission to bring Vietnamese heritage alive, one voyage at a time.
