Unlocking Vietnam’s premium travel potential  

THE HANOI TIMES  — Vietnam’s domestic tourism is entering a new era as charter flights land in Phu Quoc offering curated getaways, ecolodges scattered across the misty slopes of Ta Xua, and resorts designed by renowned architect Bill Bensley blending storytelling with sophistication.

Boutique cruises on the Huong (Perfume) River turn travel into an immersive experience. This shift goes beyond aesthetics, enhances the journey, supports local communities, promotes service excellence, and strengthens the emotional bond between travelers and their destinations.

A friend recently told me about her time in Tam Dao, where she spent an entire afternoon soaking in a stone bathtub and staring through a foggy glass panel at the forested hills shrouded in mist.

"It felt like I was somewhere far away," she said with a laugh. "Then I realized: 'This is Vietnam'."

For Minh Tran, a freelance designer based in Hanoi, this summer wasn’t about jetting off to Bangkok. Instead, she went cloud-hunting with her best friends in Ta Xua, a natural reserve locating between the two northern provinces of Yen Bai and Son La.

Minh and her friends stayed in bamboo bungalows nestled in the hills, meditated at dawn, and watched waves of mist roll in. "For the first time, I felt healed without leaving the country," she texted me.

These stories aren’t isolated. Saigontourist, Vietravel, and Flamingo Redtours – Vietnam’s major tour operators – are expanding their offerings to cater to the growing demand for premium, curated, and personalized domestic experiences.

According to the Vietnam National Administration of Tourism, over 28 million domestic trips were made in the first quarter of 2025, a 50% increase from the previous year. Tailor-made, high-end tours alone grew by 70% – a sign that Vietnamese travelers want more than just rest but meaning.

This shift in expectations is resetting the standard of service. When people are willing to pay more, they naturally demand more. This inevitably pushes the industry to shed its old habits.

Gone are the days of overcharging, careless service, and questionable experiences. A new generation of travelers now considers safety, clarity, and comfort non-negotiable essentials, not perks.

Elevating service standards also has wider-reaching benefits. It creates jobs for locals, fosters regional development, and gives communities new reasons to take pride in their traditions and landscapes. When done right, premium tourism uplifts the places travelers visit.

I first noticed this transformation when luxury resorts in Vietnam started appearing in international travel magazines. Strangely enough, most Vietnamese people hadn’t heard of them.

Few know that one of Asia’s most acclaimed resorts is tucked away in Lang Co, Hue. It was designed by Bill Bensley, one of the most celebrated architects in the global hospitality industry. His other notable works include the InterContinental Danang Sun Peninsula, the JW Marriott Phu Quoc, and the Capella Hanoi.

Bensley’s designs don't chase extravagance. They tell stories of Vietnamese folk tales, colonial school halls, and mythical landscapes reimagined through a global aesthetic lens. It’s no wonder international guests often explore these places first.

Global hotel brands do know how to tell Vietnam’s stories in a language the world understands.

Photographer Duy Nguyen of Ho Chi Minh City once shot a wedding for a Canadian couple who chose Capella Hanoi as their main venue.

"It's the most artistic hotel we've ever seen in Southeast Asia," they said. Duy laughed when he told me this. "Foreigners found it before we did."

This kind of attention helps raise Vietnam’s profile. When the international media raves about a property or a YouTuber’s travel vlog of Vietnam racks up millions of views, the country moves beyond being seen as just a budget destination. It becomes known as a place of depth, style, and sincerity.

Another sign of the times is the new five-star ferry service between Haiphong and Cat Ba. It features VIP lounges, rooftop sundecks, full dining service, and professional lighting and sound systems for onboard events.

Tran Minh Hong, a retired teacher from Long Bien, took her family on a weekend trip and said: "It felt like a cruise abroad, but everyone spoke Vietnamese. That made it even better.”

It’s not just travelers who benefit, either. These investments are creating real jobs in local communities, including positions in tourism, logistics, agriculture, design, and service training. Premium tourism isn’t about exclusivity. When done right, it uplifts entire regions.

For many, domestic tourism isn't just about novelty. It’s about making memories. I grew up visiting Nha Trang with my family. I remember the early train rides, the plastic stools, the grilled rice paper, and the ocean mornings.

Every time I return, the coast is still there, but things have changed. There's a better café here now, and a more comfortable place for my parents to stay. The place has grown, and so have I.

I think that is the real gift of premium travel in Vietnam. It doesn't erase what we used to know. It simply lets us see it differently with more care and more love.

So, the next time someone asks you where to go, maybe you won't need to look too far. Maybe Vietnam has changed enough to bring you back.