Recently, luxury travelers and the ultra-rich have shown increased interest in Vietnam as a travel destination; and, Thua Thien Hue is among the locations catching their attention. Beyond its natural beauty, high-quality services are a top priority to attract these affluent tourists.
Lang Co Bay, a picturesque natural scene. Photo: Nguyen Phong
Opportunity
At the end of last August, Hue's tourism industry received exciting news when an Indian couple rented almost two adjacent 5-star resorts in Lang Co (Phu Loc district), two of the top-tier resorts in the region, to host their wedding. During four days (from August 26th-30th), the couple brought their friends and relatives from around the world to the event at these resorts.
According to a representative of one of the resorts, the couple requested all information to remain confidential until they left. Their guests were flown in on a chartered flight from India to Da Nang International Airport before heading to Lang Co. The couple chose these two resorts as the wedding venues three months in advance, because they met all requirements of privacy and convenient flights.They even flew to Vietnam three times to inspect the venues and assess the quality of services before making their decision. Accompanying the couple were 30 staff members and chefs, and the wedding menu featured traditional Indian and Vietnamese dishes. The event involved 600 Vietnamese staff members in supporting.
The decision of the Indian bride and groom to choose these two 5-star resorts in Lang Co to host their wedding highlights the appeal of the destination, even amidst the strict standards of “wealthy customers.” In recent years, luxury travelers and the ultra-rich have shown growing interest in Vietnam. Earlier in 2024, a story about an Indian billionaire renting an entire luxury resort, hosting hundreds of guests, with each meal featuring over 100 dishes and daily themed decorations, was shared globally. The lavish multi-day wedding on the beach in Da Nang became an opportunity to showcase that Vietnamese tourism can fully meet the requirements of high-end events and the luxury service expectations of the ultra-rich.
International cruise ships arrive at Chan May port
Recently, Indian billionaire Dilip Shanghvi brought 4,500 employees from his pharmaceutical group, Sun Pharmaceuticals Industries Limited, to Vietnam for a vacation, marking a notable event. In Phu Quoc, the city’s People's Committee revealed that since the beginning of 2024, Phu Quoc has continually welcomed 5-star Italian cruise ships and French mega-yachts, bringing thousands of high-end international guests to explore and learn about the local cultural and lifestyle attractions. The luxury resorts in Phu Quoc have also hosted numerous Indian billionaire couples for weddings and relaxation.
Mr. Nguyen Van Phuc, Director of the Department of Tourism shared that in previous years, therewere also high-end groups of around 200-300 guests choosing Hue for important events. These groups include European, American, and Indian guests, as well as affluent overseas Vietnamese. They seek high-quality services and are willing to spend. This is a significant opportunity for tourism businesses.
Upgrading and enhancing services
For wealthy customers, money is not a major concern, but their service requirements are also harsh. In addition to expectations for a beautiful environment, high-quality services, security, safety, professionalism, and experience, there are other demands such as quietness, privacy, information confidentiality, and absolute food standards.
Infact, Vietnam is welcoming the surge wave of Indian tourists. Additionally, Muslim tourists also pay their attention to Vietnam tourism. They are potential tourism markets, with ultra-rich guests, who are willing to spend a lots for vacation. Just after the period of COVID-19 pandemic, more Indian tourists have come to Hue, while Mulism tourists visiting here were still at a low number.
According to tourism businesses in Hue, high-end tourism services and accommodations, as well as related services in the city are still limited, and the availability of rooms for large groups is lacking. On the other hand, there are no direct flights to Hue. Ms. Duong Thi Cong Ly, Vice President of the Provincial Travel Association, shared that Muslim tourist have very specific requirements. For instance, they only consume Halal food, and facilities must provide prayer rooms… However, many of these conditions are not yet met in Hue.
To attract these “wealthy customers,” it is essential to research and develop a comprehensive strategy, including market preparation and professional service conditions, from infrastructure to accommodations, as well as upgrading services to welcome MICE (Meetings, Incentives, Conferences, and Exhibitions) tourists, weddings, and relaxation trips for the ultra-rich. In addition, an extremely professional team must be trained.
The Director of the Department of Tourism emphasized that for VIP clients, all services must be top-notch. Besides hotels and resorts gradually upgrading their services and setting strategies and orientations for high-end clients, units are also implementing specific policies to attract tourists. The tourism industry is continuously calling for investments in infrastructure and services to approach and attract wealthy clients to Hue. Moreover, the local government and tourism industry are working to connect with major cruise lines to introduce, connect and bring more high-end travelers to Hue.
Story and photo: Huu Phuc