As Viet Nam’s tourism grows by leaps and bounds — possibly outpacing both Thailand and Singapore in 2025 — the country’s tourism stakeholders stand at a crossroads. Should they embrace mass tourism’s quick returns, or double down on more thoughtful, community-driven experiences that preserve what makes it special?
Increasingly, travelers want more than just scenic views and bucket-list sites. They want real human connections, cultural insight, and purpose behind their journeys. That’s exactly what Vivu Journeys aims to deliver.
We spoke with Thuy Tran, Vivu Journeys’ General Manager in Viet Nam about the role of culture in sustainable tourism, how Vivu identifies its Local Legends, and why authentic community engagement is the future of travel in Viet Nam.
How does Vivu Journeys differentiate itself from other destination management companies in Viet Nam and Southeast Asia?
“We carry a profound commitment to sustainability, which we call our Sustainability Dream: ‘Every traveller a citizen, everyone a steward, every place a home.’ For us, travel isn’t just about sightseeing — it’s about meaningful interactions that positively impact local people and the planet.
We’re focused on offering experiences that are responsible and locally rooted. Our travelers engage directly with communities, learn from them, and support local economies. We’re also working toward Travelife Partner certification in 2025 to ensure we’re meeting internationally recognized sustainability standards.”
What does responsible travel look like in practice in the countries that Vivu Journeys covers?
“Responsible travel means ensuring every journey respects the culture and heritage of our destinations. For example, in Viet Nam, our ‘Local Legends’ collection connects travelers with inspirational community figures. Out of our 220 tours, many include authentic experiences like cooking with a local family or learning traditional crafts.
We brief travelers on how to act respectfully and support conservation. We also prioritize working with locally owned businesses and accommodations that honor traditional architecture and culture. In 2024, we introduced a Sustainability Code of Conduct, and over 83% of our regular suppliers are now aligned with it.”
The Local Legends collection is such a powerful concept. What is the process of identifying and collaborating with these local figures?
“It’s an organic and careful process. Our Product Managers and Operations team are embedded in the communities. They spend time getting to know people, asking questions, and identifying those who truly represent the soul of the place. It took over a year to develop the collection, and now travelers can meet everyone from a war veteran in Ky Anh to an award-winning cacao farmer or a fish sauce-making family in central Viet Nam.
These are people who are passionate about what they do and eager to share their stories. That’s what makes these encounters so transformative.”
Can you share how Vivu Journeys works with local communities to ensure that tourism has a regenerative impact?
“We see tourism as a force for good. That means actively supporting economic empowerment and social equity. In 2024 alone, we trained 58 local guides through our guide schools and provided language training to increase their employability.
We also support community projects, like the Ky Anh Library and health initiatives tied to our educational travel programs. On the supply side, we favor businesses that are locally owned and operated. Our goal is to ensure tourism income stays in the community while promoting cultural preservation and sustainable practices.”
Vivu’s educational travel programme goes far beyond sightseeing. Why is this segment important to the company, and what impact do you hope it creates?
“Our educational travel program, ‘Transformative Learning Beyond the Classroom,’ is designed to inspire a new generation of global citizens. It gives students hands-on experience through service learning, cultural exchange, and real-world community projects.
We believe young travelers should leave with more than just memories — they should walk away with deeper cultural understanding and a sense of social responsibility. These programs also benefit the host communities, through skills training, resource sharing, and long-term partnerships. It’s a mutually enriching experience that supports both learning and local development.”
Vivu Journeys has committed to eliminating single-use plastics and not supporting animals in captivity. How are these policies implemented and enforced across your operations?
“We have clear environmental and animal welfare policies in place. Across our supply chain, we’ve implemented a Code of Conduct that requires partners to reduce waste, treat animals ethically, and avoid harmful practices.
Our team conducts regular briefings with suppliers and travelers alike. We follow internationally recognized guidelines, including those from ABTA and CITES, to ensure that the experiences we offer align with our values of conservation and protection.”
Can you tell us about your guide school initiative? What kind of impact has it had on local employment and the visitor experience?
“The guide schools are a cornerstone of our work. By training local residents, we improve both livelihoods and the quality of the guest experience. Our trained guides bring depth, context, and genuine local insight to every journey.
In 2024, we trained dozens of new guides and helped many improve their language skills. The result is a more confident and capable tourism workforce that enhances the experience for travelers and delivers long-term economic benefits to communities.”
What’s next for Vivu Journeys? Are there any new initiatives, destinations, or experiences you’re especially excited about?
“We’re focused on continuous improvement. Achieving Travelife Partner certification is a key goal for 2025, and we’re developing tools to better measure our sustainability impact. We’re also expanding our educational travel programs and refining community engagement models to reach more destinations.
Our commitment is clear: to create experiences where travelers feel at home, communities feel respected, and tourism becomes a bridge between people and places.”
Through its people-first approach, Vivu Journeys is not only shaping the future of responsible tourism in Viet Nam — it’s reminding us that travel, at its best, is a force for connection, understanding, and lasting impact.
