Super-rich tourists flock to Vietnam, demand private experiences, luxury dining

Tran Anh Khoa, CEO of Jack Tran Tours Hoi An, which has over 20 years’ experience in serving affluent guests, reported a sharp rise in the number of super-rich tourists starting last year.

While his company only served one or two groups last year, this year the figure has grown to five, resulting in a 5-10% increase in revenues, he said.

Lux Group, which operates luxury restaurants, hotels and yachts, has also experienced a jump in the number of affluent tourists it served.

Despite the risk of tropical storms in November and December, nearly all of its luxury yachts are fully booked until year-end.

Pham Ha, its CEO, said the company’s affluent clientele has expanded by an average of 30% annually.

Phu Quoc Island recently welcomed five-star Italian cruise ships and French superyachts carrying thousands of high-spending European tourists.

Earlier this year American tech billionaire Bill Gates visited Da Nang by private jet.

In September 4,500 employees of Indian pharmaceutical giant Sun Pharmaceutical Industries, owned by the country’s fifth richest individual, Dilip Shanghvi, toured Hanoi and some northern provinces.

Indian billionaires are also celebrating lavish weddings in places like Ha Long and Da Nang.

Vietnam has emerged as a popular destination for wealthy tourists, thanks to its stunning landscapes and high safety, industry insiders said.

Nevertheless, catering to this clientele is described as a "challenging and tiring task."

Khoa of the Hoi An tour company said security and privacy are top priorities for them.

One of his clients was willing to spend VND200 million (US$7,900) for five to six hours of exploring the local culture, and wanted to release flower lanterns in a river but with no one else present.

Another group sought an experience on a rice field, and wanted buffaloes and cows to add authenticity.

"Serving wealthy guests is very tiring and time-consuming," Khoa said.

One of the most challenging tasks is to design tour schedules for them, with each itinerary requiring to be uniquely tailored to suit individual preferences, demanding a high level of creativity, he said.

Ha said some of his guests preferred hiring private seaplanes for journeys lasting 30 minutes to an hour and even enjoyed kite flying from the roof of a yacht.

"Some wanted to rent a private beach to host a party, but this is particularly challenging as tour operators must ensure the availability of electricity, water and other essential amenities on the beach."

Luxury accommodation and unique culinary experiences are constant demands from this group, with many preferring to stay overnight on luxury yachts and dine at Michelin-starred restaurants, he said.

"They often want local chefs to prepare special dishes or tell the story behind a meal or a party. Cuisine is a key highlight for these high-class guests."

Wealthy tourists are drawn to Vietnam also because of its increasing number of Michelin-recognized luxury restaurants.

It now has seven restaurants with one Michelin star: four in Hanoi, two in HCMC and one in Da Nang.

But the industry admitted that the difficulties in serving this clientele are well rewarded.

Khoa said just five groups of super-rich customers could account for 40% of his company’s annual income.

Tourism expert Tran Tuyen said attracting wealthy tourists would require easing visa restrictions.

Vietnam waives visas for nationals of only 25 countries compared to 154 by Malaysia, 157 by the Philippines and 93 by Thailand.