As the world recovers from the pandemic, its influence still resonates, especially within the travel and hospitality sectors. A key transformation has been the shift in consumer attitudes and actions. Where sustainability was once a peripheral issue, it has now become a core priority for many travelers.
“Across the globe, sustainable travel as a concept and practice has moved from the back of travelers’ minds to claim a dominant position in the decision-making process,” wrote Jane Sun, CEO of Trip.com in an essay last year.
In Vietnam, the tourism industry is increasingly embracing sustainability and eco-conscious practices, particularly in the resort sector. Resorts are prioritizing environmental conservation, renewable energy integration, and plastic waste reduction while working to protect local ecosystems. These establishments also offer immersive cultural experiences by blending modern design with traditional architectural elements and utilizing locally sourced materials.
Vinpearl, a subsidiary of Vingroup, stands out as a leader in Vietnam’s resort landscape. With a diverse portfolio that includes hotels, resorts, spas, conference centers, restaurants, golf courses, and 5-star entertainment venues, Vinpearl has grown into a widely recognized name. Over the past two decades, the brand has expanded to 45 locations across 17 provinces in Vietnam, providing more than 18,500 rooms and villas, along with three theme parks, two amusement parks, two semi-wildlife parks, and four golf courses.
Vinpearl has embraced the green tourism movement, placing sustainability at the heart of its operations while driving business growth. The company has implemented energy-efficient and resource-conserving solutions across its properties, such as rainwater harvesting systems for landscaping and advanced wastewater treatment systems that comply with international standards.
In addition to these efforts, Vinpearl promotes green tourism through initiatives like eco-tours to organic farms, cooking classes focused on sustainable ingredients, environmental awareness campaigns, including runs, recycling workshops, and tree-planting activities. These programs not only enrich the visitor experience but also encourage local community engagement and a deeper understanding of environmental responsibility.
Thanks to the sustainability efforts of Vinpearl and other hospitality leaders, Vietnam’s travel sector has experienced a remarkable resurgence. Inbound tourism has surpassed pre-pandemic figures, with nearly 1.6 million foreign visitors recorded in April alone, reflecting a 58.2% increase from the previous year. By the end of the first quarter, international arrivals reached 6.2 million, marking a 68.3% year-on-year increase and surpassing the peak of pre-pandemic tourism.
Vinpearl’s commitment to innovation has earned the brand recognition, with Brand Finance naming it one of the “Top 3 Strongest Brands” in Southeast Asia. Over the past year, the brand’s value surged by 34%, reaching $230 million, and its Brand Strength Index (BSI) score of 89.7 out of 100 helped secure an AAA+ rating.
“[Vinpearl’s] significant rise in brand value was fueled by Vingroup’s launch of the new VinWonders theme park, which boosted its revenue. The brand’s BSI score also improved, driven by strong scores for the ‘recommendations’ and ‘reputation’ metrics,” wrote the report.
In 2024, Vinpearl has been enhancing its offerings with fresh experiences and new features. Notable additions include the opening of the Vinpearl Horse Academy in Vũ Yên and the debut of Vinpearl Harbour, a dynamic all-day venue featuring entertainment, dining, and shopping options. The complex introduces exciting attractions such as Indochine-style shopping streets, thrilling live-action seaside stunt performances, and Aquafield Nha Trang—the first upscale Korean-style spa and sauna in Vietnam—promising unforgettable moments for visitors.
Vinpearl is also expanding its international presence through strategic collaborations and promotional initiatives. In September, the company signed memoranda of understanding with major figures from the U.S. music and film industries to showcase Vietnamese culture and beauty on a global scale. Moreover, Vinpearl has hosted events to thank customers and entered into strategic agreements to broaden its footprint in South Korea. Promotional campaigns have also targeted markets in India, China, Taiwan, Russia, Mongolia, Kazakhstan, Uzbekistan, Poland, France, Italy, and Germany.
With its continuous innovation and growing international influence, Vinpearl is poised to thrive well beyond the surge of post-pandemic “revenge travel.” Its dedication to sustainability and excellence cements its position as a leader in Vietnam’s tourism sector and a rising force on the global stage.
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