Who is behind Vietnam's 'most closely guarded' sustainable tourism model?

Amidst the strong growth of Vietnam's tourism industry, Asia Sustainable Travel points out that some travel businesses are still operating quietly, surviving by preserving the old ways.

Tourists exploring Son Doong Cave for 4 days and 3 nights spent a total of 79.5 million VND per person in 2023. Photo: Linh Huynh .

From a destination steeped in wartime memories, Vietnam today is recognized as a country rich in natural landscapes, cultural depth, diverse cuisine , and unique exploration experiences.

By 2025, the total number of domestic tourists is expected to reach approximately 135.5 million, while the number of international tourists is projected to be around 21.2 million.

The Vietnamese tourism market is a mix of international hotel brands, innovative domestic businesses, and family-run models serving both mass tourism and niche segments.

However, according to Asia Sustainable Travel (AST) in its series " Vietnam's Most Secretly Hidden Sustainable Tourism Stories ," only a few businesses prioritize sustainability, proving that tourism can still be profitable when balancing three factors: people, the environment, and profit.

Oxalis

Once one of the poorest provinces in the country, Quang Binh (now Quang Tri ) is now attracting global tourists thanks to the majestic beauty of Phong Nha - Ke Bang National Park.

This area boasts one of the world's largest and most spectacular cave systems. The caves here were featured in the film Kong: Skull Island and the BBC documentary Planet Earth III .

Tourists explore the inside of Phong Nha Cave, spanning 4,500 meters, in early July 2025. Photo: Quynh Danh.

This transformation is no accident. At the heart of this process is Oxalis – the company that has made Phong Nha a leading destination for adventure tourism in Vietnam.

In 2011, after many years working in Ho Chi Minh City in roles ranging from tour guide to corporate social responsibility (CSR) specialist for Nike, Mr. Nguyen Chau A returned to his hometown of Phong Nha.

Recognizing the rare opportunity arising from the discovery and international acclaim of Son Doong Cave – the world's largest cave – he founded Oxalis with the goal of not only bringing tourists to visit, but also building a tourism model that creates jobs, protects nature, and empowers the local community.

This is the only organization permitted to conduct Son Doong cave exploration tours. Each year, the tour welcomes a maximum of 1,000 visitors to minimize environmental impact. The 6-day trip costs $3,000 per person and has been fully booked until January 2027 since 2011.

Tourists exploring Son Doong Cave in 2023. Photo: Linh Huynh.

Building on the success of Son Doong Cave, the company expanded to offer many other exploration tours, ranging from day trips to multi-day journeys, all guided by three core principles: safety, conservation, and community engagement.

The unit also develops environmentally friendly farmstay and lodge systems, creating sustainable livelihoods for local people. In Tan Hoa, a remote commune frequently affected by floods, the Tu Lan cave tourism model was initially met with skepticism.

However, through sustained cooperation with the community, the value of the natural landscape has gradually been affirmed. In 2023, the United Nations World Tourism Organization (UNWTO) honored Tan Hoa as the "best tourist village in the world".

Chôm Chôm Travel

In a market flooded with "packaged" tours, Chôm Chôm Travel has chosen a different path. Founded in 2020 by Dorothée Perrault Le Hunsec, the company embraces a philosophy of slow travel, emphasizing family and cultural authenticity.

The French woman personally surveyed each itinerary with her children, meeting with local guides to ensure a safe and meaningful experience.

"I wouldn't sell anything that I wouldn't want to give to my own family," she shared while surveying Mai Chau with Asia Sustainable Travel.

Rice fields used for tourism in Mai Chau. Photo: AST.

After 5 years of operation, the company has served approximately 6,000 trips, developed over 200 unique experiences with nearly 100 local guides. The company resolutely rejects partnerships that do not align with its core values.

In Mai Chau, the warm welcome extended by the local community to Chôm Chôm Travel reflects a long-standing relationship based on respect. Income from tourism plays a vital role for homestay families, especially during less favorable agricultural seasons.

Unlike many companies that aim to expand internationally, this business focuses on deepening the domestic experience. They continuously conduct field surveys, sometimes up to three trips per month, to develop lesser-known itineraries.

"The next stage is not about going wider, but about going deeper," said Dorothée.

Tourists can immerse themselves in authentic local experiences. Photo: AST.

The tour's 20-day culinary journey allows visitors to cook with multi-generational families, discovering traditional recipes rarely found in cookbooks or restaurants.

In the Central Highlands, tourists join the Bahnar people in preparing ancestral dishes, opening the door to understanding their culture through shared meals.

Source: https://znews.vn/ai-dung-sau-mo-hinh-du-lich-ben-vung-duoc-giu-kin-nhat-viet-nam-post1618901.html