Businessman Nguyen Quoc Ky, Chairman of Vietravel Group: Pioneer in bringing Vietnamese tourism brand to global level

Soldiers on the economic front

“We started with humble steps in the 1990s,” Mr. Nguyen Quoc Ky, Chairman of the Board of Directors of Vietravel Group, began the story with a simple but proud reminiscence.

At that time, the country was entering the open-door period and tourism was still a strange concept to most people. But it was in that context that Vietravel - a young domestic enterprise set out with a great aspiration, which was to bring Vietnamese people to the world and bring the world to Vietnam.

Three decades later, in a strategic vision, Mr. Ky likened the current integration and competition journey of Vietnamese enterprises to a “battle without gunfire”. “Fifty years ago, there was war, there was invasion from outside. In the next 50 years, we will face ‘invasion’ in the business sector,” he shared.

Today, defending the national economic space in the era of globalization, where cross-border platforms dominate, is no less challenging. There are no gunshots, but the battle is much more fierce. In battle, sacrifice is recognized and honored. On the economic front, if there is not enough competitiveness, the “sacrifice” will quickly be forgotten.

Therefore, Mr. Nguyen Quoc Ky considers businessmen, especially private businessmen, as “peacetime soldiers” who work day and night to maintain the position of Vietnamese enterprises on the global economic map. In the service sector such as tourism, where large technology corporations such as Booking, Agoda, Traveloka… are dominating the market, the competition is becoming even fiercer.

However, Vietravel did not wait for the game to knock on the door, it prepared early. Since 2006, the company has stepped into e-commerce, becoming one of the first units in Vietnam to build an online tour sales system and integrate mobile applications. Although up to now, the rate of customers booking tours via digital platforms has only reached 30%, Mr. Ky is determined to increase this number to 80-90% by 2030.

It can be said that with a clear awareness of the pressure of the times, businessman Nguyen Quoc Ky is accelerating the transformation of Vietravel after the Covid-19 pandemic, a period that has pushed the entire tourism industry to change dramatically. Vietravel's strategy focuses on three pillars: green business, digital business and connected business.

On the green journey, since 2015, Vietravel has launched the “Go Green” program, aiming at sustainable tourism. From designing eco-friendly tours, limiting single-use plastics to prioritizing green accommodation and raising awareness among tourists, Vietravel is striving to become part of the responsible tourism ecosystem.

“However, we cannot go it alone. Sustainable development is only meaningful when there is companionship, when benefits are harmonized and risks are shared,” Mr. Ky quoted Prime Minister Pham Minh Chinh as saying.

As a connecting enterprise, Vietravel is not only a bridge between tourists and destinations, but also a “conductor” coordinating suppliers, technology partners, airlines and local authorities. In addition to expanding 40 offices in 24 provinces and cities in the country, the enterprise has also established a representative system in 13 countries to expand its business space, not waiting passively before the integration wave.

“We have to go out to find customers, we cannot sit and wait for customers to come to us,” Mr. Nguyen Quoc Ky emphasized. This is not only an affirmation of the position of a visionary tourism worker, but also the courageous voice of a businessman who dares to step into the front line of the economy.

When the pioneer takes a step back to go further

The extraordinary meeting of Vietravel Airlines Joint Stock Company in early April marked a remarkable turning point. The entire Board of Directors and Supervisory Board for the 2022-2027 term officially ended their term ahead of schedule. At the same time, another piece of information also attracted the attention of observers when Mr. Nguyen Quoc Ky, founding Chairman of Vietravel Airlines, did not continue to serve as a member of the Board of Directors for the new term.

However, the founder still does not leave his “brainchild”. He will take on the role of strategic advisor to the Board of Directors, accompanying Mr. Do Quang Hien (Bau Hien) in orienting the future of the airline.

“Many people who heard this news immediately thought that Vietravel Airlines had failed. In my opinion, that is a wrong point of view. A restaurant that is not delicious will not have customers. Vietravel Airlines is still operating effectively, so it can attract people who want to accompany and develop long-term,” Mr. Ky calmly shared.

From the perspective of someone who has accepted to switch from travel to aviation, a fierce, costly and risky field, Mr. Ky sees an important philosophy. “Sustainable development cannot rely solely on personal ego. Many Vietnamese businesses are stuck with a problem, which is being too proud, thinking that only they can do it. But with Vietravel Airlines, we understand that this is no longer “private” to anyone. Equitization is not to divide the benefits, but for everyone to work together, travel together and enjoy together,” said the Chairman of Vietravel.

With that mindset, Vietravel Airlines chose to open its doors, ready to receive the strength of association, a decisive factor in the journey of restructuring and expansion. For Mr. Ky, the changes in the leadership structure are not a retreat, but a step forward, a way to "gain more than lose". "There are many rumors that Vietravel Airlines is gone, but I see that we have gained - support, and cooperation. What could be more joyful than that?", he said with eyes filled with confidence in the road ahead.

The current restructuring, according to him, is not a step back, but a necessary adjustment to return to its original position. Therefore, from now until May, Vietravel Airlines aims to restore its fleet to 4 aircraft and increase it to 7-8 aircraft by the end of the year - mainly serving short-haul flights. With a long-term plan, the airline has begun negotiations with major aircraft manufacturers such as Airbus, Boeing and Comac to be proactive in the source of aircraft in the future.

“We have planned to buy 30 aircraft so that by 2030 we can be completely self-sufficient,” Mr. Ky revealed.

Private enterprises will take the lead in the aspiration to reach out.

The private economic sector today is not only an indispensable part of the Vietnamese economic structure, but also the main driving force for innovation, creativity and the ability to quickly adapt to the market. However, the "position" of this sector is still not really commensurate with its inherent potential, because there are still many barriers in terms of institutions, policies and business environment.

The story of Vietravel is a vivid demonstration of the pioneering role of private enterprises in paving the way and leading, from expanding the tourism value chain, building a multi-layered service ecosystem, to the bold step of participating in the aviation sector - a "big playground" that not many private enterprises dare to venture into.

“It is when entering difficult areas that we realize that, in order for the private sector to develop strongly and sustainably, a more transparent, stable and practical policy mechanism is needed,” Mr. Ky emphasized.

Looking back over the past 10 years, from 2014, when Vietravel had no ecosystem or airline, to 2024, Mr. Ky proudly said that the company had gradually built a complete tourism ecosystem consisting of 7-8 member companies, covering all links from services to transportation. “It is the growth from self-effort, without relying on or waiting for anyone,” he confided.

However, as a businessman, if he were to speak to the Government, Mr. Ky still wishes for one simple thing. That is a more stable, transparent and fair business environment, especially in the tourism sector, where private enterprises are the leading force. “We do not ask for favors. We just want to be treated fairly and have the conditions to fully develop our internal strength, in a clear, consistent and long-term playing field,” he said.

According to him, in order for tourism to become a spearhead economic sector, it is necessary to have policies to support the development of synchronous tourism infrastructure, incentives for businesses investing in digital transformation and green tourism; and above all, it is necessary to cut down on cumbersome administrative procedures that are major barriers to investment flows.

Entering a new acceleration phase, Vietravel has been implementing many projects and strategic initiatives to enhance its brand, not only in the domestic market, but also in the international arena.

“The tourism industry is changing rapidly, and customer needs are also different. Only businesses that have the ability to innovate, dare to invest, dare to change, and know clearly where they are different, can stand firm and grow,” Mr. Ky concluded with a distant but determined look.

Chat with businessman Nguyen Quoc Ky

After many big changes, do you think you are entering a "second maturity" phase with Vietravel?

For me, this period is the “second start-up” - starting a business within the enterprise itself. After 10 years of equitization, Vietravel has completed the journey of “youth rising”, becoming a leading enterprise in the tourism industry. The period 2025-2035 will be the journey of maturity of the “age 30”, bringing Vietravel from a Vietnamese company to international stature.

At this point, I no longer measure success by mere profits. The true value of a business lies in its ability to create a sustainable ecosystem, contributing to elevating Vietnamese brands, spreading positive values ​​to the community and future generations. Vietravel is now not only doing tourism, but is also contributing to shaping lifestyles, consumer habits and cultural behavior in a modern society.

Once said "doing tourism is doing culture, not just doing services", where are you placing Vietravel in the new consumer ecosystem of Vietnamese people?

Vietravel's goal by 2030-2035 is to transform from a service provider to a new level - a value of life. In the new consumer ecosystem - where the demand does not stop at "traveling", but expands to "quality living", "deep living", "convenient living", Vietravel is gradually perfecting processes such as planning, personalized consulting, travel, accommodation, dining, entertainment activities, health care, technology connection, smart consumption and actively protecting the environment, culture...

Source: https://baodautu.vn/businessman-nguyen-quoc-ky-chu-cich-hdqt-tap-doan-vietravel-tien-phong-dua-thuong-hieu-du-lich-viet-vuon-tam-toan-cau-d275219.html