LuxGroup’s new river tourism product is expected to attract both domestic and international visitors. Photo courtesy of LuxGroup. Photo courtesy of LuxGroup.

HCM CITY — As HCM City pushes ahead with plans to expand its night-time economy and upgrade river tourism, new travel products built around storytelling and local identity are emerging as a way to attract high-spending international visitors and encourage longer stays.

Recently, tourism and hospitality company LuxGroup announced plans to invest around US$38 million, or nearly VNĐ1 trillion (US$38 million), to develop a fleet of 10 boutique cruises serving river and coastal routes in southern Việt Nam.

The announcement was made to coincide with the 115th anniversary of President Hồ Chí Minh’s departure to seek a path for national salvation on June 5.

The project, operating under the Amiral Cruises brand, is designed to offer a different experience from conventional large-scale cruise services. Instead of carrying hundreds of passengers, each voyage will accommodate fewer than 100 guests, allowing for a more private atmosphere, personalised services and cultural activities that form the core of the travel experience rather than serving as decorative additions.

According to the developer, the concept follows the philosophy of “slow travel in a vibrant city”, encouraging visitors to spend more time understanding each destination rather than trying to see as many places as possible in a short period.

On board, guests will be able to enjoy sunset cocktails, live jazz performances and premium dining experiences while taking in the city skyline reflected across the waters of the Sài Gòn River. A highlight of the programme is the “Sông Show”, an artistic performance that tells stories of the region’s river culture, linking the past with the present and exploring the history of the more than 300-year-old city.

LuxGroup believes the Sài Gòn River should be viewed not only as a scenic backdrop or transport corridor but also as a cultural and economic asset capable of creating an integrated tourism value chain connecting urban life, history, ecology and local heritage.

The company said the design of the Amiral Cruises vessels reflects this vision, blending elegant decorative architecture with the riverfront landscape while presenting the cruise itself as a cultural and artistic expression inspired by the city’s heritage.

The planned itineraries are intended to connect central HCM City with destinations including the Củ Chi Tunnels, the UNESCO-recognised Cần Giờ Mangrove Biosphere Reserve, Vũng Tàu, the Mekong Delta and Cambodia through waterway routes.

Rather than treating these as separate destinations, the operator aims to create a seamless journey where urban spaces, historical sites and natural landscapes are experienced as parts of a single narrative.

Phạm Hà, founder and chief executive officer of LuxGroup, said the Sài Gòn River was one of the city’s greatest assets and one that few urban centres around the world possess.

“The river creates the streets, and the streets create the city,” he said. “As HCM City promotes the development of a river-based urban environment, there should also be boats and cruises that are able to tell stories about the waterways, culture and history.”

He added that the company decided to invest in the Sài Gòn River because it offers a unique setting on which a wide range of tourism products can be developed, from short excursions to medium- and long-distance voyages in the future.

Under the project roadmap, the first phase officially began on June 5 with the launch of the Amiral Explorers high-speed vessel, which has a capacity of 35 passengers, and a 99-seat boutique cruise operating from Bạch Đằng Wharf.

Initial products will include daytime journeys linking the centre of HCM City with the Củ Chi Tunnels via the Sài Gòn River, offering visitors an alternative to road travel while allowing them to explore the city’s waterways.

The second phase, scheduled for 2027–28, will see LuxGroup introduce an overnight boutique cruise featuring 50 cabins and accommodating around 100 guests on one- to three-night itineraries departing from the historic Nhà Rồng–Khánh Hội port area.

These routes are expected to connect HCM City with Cần Giờ, Vũng Tàu, the Mekong Delta and Cambodia. Looking further ahead, the company also plans to develop a coastal cruise network linking southern localities with Côn Đảo and other island destinations.

Nguyễn Hữu Ân, deputy head of the Tourism Resource Development Planning Division under the HCM City Department of Tourism, said the project would help enrich the city’s portfolio of river tourism products while offering visitors more choices across the medium- and high-end market segments.

He noted that HCM City has already established a broad range of water-based tourism routes. These include short sightseeing trips on the Sài Gòn River, speedboat tours and waterbus services, while evening offerings feature restaurant boats and night cruises.

Medium-distance routes connect the city with Cần Giờ, Củ Chi and Vũng Tàu, while longer itineraries extend from the city centre to provinces in the Mekong Delta and onward to Cambodia.

According to municipal tourism statistics, HCM City currently offers more than 60 tours, routes and tourism products associated with its river network. Transport options are also diverse, ranging from waterbuses and speedboats to wooden boats, restaurant vessels, luxury cruises and overnight accommodation on the river.

In the coming years, the city plans to further develop riverside entertainment spaces, expand night-time economic activities and create additional shopping and experiential destinations to enhance the visitor experience.

Against this backdrop, tourism products that combine culture, history and the distinctive character of the Sài Gòn River are expected to play an increasingly important role in strengthening HCM City’s appeal as a destination for international travellers seeking more immersive and meaningful experiences. — OVN/VNS