Brian Jeffrey
VietnamNet is excited to present a unique series by tourism specialist Doan Huu Duc, dedicated to advancing Vietnam’s river and coastal tourism. Through detailed analyses and personal observations, this series delves into how Vietnam can fully harness its extensive river systems and coastal landscapes.
Highlighting the groundbreaking work of private companies like Focus Travel, along with the crucial role of regional policy changes, the series provides an insightful roadmap for transforming the Mekong Delta into a premier global tourism destination.
This guide serves as a timely and essential framework for integrating river and sea tourism into Vietnam’s economic and cultural aspirations.
I recently attended a milestone event celebrating the 25th anniversary of Focus Travel, a family-run business.
The company’s founder, who hails from Hai Phong – a northern coastal city, transitioned from teaching in Hanoi to establishing a marine tourism hub in Nha Trang.
This anniversary not only marks the company’s growth but also signals a notable evolution in Vietnam’s tourism landscape, particularly within the budding river and ocean tourism sector.
In my capacity as a long-time advisor for local economic progress in the Mekong Delta, I have closely monitored Focus Travel’s journey, particularly its role in linking river and sea tourism.
Our first encounter occurred last year on the Tien Giang River, organized by VietnamNet during a writing competition titled “Stories of the Rivers.” The event attracted more than fifty writers and experts, all sharing a common love for the Mekong.
Onboard the Le Marguerite, a vessel named after the French author whose novel L’Amant inspired a celebrated film set in Sa Dec City, we engaged in discussions about the Mekong’s cultural heritage, including the decline of its floating markets.
I found it noteworthy that Focus Travel began its river cruising initiatives in Cambodia, where they thrived for several years. However, during our expedition, the company started investigating cross-border tourism routes that would connect Tien Giang, Ben Tre, and Vinh Long.
Post-excursion, Focus Travel coordinated a familiarization trip to Ben Tre and Vinh Long, once again along the Tien Giang River. A few months later, they boldly launched the Mekong Lover project, unveiling a $4 million bespoke vessel that merges luxury cruising with local traditions, venturing into less-accessed regions like Vinh Long and Ben Tre.
While Cambodia has firmly established its position in the river cruise segment with simplified regulations and robust public-private collaboration, Vietnam has lagged behind.
A large part of the cruising experience still takes place on the Cambodian banks, even though the Mekong River deeply intertwines with Vietnam’s southern regions, both culturally and economically.
This gap highlights deeper structural issues within Vietnam’s tourism framework – such as fragmented governance, inadequate river port facilities, and underexploited cultural and ecological resources.
Focus Travel’s shift from focusing predominantly on international to domestic river exploration, coupled with its commitment to enhancing marine tourism infrastructure, marks a pivotal moment.
The establishment of Ana Marina highlights a vital insight: connecting inland waterways with coastal tourism extends beyond leisure pursuits; it is crucial for commerce, logistics, and regional enhancement.
However, genuine transformation requires more than visionary business leaders. For Vietnam to successfully scale these initiatives and create a lasting influence, it must implement a cohesive river-sea tourism development approach that fosters collaboration among ministries like Culture, Transport, Planning and Investment, and Natural Resources and Environment; reform local regulations; invest strategically in infrastructure such as modular docking stations and support marinas; and focus on enhancing skills directed at destination management and sustainability.
Cambodia has successfully leveraged international partnerships to establish itself as a premier Mekong cruise hotspot. Given its larger geographic and demographic scope, diverse natural attractions, and broader market access, Vietnam is poised for unparalleled growth. However, achieving this vision necessitates a conducive policy and investment climate where private sector creativity can flourish.
The case of Focus Travel illustrates the impactful results when entrepreneurial spirit aligns with national objectives. Vietnam must extend beyond isolated instances of success to create systems that attract, scale, and replicate innovative ventures—ultimately fostering an environment where river-sea tourism facilitates inclusive and sustainable development.
The moment to act is upon us. Vietnam is poised to take the lead in this vibrant tourism arena.
