We spoke with Truc Ly Nguyen, Head of Leisure at Destination Asia Vietnam, to gain her perspective on how the country’s travel landscape is evolving and what it takes to design truly meaningful journeys today. Leading a team of travel planners and working closely with global partners, Truc shares how local insight, strong relationships, and a hands-on approach come together to shape experiences that feel both considered and distinctive.
What excites you most about working in leisure travel in Vietnam right now?
What excites me most is how quickly Vietnam is evolving, particularly at the high end. We are seeing a growing number of boutique and luxury properties opening in more remote locations, alongside a stronger focus on wellness and community-led experiences, including Avana Retreat in Mai Chau, which positions itself around nature, ethnic heritage, local farming connections, and spa-led wellbeing, and Garrya Mu Cang Chai, as the world’s largest bamboo-structured wellness resort by Banyan Group. At the same time, travellers are becoming more curious and willing to explore beyond the classic routes, which allows us to introduce lesser-known regions and design more creative, immersive journeys. It is this combination of new product and shifting traveller mindset that makes Vietnam such an exciting destination to work with.
How do you and your team design itineraries that feel authentic rather than “off-the-shelf”?
It starts with understanding the traveller and building the journey around their interests rather than a set route. From there, we draw on our local network to shape the experience, whether that is time with artisans, community hosts, or specialists who bring real insight into each destination. We also continuously refine our itineraries based on new openings and on the ground knowledge, so each program feels current and considered.
Can you share an example of a trip or request that reflects recent travel trends?
A multi-generational family recently travelled through Vietnam with a focus on local life, spending time in smaller communities and engaging directly with local hosts, while still enjoying high-quality accommodation throughout.
On another program, a couple requested a wellness-focused journey centred around nature, combining a boutique eco resort, a plant-based cooking experience with a local family, and time in a rural village learning traditional crafts. Both itineraries were designed at a slower pace, with more meaningful, hands-on experiences that prioritised connection and a deeper understanding of the destination.
How do you ensure clients stay informed about what’s happening on the ground — new experiences, hotels, or shifts in traveller interests?
We stay very hands-on, with regular site inspections, close relationships with our hotel and experience partners, and constant feedback from what we are seeing on the ground. That insight is then shared in a targeted way, whether through tailored recommendations within proposals or direct updates when something new or relevant comes up for a client. Because the team is continuously reviewing products and speaking with suppliers, we are able to provide timely, practical insight that reflects what travellers are looking for right now.
What does a typical day look like in your role?
No two days are the same, but it is always a balance between strategy and execution. I oversee incoming enquiries, guide my team on itinerary design, and stay closely connected with hotels and suppliers to keep updated on new developments and secure the best value for our clients. I also work alongside our sales teams and partners to align on opportunities and ensure we are delivering at the right level, and collaborate closely with marketing to share timely updates on new products and services with our clients. A big part of the role is problem-solving and refining each journey, making sure everything we deliver is seamless, relevant, and reflective of Vietnam today.
For more information about Vietnam email our team at [email protected]
