Why did the ultra-wealthy spend only 3 days in Vietnam?

“I had the chance to speak with leading global investors and asked why they didn’t stay longer in Vietnam," said Jade Huynh, founder of Oriental Media Vietnam, at the Horecfex Vietnam 2025 Forum in Da Nang on Tuesday.

"Their answer surprised me.

"They said three days here is enough."

This remark reflects the current state of Vietnam’s luxury tourism.

While cuisine, culture, friendly people, and diverse landscapes remain key attractions for affluent travelers, experts agree Vietnam must do more to encourage longer stays from this lucrative clientele.

Who are the ultra-wealthy?

According to Herbert Laubicher Pichler, CEO of Alma Resort Cam Ranh, high-end tourists can be divided into five tiers based on their net worth.

Those with under US$1 million in assets fall into Tier 1, while those with more than $30 million belong to Tier 5 -- the highest level often referred to as the ultra-wealthy.

“These travelers demand absolute privacy. They arrive by their private jet and prefer staying on secluded islands,” Pichler explained.

One common trait across wealth levels is that the greater the assets are, the higher the expectations become.

Brian Letwin, co-founder of Saigonneer, affirmed that the Asia-Pacific region, including Vietnam, ranks among the most sought-after destinations for luxury travelers.

Recently, Da Nang and Phu Quoc have welcomed visits from several billionaires.

A lack of messaging and services

According to Huynh, visitors still tend to view Vietnam through the lens of 'budget tourism.'

This perception is partly shaped by the media, which for years portrayed the country with images of 'bicycles and conical hats,' even though today’s Vietnam is much more modern and diverse.

“We now have bustling, modern cities like Ho Chi Minh City and Hanoi, offering a wide range of premium services," Huynh said.

"Vietnam also boasts historic buildings and heritage structures from the Indochina era.

“Yet I still feel something is missing -- a coherent, globally significant message to present to the world."

Seif Hamdy, general director of InterContinental Danang Sun Peninsula Resort, emphasized that ultra-wealthy visitors expect flawless service at their accommodations. 

This group of travelers values tranquility and does not want to be disturbed by media or crowds.

Billionaire travelers are especially demanding about safety and privacy. 

They do not seek lavish, ostentatious welcoming, but rather a sense of warmth and familiarity, as if they were at home.

Currently, Vietnam’s tourism industry lacks tailored experience packages for luxury travelers that extend over one or two weeks.

For this market segment, money is not a concern.

“Vietnam has resources such as heritage, culture, people, and stunning scenery, but infrastructure for high-end guests is still inadequate,” Huynh concluded.