Lux Travel launches annual media FAM trip and new Vietnam itinerary

Lux Travel DMC announced its annual FAM trip for international media in Hanoi on June 4, 2026, alongside a new Vietnam itinerary focused on culture, sustainability, and premium experiences. The program is designed to help journalists and travel professionals see the country beyond stereotypes and boost Vietnam’s profile as a luxury destination. Why it matters: - Lux Travel DMC is using an annual media FAM trip to shape how international audiences see Vietnam. - The new itinerary is built to support premium tourism, spread visitor spending beyond major stops, and highlight local communities. - The company is positioning Vietnam for higher-value travel as demand grows for more authentic, slower, and personalized trips. What happened: - Lux Travel DMC announced its annual FAM trip for international media in Hanoi on June 4, 2026. - The trip is meant to introduce a new Vietnam itinerary and give journalists, editors, content creators, and travel trade professionals firsthand experience of the product. - The program is designed to present Vietnam through a more authentic and contemporary lens. The details: - The itinerary combines cultural immersion, authentic encounters, high-end hospitality, sustainability, and a more balanced pace. - The program emphasizes quality of experience over the number of stops. - Participants will spend time learning the history of destinations, engaging with local communities, and exploring cultural heritage. - Planned experiences include Hanoi’s historic quarters and traditional craft villages. - Food is a central part of the trip, with curated tastings, meetings with local chefs, and exposure to regional culinary traditions. - The itinerary includes boutique hotels, exclusive resorts, private scenic cruises, expert-led encounters, and visits to less-visited areas. - The program also spotlights emerging regions that deserve more attention from international markets. - Lux Travel says the itinerary is being developed with local partners to support responsible economic activity and cultural and natural heritage preservation. - The company said the program should increase international media coverage and raise Vietnam’s visibility as a premium destination. - The company also said the trip is intended to strengthen cooperation among tourism operators, specialist publications, and industry professionals. - Ha Tien Hung, assistant director of sales and marketing at Lux Travel, said media partnerships are essential to promoting an authentic view of Vietnam and to showing a new approach to travel design. Between the lines: - The trip is doing more than marketing a single product. It is a content and relationship-building exercise aimed at influencing how Vietnam is covered and sold in global travel media. - The focus on sustainability and community connections reflects a broader luxury travel shift away from checklist tourism and toward experience-led itineraries. - By directing attention to lesser-known regions, Lux Travel is also trying to widen the commercial footprint of tourism inside Vietnam. What’s next: - Lux Travel expects the FAM trip to generate more international coverage in the months ahead. - The company plans to keep investing in new products for demanding travelers. - Lux Travel aims to help position Vietnam among Asia’s leading luxury destinations through quality-driven, sustainable, and customized travel. - The company says the new itinerary is part of its broader commitment to creating meaningful trips for international clients. The bottom line: - Lux Travel is betting that immersive media trips and a more curated Vietnam product can boost both destination visibility and premium travel demand.