Amiral Brand Launch 2026 officially introduced Amiral Cruises on the Saigon River, marking a new chapter in Vietnam’s river tourism development through cultural experiences, boutique cruising, and heritage-inspired journeys.
Amiral Brand Launch 2026 Marks a New Chapter for River Tourism in Ho Chi Minh City
On June 5, 2026, LuxGroup successfully hosted Amiral Brand Launch 2026 – The River Remembers at Prima B, Level 5 of the historic Hotel Majestic Saigon, officially introducing the Amiral Cruises collection and its long-term vision for cultural river tourism in Vietnam.
Held on the 115th anniversary of Nguyen Tat Thanh’s historic departure from Nha Rong Harbor aboard the Amiral Latouche-Tréville (1911–2026), Amiral Brand Launch 2026 was more than a brand unveiling. It was a tribute to the Saigon River as a place of memory, heritage, and transformation—a river that has witnessed more than three centuries of the city’s history.
The event welcomed tourism leaders, travel partners, media representatives, government officials, and distinguished guests, all gathering to celebrate a new vision for experiential travel on Vietnam’s waterways.
Retelling the Story of Saigon Through the River
Under the theme “The River Remembers,” the evening invited guests on a journey through the history of the Saigon River, the legacy of Nha Rong Harbor, and the cultural inspirations behind the creation of Amiral Cruises.
A specially produced documentary film highlighted the significance of June 5, 1911, and explored how the spirit of exploration, cultural exchange, and aspiration continues to inspire contemporary travel experiences.
Speaking at the event, Dr. Pham Ha, Founder and CEO of LuxGroup, shared his belief that the future of luxury tourism lies not in offering more services, but in creating more meaningful experiences.
According to him, modern travelers increasingly seek authenticity, cultural depth, emotional connection, and a stronger sense of place.
This philosophy is reflected in the guiding principle behind the Amiral brand:
Luxury is Culture – Bring Heritage Alive.
Introducing the Amiral Cruises Collection
A major highlight of Amiral Brand Launch 2026 was the official introduction of the Amiral Cruises collection, designed to connect rivers, forests, coastlines, and cultural landscapes throughout Southern Vietnam.
The collection includes:
- Two Amiral Explorers boutique speedboats
- One Amiral Cruises for Presidents – Urban River Yacht
- One Amiral Cruises for Presidents – Overnight Cruises
All vessels are developed according to SB-Class standards, allowing operation on both river and coastal routes.
In the initial phase, Amiral Explorers is the first vessel to enter commercial operation, opening a new chapter of river-based experiences connecting Ho Chi Minh City with Cu Chi, Can Gio, and other cultural and ecological destinations along Southern Vietnam’s waterways.
As the first vessel in service, Amiral Explorers represents the beginning of a broader vision for river and coastal tourism.
Looking ahead, the wider Amiral Cruises fleet will support a diverse range of river–forest–sea journeys, including cultural cruises, sunset experiences, fine dining voyages, live performances, and future overnight expeditions.
While each vessel offers a distinctive experience, all share the same mission: bringing Vietnam’s heritage, history, waterways, and culture to life through meaningful travel.
Ho Chi Minh City Tourism Officials Highlight the Potential of River Tourism
Another important moment during Amiral Brand Launch 2026 was the participation of representatives from the Ho Chi Minh City Department of Tourism, tourism stakeholders, and travel industry leaders.
Speaking at the event, Mr. Nguyen Huu An, Deputy Head of Tourism Resource Development Planning Division of the Ho Chi Minh City Department of Tourism, expressed optimism about the potential of the new river tourism route connecting downtown Ho Chi Minh City with the Cu Chi Tunnels.
He noted:
“For this new tourism route, both terminals already have suitable infrastructure in place. Bach Dang Wharf has a licensed passenger pier, while the Cu Chi Tunnels heritage site also has a licensed inland waterway terminal. These conditions provide a strong foundation for the route’s successful operation.”
His remarks underscore the growing opportunities for river tourism development in Ho Chi Minh City, particularly as the city continues to invest in experiential tourism, night-time economy initiatives, and sustainable tourism infrastructure.
A “Cultural Cruise” and a New Direction for Saigon River Tourism
Following Amiral Brand Launch 2026, several media outlets described Amiral as a “cultural cruise”—a concept that combines heritage, gastronomy, performing arts, storytelling, and immersive travel experiences.
Rather than positioning itself as a conventional sightseeing product, Amiral Cruises aims to transform the river into a cultural stage where visitors can better understand the city through its history, people, and waterways.
The launch also attracted significant media attention, including coverage by Ho Chi Minh City Television (HTV), which featured LuxGroup’s vision of developing a fleet of ten boutique cruise vessels as part of a broader investment in experiential tourism, river cruising, and cultural soft power.
These positive responses from tourism authorities, media organizations, and industry partners suggest a growing interest in river tourism products that offer greater depth, authenticity, and cultural value.
Towards Vietnam Waterways 2045
Amiral Cruises is part of LuxGroup’s long-term vision known as Vietnam Waterways 2045.
The initiative seeks to develop world-class river and coastal journeys that celebrate Vietnamese culture, heritage, and waterways while contributing to the sustainable growth of tourism across the country.
Future routes are expected to connect Ho Chi Minh City with Can Gio, Vung Tau, Con Dao, and other destinations, creating a network of experiences that showcase Vietnam’s diverse river and maritime heritage.
Following the success of Amiral Brand Launch 2026, the journey of Amiral Cruises is only beginning.
It is a journey not only across rivers and coastlines, but also through memory, culture, and the enduring spirit of Vietnam.
