About Us

This Is Not a Cruise — It Is the Happiness Project of My Life

In 1985, as a ten-year-old boy sailing with my father on the Thống Nhất ship from Haiphong to Saigon, I felt the first spark of a dream without knowing its name. Standing at Nhà Rồng Wharf for the very first time, I sensed—instinctively yet incompletely—that rivers and oceans would one day shape the course of my life.

Four decades later, that fleeting childhood moment has become the compass guiding the project closest to my heart.

Through Lux Cruises Group® and our storytelling brands—Emperor Cruises®, Heritage Cruises®, and now Amiral Cruises for Presidents®—we have journeyed across some of the world’s most magnificent bays. Today, we return to Vietnam’s rivers, beginning with the Saigon River: a living chronicle of more than 300 years of culture, trade, migration, resilience, and aspiration.

Amiral Cruises for Presidents® draws inspiration from the legacy of the Amiral Latouche-Tréville—the historic vessel that carried young kitchen helper Nguyễn Tất Thành in 1911 on the journey that changed a nation. Designed in the refined spirit of 1920s Art Deco, the authentic pièce unique Amiral embodies a convergence of Vietnam’s history, heritage, culture, artistry, and ambition—flowing together on the water.

At 50, I no longer view this project as business.

It is a heartfelt mission—to deliver happiness, to honor our heritage, and to craft experiences that awaken every sense.

This is more than a cruise.
It is a dream brought to life—and a dream fulfilled is a dream meant to be shared.

A cruise is never just travel.
It is memory.
It is emotion.
It is a story that endures.

Welcome aboard the journey of my life.

Dr. Phạm Hà
Founding President & CEO, LuxGroup®

VISION

Amiral Cruises for Presidents® aims to become Vietnam’s leading luxury river–sea cruise operator, bringing heritage to life through boutique voyages across the Saigon River, Cần Giờ, Vũng Tàu, and Vietnam’s most iconic bays. Inspired by the legendary Amiral Latouche-Tréville and the lifelong dream of Dr. Phạm Hà, we create immersive journeys where culture, nature, and storytelling meet on the water.

MISSION

+ Create unforgettable, heritage-rich travel experiences.
+ Blend history, art, culture, and emotion into every journey.
+ Support sustainable tourism and uplift local communities.
+ Build beautiful destinations while protecting the environment.

CORE VALUES

People First – A happy team creates happy guests.
Luxury Is Culture® – Authentic, meaningful, heritage-driven luxury.
Customer Happiness – A 100% commitment to exceptional satisfaction.
Innovation – Creativity and continuous value creation.
Responsible Cruising – ESG leadership, community care, and sustainability.
Our Core – Value, trust, cooperation, quality, and efficiency.

Amiral Cruises for Presidents® — A Voyage Through Time

Amiral Cruises for Presidents® was born from the personal story of Dr. Phạm Hà—his childhood voyage from Hải Phòng to Nhà Rồng and his lifelong mission to share Vietnam’s heritage with the world. Rooted on the Saigon River, Amiral reimagines Vietnam’s river–sea civilization through boutique cruises where culture, storytelling, and luxury come alive.

The name Amiral honors the historic Amiral Latouche-Tréville, the ship that carried young Nguyễn Tất Thành before his 1911 departure. This spirit of leadership, discovery, and destiny flows through every aspect of our brand.

White: Represents water, purity, simplicity, and safety, and is also symbolic of the seamless blending of sky, earth, sun, and moon—a nod to Feng Shui principles promoting continuous development.

Design Elements:

Balance and Symmetry: Achieved through a careful arrangement of the logo’s components, ensuring it attracts and retains viewer interest.

Minimalistic and Elegant: The design is both easy to recognize and adaptable to various media, ensuring broad applicability.

Feng Shui Influence: The logo incorporates indigenous philosophy with a modern and global appeal.

Slogan “For Presidents”:

Brand Promise: Indicates a commitment to providing the highest level of luxury and service, aimed at presidents and discerning luxury travelers.

THE RIVER THAT REMEMBERS

Amiral Cruises for Presidents® is a voyage through time on the Saigon River —
where heritage meets modern luxury in the elegance of 1920s Art Deco.

The river remembers explorers, dreamers, and a young Nguyễn Tất Thành on his path to destiny.
Today, Amiral begins a new chapter.

By day, guests explore winding waterways.
By night, they return to refinement and the river’s shimmering glow.

Here, gastronomy becomes art,
service becomes grace,
and every evening becomes a celebration.

Where old stories once flowed outward, new stories now begin.

Discover. Explore. Learn. Respect. Celebrate. Enjoy.

Amiral Cruises for Presidents® – Luxury Is Culture. Delivering Happiness.

Amiral Cruises for Presidents® — Where Culture Meets Maritime Elegance

Since its inception, Amiral Cruises for Presidents® has earned recognition from leading travel publications and respected media platforms in Vietnam and internationally. Coverage consistently positions Amiral not simply as a cruise line, but as a cultural voyage — shaped by heritage, refined design, and elevated Vietnamese hospitality.

Three defining attributes are frequently highlighted:

• Boutique scale with presidential-level service
• Curated cultural immersion rooted in national memory
• A human-centered interpretation of modern luxury

Amiral transforms the Saigon River and Vietnam’s southern waterways into narrative landscapes — where history and contemporary identity meet.

In an industry driven by expansion, Amiral chooses restraint.

It competes not on excess, but on meaning.

Not on scale, but on value.

Each journey is crafted for discerning travelers who seek depth, authenticity, and emotional resonance.

FOUNDER’S STATEMENT

Dr. Phạm Hà

Founding President & CEO, LuxGroup®

“We craft world-class luxury experiences across tourism and hospitality.

Amiral offers curated day, sunset, dinner, and overnight cruises along the Saigon River, the Mekong, and Vietnam’s coastline.

My journey began in 1985 aboard the Thống Nhất ship at Nhà Rồng Wharf. Inspired by the historic resonance of the Amiral Latouche-Tréville and Vietnam’s maritime heritage, my ambition is to sail the nation’s full coastline and bring the Vietnam Waterways® Vision 2045 to life.”

BRAND PHILOSOPHY

A Human-Centered Brand

Luxury is not hardware — it is heartware.

• Amiral is a cultural expression of Vietnam on water.
• Loyalty is built on emotion and memory, not logos.
• “President” signifies dignity, not authority.
• True luxury means being understood and respected.

MARKET POSITIONING

• Vietnam’s First Luxury Boutique River–Maritime Cruise Line™
• A river–sea concept integrating heritage storytelling with contemporary maritime design
• A journey not merely across water — but across time

Amiral Cruises for Presidents® offers one of the most distinctive ways to experience the Saigon River and Vietnam’s southern coastline — through culture, memory, and modern maritime elegance.

ABOUT LUXGROUP®

Founded in 2005, LuxGroup® is a house of luxury brands guided by its philosophy:

Luxury is Culture – Delivering Happiness.

The group has received global recognition, including World Travel Awards, Travel + Leisure Luxury Awards, HR Asia Best Companies to Work for in Asia, and Travelife Certification for sustainability.

LuxGroup® positions culture as strategic capital and hospitality as a platform for national storytelling.

Amiral Cruises for Presidents®

A River of Memory. A Sea of Possibility.

Amiral Cruises for Presidents®

A Voyage Through Time

A refined tagline that distills the essence of Amiral—where heritage, elegance, and storytelling flow along Vietnam’s historic waterways. Inspired by 1911, Nhà Rồng, and the formative 1985 voyage, it reflects a timeless Art Deco spirit and adapts seamlessly across every brand touchpoint.

Slogan — “For Presidents”

Brand Promise: A symbol of exceptional excellence, representing boutique luxury, elevated craftsmanship, sustainable practices, and personalized service worthy of presidents and the world’s most discerning travelers. “For Presidents” positions Amiral as a proud Made-in-Vietnam icon—honoring heritage, elevating cultural tourism, and connecting people through stories of ambition, resilience, and possibility.

Motto

Luxury Is Culture – Delivering Happiness®

Luxury expressed through passion, purpose, people, planet, profit, place, partnership, and prosperity—a human-centered philosophy rooted in heritage and devoted to creating meaningful happiness for every guest.

Logo Meaning & Design Standards

Elegant and symbolic, the Amiral logo reflects the depth of Vietnamese culture and the enduring beauty of its rivers and seas.

• Sun–compass: the guiding light of exploration and purpose.
• Five human figures: representing unity, the five Vietnamese virtues, the five senses, and the five-star legacy of Amiral Latouche-Tréville.

Its palette of gold, black, navy blue, and white conveys luxury, elegance, heritage, and purity.

Protected Identity: Crafted with rigorous design standards to ensure clarity, distinctiveness, and recognition—officially registered with the National Office of Intellectual Property of Vietnam.

AMIRAL CRUISES FOR PRESIDENTS®

– Where Heritage Becomes a Journey of Happiness

Founded by LuxGroup®, a collection of “small giants” established in 2005, Amiral Cruises represents the next chapter in a pioneering journey of Vietnamese luxury cruising. Building on the success of Emperor Cruises and Heritage Cruises—two of the most storied and awarded boutique cruise brands in the Gulf of Tonkin and the central coast of Khánh Hòa—Amiral Cruises for Presidents® was created to redefine river–maritime luxury for the future.

Amiral is built on a clear and enduring philosophy: dreams made real, passion made possible, people first, planet always—guided by a deep conviction that luxury is culture. Our guests are future presidents of thought, culture, and responsibility. We are devoted to telling the living stories of rivers, seas, lands, people, culture, nature, cuisine, and heritage—with respect, depth, and meaning.

As Vietnam’s First Luxury Boutique River and Maritime Cruise Line™, Amiral was created to honour a nation shaped by water—more than 3,260 kilometres of coastline from North to South, over 4,000 islands, some of the world’s most beautiful bays and beaches, and the great river systems of the Red River and the Mekong, which have defined Vietnam’s history, identity, and soul for thousands of years.

Inspired by the legendary heritage ship Amiral Latouche-Tréville—which once sailed between Hải Phòng, Sài Gòn, and France, connecting Vietnam with the wider world—and by the historic 1911 departure of Nguyễn Tất Thành from Nhà Rồng Wharf on his patriotic journey to seek freedom, liberty, and happiness (a journey that would later shape President Hồ Chí Minh), Amiral Cruises for Presidents is designed for heritage travellers who value meaning over movement. Our voyages unfold across Vietnam’s river–sea landscape, including Southern Vietnam’s 252-kilometre coastline and more than 250 kilometres of historic riverways, tracing the flow of time, culture, and civilisation.

Every journey is thoughtfully tailored to navigate tides, bridges, wharves, inland waterways, and tropical conditions—from golden sunshine to monsoon rain—ensuring refined comfort, safety, and quiet elegance. Our guests are the centre of every design decision and everything we do.

A storytelling cruise line at heart, Amiral Cruises for Presidents® was born from a simple yet profound belief: true luxury is not about more people, but deeper moments. It is found in privacy rather than spectacle, in slowness rather than speed, and in authenticity and quiet dignity—the feeling of being genuinely respected.

At the core of Amiral are custom-designed, tailor-made cruise ships, researched and developed as floating masterpieces inspired by 1920s Art Deco heritage. Built with pride in Vietnam, our luxury boutique fleet evolves in three refined formats, shaping a long-term vision of ten iconic vessels by 2045:
• Custom-built composite speedboats (up to 35 guests) for fast yet elegant day journeys and river–sea excursions
• Steel boutique ships (99 guests and up to 299 guests) for intimate fine dining, cultural exploration, and curated premium events
• Overnight cruise ships with 50–100 all-suite cabins (100–200 guests), featuring full ocean views and private balconies for extended river–sea heritage voyages in absolute comfort

Each ship is conceived at human scale, guided by cultural storytelling, sustainability, and harmony with nature. Architecture, light, rhythm, and service flow seamlessly together—inviting guests to slow down, reconnect with heritage, and rediscover happiness through time, space, and place.

Amiral Cruises for Presidents® is not about where you go, but how deeply you feel the journey—a moving celebration of heritage, craftsmanship, and happiness on Vietnam’s waterways. Flying the Vietnamese national flag alongside the LuxGroup® flag, Amiral carries forward the pioneering spirit of the “King of Vietnamese Cruise Ships,” Bạch Thái Bưởi, whose historic vessels Việt Đăng, Bình Chuẩn, and Sông Giang once sailed this very coastline in the early 20th century.

In the modern era, Amiral continues that legacy with a clear ambition: to cruise proudly from Hạ Long Bay to Sài Gòn, from Đà Nẵng to Nha Trang, and onward to Asian ports by river and ocean, contributing to the long-term Vietnam Waterways® vision with 30 vessels by 2045—reviving Vietnam’s river–sea civilisation and positioning the nation as a cultural and luxury cruising ambassador to the world.

Discover. Explore. Learn. Respect. Celebrate. Enjoy.

Amiral Cruises for Presidents® — Built with Pride, a Member of LuxGroup®

LuxGroup® is a group of small giants—Vietnam’s most storied and award-winning luxury travel and hospitality ecosystem—founded by Dr. Phạm Hà, Founding President & CEO, with the enduring belief that Luxury Is Culture – Delivering Happiness®.

Since 2005, LuxGroup® has grown into a distinctive Vietnamese “small giant,” uniting boutique cruises, yachts, hotels, restaurants, art auctions, cultural performances, and experiential travel brands into one refined ecosystem—crafted to celebrate national heritage through meaningful, transformative journeys.

A Calling Born on the Water

Dr. Phạm Hà is widely regarded as the modern torchbearer of Bạch Thái Bưởi—the legendary King of Vietnamese Ships—carrying forward his century-old dream of a proud Vietnamese fleet sailing under the national flag.

His maritime story began in 1985, when, at the age of ten, he sailed with his father from Hải Phòng to Sài Gòn. Standing barefoot for the first time at Nhà Rồng Wharf, he felt a profound calling—a quiet conviction that rivers, oceans, and stories would one day define his destiny.

Four decades later, that childhood spark is reborn as Amiral Cruises for Presidents®—the emotional heart of his life’s Happiness Project and LuxGroup®’s most meaningful contribution to Vietnam’s maritime renaissance.

Luxury with Purpose

LuxGroup®’s mission is to elevate Vietnam’s culture, landscapes, craftsmanship, fine arts, and cuisine into journeys that touch the heart. Guided by the 5G Vision—Green, Digital, Global, Proud, Go Happiness—and grounded in the 8P Happiness Framework (Passion, Purpose, People, Planet, Profit, Place, Partnership, Prosperity), the Group blends authenticity, sustainability, and emotional hospitality into every experience.

From the Bays to the Great Rivers

After pioneering iconic cruise brands such as Emperor Cruises® and Heritage Cruises® across Hạ Long, Bái Tử Long, Lan Hạ, and Nha Trang, LuxGroup® now brings its mastery southward.

Amiral Cruises for Presidents®—Vietnam’s First Luxury Boutique River–Maritime Cruise Line™— stands as the flagship of the Vietnam Waterways® Vision 2045, reimagining the Saigon River through Art Deco elegance, contemporary craftsmanship, curated fine arts, hand-picked tours and activities, refined gastronomy, and ESG-driven design.

A Maritime Future, Crafted with Pride

Today, LuxGroup® continues shaping a bold maritime future for Vietnam—creating ships, brands, and experiences that honor the past, enrich the present, and inspire generations to come.

Luxury with Purpose – Sailing Through Culture, Time & Responsibility

At Amiral Cruises, sustainability is not an operational checklist.
It is a cultural philosophy, rooted in story, arts, people, and place, shaping everything we do—from vessel design to daily practices.

As a proud member of LuxGroup, Amiral Cruises® fully applies the Group’s sustainability framework, while expressing it through a distinct river–sea identity.

Our mission is enduring and intentional:
to connect people to the past, celebrate the present, and inspire the future.

This belief defines our understanding of sustainability—a living continuum of heritage, responsibility, and long-term value creation.

Our Sustainability Mission

Amiral Cruises® exists to revive and protect Vietnam’s river–sea civilization through refined, low-impact cruising that honors:
• Cultural memory and storytelling
• Artistic expression and living heritage
• Human dignity and community pride
• Environmental stewardship of rivers and seas

Sustainability at Amiral Cruises® is therefore holistic—where culture sustains identity, design sustains longevity, and people sustain meaning.

1. Sustainability Governance

Amiral Cruises® applies LuxGroup®’s sustainability governance model across all cruise operations:
• Group-level Sustainability Management and oversight
• Clear mission, policies, and action plans
• Compliance with Vietnamese law and international standards
• Regular training for crew and shore teams
• Transparent communication and accountability

All team members are engaged as custodians of culture, safety, and sustainability.

2. Human Rights & Crew Welfare

We are committed to a dignified, respectful, and inclusive working environment:
• Fair wages, benefits, and social insurance paid fully and on time
• Zero tolerance for discrimination, harassment, forced labor, or exploitation
• Equal opportunities for training, promotion, and personal development
• Clear contracts, working conditions, and grievance mechanisms

Our crew are not only professionals—they are storytellers, hosts, and cultural ambassadors.

3. Environmental Responsibility (River–Sea Focus)

Protecting waterways is central to our operations:
• Fuel-efficient navigation and emission control within regulatory limits
• Waste reduction, onboard sorting, and responsible disposal
• Elimination of single-use plastics wherever possible
• Water and energy efficiency onboard
• Preference for eco-certified suppliers, ports, and services

4. Sustainability by Design & Onboard Experience

Sustainability begins at the drawing board:
• Vessel scale and layout designed to minimize environmental pressure
• Timeless, durable materials chosen over disposable trends
• Design inspired by historical river–sea journeys and Indochine aesthetics
• Spaces created for reflection, storytelling, and human connection—not excess

By designing with meaning, we reduce waste of resources and experience.

5. Culture, Storytelling & Arts

We believe culture is a renewable resource when respected:
• Authentic storytelling of rivers, ports, and regional histories
• Integration of fine arts, music, literature, and performances onboard
• Collaboration with local historians, artists, and cultural practitioners
• Preservation of intangible heritage through lived, respectful experiences

Storytelling is our most powerful sustainability practice—it protects identity, memory, and dignity.

6. Local Communities & Cultural Stewardship

Amiral Cruises® is committed to inclusive tourism:
• Priority employment of local crew, guides, artists, and suppliers
• Fair, long-term partnerships with communities along our routes
• Promotion of authentic local crafts and cuisine
• Zero tolerance for cultural exploitation or illegal artifacts

Communities are partners, not scenery.

7. Guides, Hosts & Guest Safety

Every journey is designed to be safe, informed, and enriching:
• Qualified cruise hosts and cultural guides onboard
• Continuous training in safety, sustainability, and guest care
• Clear emergency procedures and 24/7 guest support
• Responsible interpretation of culture and heritage

8. Sustainable Procurement

Our purchasing principles include:
• Preference for sustainable, locally sourced products
• Reduction of disposable materials onboard
• Fair-trade and ethically sourced food and beverages
• Suppliers aligned with LuxGroup®’s Code of Conduct

9. Transportation & Shore Excursions

• Shore activities prioritize walking, cycling, and low-impact experiences
• Public or electric transport encouraged where feasible
• Excursions designed to respect ecological and social carrying capacity

10. Destination Stewardship

We actively protect the destinations we sail through:
• Support for biodiversity conservation and protected waterways
• Avoidance of sensitive ecological zones when required
• Promotion of lesser-known destinations to reduce overtourism
• Financial and operational support for local sustainability initiatives

11. Guest Communication & Protection

Before, during, and after each voyage, we ensure:
• Transparent information on services, pricing, and sustainability commitments
• Guidance on responsible behavior and cultural respect
• Protection of guest privacy and data
• Systematic guest feedback and complaint handling

12. Child Safeguarding Policy

Amiral Cruises® strictly applies LuxGroup®’s Child Safeguarding Policy:
• Zero tolerance for child exploitation or abuse
• No child labor in any form
• Mandatory staff awareness and reporting procedures
• Immediate termination of partners violating child protection laws

13. Code of Conduct for Partners & Suppliers

All partners must comply with:
• Ethical business conduct and anti-corruption standards
• Human rights, fair labor, and workplace safety
• Environmental protection and animal welfare
• International conventions including ILO, CITES, and IUCN

14. Wildlife & Marine Protection

We do not support:
• Wildlife exploitation or captive animal entertainment
• Products involving threatened species

We actively:
• Educate guests on responsible wildlife interaction
• Support conservation initiatives
• Terminate partnerships involved in wildlife crimes

15. Continuous Improvement

Amiral Cruises® commits to:
• Regular sustainability reviews and audits
• Integration of new technologies and best practices
• Alignment with LuxGroup®’s ESG roadmap and Vietnam Waterways® 2045 vision

We sail not only to move people across water—
but to connect generations, celebrate the present, and inspire the future.

That is our sustainability.