When Vietnamese Culture Becomes a Living Classroom for International Students at BUV
More than 60 students representing nine international universities arrived in Vietnam this summer—not merely for tourism, but to gain a deeper understanding of the country through its people, culture, and businesses. Their destination was the BUV Culture Immersion Programme 2026, an international initiative designed to connect academic learning with real-world experiences at British University Vietnam
Among the programme’s featured industry speakers was Dr. Pham Ha, Founder and CEO of LuxGroup, who joined a panel discussion exploring Vietnamese culture, sustainable tourism, and the evolving role of responsible businesses in shaping society.
Rather than delivering a conventional lecture, Dr. Ha participated as an industry panelist, engaging students in an open conversation about how culture, entrepreneurship, and sustainability intersect in modern Vietnam. His participation reflected the programme’s philosophy—that meaningful learning happens when students engage directly with practitioners who are creating real impact.
The BUV Culture Immersion Programme 2026 welcomed more than sixty students from nine UK universities, providing them with an opportunity to explore Vietnam beyond textbooks and tourist attractions. Throughout the programme, participants experienced Vietnamese heritage, interacted with local communities, and learned from business leaders whose work contributes to the country’s sustainable development.
For Dr. Pham Ha, tourism has never been simply about moving visitors from one destination to another. It is about creating meaningful connections between people and places.
During the panel discussion, he shared how cultural heritage can become a bridge between international visitors and local communities, allowing travellers not only to see Vietnam, but to understand its stories, traditions, and identity.
This philosophy has long guided LuxGroup’s approach to tourism.
Rather than focusing solely on luxury experiences, the company has consistently positioned culture, heritage, and responsible travel at the centre of every journey. Whether through heritage cruises, cultural encounters, or community-based experiences, each itinerary is designed to help travellers develop a deeper appreciation for Vietnam.
These ideas resonated strongly with students participating in the BUV Culture Immersion Programme 2026, many of whom are studying subjects ranging from business and international relations to tourism, sustainability, and cultural studies.
Throughout the discussion, students were encouraged to think critically about one important question:
What responsibility should businesses have beyond generating profit?
Drawing upon more than two decades of entrepreneurial experience, Dr. Ha explained that successful businesses should not only create economic value but also preserve cultural identity, support local communities, and contribute positively to society.
This perspective aligns closely with the growing global movement towards responsible tourism, where travellers increasingly seek authentic experiences while expecting businesses to operate with environmental and social responsibility.
The conversation also highlighted the changing expectations of international travellers.
Today’s visitors are no longer satisfied with simply checking destinations off a list. Instead, they seek meaningful experiences that allow them to connect with local people, understand history, appreciate cultural diversity, and contribute positively to the places they visit.
Vietnam, with its rich cultural heritage and rapidly developing tourism industry, is uniquely positioned to meet these expectations.
During the BUV Culture Immersion Programme 2026, students explored how Vietnamese culture is preserved not only through museums and historical sites but also through cuisine, traditional crafts, local storytelling, architecture, and community life.
For many participants, these experiences transformed Vietnam from a travel destination into a living classroom.
This was precisely the message Dr. Pham Ha hoped to convey.
Culture should not be treated as a static exhibition.
It should be experienced, understood, and shared through genuine human interactions.
As businesses increasingly become storytellers, tourism companies have a unique opportunity to connect visitors with the living heritage of a destination while ensuring that local communities remain at the heart of development.
One of the most engaging aspects of the panel discussion was the exchange between students and industry leaders.
Rather than presenting fixed answers, the session encouraged dialogue.
Students asked questions about entrepreneurship, sustainable tourism, destination management, and the challenges facing Vietnam’s tourism industry in an increasingly competitive global market.
These conversations demonstrated exactly why initiatives such as the BUV Culture Immersion Programme 2026 have become increasingly valuable.
They create opportunities for future global leaders to engage directly with business practitioners, enabling academic theories to be tested against real-world experience.
For LuxGroup, participating in educational programmes represents a natural extension of its mission.
The company believes that tourism is not only about creating memorable journeys but also about fostering mutual understanding between cultures.
BUV Culture Immersion Programme 2026: Bringing Vietnamese Culture to Life for International Students
Supporting education, sharing professional knowledge, and encouraging cross-cultural dialogue are all part of building a more sustainable tourism ecosystem.
The programme organisers later expressed their appreciation for Dr. Pham Ha’s contribution, noting that his passion, vision, and personal stories helped students gain a deeper understanding of Vietnam while inspiring them to think more critically about the future of sustainable tourism and the positive role businesses can play in society.
Such feedback reflects the broader significance of the BUV Culture Immersion Programme 2026.
Beyond introducing students to Vietnam, the programme creates meaningful conversations between education, business, and culture.
It also demonstrates how universities and industry can work together to prepare future leaders who understand that sustainable development requires collaboration across multiple sectors.
For Dr. Pham Ha, participating in the programme was not simply about representing LuxGroup.
It was an opportunity to represent Vietnamese entrepreneurship on an international academic platform, sharing experiences that extend beyond business performance to include cultural preservation, responsible leadership, and long-term social impact.
As Vietnam continues to strengthen its global presence, initiatives like the BUV Culture Immersion Programme 2026 play an increasingly important role in shaping international understanding of the country.
When students engage with business leaders who are passionate about culture and sustainability, they leave with something more valuable than knowledge alone.
They leave with perspective.
By the end of the programme, Vietnamese culture had become far more than a subject to study.
It had become a living classroom—experienced through conversation, reflection, and genuine human connection.
And through the BUV Culture Immersion Programme 2026, more than sixty students from nine UK universities carried those experiences home, taking with them a richer understanding of Vietnam, its people, and the possibilities of responsible tourism in the years ahead.
