Vu Ngoc Son, 34, frequently shares videos documenting “unique and unconventional” activities of his guests.
In November, during a trip to Ninh Binh Province near Hanoi, he arranged for a British tourist to visit the home of an acquaintance who had recently given birth.
“Most of my guests are affluent,” Son says, revealing that they typically spend around US$3,000 on a 10- to 12-day trip in Vietnam.
While their itineraries are usually tailored to ensure premium experiences, he says 30% express a desire to explore beyond standard tourist attractions and immerse themselves in local culture and everyday life.
A British man visits a family with a newborn baby in Ninh Binh Province in November 2024. Photo by Vu Ngoc Son |
The British tourist, who initially planned to explore Ninh Binh and take a boat ride on a river, changed his plans due to leg pain and a lack of interest in the usual tourist sites, and opted instead for a cultural experience in the countryside.
Son arranged for him to visit local homes to get an authentic taste look at rural life.
At the home of the new mother, Son explained that in Vietnam a newborn symbolizes happiness, and people traditionally bring gifts as a sign of wish.
The tourist then explored other features of rural life, visiting a chicken farm and strolling through rice fields.
Son explains: “Many guests are eager to learn about history and culture and feel bored with traditional tourist destinations. That’s why I create such programs.”
Those programs are often impromptu and depend on guests’ preferences, he says.
Son has been offering unique travel experiences for the past few years.
Two years ago he noticed a cemetery while traveling with some wealthy Bulgarian clients, and decided to take them inside to learn about Vietnamese burial and worship customs.
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A group of Bulgarian tourists visit a cemetery to learn about customs in Vietnam in 2022. Photo by Vu Ngoc Son |
He says one of his most memorable experiences was last year when he took two South African tourists to attend New Year’s Eve celebrations at a local village.
Despite having a flight the tourists insisted on staying and ignored Son’s warnings about the time because they were enjoying themselves too much.
Fortunately, their business class tickets and priority check-in meant they did not miss the flight.
Most of Son’s clients come from developed countries, where social interactions tend to be more formal or distant. Immersing themselves in Vietnam’s familial and community-oriented lifestyle leaves a lasting impression, with many expressing a desire to return.
Vietnamese people, known for their hospitality, rarely decline requests to host foreign guests.
However, certain programs like visiting a postpartum mother require prior arrangement and the help of close acquaintances due to their private nature, Son says.
“Many guests tell me they feel like a part of Vietnam after participating in these activities.”
Although his unconventional approach draws mixed opinions, with some criticizing it as disorganized, he remains focused on ensuring his guests leave with unforgettable memories and a deep appreciation for Vietnam.
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