Crafting a Sustainable Tourism Ecosystem: The CEO of Tổ Ong Adventure’s Bold Journey Beyond Words to Action

Beehive Adventure is recognized as a pioneer in the field of adventure tourism in Vietnam. Behind this seemingly simple name lies a collective of individuals passionate about mountains and forests, armed with extensive knowledge and experience in terrain, climate, and ecology.

Under the leadership of Ms. Vo Thi Ngoc Thao (born in 1996), the model not only creates unique trekking journeys but also pioneers a new approach: sustainable tourism intertwined with forest conservation and local community development.

01. Living in the Forest to Understand It, Crafting Unique Journeys

From its inception, Beehive Adventure adopted a unique approach: instead of quick surveys or relying on maps, they spent days living in the forest, crossing streams, and traversing mountain slopes. They engaged with locals to understand every inch of the land and every stream. This immersion not only deepened their understanding of the terrain but also embedded local culture into their DNA, enabling them to design adventures that are uniquely theirs, unlike any other trekking tour.

Ms. Ngoc Thao, the leader of the model, shares that each Beehive journey is “conceived” from real-life experiences: “We must live in the forest to feel it, to understand how locals interact with nature. Then, each trail becomes more than a tourist product—it becomes a true story.”

Within just a few years, Beehive Adventure has transcended traditional business models. From a simple trekking organizer, they have evolved into an ecosystem of tourism, conservation, and community, directly connecting with national parks and local residents. Instead of opting for rapid expansion, Beehive chose a more challenging path: leasing forest environments, investing in ecological infrastructure, establishing safety protocols, and operating on conservation principles. This “slower but surer” strategy has borne fruit.

Ms. Ngoc Thao proudly shares: “In just two years, the model has not only maintained its leading position in trekking in Vietnam but has also become a benchmark for nature tourism, attracting interest from many localities and partners.”

According to Ms. Ngoc Thao, sustainable growth is not just about profits or market share but about the ability to develop alongside the surrounding ecosystem: people, community, and nature. Beehive primarily operates in forest buffer zones and conservation areas, where livelihoods have long depended on the forest. For each new trekking route, Beehive recruits and trains locals to serve as porters, guides, or operational staff. This provides them with stable income, reducing the need for forest exploitation.

“This is the most effective way to protect the forest: helping locals earn a living from preserving it, rather than destroying it,” emphasizes the CEO of Beehive Adventure. As a result, customer return rates reached over 30% in 2024—a testament to the model’s ability to deliver not just great experiences but also build lasting trust among travelers.

CEO Ngoc Thao believes Beehive’s success is not measured by the number of tours or revenue but by the forest areas they directly lease, manage, and operate. This is not just a metric of scale but proof of their execution capabilities and partner trust.

Beehive aims to become the standard-bearer for in-forest tourism in Vietnam, ensuring every experience prioritizes safety, environmental protection, and local workforce participation.

02. Doing It Right – Committing – Confronting – Accepting Trade-offs

Ms. Ngoc Thao’s leadership style is not built on titles or authority but on something simple yet profoundly difficult to achieve: authenticity. Her leadership emanates not from an office but from her ability to do right, be genuinely kind, and truly accompany others. Leadership, she believes, is earned by fostering trust and making team members feel their work is not just for a paycheck but for a meaningful cause: preserving forests and empowering communities.

Reflecting on the post-COVID-19 period, she still feels the emotion of those challenging days. “When everything was uncertain, I wasn’t sure who would return,” she recalls. Yet, one by one, they did. Without being asked, they cleaned the warehouse, organized equipment, and started from scratch as if it were second nature. That moment gave her a profound realization: “What keeps people tied to an organization is not salary or position but the genuine value it brings them.”

In the nature tourism industry—a field where “storytelling” often overshadows action—Ms. Thao candidly acknowledges that talking is easy, but doing requires serious commitment, genuine experience, and willingness to confront challenges, sometimes at a cost. But this is the only path to sustainability, unshaken by fleeting trends.

Addressing ethical dilemmas in business, the CEO of Beehive Adventure does not shy away. She believes every opportunity has a downside, and no decision pleases everyone. The key is to maintain a moral compass, guiding the organization through temptations.

“I always ask myself: Will I be ashamed of this decision later?,” she says. If an opportunity requires hiding something or compromising core values, she declines. Conversely, if it offers genuine benefits, even if uncomfortable or requiring adjustments, she proceeds—as long as it’s fair and aligns with Beehive’s vision.

Her ultimate goal is not to make Beehive a famous enterprise or achieve rapid growth for recognition. Instead, she aims to build a model so robust that whenever anyone mentions forest tourism, they can confidently say, “Following Beehive’s standards ensures peace of mind.” This is the pinnacle she strives for: a standard, a symbol built on kindness and perseverance.

“In Vietnam, many talk about forest economics, but few truly dare to act and take responsibility for every inch of land, every person. Beehive chooses a slower, harder but surer path,” she shares.