Profile of Mr. Trần Thanh Thái – CEO of Mekong Smile
Born in 1988 in Can Tho, Trần Thanh Thái grew up surrounded by rich alluvial fields and the bustling sounds of boats at floating markets. From this land, he carries a simple belief: every person and every way of life here deserves to be told – with respect, through the language of experience and kindness.
As the founder of Mekong Smile Tourism Trading Joint Stock Company, Mr. Thai doesn’t just run a business – he preserves a philosophy: tourism is not about destinations, but about journeys of connection – between people and culture, between strangers and familiar lands.
Coming from a humble farming background, Mr. Thai’s journey was far from smooth. In the early years, he worked tirelessly in roles such as a tour guide, tour operator, and event organizer, accumulating experience piece by piece and foundational lessons derived from experience. Throughout this journey, the only thing he held onto was a simple question: how can tourists not just visit, but truly feel the soul of the Mekong Delta?
The answer came from smiles themselves. The smiles of hospitable floating market vendors, of boat drivers telling stories of their homeland, of local people making traditional cakes with all their hearts. And also the satisfied smiles of guests when they feel welcomed like family. This was the inspiration for building “Mekong Smile” – an iconic brand where technology, personalization, and local culture blend in every tourism product.
Sincere from the Heart, Connected from Within
Not just a tourism professional, Trần Thanh Thái is also a Buddhist who lives and works according to Buddhist philosophy – living kindly, living truthfully, and always believing in the power of kindness. He chooses a mindful lifestyle in every decision, maintaining calmness amid the rapid market changes. Morning meditation sessions, regular exercise habits, or gentle reminders to staff: “We must be healthy to radiate positive energy to customers” – all are ways he nurtures inner peace to confidently connect with the outside world.
At the company, Mr. Thai is always willing to listen and help. He not only guides employees professionally but also inspires them to live well and beautifully. For him, tourism is also a form of creating positive karma – the more sincerity you give, the more lasting faith and trust you receive.
A Journey of Continuous Learning
Trần Thanh Thái studied two majors simultaneously at Can Tho University: International Business and Tourism – a choice reflecting both vision and passion. After graduation, he joined a member company of Saigontourist – Vietnam’s leading tourism group, where he honed his skills in a professional environment and exposed to large-scale operational systems.
Here, he comprehensively approached strategic aspects of the industry: from market analysis, tourism product development, to marketing strategy planning and business management. These practical experiences helped him shape a unique approach: not doing tourism in the conventional way, but creating journeys with modern management thinking tied to regional identity.
Not stopping there, he continued with an MBA program at FPT – a journey deepening into systems, strategy, and the skillset for business leadership in the digital age.
Unique Tourism Mindset
While the tourism industry was changing rapidly after the pandemic, Trần Thanh Thái and Mekong Smile chose a slower pace – not noisy, not chasing temporary trends. He chose to do tourism with sincerity, through real experiences and emotions.
Each personalized tour is a slice of life: guests don’t just pass through, but are invited to step in, listen, and feel the Mekong Delta with all their senses. He doesn’t hide his ambition: building a sustainable tourism model where the enterprise is the bridge, locals are the main actors, and customers are the center – together continuing the story of the river region.
Recognition for a Different Journey
For Trần Thanh Thái, success isn’t measured by the number of tours sold, but by the enduring trust and affection from travelers. From the early days of developing the international inbound segment, he clearly determined: if the product lacks depth and doesn’t create emotion, it cannot inspire repeat visits.
Efforts to build meticulous travel experiences with strong river region identity have helped him and the Mekong Smile team receive the TripAdvisor Travellers’ Choice award three times (2019, 2020, 2025) – one of the most prestigious certifications from the global travel community. Positive reviews from actual guests are clear evidence of commitment to quality and authentic experiences.
Not stopping there, in 2025, the exclusive tour product “Dam Gio Ben Con” (Anniversary Feast on the Islet) – an innovation tied to Mekong Delta culture – was awarded “Outstanding New and Unique Tourism Product” by the Vietnam Tourism Association at VITA Awards 2024. This was one of only two products nationwide to be honored, showing Mr. Thai’s different direction: not following the crowd, but doing tourism like telling a real-life story, rich in emotion and as honest as the people of this land.
His contributions were also recognized by Can Tho City’s Department of Culture, Sports and Tourism through a Certificate of Merit in 2024, for practical contributions in promoting the local image and advancing sustainable tourism in the Mekong Delta region.
Notably, in 2023, Mekong Smile became a member of the “Safe Destination” initiative launched by Saigon Times Group. This is a long-term strategic milestone – not only showing responsibility to the community, but also the enterprise’s declaration about developing civilized and safe tourism. As Mr. Thai shared: “We don’t just organize tours, but also spread a lifestyle of responsibility to the land we love.”
Alongside business activities, Trần Thanh Thái is regularly invited to share on programs on Can Tho Television, Hau Giang Television, as well as forums and seminars on tourism in the Mekong Delta region. His role is not just as a practitioner, but also as someone contributing expert insight to the local tourism community.
Why the Name Mekong Smile?
Mr. Thai shares: “When founding the Tourism Company, I always cherished a name that was both simple, approachable, yet encapsulated the spirit of the land and people where I was born and raised. For me, the Mekong Delta is not just my homeland but also a convergence of so many gentle, hospitable hearts – from Khmer, Chinese, Cham to Kinh people. Everyone in the Mekong carries a genuine, rustic, and incredibly friendly smile. That’s why the name Mekong Smile naturally manifested itself. It embodies the wish to bring joy and satisfaction to tourists, like the kind-hearted smiles of the local people.
When I started building the brand image, what I struggled with was how to make the logo not just an identifier but also tell a story, convey the soul of Mekong Smile. Of course, the smile element is indispensable, it’s the core, the friendly greeting we want to send to every traveler. But to add a distinctive touch, bearing the mark of this land, I immediately thought of water lilies. Perhaps many people favor the elegant beauty of lotus flowers, but for me, water lilies have a very unique beauty, very Mekong. They’re simple, rustic, growing strongly along canals, ditches, rice fields, especially brilliant during the flood season in the Long Xuyen Quadrangle area. This simplicity yet resilience, the humble yet life-filled beauty of water lilies merged with the kind-hearted smiles of Mekong Delta people, creating a unique logo symbol, encapsulating all my devotion and love for Mekong Smile.”
The Entrepreneurial and Development Journey of Mekong Smile
From a Small Dream by the Hau River to a Pioneer Enterprise in Tourism Technology in the Mekong Delta
Beginning from Love for the Mekong Delta (2017)
In 2017, when the Mekong Delta tourism market was still a potential market that was underexploited, Trần Thanh Thái boldly established Mekong Smile Tourism Trading Joint Stock Company.
From genuine love for the Mekong Delta people with their character of being “friendly, gentle, and highly hospitable,” Mr. Thai chose the name “Mekong Smile” as a commitment to bring warm and sincere travel experiences. The logo symbol is a stylized image of water lilies – the rustic flower characteristic of the delta region – carrying the philosophy of a simple yet vibrant enterprise, like the Long Xuyen area during flood season.
Initial Development and Brand Challenges (2017-2019)
During 2017-2019, when Vietnam’s tourism industry was booming, Mekong Smile quickly expanded and attracted large numbers of customers. The market noted the company’s strong growth, especially in experiential Mekong Delta tours – something few units focused on at that time.
However, such rapid development also presented challenging issues about systems, operations, and building a sustainable brand. This was a period testing the owner’s mettle: between immediate success and long-term strategy, Mr. Thai chose to “slow down to go further,” gradually consolidating the brand foundation.
Digital Transformation Amid the Pandemic Storm (2019-2022)
At the end of 2019, when the market was still stable, Mekong Smile had already initiated its digital transformation journey. Less than a year later, the COVID-19 pandemic swept in, sweeping away countless tourism businesses large and small.
But instead of pausing, the company chose to maintain online presence, develop digital content, reach customers through online platforms, maintain systems, and retrain the team.
Thanks to the digital transformation foundation prepared beforehand, by 2022, Mekong Smile “returned to the race” with a new look – more professional, more responsive, and with clearer direction: taking technology as the core of sustainable development.
Comprehensive Breakthrough – Leading the Experiential Tourism Trend (2023 to Present)
From 2023, the company entered a comprehensive development phase with a series of impressive innovations:
- Applying high technology in management – operations – communications
- Pioneering development of “experiential journey” tourism products characteristic of Mekong Delta culture and nature
- Expanding services from group tours, joint tours, flight tickets – speedboats to comprehensive packages saving customers time and costs
- Optimizing online sales systems, building young, creative, friendly teams
From a simple beginning to a pioneer enterprise applying technology in Mekong Delta tourism, Trần Thanh Thái’s journey is not just a story of persistence and adaptation, but also living proof of a generation of young entrepreneurs who dare to dream, dare to do, and dare to change.
Mekong Smile – not just a tourism company, but a symbol of innovation spirit and faith in the vitality of the Mekong Delta land.
Making Local Culture the Brand Core
In 2017, Trần Thanh Thái established Mekong Smile with a simple belief: “Tourism is not just a product, but an authentic emotional connection between people.”
From there, the Mekong Smile brand was born – a name not elaborate but carrying cultural symbolism: the friendly smile of Mekong Delta people and water lilies – flowers growing across the water surface, simple yet resilient. Each tourism product is designed based on regional identity such as:
- Authentic Mekong Delta Anniversary Feast experiences
- Visiting traditional craft villages
- Enjoying Don Ca Tai Tu performances on the river
- Experiencing Cai Rang floating market at dawn
- Becoming fishermen and experiencing daily life
Not simply “going to see,” tourists experience life as a local, tasting countryside dishes, hearing village stories, rowing boats together, picking fruits in gardens. These journeys have made Mekong Smile a typical representative of sustainable and immersive tourism in the Mekong Delta.
Company Development Tied to Social Development
What makes Trần Thanh Thái different: instead of investing in mass tourism models, he chose to build partnerships with local communities, both creating interesting experiences for tourists and developing local tourism to increase people’s income.
“When tourism develops sustainably, then people are happy. If we only sell tours without caring about the community, it’s just short-term business.”
Mekong Smile helps local people become partners, not servants. This has helped the company not just survive but thrive through many industry fluctuations, especially after the COVID-19 pandemic.
Sustainable Mindset and Local Responsibility
Many people mention Trần Thanh Thái as a “green tourism ambassador” of the Mekong Delta. Though not loudly announced, he and the company have quietly implemented a series of actions for sustainable development:
- Tours don’t use plastic cups or plastic straws
- Encouraging tourists to bring personal water bottles
- Cooperating with farmers and craft villages to ensure stable market access
- Reinvesting in local cultural heritage conservation
At Mekong Smile, tourism development is not just bringing great experiences to guests, but also a commitment to the local community and environment. Under the leadership of Trần Thanh Thái – a founder with a vision linking tourism to social values – the company has implemented a series of sustainable tourism activities, contributing to heritage conservation, livelihood improvement, and minimizing impacts on natural ecosystems.
Applying ESG and SDGs Standards in Tourism Management
Mekong Smile is one of the pioneering units in the Mekong Delta developing and disseminating knowledge about ESG (Environment, Social, and Governance) and the United Nations’ Sustainable Development Goals (SDGs) in tourism operations. Through comprehensive ESG and SDGs guidelines for enterprises, the company not only helps partners clearly understand global standards but also enhances internal capacity toward transparent, sustainable management.
CSR Campaign: Connecting Community, Spreading Values
Early 2025, under the direct direction and content review of Director Trần Thanh Thái, Mekong Smile implemented the CSR campaign “Cai Rang Floating Market – Welcoming Tet on the River.” The campaign not only brought a warm spring to floating vendor families but also contributed to preserving floating market culture – a symbol of the river region.
The campaign is clear evidence of the commitment to sustainable tourism development and ESG-SDGs implementation that Mr. Thai steadfastly pursues. Not simply a charity activity, “Welcoming Tet on the River” is also a concrete step in connecting tourism with the community, creating long-term positive impacts on local people’s lives.
Green Tourism – The Future Trend
As a pioneer, Mekong Smile directs green tourism to become the spearhead in product development. From choosing community destinations like Con Son islet, Cai Rang floating market, to initiating cycling campaigns, reducing plastic waste, connecting local agricultural products, he always emphasizes tourism’s role in preserving environment and local culture.
Besides implemented activities, the company continues to expand cooperation, innovate products, and spread green lifestyle – seeing it as the foundation for a sustainable tourism future.
Con Son Project – Linking Tourism with Environmental Conservation
In Can Tho, the Con Son Environmental Protection Project is clear evidence of sustainable development thinking. Through guiding residents in waste sorting, composting organic matter from household waste and recycling, the company has helped raise community awareness while improving the area’s landscape to attract tourists.
Cycling – Inspiring Green Living
The “Cycling to Spread Green Smiles” program is a regular activity connecting tourists, youth, and local communities through slow, environmentally-friendly discovery journeys. This is also a form of gentle physical tourism, toward health and healthy lifestyle.
From a “Destination” to a Long-term Mission
When asked why he hasn’t expanded the company nationwide despite having the capacity, Mr. Thai answered:
“I’ve never viewed Mekong Smile as a company to ‘expand quickly.’ I see it as a place to make a real difference in the land where I was born.”
His vision is to turn the company into a 100-year-old enterprise, inherited by internal employees – a model rare in Vietnam’s tourism industry. Besides, he’s also quietly supporting young startups in the region, helping them start tourism businesses with the very lessons learned through his own missteps.
Leadership Philosophy – Connecting People, Spreading Values
In his leadership role, Trần Thanh Thái not only shapes development strategy for Mekong Smile but also builds corporate culture based on trust, understanding, and mutual respect. He believes that the enterprise’s internal strength lies not in scale, but in human quality – individuals given conditions to develop comprehensively in both professional and spiritual aspects.
From open group meetings to flexible work time policies, he always prioritizes creating an environment where every employee is empowered to maximize their personal strengths. Thanks to this, the Mekong Smile team is not only resilient but also truly accompanies each other on the long development journey.
Digital Transformation – Launchpad for Flexible Operations
Right when domestic tourism was just rebounding post-pandemic, Mr. Thai clearly determined: Technology will be the driver for businesses to adapt quickly, operate efficiently, and personalize services. Under his leadership, Mekong Smile has systematically invested in technology infrastructure:
- Internal management and work coordination system using Lark – an optimized platform for communication and time management
- Accounting, invoicing, and financial transaction activities all automated through MeInvoice and FirmBanking
- ERP, n8n, and CRM systems help connect all operational data from tour management, human resources to customer care
- Especially, pre-post tour support tools like Smax and Omi help enhance customer experience from before departure to after journey completion
These systematic digital transformation steps not only help businesses operate efficiently but also enhance competitive capacity in the rapidly changing tourism industry.
The Storyteller of Mekong Delta Tourism
Trần Thanh Thái is not just an innovative-minded entrepreneur, but also a “storyteller through journeys.” Each tour is not just to discover beautiful scenery, but a cultural cross-section, an emotional touchpoint – designed and led with kindness, passion, and deep love for the river region.
He is gradually contributing to redefining Mekong Delta tourism: not noisy, not formulaic – but sincere, profound, and sustainable.
