Our team aren’t just here to show you the way; we live the stories, landscapes, and traditions you’ll experience together with us.

A young man with a beige t-shirt and a navy and red baseball cap leaning against a stone wall, smiling and looking to the side.
A woman with black hair and a bright smile holding a young boy with light brown hair, both smiling, against a black background. The woman is wearing a blue traditional embroidered garment, and the boy is wearing a dark jacket with colorful embroidery.
A young woman with black hair smiling, partially obscured behind a textured stone wall, wearing a colorful embroidered garment with floral and dragon patterns.
A young woman smiling at the camera, wearing traditional clothing and jewelry, outdoors near a body of water.

  • Creative Director & Founder

    Explorer of paths both literal and metaphorical; Phil is happiest with a camera in hand, a new idea brewing, and a strong cup of coffee within reach. It all began with a trek and a dream.

  • Managing Director & Owner

    The quiet force behind the scenes; Hoa brings heart, harmony and a deep-rooted love for our community to every decision. She sees the bigger picture, but never misses the smallest detail.

  • Youth Leader & Videographer

    A born storyteller with a sharp eye for beauty; Cha captures the spirit of Sapa through her lens and helps guide the next generation with laughter and care.

  • Youth Leader & Bookkeeper

    Equally at ease with numbers and nurturing; Do is the grounding presence in the room with calm wisdom and big dreams.

Phil Hoolihan, founder of ETHOS in Sapa, Northern Vietnam, exploring community tourism and cultural connections.” Caption: “Phil Hoolihan – Founder of ETHOS, passionate about creating meaningful mountain experiences in Sapa.
Hoa Thanh Mai, Hmong ETHOS director in Sapa, connecting travellers with village traditions and landscapes.
Ly Thi Cha, ETHOS Hmong guide in Sapa, sharing community stories and heritage with visitors.

Meet the ETHOS Guides: Voices of Sapa’s Land and Culture

ETHOS guides in Sapa – Hmong and Dao women guiding treks, cultural experiences, and community tourism.
ETHOS guides in Sapa – Hmong and Dao women guiding treks, cultural experiences, and community tourism.

Meet The Guides

Trailblazers, storytellers, and soul-connectors. These are the faces who turn every step into an unforgettable memory.

ETHOS guides in Sapa – Hmong and Dao women guiding treks, cultural experiences, and community tourism.
Young woman smiling, wearing traditional clothing and jewelry, standing outdoors with mountains and cloudy sky in the background.
ETHOS guides in Sapa – Hmong and Dao women guiding treks, cultural experiences, and community tourism.
ETHOS guides in Sapa – Hmong and Dao women guiding treks, cultural experiences, and community tourism.
ETHOS guides in Sapa – Hmong and Dao women guiding treks, cultural experiences, and community tourism.
ETHOS guides in Sapa – Hmong and Dao women guiding treks, cultural experiences, and community tourism.
ETHOS guides in Sapa – Hmong and Dao women guiding treks, cultural experiences, and community tourism.
ETHOS guides in Sapa – Hmong and Dao women guiding treks, cultural experiences, and community tourism.
ETHOS guides in Sapa – Hmong and Dao women guiding treks, cultural experiences, and community tourism.
ETHOS guides in Sapa – Hmong and Dao women guiding treks, cultural experiences, and community tourism.
Icons and text emphasizing values such as investing locally, saving energy and water, protecting wildlife, respecting culture, and embodying community spirit.