To develop MICE tourism in line with its strengths, Vietnam needs strategies in promotion, service quality, and human resources.
The MICE Expo 2024, held on September 27 at the National Convention Center in Hanoi, gathered 500 businesses and 800 participants, offering an opportunity for Vietnamese companies to position the country’s MICE tourism brand in the international map.
MICE destinations in Vietnam
MICE tourism combines traditional tourism with organized business events, creating opportunities for new investments and cooperation. This type of tourism, creating greater value than individual or group travel, has been embraced by many countries over the years.
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Ha Long Bay, a UNESCO World Heritage Site and beloved international destination |
After the COVID-19 pandemic, MICE tourism has become a bright spot in Vietnam’s tourism sector. It not only supports event tourism but also promotes activities such as leisure and discovery, boosting the country's competitiveness and global reputation.
In August 2024, the arrival of over 4,500 employees of an Indian company in Vietnam marked a milestone for the country’s MICE tourism. This success demonstrates Vietnam’s ability to serve large, high-quality groups from demanding markets like India.
Vu Quoc Tri, Secretary General of the Vietnam Tourism Association, stated that India is a new and highly potential market, but also one with demanding service requirements. Successfully hosting a large group of Indian visitors demonstrates that Vietnam is capable of catering to high-quality, large-scale groups.
Ho Chi Minh City, Hanoi, Quang Ninh, Da Nang, and Khanh Hoa have become key hubs for MICE tourism. The Central city of Da Nang welcomed 42 MICE delegations in the first four months of 2024, including 29 international groups from India, Thailand, the Republic of Korea, and Malaysia. Ho Chi Minh City and Northern provinces like Quang Ninh and Hanoi have also hosted significant MICE events.
Positioning Vietnam as a "green destination"
Despite its growth, MICE tourism in Vietnam is still in a nascent stage, looking for a suitable development direction.
Vu Quoc Tri, Secretary General of the Vietnam Tourism Association, acknowledged that although MICE tourism has been developing for over a decade, there has yet to be detailed statistics or calculations on its effectiveness, quality, or revenue within the total tourism sector in Vietnam. As a result, strategic planning for MICE tourism remains somewhat ad-hoc.
Recognizing MICE tourism's vast potential, the Vietnam Tourism Association established the Vietnam MICE Tourism Club in 2020 to create a clearer development path for this sector. Events like MICE Expo were organized to connect domestic and international MICE businesses, helping shape Vietnam's future in this field.
MICE Expo 2024 offers a platform for travel companies to discuss trends, find innovative solutions, and improve competitiveness and service quality. This year, Vietnam is focusing on promoting its brand as a “green destination,” encouraging the tourism community and visitors to contribute to environmental sustainability.
Nguyen Duc Anh, Chairman of the Vietnam MICE Tourism Club, highlighted that in the context of globalization and strong advance of technology, the development of MICE tourism is closely linked to sustainable and eco-friendly destinations. This represents both an opportunity and a challenge to improve service quality and drive international cooperation.
Through these initiatives, Vietnam aims to not only boost domestic MICE tourism but also establish itself as a safe and attractive destination for major international events. With strong investments in infrastructure and human resources, Vietnam is positioned to compete with other nations in the region and worldwide in the MICE tourism sector.
Source: VNA