"The catalyst" from events and festivals
In June, Da Nang hosts three regional and international events and festivals that strongly attract the public: the Da Nang International Fireworks Festival (DIFF) 2025, taking place from May 31st to July 12th; the Vietnam - UK Football Festival, taking place from June 26th to 29th; and the 3rd Da Nang Asian Film Festival (DANAFF III) 2025, taking place from June 29th to July 5th.
According to businesses operating in the service and tourism sectors, these events not only contribute to promoting the tourism and creative industries, but also serve as a crucial link in the long-term strategy to transform Da Nang into a comprehensive "event city" - a hub for MICE tourism, sports , culture, and art.
These events do not operate independently but create a synergistic effect, expanding the tourist base, extending the length of stay, increasing tourism spending, and reinforcing Da Nang's role as a "center for organizing events with depth and a distinct identity in the Asian region".
Following the merger, Da Nang city has over 2,200 accommodation establishments with nearly 65,000 rooms; of which nearly 140 establishments are 4-5 star hotels or equivalent, with over 27,500 rooms. The modern infrastructure, ensuring the hosting of large-scale events, is also a key factor attracting many organizations and businesses.
Mr. Andre Pierre, CEO of Furama Da Nang International Resort Complex, stated that with extensive experience in organizing international events such as the APEC Summit and the ASEAN Summit, Furama Resort Da Nang, in collaboration with Ariyana International Convention Center, continues to affirm its position as a leading MICE (Meetings, Incentives, Conferences, and Exhibitions) venue in Vietnam. It is a place where strategic visions and global cooperation opportunities converge.
“We are honored to be chosen as the venue for the Vietnam-UK Football Festival and the 3rd Da Nang Asian Film Festival (DANAFF) 2025 – a film festival of Asian stature. Through these events, I hope that Furama – Ariyana Da Nang International Tourism Complex will continue to contribute to spreading the image of a dynamic, creative, and friendly Da Nang – not only a livable city but also an ideal destination for international culture, art, and tourism,” said Andre Pierre, General Director of Furama Da Nang International Tourism Complex.
In 2025, the Department of Culture, Sports and Tourism aims to welcome approximately 80,700 MICE (Meetings, Incentives, Conferences, and Exhibitions) visitors, an 11% increase compared to the previous year; of which, the number of domestic visitors is expected to reach 40,000 (a 10.81% increase) and international visitors 40,700 (an 11.21% increase).
According to businesses, the first six months of 2025 show promising MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism. Huynh Thanh Son, General Director of DANAGO Tourism Joint Stock Company, stated that Da Nang remains a prominent destination favored by many businesses in 2025. Leveraging its strengths in MICE tours, as of June 2025, DANAGO has welcomed numerous business groups visiting Da Nang for combined conferences, team-building activities, and gala dinners.
According to Nguyen Duc Quynh, Chairman of the Da Nang Hotel Association and General Director of Furama Resort Da Nang, Da Nang expects a breakthrough in international tourist arrivals in 2025, thanks to improved connections with markets such as Thailand, Myanmar, Japan, and the Middle East. This will contribute to economic growth and solidify the city's position on the international tourism map. Strengthening these connections will also create favorable conditions for the growth of luxury tourism sectors such as MICE (Meetings, Incentives, Conferences, and Exhibitions) and wellness tourism.
Positioning the MICE tourism brand.
Following the merger, the city's MICE tourism is expected to develop to a new level. Mr. Nguyen Son Thuy, Director of Visit Indochina, noted that Da Nang was the first locality in the country to proactively and creatively develop MICE policies. This policy has been implemented over many years and has proven effective in practice, contributing to attracting MICE tourists to Da Nang after the pandemic.
Da Nang is facing unprecedented opportunities to more firmly position its MICE tourism brand on the national and regional tourism map.
With its expanding urban scale and concentrated investment in tourism infrastructure, Da Nang will possess strong comprehensive resources, especially natural resources, heritage sites, cultural and historical sites, a system of international standard hotels, modern convention centers, an international airport, and a convenient transportation network.
These conditions help Da Nang increase its attractiveness and enhance its competitiveness in attracting large international MICE (Meetings, Incentives, Conferences, and Exhibitions) groups, thereby becoming a leading conference tourism center in Vietnam and Southeast Asia.
Faced with this opportunity, businesses with strengths in MICE (Meetings, Incentives, Conferences, and Exhibitions) need to invest more creatively in MICE tourism products, based on local values and materials, to ensure that MICE tourism products are unique, distinctive, innovative, and command high prices.
According to experts, in order to establish the MICE tourism brand on the world map, businesses with strengths in MICE need to develop strategic, long-term action plans.
This includes focusing on strengthening regional cooperation, such as proactively coordinating closely with neighboring localities to build a chain of unique and diverse MICE products; increasing investment in service quality, innovation in event organization, application of digital technology, and development of high-quality human resources; implementing an integrated multi-platform digital marketing strategy, strongly promoting the Da Nang MICE tourism brand to the international market through specialized international media channels; and boldly participating in international MICE associations.
Furthermore, the city and businesses need to coordinate closely to create favorable policy mechanisms, support investment, and promote trade, in order to increase the competitiveness of MICE tourism in the long term; quickly establish the Da Nang MICE Tourism Association to attract social resources, bring together individuals and businesses specializing in MICE to share information and ideas, develop tourism products, and share budgets to jointly promote MICE tourism internationally…
Source: https://baodanang.vn/co-hoi-nang-tam-du-lich-mice-3265439.html
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