Promoting MICE attraction to Da Nang

The City People's Committee has just issued a document assigning the Department of Tourism to continue to effectively implement promotion programs to attract MICE visitors (tourism combined with seminars, conferences, incentives, events) to Da Nang. This is a premise for the tourism industry to continue to promote solutions to attract this tourist market.

MICE guests were welcomed at Da Nang International Airport. Photo: THU HA

In 2023, the Department of Tourism will advise and organize to welcome 163 MICE delegations with 45,344 visitors, including 68 domestic delegations (36,209 visitors, reaching 103.5% of the plan) and 95 international delegations (9,315 visitors, reaching 186.3% of the plan). According to Deputy Director of the Da Nang Tourism Promotion Center Mai Thi Thanh Hai, in the first 3 months of 2024, the center will advise and welcome 25 MICE delegations with about 9,510 visitors, including 3 domestic delegations (total 1,500 visitors) and 22 international delegations (total 8,010 visitors). International MICE delegations mainly come from markets such as India, Thailand, Russia, Malaysia, Korea, Taiwan (China), Singapore, etc.

Based on the results of the implementation of the program to support attracting MICE tourists to Da Nang in 2023, while creating a highlight to attract tourists, especially MICE tourists in the coming time, with the aim of increasing the attractiveness of the program to promote attracting MICE tourists to Da Nang, the city's tourism industry has developed a program to promote MICE tourists in 2024. It is expected that the program will attract about 200 domestic and international MICE tourist groups to Da Nang city with a total estimated number of 48,000 visitors, including 38,000 domestic visitors and 10,000 international visitors. The scale of MICE tourist groups enjoying support policies ranges from 50-199 visitors, 200-349 visitors, 350-499 visitors and 500 visitors or more.

Supported delegations must meet the following conditions: having at least 50 room nights in Da Nang; having a day of sightseeing in Da Nang and organizing MICE events in Da Nang; the event organizer has a business license issued by the competent authority. In addition, for international MICE delegations, organizing international MICE events, conferences and seminars must be licensed according to Decision 06/2020/QD-TTG dated February 21, 2020 of the Prime Minister on Organization and management of international conferences and seminars in Vietnam. In 2024, the MICE tourism promotion program applicable to both domestic and international MICE delegations is expected to have some adjustments in terms of scale and level of support according to the delegation size.

As one of the units owning Furama International Convention Center with a capacity of up to 1,000 people, along with 10 other function rooms with a capacity of 50 to 300 people, connected to Ariyana Convention Center with a capacity of 2,500 guests and 6 function rooms, forming the largest MICE complex in Vietnam, Furama Resort Danang is often chosen by domestic and international delegations as a place to organize large MICE events. Mr. Prabhakar S. Singh, Director of Sales and Marketing of Furama Resort Danang shared that MICE services contribute significantly to the overall success of Furama, accounting for 25% of Furama Resort's annual revenue. Currently, the resort is still focusing on developing the domestic MICE market, considering this an important foundation for growth and development. In addition, the resort is also actively approaching and promoting MICE services to new markets such as: India, Australia, Singapore, ...

Nguyen Duc Quynh, Chairman of the Danang Hotel Association, assessed that in Danang, MICE tourism is considered an attractive tourism product, attracting the tourist segment with high spending ability. The service supply chain for MICE tourism in Danang is complete from the system of conference and seminar rooms, international exhibition centers, accommodation services, transportation, culinary, sound and light, art performances, a variety of products serving the sightseeing needs of tourist groups... so Danang is still a favorite destination for many visitors, especially for MICE tourism.

This type of customer often chooses to combine conferences with tourism and sightseeing. These advantages help Da Nang exploit a diverse source of customers, not depending on certain markets. The representative of the Department of Tourism also added that, along with attracting MICE groups to Da Nang, during promotional business trips and participation in tourism promotion fairs, the city's tourism industry regularly introduces to partners the strengths of MICE tourism, golf tourism, and wedding tourism of Da Nang.

THU HA

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