As the first Chairman of DECA, Mr. Le Dinh Nam - Deputy General Director of Bac My An Tourist Area Joint Stock Company - took the time to share the goals, operating mechanisms, and directions of the association, aiming to create a difference for Da Nang as a MICE destination.
* Given that Da Nang has repeatedly set goals for MICE development, how does the establishment of DECA this time differ from previous efforts, sir?
DECA's core difference lies in its integrated approach, aiming for a truly interconnected and operational mechanism for the entire MICE ecosystem in Da Nang. While previously MICE products were primarily focused on accommodation and conference spaces, we are now redefining the entire experience, shifting from "service" to "destination value."
The biggest bottleneck today is the lack of synchronized linkages between components within the industry, preventing the formation of a comprehensive product. DECA was established to address this issue by connecting businesses along the value chain, creating all-inclusive MICE packages, and implementing organized market promotion.
DECA brings together businesses not only in the hotel and conference industry but also in culture, arts, and local experiences, closely following the promotional direction of the Department of Culture, Sports and Tourism. Through this, DECA aims to make Da Nang a destination that focuses on providing services while offering comprehensive solutions for international event clients.
Is the consolidation of businesses across multiple sectors sufficient to create a competitive advantage?
Diversification across multiple sectors is a necessary condition, but not sufficient to create a sustainable competitive advantage. With DECA, the difference lies in forming an integrated ecosystem where the entire MICE value chain—from conferences, accommodation, and travel to cultural experiences—is connected into a unified journey.
In addition, DECA pursues measurable promotional activities such as famtrips, business matching, and international partner networking, aiming to create opportunities, customer flows, and concrete economic value for its members and destinations.
* What specific metrics will DECA use to measure performance, and how will it avoid superficial affiliations among members?
To ensure that its commitment goes beyond mere direction, DECA measures effectiveness using specific market indicators, primarily the growth in the number of events and MICE groups visiting Da Nang – a direct measure of the destination's attractiveness.
In addition, we monitor the number of collaboration opportunities formed between members, as well as the extent of market expansion through promotional programs and networking with international partners.
The most important factor is the tangible economic value created for the ecosystem. DECA's goal is not just to connect, but to transform those connections into concrete collaborations that generate revenue and make a clear contribution to the overall development of the destination.
Regarding the issue of "formal collaboration," DECA proactively addressed it from the outset through a transparent operating mechanism and genuine value sharing. Members committed to collaboration from the development phase, with allocation based on function and capacity, without favoritism.
This approach not only ensures that benefits are distributed fairly among members, but more importantly, creates a seamless journey, enhancing the overall value of the destination.
* In your opinion, what mechanisms, linkages, and long-term solutions are needed for Da Nang to break through in the regional MICE race, and what role will DECA play in that process?
We need to address three long-term pillars simultaneously. First, the product must be strong and distinctive, where MICE goes beyond just conference infrastructure and is integrated with the unique cultural values, experiences, and stories of the local area.
Secondly, regional and sectoral linkages are crucial, along with a synchronously functioning ecosystem. Today's MICE (Meetings, Incentives, Conferences, and Exhibitions) is no longer limited to a single destination, but requires close coordination among businesses, localities, and the entire service chain to create a seamless experience.
Thirdly, systematic and continuous market promotion is crucial, focusing on key areas and ensuring measurable results. Da Nang needs to clearly identify target markets within each MICE (Meetings, Incentives, Conferences, and Exhibitions) segment to develop appropriate messaging and products. Simultaneously, promotion should be linked to specific activities such as participating in international event bidding, organizing fam trips, business matching, and close cooperation with strategic partners in source markets.
In this process, DECA acts as a bridge and a platform for creating value, connecting businesses, destinations, and markets. We participate in co-designing products, building a robust operational ecosystem, and collaborating on promotional activities both domestically and internationally. Through this, DECA not only creates opportunities for its members but also contributes to enhancing overall competitiveness, helping Da Nang break through in the race to become a regional event destination.
Thank you very much, sir!
Source: https://baodanang.vn/deca-be-phong-moi-cho-du-lich-mice-3333188.html
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