Da Nang tourism plans to welcome over 90,000 MICE (Meetings, Incentives, Conferences, and Exhibitions) visitors.

DNVN - The Da Nang Department of Culture, Sports and Tourism is implementing a program to promote and attract MICE tourists to the city in 2026 (MICE Da Nang 2026) with many innovative and practical contents, focusing on businesses and the experiences of tourist groups.

Key new features of MICE Da Nang 2026

According to the Director of the Da Nang Department of Culture, Sports and Tourism, Truong Thi Hong Hanh, the MICE tourism promotion program in 2026 (MICE Da Nang 2026) aims to further affirm Da Nang's position as a leading professional, friendly, and attractive MICE destination in Vietnam and the region.

Welcoming international MICE (Meetings, Incentives, Conferences, and Exhibitions) delegations to Da Nang.

Since 2022, the Da Nang MICE program has affirmed its reputation and practical effectiveness, becoming a driving force for businesses when choosing destinations and local suppliers for organizing MICE events.

Entering 2026, the Da Nang MICE program, themed “Da Nang – Elevating your MICE experience,” will run from January 1st to December 31st. The city aims to welcome and support nearly 93,000 MICE visitors, an increase of approximately 12% compared to 2025.

Besides maintaining policies supporting welcomes, gifts, event organization consulting, and media connections, MICE Da Nang 2026 focuses on three outstanding new points. Specifically, the program adjusts the group size, applying to domestic MICE groups of 70 or more guests and international MICE groups of 30 or more guests to increase the program's applicability and reach, especially with international MICE groups.

For the first time, the program honoring and recognizing outstanding MICE businesses is designed to provide tangible and time-bound promotional value for businesses bringing MICE tourists to Da Nang. Accordingly, businesses will retain their names and logos on the MICE tourism information website, receive free promotional publications for 6-12 months, and participate in domestic and international tourism promotion activities at preferential costs.

Another important new feature of MICE 2026 is the special support policy for MICE groups returning to Da Nang for the second time or more. Specifically, returning businesses and groups will be recognized as "Loyal MICE Partners" and will receive vouchers to experience new tourism products and services, and enjoy price discounts from the partner business network.

Alongside the program to support MICE groups, the Da Nang Department of Culture, Sports and Tourism is also calling on tourism businesses in the area to strengthen cooperation in promoting MICE destinations, focusing on coordinating the development of a MICE Standard Checklist to standardize the quality of event organization services.

Simultaneously, businesses are invited to collaborate on launching a professional MICE publication featuring prominent MICE suppliers and jointly develop specialized MICE product packages such as conference-retreat-teambuilding, conferences combined with cultural and culinary experiences, and heritage tourism in Central Vietnam. This will enhance competitiveness and increase value for client groups.

Positive signs right from the start of the new year.

According to the Da Nang Department of Culture, Sports and Tourism, in 2025, the Da Nang MICE program received registrations for support, consultation, and reception for 250 MICE groups with over 82,000 visitors, including approximately 43,000 domestic visitors and 39,000 international visitors. Even in the first half of January 2026, the MICE market in Da Nang continued to show clear signs of improvement.

Notably, medium and large-scale international MICE (Meetings, Incentives, Conferences, and Exhibitions) groups have chosen Da Nang for conferences, incentive trips, and combined tourism, such as: the Supabase Group (240 guests, from January 8-18); Quantumedge Capital Group (160 guests, from January 11-16); Kara Coconut Company from Singapore (85 guests, from January 4-7)...

“These groups demonstrate the suitability and effectiveness of Da Nang MICE 2026, especially for groups organized on a flexible scale. These positive signals from the beginning of the year are expected to create favorable momentum for attracting MICE visitors throughout 2026, contributing to affirming Da Nang as a trusted destination for international corporations and businesses,” shared Ms. Truong Thi Hong Hanh.

She also stated that, in the coming period, Da Nang's tourism industry will continue to leverage its existing advantages, strengthen public-private partnerships to overcome resource limitations, thereby providing practical support to businesses and attracting more and more MICE (Meetings, Incentives, Conferences, and Exhibitions) groups to the city.

Hai Chau

Source: https://doanhnghiepvn.vn/kinh-te/du-lich-da-nang-len-ke-hoach-don-hon-90-000-luot-khach-mice/20260107080331569