Accelerate efforts to attract MICE (Meetings, Incentives, Conferences, and Exhibitions) tourists.

With its advantageous infrastructure, services, and specialized support policies, Ho Chi Minh City is increasingly attracting international MICE (Meetings, Incentives, Conferences, and Exhibitions) tourists. This segment of tourists has high spending power, contributing to the growth of the tourism industry and many related service sectors.

Ho Chi Minh City is becoming an attractive destination for MICE (Meetings, Incentives, Conferences, and Exhibitions) tourists. Photo: SX

High-spending tourists flock to the city.

In early May, Ho Chi Minh City welcomed an international delegation of 890 members from Allianz Indonesia. This was the first large-scale international MICE (Meetings, Incentives, Conferences, and Exhibitions) group to benefit from the support policy under Resolution 62/2025/NQ-HĐND of the Ho Chi Minh City People's Council. This policy is expected to create a significant boost, marking the beginning of a strategy to attract high-spending tourists. Ms. Renny Mirna Jostein, head of the tour program at Allianz Indonesia, said that Ho Chi Minh City was chosen as a destination due to its excellent infrastructure, services, and tourism experiences. “After this trip, we will continue to prioritize Vietnam for future programs. Destinations such as Hoi An and Da Nang are being considered to offer more new experiences for everyone,” Ms. Renny Mirna Jostein shared.

Earlier, Ho Chi Minh City also welcomed a MICE (Meetings, Incentives, Conferences, and Exhibitions) delegation of 200 people from Cryptriva Group (India). The delegation attended a conference and visited famous landmarks such as the Independence Palace, the City Post Office, Notre Dame Cathedral, the City Theatre, and Ben Thanh Market. In addition, the delegation participated in a Mekong Delta tour in My Tho, visited the Cu Chi Tunnels, experienced hands-on activities, and enjoyed Vietnamese and Indian cuisine at reputable restaurants.

Mr. Tran Xuan Hung, General Director of Viking Tourism Joint Stock Company, said that before deciding to choose Ho Chi Minh City, the international partner had surveyed the market for many months. This shows the attractiveness of Ho Chi Minh City, especially with the city's specific support mechanisms. “The financial support policy from the city has become a crucial impetus, helping businesses confidently design and offer MICE packages. Ho Chi Minh City has outstanding advantages in its diverse culture, rich cuisine , and friendly people. These are factors that international tourists highly appreciate,” Mr. Hung said.

According to the Ho Chi Minh City Department of Tourism, in the first quarter of 2026, the city welcomed approximately 3.9 million international visitors, reaching 35.45% of the annual plan; domestic visitors reached 15.4 million, equivalent to 30.8% of the annual target. Total tourism revenue is estimated at VND 150,000 billion, completing 45.4% of the 2026 plan. The goal for 2026 is to welcome 11 million international visitors and 50 million domestic visitors, with revenue of VND 330,000 billion, aiming to become one of the leading MICE destinations in Asia.

Creating an ecosystem for MICE tourism to thrive.

Experts believe that Ho Chi Minh City has many favorable conditions for developing MICE tourism. In terms of tourism infrastructure alone, the city currently has over 3,000 accommodation establishments with nearly 93,000 rooms, including 134 hotels meeting 1 to 5-star standards, ready to meet peak occupancy rates of up to 95%.

Dr. Duong Duc Minh, Deputy Director of the Ho Chi Minh City Institute for Economic and Tourism Development Research, affirmed that MICE (Meetings, Incentives, Conferences, and Exhibitions) is a high value-added segment with a strong ripple effect on accommodation, transportation, trade, shopping, and entertainment industries. However, for this sector to develop sustainably, the city needs to address two major bottlenecks. First, it's necessary to change management mindsets and establish standardized procedures to eliminate the hesitation of businesses when accessing support policies. Secondly, it's crucial to minimize access costs by simplifying procedures and shortening processing times to maintain competitive advantages. According to Dr. Minh, international experience shows that the success of leading MICE centers lies not only in the number of visitors. Singapore developed MICE by transforming each conference into an opportunity for investment and trade networking. Meanwhile, Bangkok focused on optimizing spending, extending the length of stay, and spreading consumption.

Expressing her desire for the MICE tourism industry to truly develop, Ms. Nguyen Cam Tu, Director of the Ho Chi Minh City Tourism Promotion Center, emphasized that the issuance of specific support policies for MICE is a timely and strategic step. “We are coordinating with businesses to develop all-inclusive packages covering conferences, accommodation, cultural experiences, cuisine, and entertainment, aiming to extend the length of stay and increase spending by tourists. Simultaneously, the tourism industry is focusing on improving service quality, training human resources, and boosting promotion to attract more large MICE groups in the future,” Ms. Tu stated.

Regarding the development of MICE tourism, Mr. Le Truong Hien Hoa, Deputy Director of the Ho Chi Minh City Department of Tourism, stated that the city's MICE development strategy until 2030 will be based on four main pillars. These include: focusing on promotion in high-spending markets such as Northeast Asia, Southeast Asia, and Europe; supporting businesses in developing specialized service packages based on the "accommodation - conference - sightseeing - shopping" model; promoting digital transformation and standardizing service processes to enhance international competitiveness; and finally, developing a synchronized ecosystem and strengthening linkages between travel agencies, hotels, conference centers, and transportation providers.

Ho Chi Minh City has implemented a policy to attract MICE (Meetings, Incentives, Conferences, and Exhibitions) tourists. The beneficiaries are travel agencies and event organizers bringing tourists to the city. To receive support, groups must meet certain conditions: a minimum of 100 guests, a minimum stay of three nights, a conference or exhibition program, and a city tour itinerary of two days or more. The 51 million VND support package includes detailed expenses such as entrance fees, hall rental costs, welcoming performances, and souvenir gifts.

Thanh Giang

Source: https://daidoanket.vn/tang-toc-thu-hut-khach-mice.html