Many new features
From 2021 to the present, Da Nang's MICE ( Meetings , Incentives, Conferences, and Exhibitions) tourism promotion program has been effectively implemented and received positive responses from the business community, attracting over 670 groups and nearly 234,000 visitors, thereby gradually affirming the city's position on the event tourism map.
According to Ms. Nguyen Thi Hoai An, Deputy Director of the Da Nang Department of Culture, Sports and Tourism, Da Nang identifies MICE tourism as a key segment, contributing to attracting high-quality tourists and creating added value for the destination. In 2026, Da Nang aims to welcome and support nearly 93,000 MICE visitors, an increase of approximately 12% compared to 2025.
The Da Nang MICE 2026 program, themed “Da Nang - Elevating your MICE experience,” features several notable new elements that serve as important catalysts for Da Nang to realize this goal.
Notably, the adjustment of the scale applies to domestic MICE groups of 70 or more guests and international groups of 30 or more guests. Relaxing the size requirements, especially for the international market, helps increase the reach of the policy and attract more small and medium-sized groups – a rapidly growing segment.
This year, for the first time, the local tourism industry organized an event to honor and appreciate outstanding MICE businesses. On the occasion of the announcement of the 2026 tourism stimulus program with the theme "Returning to the Original," on March 24th, the Department of Culture, Sports and Tourism honored five pioneering businesses that have connected with the market, partnered with the city's MICE program, and successfully organized MICE groups, contributing to bringing high-quality tourists to Da Nang in 2025.
Accordingly, businesses bringing MICE tourists to Da Nang will have their names and logos maintained on the MICE tourism information website, receive free promotional publications for 6-12 months, and participate in domestic and international promotional activities at preferential costs.
Furthermore, this year there will be a special support policy for groups of tourists returning to Da Nang for the second time or more. These businesses and groups will be recognized as "Trusted MICE Partners," receiving vouchers to experience new tourism products and services, along with many other benefits from the partner network. This is seen as a step to increase the rate of returning tourists – a crucial factor in ensuring the sustainability of the market.
In parallel with the program to support MICE groups, the Department of Culture, Sports and Tourism is 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.
Increased expectations
Established under the Da Nang Tourism Association, the Da Nang Destination & Events Chapter (DECA) brings together businesses operating in the fields of events, MICE, conferences, exhibitions, art spaces, and related services.
Ms. Nguyen Thi Hoai An, Deputy Director of the Da Nang Department of Culture, Sports and Tourism, said: “The establishment of the Da Nang Event Destination Association is an important step in connecting the business community, aiming to build a professional, cohesive, and internationally standardized MICE ecosystem in Da Nang.”
Mr. Le Dinh Nam, Acting Chairman of DECA, commented that the establishment of DECA is a strategic step, enabling the city to advance faster in the MICE tourism race. “International conferences, exhibitions, and events not only bring in a large number of visitors but also create a ripple effect in terms of trade, investment, and destination image. Therefore, many cities are competing to become event destinations.”
DECA is expected to become the "soft coordinator" of the city's event ecosystem, through collaborative efforts to standardize the city's event organizing capabilities and gradually position itself as a competitive MICE destination in the region," Mr. Nam shared.
From the preparation stage, DECA proactively developed a selective approach to international markets, focusing on regions with high potential for MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism. The organization participated in and implemented promotional activities in many key markets such as Indonesia (Roadshow Jakarta), the Philippines (Cebu), and Russia through the MITT Moscow 2026 international tourism fair.
According to Mr. Le Dinh Nam, these activities are not only about promoting the destination, but also aim to establish partnerships with event organizers, travel agencies, and industry associations in each market. Through this, DECA is gradually bringing Da Nang into the spotlight of international event organizers – a key factor in attracting large-scale conferences and exhibitions.
DECA's proactive approach shows that Da Nang tourism is expanding its channels to gradually capture the MICE market, instead of waiting for tourists, aiming for the long-term goal of making Da Nang a regional event and conference center. Through promoting linkages, standardizing capabilities, and increasing international presence, Da Nang is expected to gradually transform from a potential destination into a leading event center on the MICE tourism map.
Source: https://baodanang.vn/them-xuc-tac-cho-du-lich-mice-da-nang-3329573.html
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