Attracting the MICE market at the end of the year

Lamori Resort & Spa - Ideal destination for MICE guests at the end of the year.

With a favorable geographical location, a diverse transportation system, and convenient access to the tourist market from Hanoi and the northern provinces, destinations in the province are promoting the attraction of the MICE market. Along with that, the tourism infrastructure has been strongly invested in recent years, contributing to creating a new look for the province's "smokeless industry". Large coastal resorts in Sam Son, Hai Tien, Nghi Son tourist areas or some large hotels in the center of Hac Thanh ward such as Melia Vinpearl, Central, Muong Thanh... all own a system of modern conference rooms and large halls that can serve from several hundred to thousands of guests. This is an important foundation for Thanh Hoa to promote the reception and organization of large-scale MICE delegations.

According to Le Thi Nguyet, Head of Sales Department, Melia Vinpearl Thanh Hoa Hotel, "MICE guests can account for 70 - 80% of the total number of guests in the last months of the year, especially when many businesses and organizations choose Thanh Hoa as a destination for conferences and summary and gratitude programs. Currently, Melia Vinpearl Thanh Hoa is implementing the "MICE Package: Work - Connect - Relax" (Work - Connect - Relax), with a preferential price from only 863 thousand VND/guest (applicable to groups of 40 guests or more). The program combines conferences and resorts, including 1 night stay with breakfast buffet, exquisite lunch or dinner, tea break, international standard conference equipment, spacious meeting rooms and flexible setup upon request... Along with that, we have linked with travel businesses to enhance the experience for tourists with City tour exploration journeys".

Meanwhile, at the Sam Son coastal tourist urban area, the FLC Sam Son eco-resort complex has launched the program "MICE Prime - Elevating year-end events" (valid until December 30, 2025) with prices starting from only VND 1,225 million/guest. This includes a 2-day, 1-night stay at a 5-star hotel (with breakfast buffet), gala dinner or Half-day Meeting and lunch (half-day meeting and lunch, with meeting room and tea party). The program also offers many attractive privileges exclusively for businesses with a large number of guests.

From the actual operations of large hotels and resorts, it can be clearly seen that the MICE guest stream not only brings direct revenue for accommodation, but also promotes ancillary services such as cuisine, transportation, sightseeing, shopping... contributing to stimulating the overall growth of the entire tourism industry. Director of Vietravel Thanh Hoa branch Tran Thi Nga commented: "In fact, this is a stable and high-value market, many businesses have the need to use MICE services 2-3 times a year. While resort tourism is often concentrated in the summer, MICE guests increase sharply at the end of the year - the time when businesses organize summaries, rewards, team building, and customer appreciation. Therefore, the network of service businesses from accommodation, travel, events, to cuisine and experiences at destinations needs to promote cooperation to create a closed value chain for this customer stream".

In fact, in recent years, Thanh Hoa has welcomed many large-scale MICE delegations from domestic corporations, banks, and enterprises to choose it as a conference and resort location. Conference and incentive programs combined with tourism in Sam Son, Nghi Son, Pu Luong or the center of Hac Thanh ward are increasingly popular, clearly demonstrating the attraction of these key tourist destinations. However, besides the positive results, the development of MICE tourism still faces many difficulties. Some products have not been specifically designed for this type of guest, the all-inclusive service packages are not really synchronized, and professionalism in organization and service still needs to be improved. Moreover, the number of international MICE guests coming to Thanh Hoa is still limited, not commensurate with the potential and existing infrastructure.

Attracting the MICE market at the end of the year

Melia Vinpearl Thanh Hoa Hotel is highly appreciated by the MICE market for its service quality.

In order to overcome the limitations, the Department of Culture, Sports and Tourism has directed units and businesses to focus on implementing the year-end tourism stimulus program associated with the MICE type and promoting the image of "Thanh Hoa Tourism - Four Seasons of Fragrance". At the same time, tourism businesses are encouraged to build MICE product packages combining cultural, culinary, sports and cultural tourism experiences, in order to create differences and attractiveness for customers. Up to now, a number of hotels and resorts in key tourist areas have completed the investment in upgrading facilities, improving service quality, adding amenities specifically for MICE guests such as specialized conference rooms, flexible event spaces, modern sound and lighting systems, Gala dinner services, outdoor Teambuilding... Along with that, implementing preferential policies specifically for MICE guests to stimulate demand and create momentum for sustainable growth in the coming years.

When key solutions are implemented, combined with natural, cultural, human and modern infrastructure advantages, Thanh Hoa can confidently become an ideal destination for large-scale MICE groups. The last months of this year are an important time for Thanh Hoa to break through, affirming its position on the MICE tourism map of the whole country - not only as a place to organize events, but also as a meeting place to experience, connect and spread the cultural values of Thanh land.

Article and photos: Hoai Anh

Source: https://baothanhhoa.vn/thu-hut-thi-truong-khach-mice-dip-cuoi-nam-268011.htm