Positive signs for MICE tourism in Central Vietnam.

Da Nang recently welcomed a group of 226 MICE (Meetings, Incentives, Conferences, and Exhibitions) tourists from Thailand (from February 11-13). Photo: QUOC TUAN

The allure of Da Nang

From February 11-13, Da Nang welcomed a group of 226 MICE (Meetings, Incentives, Conferences, and Exhibitions) guests from Bota-P World Co., Ltd. This is a leading Thai company specializing in the production of health products. The group was organized by Visit Indochina and enjoyed many exciting experiences and relaxing activities in Da Nang.

According to information from the Da Nang Department of Tourism , the Tamil Business Conference will take place in Da Nang from February 21-22, bringing together 300 international guests representing over 30 countries, including India, Sri Lanka, Malaysia, Singapore, South Africa, etc. The conference aims not only to strengthen business cooperation among Tamil businesses but also to promote trade relations in the Asian region.

The upcoming CTM Asia Conference and All Stars Awards 2025 – one of the major MICE tourism events – is scheduled to take place from February 26-28 in Da Nang City, attracting approximately 70 experts in MICE, freelance, and leisure tourism from Asian and international markets.

This is an annual event organized by Corporate Travel Management (CTM), attracting the attention of business partners and sponsors from various sectors, including global distribution systems (GDS), airlines, hotels, the Vietnam National Administration of Tourism, and other business partners. The fact that Da Nang has been chosen by organizations, businesses, and corporations as the venue for this event in early 2025 demonstrates the city's attractiveness in the MICE tourism sector.

From February 10-12, Da Nang's tourism industry participated for the first time in the Asia Pacific Incentives & Meetings Event (AIME 2025) held in Australia. AIME is the largest and oldest MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism fair in the Asia-Pacific region, certified by the global exhibition industry association UFI, demonstrating Da Nang's determination to promote and develop MICE tourism.

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In 2024, Da Nang welcomed approximately 200 MICE (Meetings, Incentives, Conferences, and Exhibitions) groups with a total of over 70,000 visitors, including 85 domestic groups with over 35,000 visitors and 115 international groups with over 35,000 visitors, a 29% increase compared to 2023.

According to Mr. Tan Van Vuong, Deputy Director of the Da Nang Department of Tourism, the city has a great advantage in developing MICE tourism, golf, and is also oriented towards attracting high-quality wedding and resort tourists. In recent times, the city's tourism industry has actively researched and sought new markets to diversify its offerings and find additional customers in the MICE sector.

Quang Nam has great potential.

With its two World Heritage sites, numerous high-end resorts, and abundant tourism resources, Quang Nam also possesses many favorable conditions for promoting MICE tourism. Some local hotels interested in promoting this type of tourism include Bellerive Hoi An Resort & Spa, Hoiana, Vinpearl Resort & Golf Nam Hoi An, Citadines Pearl Hoi An, etc.

Hoiana plans to open a convention center with a capacity of approximately 3,000 people and may expand further to capitalize on the MICE market. Photo: QUOC TUAN

In 2024, two hotels in Quang Nam were honored at the ASEAN Tourism Awards. The New World Hoiana Beach Resort (Duy Xuyen district) was recognized as an ASEAN MICE venue in the meeting room category, while the Vinpearl Resort & Golf Nam Hoi An (Thang Binh district) was recognized as an ASEAN MICE venue in the exhibition venue category.

According to Mr. Nguyen Vinh Tran, General Director of Project Development at Hoiana, MICE tourists are a high-potential market segment that Quang Nam needs to focus on promoting. Quang Nam has a very good location to exploit MICE tourism, especially with markets in the Asian region, but the infrastructure for organizing conferences that meet international standards is still limited.

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"For example, if a group of 1,000-2,000 guests from Hong Kong fly to Da Nang or Quang Nam to hold a conference combined with tourism, the cost is still cheaper than holding it in Hong Kong, so naturally they want to come here to both hold meetings and enjoy attractive tourism experiences."

"In the next phase, Hoiana plans to deploy a convention center with a capacity of approximately 3,000 people, and later potentially increase it to 10,000 people to meet this demand," Mr. Tran said.

According to the Department of Culture, Sports and Tourism, in 2025 the unit will coordinate with relevant departments, agencies and localities to develop a pilot mechanism to support attracting MICE (Meetings, Incentives, Conferences, and Exhibitions) tourists and foreign wedding groups to Quang Nam. This is a task to implement the Quang Nam Province Tourism Product Development Plan until 2030.

Source: https://baoquangnam.vn/tin-hieu-vui-cua-du-lich-mice-mien-trung-3148951.html