MICE – a key revenue generator for Vietnam’s tourism
MICE (Meetings, Incentives, Conferences and Exhibitions) tourism has experienced changes in both quality and quantity, leaving good impressions on foreign tourists and partners.
MICE has experienced changes in both quality and quantity over the past time. (Photo: VNA)
Hanoi (VNA) – MICE (Meetings, Incentives, Conferences and Exhibitions) tourism has experienced changes in both quality and quantity, leaving good impressions on foreign tourists and partners.
At the 4th annual World MICE Awards gala ceremony held on March 6 in Berlin, Ho Chi Minh City was honoured as “Asia’s Best MICE Destination” for the fourth year in a row.
Hoi An ancient city in the central province of Quang Nam was recognised as Asia's top destination for business travelers. Vietnam Airlines was honoured as the “Leading MICE Airline in Asia”, while Vietravel was recognised as the “Leading MICE Tourism Organiser in Asia”.
With the awards, Vietnam’s MICE tourism has affirmed its position and won the heart of foreign visitors, said head of the Vietnam National Authority of Tourism (VNAT) under the Ministry of Culture, Sports and Tourism Nguyen Trung Khanh.
Statistics show that in the first quarter of this year, Saigontouri🌱st travel company 🍸served more than 12,000 domestic and foreign MICE tourists, of them about 6,000 of 50 delegations travelling HCM City.
MICE tourism is viewed as a target of the Vietnamese toourism industry's development strategy. (Photo: VNA)
Vietluxtour also said it signed contracts for hosting thousands of MICE tourists in the first three months, up 35% in the number of holidaymakers and revenue year-on-year.
The VNAT said investors from countries in the region like Singapore, Thailand, Malaysia and China are interested in Vietnam’s MICE tourism, explaining that this model generates six times more revenue than conventional tourism.
In Vietnam, MICE tourism is also viewed as a target of the industry’s development strategy.
Many experts share the view that Vietnam would learn from experience from others in this regard, and reap successes thanks to its advantages of natural landscapes, cultural heritage and mushrooming hotels and resorts.
Vu The Binh, Preside🐽nt of the Vietnam Tourism Association, suggested localities set out master plans for MICE tourism, and policies to call for investors in this field./.
The central city of Da Nang’s tourism department has boosted key tourism products – the Meetings, Incentives, Conferencing, and Exhibitions (MICE) and golf tour service in the Republic of Korea market – as more than one million Korean tourists visited the city in the first nine months.
Vietnam’s new e-visa policy, which took effect from August 15, has facilitated group and MICE (meetings, incentives, conferences, and events) tours, insiders have said.
Thailand’s MICE (meetings, incentives, conventions and exhibitions) industry this year is estimated to recover to 80% of the 2019 level in terms of revenue, but it may slow in 2024 as pent-up demand eases, according to the Thailand Incentive and Convention Association (Tica).
Domestic travel companies have reported a surge in MICE (meetings, incentives, conferences, and exhibitions) tourism in the first quarter of 2024, with both tourist arrivals and revenues exceeding those recorded in the same period last year.
The first and only direct service connecting the two countries at the moment is set to operate three times per week using the modern wide-body Boeing 787-9 Dreamliner aircraft.
Mu Cang Chai is home to nearly 83,000 hectares of forest, including almost 60,000 hectares of unspoiled natural woodland. Recognising this potential, local authorities have embraced a holistic strategy that protects biodiversity while promoting tourism.
Phu Quoc ranks among the top 10 leading tourist islands in Asia. As the largest island in Vietnam, it boasts stunning natural beauty, with expansive coral reefs resting beneath the sea and a number of beautiful, poetic beaches such as Sao, Truong, and Khem, known for their fine white sand and crystal-clear waters.
Vietnam's national flag carrier Vietnam Airlines and Vietjet are among the exhibitors, promoting key destinations such as Ho Chi Minh City, Hanoi, and Phu Quoc, as well as distinctive tourism products.
Alexander Musikhin, Vice President of ATOR and CEO of the Intourist travel agency, highlighted Vietnam as a top destination offering a unique blend of beach holidays and cultural excursions.
According to Seoul’s Tourism Industry Department, approximately 20,000 Vietnamese visitors travel to the city each year for medical treatment. Vietnam consistently ranks among the top 10 countries with the highest number of medical tourists to Seoul.
An analysis of accommodation search data based on check-in dates for June and July revealed that Nha Trang surpassed all other destinations in popularity among Korean users.
The programme is organised by the Khanh Hoa provincial Youth Union and the “Khanh Hoa people speak English” Project, and aims to promote the culture, history, cuisine and other tourism products of Nha Trang – Khanh Hoa to international visitors.
VNAT Director General Nguyen Trung Khanh called visa a golden ticket to pulling in crowds, but he is clear that it needs coordinated efforts across multiple sectors to keep the momentum going in this fast-moving global travel scene.
As a tourism hub, Hanoi is now actively developing strategies to attract Muslim travellers. In recent years, the city has seen a notable uptick in visitors from countries with large Muslim populations.
When tourists witness firsthand the passion and care of farmers, they’re willing to pay higher prices because they see the genuine worth behind every product.
During the first five months, China continued to be Vietnam's largest source market of tourists, followed by the RoK, China’s Taiwan, the US, and Japan.
After more than three months of operation, the popularity of the free tours in Bac Ninh province shows no signs of cooling down. Many tourists return every week in hopes of experiencing all the tours and visiting every destination.
Typical products of Phu Tho are being showcased at the Lao Cai International Travel Mart 2025, held in the northern mountainous province of Lao Cai from June 5-8.
Featuring 130 stalls and delegations from 120 travel agencies representing more than ten countries and territories, the event is expected to provide a platform for establishing partnerships and attracting more visitors to Lao Cai in the future.
Kicking off the festival on the evening of June 7 will be the grand music concert titled “Nha Trang Say Hi”, featuring popular artists from the trending show “Anh Trai Say Hi”. The event will be broadcast live nationwide and conclude with a fireworks display over Nha Trang Bay.
Data from Booking.com reveals that during the peak summer vacation in June and July, beach trips continue to be a top priority for Vietnamese travellers.
The northern midland province of Phu Tho has carried out all-round measures to improve tourism infrastructure, services, and offerings, elevating visitor experience and reinforcing the province’s unique cultural identity.
Hanoi has directed lodging providers and tourist destinations to bolster preparations in staffing, service quality, security, and sanitation. Community-based lodging platforms such as Airbnb are also being promoted strongly to expand housing supply during the holiday period.
MICE has experienced changes in both quality and quantity over the past time. (Photo: VNA)
MICE tourism is viewed as a target of the Vietnamese toourism industry's development strategy. (Photo: VNA)
