MICE EXPO 2025: Heritage and technology to drive tourism growth
Vietnam MICE EXPO 2025, the country’s largest event in the MICE sector, will be held on September 26 in Hanoi under the theme “Heritage & Technology in the New Era,” expecting over 800 businesses and 1,500 delegates.
Nguyen Duc Anh, Chairman of the Vietnam MICE Tourism Club, speaks at the briefing. (Photo: VNA)
Hanoi (VNA)𝓡 – Vietnam’s largest event in the meetings, incentives, conferences, and exhibitions (MICE) sector – Vietnam MICE EXPO 2025 – is scheduled to take place on September 26 at the National Convention Centre in Hanoi.
Held under the theme “Heritage & Technology in the New Era”, the event is expected to attract more than 800 domestic and international enterprises and over 1,500 delegates.
Speaking at a press briefing on July 15, Standing Vice Chairwoman of the Vietnam Tourism Association (VITA) Cao Thi Ngoc Lan noted that Vietnam has significant potential for MICE tourism. VITA, and especially its MICE Tourism Chapter, has worked to organise the MICE EXPO as a platform to connect service providers, build a more professional MICE ecosystem, strengthen regional and sectoral linkages, and expand opportunities for domestic and international cooperation.
She called on travel agencies, hotels, and related businesses to actively contribute to the success of the 2025 edition, helping to unlock the sector’s full potential.
Nguyen Duc Anh, Chairman of the MICE Tourism Chapter, said the theme reflects not only a strategic orientation for Vietnam’s national MICE development but also a dual vision in the context of globalisation: leveraging heritage as a foundation of cultural identity while embracing technology to enhance competitiveness and innovation.
Event activities will focus on three key pillars: Cultural identity positioning through tangible and intangible heritage to create unique MICE experiences; Driving a tech revolution with digital platforms to enhance heritage value and event organisation; and Expanding global connectivity, with 1,500 domestic buyers and over 50 international MICE partners expected to participate, including overseas tourism promotion agencies in Vietnam.
He expressed his hope that Vietnam MICE EXPO 2025 will serve not only as a business networking platform but also as a journey connecting tradition and modernity, people and technology, and Vietnam with the global community.
Kieu Viet, Head of the Accommodation Management Division at the Hanoi Department of Tourism, affirmed that Hanoi regards MICE tourism as a strategic direction to boost revenue, service quality, and professionalism in the tourism industry. As the city prepares for a series of celebrations marking National Day on September 2, he expressed confidence that the success of MICE EXPO 2025 will significantly contribute to both MICE visitor numbers and overall tourism growth in Hanoi.
The event will feature a range of activities, including thematic seminars on heritage and technology, business-to-business (B2B) networking sessions between tourism, event, and technology stakeholders, and a Tech Zone showcasing tailored digital solutions for the MICE sector.
On the sidelines, participants can engage in community-building activities such as the inaugural VMA Pickleball Cup and the virtual race “One Round of Vietnam”, held in celebration of the 65th anniversary of Vietnam’s tourism industry./.
With its state-of-the-art infrastructure, including top-tier accommodation facilities, seamless transport, and premium tourism services, Da Nang has become the ultimate destination for large-scale events, whether they are global, regional or national.
MICE tourism (Meetings, Incentives, Conferences, and Exhibitions) is a growing global trend, attracting high-spending visitors. In Vietnam, MICE tourism is still relatively new and requires comprehensive investment in services, accommodations, and skilled labour to fully tap its potential.
Deputy Prime Minister Mai Van Chinh has instructed the Ministry of Culture, Sports and Tourism (MoCST) to coordinate with other ministries, agencies and localities to effectively implement policies and directives from the Party, Government, and Prime Minister on tourism development.
Da Nang's appeal stems from its numerous outstanding tourist attractions, particularly My Khe Beach, Sun World Ba Na Hills resort, and the ancient town of Hoi An. Additionally, Da Nang tourism is renowned for its affordability, especially attractive to young travellers and couples, according to Chosun Ilbo.
With new direct flights from major Indian cities like Hyderabad and Bengaluru, Vietnam is becoming an increasingly compelling destination for Indian tourists seeking a quick, emotionally rich four-day escape that blends luxury, culture, and natural wonder.
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Khanh Hoa has welcomed 16 international cruises so far this year, with more than 19,000 tourists disembarking to explore the province’s scenic landscapes and renowned cultural, religious, and artistic landmarks, as well as to enjoy local cuisine and sightseeing tours.
According to local plans, fireworks shows will be held at multiple locations, with Ha Long Bay as the focal point. More than mere entertainment, these displays are part of a strategic cultural tourism product aimed at strengthening the region’s brand.
Chatbot and virtual assistants support itinerary consultation and tour bookings, and provide around-the-clock response across multiple platforms while AI advertising applications have been used to optimise budgets and target the right customers. AI has been also employed to analyse customer data, enabling the delivery of personalised tour recommendations.
Many Vietnamese regions possess favourable conditions, including natural landscapes, climate, and rich cultural identities, to host sport events that integrate with cultural and tourism experiences.
Dubbed the “land of ancient towers”, Khanh Hoa boasts a rich Cham legacy through architectural masterpieces like the Po Nagar, Hoa Lai, Po Klong Garai, and Po Rome towers.
Vietnam’s e-visa system is now seen as one of the most efficient, convenient, and transparent in the region. Fully online registration, no paperwork or interviews, and fast and flexible processing time have improved foreigners’ entry experience, creating a competitive advantage over countries clinging to complicated and costly visa procedures.
Sunset Town unfolded like a living fairytale. Every street and hidden corner recalls iconic European landmarks – from Venice’s San Marco Bell Tower and Paris’s Arc de Triomphe to Almafi-style squares and cobblestone paths reminiscent of southern Italy.
Its natural advantages have made Mui Ne a magnet for enthusiasts of kitesurfing, windsurfing, surfing, and stand-up paddle boarding (SUP). These activities not only diversify the local tourism offerings but also contribute to the area’s long-term development strategy focused on sustainability.
In July alone, the city welcomed 695,930 international arrivals, surging 75.3% year-on-year. For the seven-month period, international visitors totalled 4.5 million, up 48% year-on-year.
Welcoming the crew on the morning of July 30, Dang Dong Ha, Deputy Director of the provincial Department of Culture, Sports and Tourism, emphasised that the film offers a valuable opportunity to promote Quang Tri’s tourism potential, particularly to Indian visitors, but also to a broader global audience.
With a proactive and creative approach, Hanoi is positioning itself as one of Southeast Asia’s most compelling destinations where tradition meets innovation, and every visit offers a blend of the familiar and the new.
Fostering linkage among regional localities and restructuring the tourism sector towards professionalism are among measures to boost the “smokeless industry” of the Mekong Delta.
