Sustainable development of MICE tourism requires comprehensive policies
To achieve sustainable development of MICE tourism, the Director of the Institute for Tourism Development Research stressed the importance of creating professional policies for this specialized segment.
Indian tourists visit Independence Palace in Ho Chi Minh City. (Photo: Vietnam+)
Hanoi (VNA)✱ - To achieve sustainable development of MICE tourism, the Director of the Institute for Tourism Development Research stressed the importance of creating professional policies for this specialized segment.
MICE tourism (Meetings, Incentives, Conferences, and Exhibitions) plays a vital role in Vietnam's tourism strategy due to its significant economic contributions.
Although domestic enterprises have had opportunities to engage in MICE tourism, notable success remains elusive. What strategic roadmap is necessary from management agencies, and how should businesses participate to help Vietnam’s MICE tourism take off?
According to Vu The Binh, Chairman of the Vietnam Tourism Association, despite investments from many tourism businesses, Vietnam's MICE market remains fragmented, unorganised, and lacking systematic connections and professionalism. Its competitiveness lags behind several regional countries.
Binh suggested that Vietnam’s MICE tourism should target both international (inbound and outbound) and domestic markets, catering to various scales—large, medium, and small. He also emphasized the need to brand Vietnam’s MICE tourism, develop destinations tailored to specific segments, and foster collaboration among tourism companies, event organisers, and service providers to build a robust ecosystem.
Sharing this view, Pham Ha, Chairman and CEO of Lux Group, commented:
“With Vietnam’s potential, we have the conditions to develop MICE tourism. However, we haven’t yet positioned our destinations or implemented effective communication and promotion strategies.”
Business networking at MICE EXPO 2024. (Photo: Mai Mai/Vietnam+)
Ha pointed to Thailand as a successful example. The country excels in MICE tourism, creating a strong global presence through government support, well-structured strategies, and targeted communication.
Vietnam’s MICE tourism is known for its affordability and reliable services. In the first quarter of 2024, MICE tourism revenue and visitor numbers in Vietnam rose by 35% compared to the same period in 2023. The sector has shown the strongest recovery, accounting for 60–70% of current visitors.
For professional and sustainable MICE tourism development, Dr. Nguyen Anh Tuan, Director of the Institute for Tourism Development Research, emphasized the need for structured and professional policies. These include developing specialised products, strengthening regional and international cooperation, establishing large-scale event centres, focusing on specialised workforce training, and fostering collaboration across agencies and businesses.
Vinpearl has emerged as a leader in infrastructure and advanced technology for large-scale MICE events. According to Luong Thi Phuong, Vinpearl’s Sales Director, its destinations have reached optimal operational levels.
Vinpearl operates the Almaz Convention Centre in Hanoi, which accommodates up to 2,500 guests and has hosted significant events, such as the international press conference for the F1 Vietnam Grand Prix 2023.
The Vinpearl Convention Centre on Hon Tre Island, Nha Trang, also accommodates 2,500 guests. Its grand theater, with a capacity of 1,500, has hosted performances by renowned artists.
Group tourists begin their journey in Vietnam. (Photo: Vietnam+)
In Phu Quoc, Vinpearl’s conference centre and theater can host over 1,000 guests. The company is also working with major international markets such as India, Taiwan, and the Republic of Korea and is set to welcome groups from Mongolia and Poland, the representative added.
International tourists visit Ha Long Bay. (Photo: Mai Mai/Vietnam+)
With its strong investment strategy in modern MICE infrastructure and services, Vinpearl is committed to driving the growth of Vietnam’s MICE tourism sector while solidifying its position in the global market./.
Offering a superior visa policy for all tourists, world-class infrastructure, diverse entertainment experiences... are the reasons why Phu Quoc is emerging as a new hot spot for MICE tourism.
Thailand is striving to become a centre for MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism in Southeast Asia, and considering Vietnam as one of its potential partners for cooperation in this field.
Thailand is striving to become a centre for MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism in Southeast Asia, and considering Vietnam as one of its potential partners for cooperation in this field, according to Puripan Bunnag, Senior Vice President of the Thailand Convention and Exhibition Bureau (TCEB).
The central city of Da Nang is setting its sights on becoming the leading destination for MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism in Southeast Asia, with various promotion activities this year.
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