Da Nang’s tourism industry has gradually prospered when from the beginning of March 2022, Da Nang has continuously welcomed M.I.C.E (Meetings-Incentives-Conferences-Exhibitions) tourist groups of more than 700 guests each.

Da Nang’s tourism industry has prepared infrastructure and human resources to welcome tourists and M.I.C.E guests in particular. The tour guide (middle) welcomes and takes a group of tourists to a local hotel. Photo: THU HA

M.I.C.E shows itself as a specific and unique form of group tourism where tourists attend various business events and leisure gatherings in their professional or individual capacity. The majority of

M.I.C.E tour bookers are businesspeople who want to combine organising conferences or seminars with travelling. Based on these facts, it can bring in much higher revenue for Da Nang than the other types of tourism because it attracts a large number of high-spending travellers, said local tourism experts.

Although M.I.C.E tourism has more specific requirements and higher standards, it also brings about higher revenue, 4 - 5 times higher than other common kinds of tourism. Thus, promoting this emerging type of tourism has become a top priority for many travel agents.

In reality, Da Nang now boasts a spacious, synchronous and modern infrastructure system with a large international seaport and an airport.

These days, the working ambiance at the Sheraton Grand Da Nang Resort based im Ngu Hanh Son District are busier than usual because large groups of M.I.C.E guests have chosen to stay and hold events here.

Ms. Nguyen Thi My Lan, the Marketing Communications Director of the Sheraton Grand Da Nang Resort, said that, from the beginning of 2022, the resort has welcomed about 30 M.I.C.E delegations, mainly from insurance, banking and auto industries and this number is expected to go up in the coming months.

With the advantage of its diverse facilities with 14 meeting spaces and 270 resort rooms, the resort can accommodate M.I.C.E groups of up to 1,000 guests.

Currently, with many incentives on M.I.C.E development, Da Nang is one of the attractive tourist destinations. Many 4 - 5 star hotels and resorts along the city’s coast have been chosen by large groups of guests as places for stay and the hosting of events.

On the favourite list are Sheraton Grand Da Nang resort, Pullman Da Nang Beach Resort, Paris Deli Hotel , Belle Maison Hote and Furama Resort Da Nang.

Coming to Da Nang to attend a big event organised by the company at a local hotel, Mr. Nguyen Nha Y, a tourist from the province of Binh Dinh, said that, besides participating in programs and conferences, she took advantage of visiting some tourist attractions in the city. She said he really liked the pleasant atmosphere and friendly residents here. Trips like this help her take a deeper insight into the land and people of the coastal hub of tourism.

It is known that in order to attract tourists to Da Nang, especially the M.I.C.E market, the Da Nang tourism industry is on track in piloting a programme to attract M.I.C.E visitors in 2022 with many highly inviting incentives.

Ms. Nguyen Thu Chinh, the Communications Director of the Baoviet Life Corporation, expressed that, in recent times, her company has implemented many conferences, visits and field trips for the team of consultants and staff. Da Nang has always been on the priority list to organize such events.

“The company's programmes often attracts a large number of attendees, up to nearly 1,000 people, so it requires large enough infrastructure, accommodation and services to organise them. This is the 2^nd year in a row that the company has selected Da Nang for the hosting of events in  combination with holiday tourism.When we come here, we feel the friendliness, fun, and warm welcome of the local people as well as the well-developed accommodation," said Ms. Chinh.

The Deputy Director of the Da Nang Tourism Promotion Center Huynh Thi Huong Lan said that according to this agency 's statistics, in February and March, there are more than 15 M.I.C.E delegations registered through the centre to arrive in Da Nang, two of which consist more than 700 guests each.

In addition to preferential policies issued by the Da Nang People's Committee, the city’s Tourism Promotion Centre has also developed a communication plan about this M.I.C.E policy to attract visitors. Included are strong communications activities about the Da Nang destination on a daily basis roadmap with the message "Enjoy Da Nang", with communication channels dedicated to each domestic and foreign tourist markets.

In addition, the participation of the Da Nang Tourism Miss and runners-up in welcome ceremonies for large tourist delegations is also an interesting highlight. Here, the centre will coordinate with other relevant agencies and businesses specialising exploiting the M.I.C.E customer markets to further consolidate facilities and improve the quality of staff to serve potential M.I.C.E tourists.

Reporting by THU HA – Translating by A.THU