Starting 2025, the MICE (Meetings, Incentives, Conferences, and Exhibitions) market has been quite bustling with many business travel groups from large-scale international corporations and enterprises. This is a positive signal, contributing to affirming the position of Da Nang - an ideal destination for MICE tourism.

The Da Nang Department of Tourism, in coordination with Visit Indochina Company, held a ceremony to welcomed a MICE tourist group of 226 people from Bota-P World Thailand Co., Ltd. at the Da Nang International Airport. Photo: NGOC HA

On February 11, the Visit Indochina Company welcomed a MICE tourist group of 226 people from Bota-P World Thailand Co., Ltd. - a leading health product manufacturing enterprise in this country to visit Da Nang and organise a seminar in the city. The schedule included 4 days, and the group of guests from many nationalities such as Thailand, Japan, Myanmar, Laos participated in activities such as seminars, sightseeing, and experiences at some tourist destinations in the city.

Also this February, Da Nang welcomed two more MICE tourist groups. Specifically, from February 21 to 22, a delegation of 300 people from more than 30 countries (India, Sri Lanka, Malaysia, Singapore, South Africa and many other countries) came to Da Nang to attend the Tamil Business Conference on business cooperation between Tamil businesses and promoting trade relations in the Asian region.

Then, from February 26 to 28, the CTM Asia Conference and All Stars Awards 2025 took place - one of the major events attracting about 70 experts in the field of MICE tourism, independent travel and resort tourism from Asian and international markets, took place in this coastal city

This was an annual event organised by Corporate Travel Management (CTM), attracting the attention of business partners and sponsors from many fields, including global distribution systems (GDS), airlines, hotels, tourism boards and other business partners. In particular, the event was attended by a number of senior leaders, MICE tourism experts and many key management representatives, executives from other key and potential MICE tourism markets.

A MICE tourist group of 226 people from Bota-P World Thailand Co., Ltd. happily checked in at the Da Nang International Airport. Photo: NGOC HA

According to the assessment of travel companies, the MICE market in Da Nang in recent years has been quite good and has grown steadily. The objective reason is that the city has favourable conditions for infrastructure of accommodation - transportation - high-class tourism services, leading in Viet Nam and Asia as a whole. Importantly, the city has developed a pioneering MICE policy, and its application has brought positive results.

Travel businesses have smoothly implemented this policy into practice quite well, making an impression on tourists, spreading the effect, creating a highlight to attract more MICE visitors to Da Nang. Mr. Nguyen Son Thuy, the Director of Visit Indochina Co., Ltd., said that right after tourism recovered, travel companies have focused on attracting MICE guests, in addition to traditional groups and free independent travellers.

“Da Nang has an ideal position for MICE tourism and great potential. In 2024, our company welcomed a group of 450 Indian MICE guests staying for 9 days in Da Nang. In addition, we also welcomed many other MICE groups of 50 - 200 people from Thailand, Malaysia and other countries”.

In 2025, Da Nang will launch a series of new products as well as continue to have MICE policies to meet the wishes of businesses specialising in this tourism segment. This is a positive signal for many more large-scale MICE groups in the coming time.”, said Mr. Thuy.

According to the Da Nang Department of Tourism, in order to increase the efficiency of developing the MICE tourist market to Da Nang in 2025 and the following years, Da Nang will continue to implement solutions on policies to attract MICE guests such as supporting consultation on procedures for welcoming groups; organising art performances, giving souvenirs, supporting communication of group activities in Da Nang; coordinating with businesses in the city to support preferential policies on prices and services during the tourist group’s stay; implementing a stimulus programme to attract more tourists to Da Nang in 2025 as well as applying MICE incentive policies. The tourism industry is studying policies to promote MICE tourism in the coming time.

“MICE is a tourism product that the city has focused on in recent years. The fact that Da Nang was chosen by organisations, businesses and corporations as a venue for events in early 2025 has demonstrated the city’s prestige and attractiveness in the field of MICE tourism, affirming Da Nang’s stature as a leading MICE tourism hub in Asia; contributing to enhancing Da Nang’s position on the international tourism map and creating opportunities to promote business cooperation and tourism development in the region.”, said Ms. Huynh Thi Huong Lan, Deputy Director in charge of the Da Nang Tourism Promotion Centre.

Reporting by NGOC HA - Translating by A.THU