According to the World Tourism Organisation forecast, 2025 revenue from world MICE tourism will reach about 1,400 billion USD, mostly concentrated in Europe and Asia-Pacific.
After years of disruption due to the COVID-19 pandemic, many organisations and businesses are enhancing skills training, seeking partnership and investment opportunities, and fostering market research to develop MICE tourism.
Vietnam is witnessing strong growth in MICE tourism. Statistics from the Vietnam National Administration of Tourism showed that, in the first quarter of 2024 alone, revenue and the number of MICE tourists to Vietnam increased by 35% compared to the same period in 2023.
This is also the best-recovering sector, attracting many domestic and international holidaymakers, accounting for about 60-70% of the total number of visitors.
According to Dr Nguyen Anh Tuan, Director of the Institute for Tourism Development Research, thanks to beautiful natural landscapes, a diverse and long-standing system of historical and cultural heritage, a stable political system, low service costs and increasingly improved tourism infrastructure, Vietnam has great advantages to promote MICE development.
In recent years, destinations such as Hanoi, Ho Chi Minh City, Quang Ninh, Da Nang, Nha Trang, and Phu Quoc have become favourite hosting venues for major events and conferences in the country and the region.
Recently, Sun Pharma, one of the largest pharmaceutical corporations in India, brought 4,500 employees for a joint MICE trip to Vietnam. It is a positive signal showing Vietnam's prospects in attracting MICE visitors from around the world.
However, according to experts, Vietnam still faces many challenges in becoming an international-class MICE destination.
Director Nguyen Anh Tuan pointed out the lack of a systematic and professional MICE tourism development programme, as well as the absence of large-scale event venues.
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Employees of Sun Pharma welcomed at Trang An Scenic Landscape Complex during their MICE trip to Vietnam in August 2024 (Photo: Viettravel) |
In addition, there are still shortcomings in coordination among functional agencies, human resources quantity and quality, and the promotion of MICE tourism to the international market. These bottlenecks need to be removed to improve the competitiveness of Vietnam's MICE tourism.
Speaking at the forum entitled ‘Vietnam - Destination of MICE Tourism’, which was recently held in Hanoi within the framework of MICE EXPO 2024, Le Thi To Linh, Deputy Head of the Passenger Service Department of Vietnam Airlines in the Vietnam region, said that MICE is a type of tourism that requires a high level of professionalism, connectivity, destination selection, and travel experience.
Therefore, she stressed the need to build a comprehensive programme on MICE tourism development led by the state management agency, which can gather all parties operating in the tourism industry.
Such a specific plan will also help promote Vietnam's destinations in general while saving costs rather than doing it individually.
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Speakers at the forum entitled ‘Vietnam - Destination of MICE Tourism’, which was recently held in Hanoi within the framework of MICE EXPO 2024 (Photo: VGP) |
In addition, it is necessary to have a strategy to enhance competitive advantages for Vietnam's tourism destinations with a long-term vision, such as organising or bidding for international event programmes (sports tournaments and music concerts) to enhance the ability to attract more tourists.
For his part, Phung Quang Thang, Vice President of the Vietnam Travel Association, emphasised that it is crucial to strengthen the coordination between relevant parties to improve the synchronisation in the service chain provided to MICE visitors.
Government agencies should support businesses in improving infrastructure; local authorities and promotion agencies should cooperate with businesses in advertising MICE tourism destinations; event organisers must ensure the quality of services; while related service providers and local communities should cooperate with event organisers to ensure the event’s technical and technological standards.
This coordination will help optimise costs and increase efficiency by sharing resources and experiences and, at the same time, providing businesses with new partnership opportunities with international partners, thus making Vietnam’s MICE tourism operate more professionally.
