MICE tourism is understood as a type of tourism that combines meetings, incentives, conferences, and events, and reward tourism for employees and partners. Compared to other forms of tourism, MICE tourism is aimed at serving large groups of tourists, staying for a long time, using high-class services and facilities, and especially not being influenced by seasonal factors in tourism activities, so this is a potential source of high revenue.
According to Director of the Institute for Tourism Development Research Nguyen Anh Tuan, MICE tourism brings in six times more revenue than other forms of tourism. MICE tourists often combine sightseeing, shopping, and entertainment activities, with partner search and market research, opening up opportunities for investment cooperation, thus contributing to the national economic growth.
According to the forecast of the World Tourism Organisation (UNWTO), by 2025, the revenue from the MICE tourism industry will reach over 1.4 trillion USD, of which the two largest regions are Europe and Asia-Pacific. Many experts said that, after a long interruption period of activities, due to the impact of the COVID-19 pandemic, many organisations and businesses will have to resume important events that were previously postponed, and at the same time organise trips to retrain skills, improve connection capacity, group working skills of employees, after a period of being dispersed and working remotely.
This is the space for Vietnam to take advantage of the opportunity to develop MICE tourism for both domestic and international tourist markets, especially when Vietnam left great impressions on international friends by successfully organising many large-scale events over recent years, such as the DPRK-USA Summit, the ASEAN Tourism Forum (ATF), and the UN Day of Vesak.
In addition, MICE Vietnam tourism has continuously won prestigious awards at the World MICE Awards 2021 (Ho Chi Minh City - Asia’s Best MICE Destination, Sheraton Grand Da Nang Resort in Da Nang City – Asia’s Best Incentive Hotel 2021 and Vietnam Airlines – Asia’s Best MICE Airline 2021). Meanwhile, the infrastructure system in the high-end segment is also increasingly being completed, with the appearance of many five-star hotels and resorts, creating favourable premises for Vietnam's MICE tourism to develop.
Taking advantage of this opportunity, some provinces and cities have developed a focused strategy to develop MICE tourism. Typically, Da Nang is a pioneer in implementing MICE-specific policies.
Da Nang has issued its MICE policy in 2022, as a priority for the first 100 MICE delegations, applied from February 21, 2022 to the end of December 2022, with five main groups of policies on: welcoming, souvenir gifts, communication, sightseeing tickets and consulting-support, which are designed specifically for each group of guests, with sizes ranging from 50-15-300-700 guests or more. As soon as the policy started, Da Nang immediately welcomed a delegation of 100 MICE guests, followed by delegations of over 700 guests, to attend a conference.
Vehicles for MICE delegations from 700 guests are supported by the Da Nang City Police. Delegations wishing to organise events on the beach, were arranged by the Management Board of Son Tra peninsula and tourist beaches in Da Nang, and were also assisted in security, order and beach hygiene. For events with foreign elements, the Municipal Department of External Affairs will support licences to organize conferences and seminars in the fastest time.
The Da Nang MICE policy has demonstrated the spirit of close inter-sectorial coordination with the city’s high consensus and determination in promoting MICE tourism development. According to information from the Da Nang Tourism Promotion Centre, from late February to mid-March 2022, there were about 10 MICE delegations registered to Da Nang, with an estimated number of 2,000 visitors.
Along with Da Nang, Hanoi, Ho Chi Minh City, Phu Quoc, Nha Trang, Da Lat, Phan Thiet, Ba Ria-Vung Tau... -places possessing good tourism infrastructure with many hotels and resorts, in the high-end segment, are also MICE destinations exploited by many large tourism businesses. In February, Vietravel in Ho Chi Minh City, has received 150 delegations with nearly 9,000 guests participating in MICE tourism, through teambuilding activities, gala dinners... It is expected in March, Vietravel will welcome about 220 MICE delegations with a number of more than 11,000 guests from large enterprises.
Saigontourist also said that it has successfully organised domestic MICE travel programmes with more than 13,000 guests. This March alone, Saigontourist is serving more than 80 MICE delegations with a programme of tours, events and seminars.
However, according to experts, in order to stimulate MICE tourism to develop and become a lever for the recovery and breakthrough of Vietna’s tourism, synchronous investment is required. Standing Vice Chairman of the Vietnam Tourism Association Vu The Binh commented that MICE tourists travel in large groups, requiring high-class services, so not all localities or accommodation establishments can meet their requirements.
In order to develop this type of tourism, localities and tourist businesses must have a methodical investment strategy in infrastructure and services, in a very professional manner. In addition, special attention should be paid to improving the skills and qualifications of tourism human resources, who are capable of welcoming and serving guests, organising events, and providing quality, safe, and attractive tourism products, as well as meeting the high demands of tourists.
