The global tourism industry is witnessing the strong rise of MICE (Meetings, Incentives, Conferences, and Exhibitions), going beyond the concept of mere business trips to become a core driver of economic growth. A successfully organized corporate event doesn’t stop at filling conference halls, but also creates a massive ecosystem of value, from direct economic impacts to long-term strategic visions of commerce and knowledge. In Vietnam, especially with Da Nang city’s ambition to reach new heights, the value of MICE is being demonstrated more clearly than ever.
Da Nang city aims to be a world-class MICE tourism center.
Direct Value: One Event Activates Many Services
From a microeconomic perspective, a MICE delegate brings in a spending value many times higher than a regular tourist. The presence of a large-scale conference immediately triggers a “domino effect” on a series of service groups:
- Venue and Operations: Space rental costs, audio-visual (AV) systems, stage design, security services, and professional organization.
- Accommodation, F&B, and Transportation: The need for large block hotel bookings, banquets, airport transfers, and inner-city transportation.
- Local Economy: Spending on side-tours, buying specialties, and indigenous cultural experiences.
In Da Nang, the Furama – Ariyana International Tourism Complex is a clear example of this connection. When Ariyana Convention Centre Danang hosts a conference, the needs for accommodation, culinary arts, and resort experiences can be connected with Furama Resort Danang, Furama Villas Danang, along with local transportation, sightseeing, and service partners.
Furama – Ariyana Danang International Tourism Complex
In other words, the value of an event lies not only in hall rental revenue. The true value lies in the ability to connect multiple service sectors within a single experiential journey for the guests.
Long-term Value: Connecting Commerce, Investment, and Knowledge
If service revenue is the direct value, the long-term value of MICE comes from the connections created during and after the event. A specialized conference can be a place for businesses to meet partners, introduce products, approach investors, exchange technology, and update new trends.
DAVAS 2026 – Danang Venture and Angel Summit 2026 took place from May 25 to 27, 2026, at Ariyana Convention Centre Danang with the theme “Innovation meets global investment” and the message “Ideas soar, capital flows”. The event focused on connecting innovative startup projects and businesses with domestic and international investment funds through fundraising activities, 1:1 matching, strategic dialogues, and thematic programs. This is how MICE transforms from an event-organizing activity into a driver for capital flow, knowledge, and business opportunities.
Danang Venture and Angel Summit (DAVAS 2026) at Ariyana Convention Centre.
When MICE Becomes the Guiding Light for Destination Development
Clearly recognizing these immense values, Da Nang is rising to become a typical model in Southeast Asia in establishing a complete MICE ecosystem.
The announcement event of the “Da Nang Tourism Stimulus & MICE Promotion Program 2026” held on March 24, 2026, at Ariyana Convention Centre emphasized the inseparable role of the three-legged stool: City Government (with supporting and welcoming policies), Travel Agencies (packaging destination experiences), and Venues (ensuring infrastructure and international standard service quality).
Signing ceremony for cooperation accompanying the Da Nang Tourism Stimulus Program 2026.
It is this synchronized coordination that has created a strong competitive appeal, bringing large-scale MICE delegations from all over the world to Da Nang.
MICE: Investing for Connection and Growth
In the context of a global economy increasingly reliant on connections, corporate events are increasingly becoming a strategic tool rather than just a networking activity. A well-designed MICE program can simultaneously generate service revenue, open up cooperation opportunities, spread knowledge, and elevate the position of the host destination.
Acting as a venue for events ranging from innovation investment, inter-regional economic connectivity to personnel engagement programs, Ariyana Convention Centre Danang contributes to illustrating the multidimensional value of MICE: where businesses meet, ideas are connected, and opportunities are created.